Hackmamba helps SaaS teams create original content and documentation to drive product growth and deliver a better developer experience. Trusted by companies worldwide like Sourcegraph, Cloudinary, and Neon.
Fowel automatically reviews documentation in every GitHub pull request – catching inaccuracies, missing context, outdated code samples, and structural gaps before they reach production. Install in 30 seconds and scale across unlimited repositories.
Let s turn this thread into a place to share our favorite developer marketing examples. I ll start with a few that stood out to me.
Creator and influencer partnerships. Railway has grown reach through creator-led YouTube content that focuses on problems adjacent to what Railway solves. Tutorials like How to Setup Auto Deployment From GitHub walk through common deployment and CI workflows developers already search for, with Railway appearing naturally as part of the solution rather than the starting point. I liked this approach because it meets developers where they are already looking for answers, shows the product in context, and allows evaluation through existing workflows instead of a direct product pitch.
Billboard distribution. Snowflake ran high-visibility out-of-home campaigns around major tech hubs and conference moments, using short category messaging around the Data Cloud. The placements appeared on major routes such as US-101 in San Francisco and in high-traffic locations across New York, with copy rotated to stay relevant during events like Snowflake Summit. I liked this approach because it focused on category ownership rather than features, made the message easy to recognize at a glance, and created moments that people naturally photographed and shared online, extending distribution beyond the physical locations.
GitHub SEO and repository-led discovery. Prisma uses GitHub as a primary distribution channel by making its repositories the default destinations for high-intent, product-led searches. Repos like prisma/prisma and prisma/prisma-examples consistently appear for queries such as Prisma examples, Prisma migration, and Prisma schema, where developers are already evaluating how to implement the tool. Instead of sending traffic to marketing pages, these searches land developers directly on working code, example projects, and active issues, making GitHub the evaluation surface and allowing distribution to compound over time through stars, forks, and ongoing usage.
If you want to see more developer marketing examples like this broken down channel-wise, along with the thinking behind why they work, you can read the full post here
We ran a survey to understand what developers look for in technical videos.
We shared a short questionnaire with developers and received 100 responses across backend, frontend, DevOps, and data roles. The goal was to understand video length preferences, discovery channels, pacing, and what makes a video useful.
Last week I got hit by a client with "sorry we took all the docs work your team did over the last 3 months which was great, fed it to Claude Code and we're good going forward". $5k+ MRR up in smoke.
I think that's when I might have finally gotten past the denial stage, that AI is coming for my company, Hackmamba, a technical content agency, even though we're focused on authenticity and technical creativity.
As an engineer and technical writer (now double-screwed I guess) I'm a big purporter that AI is like electricity, making things better, but the last 2 weeks have been, shocking (pun intended). Maybe I'd just been slow, doing too much talking and less doing.
So what did I do after J hit me with the contract cancellation line, I started looking for ways to do more with AI without crossing the blurry line that is generating slop. As a former PM, the first culprits of my evaluation were anything we spent more than 10 hours per month doing.
Technical reviews came up first. We work in teams shipping fast and need to get docs ready for developers and agents. Documentation is the ground truth before MCPs etc take over. So we spend a good amount of time reviewing docs PRs sent in by technical writers for accuracy, tone, shit code, typos, consistency with the overall style, persona match, clarity for sales and marketing usage etc.
So I did the next logical thing a software engineer (bless that job title) would do; I made a system prompt with everything we know and documented internally, plus everything I know about docs, individual frameworks, patterns etc. Then I built Fowel.ai (should sound like vowel, not foul) with it to handle deep GitHub PR reviews on documentation that was both written by a human or AI generated.
Frankly, I don't care at this point. If the end goal is to ship great docs for humans and agents, why care deeply about who wrote it. AI agents don't care, and I've worked with writers worse than GPT 5.4. We likely won't need documentation in the future too when we fix agent<>agent comms 🫠
Maybe I'm cooked for making such mental shift towards building the guardrails and quality enforcements. Time will tell.
We've seen a huge reduction in time to get PRs into production by about 80%, which I love. Do try Fowel if you're looking at the speed of getting great docs content out, and I appreciate any feedback shared. It's free to use. Thanks in advance and let me know if this is shit too.
