TL;DR Summary
The value of DevRel goes beyond metrics. It builds a culture of advocacy, where developers aren’t just using a product—they’re part of its success story. When we zoom in on metrics, here’s what companies should remember about DevRel’s impact:
- Optimise TTV: Aim for shorter times to value, as they foster satisfaction and early loyalty.
- Develop Communities: Developer communities become self-sustaining hubs, providing support, feedback, and organic growth.
- Monitor Engagement Metrics: DAU/MAU ratios and CLTV are direct indicators of DevRel’s success. By tracking these, companies can pinpoint retention trends and intervene early.
- Invest in Proactive Communication: Direct, real-time communication, especially in-app, strengthens user trust and helps build product loyalty.
According to James Parton, your product’s adoption depended not just on marketing tactics or feature lists, but on the people behind the code—the developers who integrate it, test it, and ultimately shape its reputation. For tech companies, this realization has reshaped priorities, placing developer relations (DevRel) front and center as the hidden lever for growth and loyalty. DevRel has quietly become the linchpin for product success, where behind-the-scenes developer advocates nurture relationships that drive both adoption and retention.
When tech companies give developers a voice, they turn users into long-term partners. In software as a service (SaaS), where every user counts, companies are discovering how DevRel isn’t just support; it’s an engine of loyalty and advocacy.
Why DevRel Matters for Long-Term Retention
In the bustling world of B2B software, the stakes for getting—and keeping—users are high. Studies have revealed that the average churn rate in SaaS hovers between 5-7% each year. A strong DevRel strategy can cut that rate significantly, but more importantly, it can foster loyalty by helping developers succeed. A company that achieves a fast “time to value” (TTV)—where users see clear benefits early on—sees much lower churn rates, as DevRel provides precisely the targeted support needed to reach that “aha” moment.
For instance, the effectiveness of DevRel shines through when we look at product adoption metrics like usage frequency and feature adoption rates. A platform with high daily active users (DAU) indicates that users find immediate value in their products, returning frequently as a habit. The stronger the developer relationships, the greater the usage frequency, and the lower the churn rate—a powerful retention driver. Products with comprehensive onboarding programs and milestone achievements have been shown to keep 50% more users in their first year than those without.
Real-World Stories of DevRel in Action
James Parton is an expert on the subject of DevRel—he literally wrote the book on it. Speaking with him at his HQ on Cambridge Science Park, he outlined how successful software companies are leveraging DevRel to great effect. “Companies like MongoDB have learned firsthand how DevRel can transform user journeys. By mapping out onboarding processes and establishing incremental milestones for users, MongoDB saw substantial increases in activation rate and customer satisfaction,” he explains.
This approach isn’t just about helping developers use a product; it’s about fostering an environment where developers are supported, encouraged, and ultimately feel loyal to the brand. James continues, “When companies build this kind of bond, they see returns that go beyond revenue—it’s about sustainable, loyal engagement.”
In MongoDB’s case, in-app messaging is a critical component, boosting engagement by an impressive 300% over email alone. Direct communication through in-app messaging allows companies to guide developers through each feature, ensuring their understanding and helping them address issues on the spot. Platforms with DevRel initiatives have seen up to a fourfold increase in conversions and activation rates, underscoring the long-term retention benefits of proactive developer engagement.
Snapshot of Key DevRel Metrics
- Time to Value (TTV): Faster TTV (the time for a new user to achieve their first success with the product) reduces churn and boosts early engagement.
- Feature Adoption Rate: High rates indicate a well-understood product, with each feature fulfilling its intended purpose.
- Customer Lifetime Value (CLTV): Increased CLTV shows that customers see long-term value in the product, extending beyond initial engagement.
- In-App Messaging: Companies using this see a 300% retention boost compared to those relying solely on email communication.
DevRel’s Broader Impact on the Tech Landscape
I asked James what he feels DevRel means for the future of B2B SaaS. His response was, as anticipated, eye-opening: “The effect of DevRel has rippled through tech companies of all sizes, shaping how they develop, market, and improve their tools. For example, a well-maintained developer community does more than just lower support costs. Companies that foster active communities see a retention boost of 21%, as developers gain from peer support, feedback, and shared solutions. With 90% of developer communities also reporting that feedback directly influences product improvements, companies see a faster, more responsive development cycle.”
It’s clear that these communities are goldmines of user insights, revealing common pain points, highlighting necessary features, and serving as early testing grounds for product iterations. For companies willing to listen, these communities reduce feature-building guesswork and guide companies to make user-focused choices.
Parton concludes, “Companies that understand and actively support their developers achieve something rare: a self-sustaining cycle of adoption, retention, and advocacy. Active users become engaged advocates, spreading the word and helping new users learn the ropes—a living testament to DevRel’s power.”
In the competitive SaaS world, DevRel has moved from a “nice-to-have” to an essential strategy. As tech companies strive to deepen relationships and reduce churn, DevRel is their bridge to sustained growth and loyal user bases—proof that sometimes, the best way to lead is simply to listen.