@ichuloo Wait, they paid your agency 5k/m to do this job? :) I didn't even know, that there was an agency niche for that. But sounds like classical agency -> SaaS path, solving problem in a niche, you know the best. Good luck to you and the team!
@davitausberlin Thanks! Yea, we're docs/dev content specialists. Our current job is to write great docs either from the ground up or turn an existing one into magic. That said, Fowel just helps us go faster now, so we can deliver the same value in a lot less time.
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This is honestly such a smart pivot. Doc review is one of those things that eats up so much time but nobody really talks about it. We've had PRs sit for days just because the docs changes needed back and forth on tone and accuracy.
Curious about one thing though, does Fowel handle docs that reference external APIs or third party libraries? Like if a code sample imports something from a package that just shipped a breaking change, would it flag that?
@mihir_kanzariya thanks for the kind words. Great question too. That may be something we support in the future, right now we're focused on the content and don't run the code in a sandbox. We have that tech internally, maybe we'll just add it to Fowel :)
Hackmamba
Last week I got hit by a client with "sorry we took all the docs work your team did over the last 3 months which was great, fed it to Claude Code and we're good going forward". $5k+ MRR up in smoke.
I think that's when I might have finally gotten past the denial stage, that AI is coming for my company, Hackmamba, a technical content agency, even though we're focused on authenticity and technical creativity.
As an engineer and technical writer (now double-screwed I guess) I'm a big purporter that AI is like electricity, making things better, but the last 2 weeks have been, shocking (pun intended). Maybe I'd just been slow, doing too much talking and less doing.
So what did I do after J hit me with the contract cancellation line, I started looking for ways to do more with AI without crossing the blurry line that is generating slop. As a former PM, the first culprits of my evaluation were anything we spent more than 10 hours per month doing.
Technical reviews came up first. We work in teams shipping fast and need to get docs ready for developers and agents. Documentation is the ground truth before MCPs etc take over. So we spend a good amount of time reviewing docs PRs sent in by technical writers for accuracy, tone, shit code, typos, consistency with the overall style, persona match, clarity for sales and marketing usage etc.
So I did the next logical thing a software engineer (bless that job title) would do; I made a system prompt with everything we know and documented internally, plus everything I know about docs, individual frameworks, patterns etc. Then I built Fowel.ai (should sound like vowel, not foul) with it to handle deep GitHub PR reviews on documentation that was both written by a human or AI generated.
Frankly, I don't care at this point. If the end goal is to ship great docs for humans and agents, why care deeply about who wrote it. AI agents don't care, and I've worked with writers worse than GPT 5.4. We likely won't need documentation in the future too when we fix agent<>agent comms 🫠
Maybe I'm cooked for making such mental shift towards building the guardrails and quality enforcements. Time will tell.
We've seen a huge reduction in time to get PRs into production by about 80%, which I love. Do try Fowel if you're looking at the speed of getting great docs content out, and I appreciate any feedback shared. It's free to use.
Thanks in advance and let me know if this is shit too.
I don't mind brutal feedback.
William.
Humans in the Loop
@ichuloo inspiring story - and neat product. keep up the great work, Will 👏👏
Hackmamba
@fmerian thanks Flo!
@ichuloo Wait, they paid your agency 5k/m to do this job? :) I didn't even know, that there was an agency niche for that. But sounds like classical agency -> SaaS path, solving problem in a niche, you know the best. Good luck to you and the team!
Hackmamba
@davitausberlin Thanks! Yea, we're docs/dev content specialists. Our current job is to write great docs either from the ground up or turn an existing one into magic. That said, Fowel just helps us go faster now, so we can deliver the same value in a lot less time.
This is honestly such a smart pivot. Doc review is one of those things that eats up so much time but nobody really talks about it. We've had PRs sit for days just because the docs changes needed back and forth on tone and accuracy.
Curious about one thing though, does Fowel handle docs that reference external APIs or third party libraries? Like if a code sample imports something from a package that just shipped a breaking change, would it flag that?
Hackmamba
@mihir_kanzariya thanks for the kind words. Great question too. That may be something we support in the future, right now we're focused on the content and don't run the code in a sandbox. We have that tech internally, maybe we'll just add it to Fowel :)