How DevRel Fuels Blockchain Startups with Eric Zietlow

The Blockchain Startup Show with Harrison Wright

In this episode, I had the pleasure of discussing what founders need to know about DevRel with Eric Zietlow.

We covered everything from the purpose and impact of DevRel, through to building an effective DevRel team, how to compensate them, and how to set them up for success.

Guest Profile

Eric Zietlow

Eric Zietlow is formerly Director of Developer Relations for Chia Network. He’s one of the most experienced DevRel leaders in the space, with a wealth of knowledge and insights into the challenges and strategies involved in building effective DevRel teams.

Highlights From The Interview

Introduction and DevRel (00:01 - 02:05)

Eric Zietlow introduces himself and explains that DevRel is about bridging the gap between engineering and users and bringing technical understanding to the community.

What is DevRel? (02:05 - 03:51)

Eric defines DevRel as the department that connects engineering teams with users. He emphasizes the importance of conveying technical information while maintaining user engagement. He also describes DevRel as a two-way street, facilitating feedback from the community back to the engineering teams.

Quantifying DevRel Impact (03:51 - 08:55)

We discussed the challenges of quantifying the impact of DevRel. Unlike engineering or sales departments, where metrics like bugs fixed or sales leads can easily be measured, DevRel's value is often more qualitative. Eric likens DevRel to "oil in the engine" of a company, facilitating smooth operations across departments rather than directly driving metrics.

Difference Between Marketing and DevRel (08:55 - 09:27)

We talked about how DevRel is often confused with marketing due to their overlapping roles in building relationships and engagement. However, Eric points out that DevRel is more niche-focused, targeting developers specifically, whereas marketing is broader and involves product promotion to various audiences.

Hiring for DevRel (09:27 - 11:49)

The conversation covers the skills needed for a DevRel role and how companies should approach hiring for this position. Eric suggests hiring individuals with a technical background rather than those who started in marketing or non-technical roles. He emphasizes the need for practical experience and enthusiasm for the project.

DevRel as an Advocacy Role (11:49 - 15:41)

Eric explains that a significant part of DevRel is advocacy, both for the users (external) and within the company (internal). He discusses the misconception that DevRel is primarily about documentation and clarifies that the role focuses more on advocating for the needs of the community and ensuring the product development aligns with user needs.

Importance of Community Engagement (15:41 - 19:34)

Eric discusses the importance of engaging with the community and being present at events. He stresses that the value of DevRel is not in the number of attendees at an event but in the quality and engagement level of those attendees.

Evolution of DevRel Roles (19:34 - 20:00)

Eric mentions how the industry moved from using the term "developer evangelist" to "developer advocate," reflecting a shift in focus from merely promoting technology to building relationships and providing real value to the community.

Challenges in Hiring DevRel Talent (20:00 - 28:08)

We discuss the difficulties in hiring qualified DevRel talent, particularly in the crypto space. He mentions that there are only a limited number of experienced DevRel professionals, and finding someone with both technical expertise and the necessary soft skills can be challenging.

The Role of DevRel in Product Development (28:08 - 33:00)

We talk about the role of DevRel in influencing product development. Eric argues that DevRel should be involved in product planning and development meetings to provide insights from the community and help shape the product direction. This involvement ensures the product remains relevant and user-friendly.

Eric’s Personal Experience in DevRel (33:00 - 39:51)

Eric shares his personal journey into DevRel, including his initial fears and how he overcame them. He talks about the rewarding aspects of the job, such as the impact on project success and the satisfaction of seeing products used effectively by the community.

Future of DevRel (34:44 - 40:31)

Eric shares his thoughts on the future of DevRel. He hopes the role will continue to evolve and gain recognition as a critical function within tech companies. He also provides advice for anyone looking to enter the field, encouraging them to develop a broad skill set and stay adaptable to new challenges.

Building a DevRel Team (40:31 - 41:26)

Eric and I discussed challenges and strategies involved in hiring Developer Relations (DevRel) professionals, including the importance of understanding what DevRel does and the qualities of an ideal DevRel candidate.

Scaling DevRel Efforts (41:26 - 45:46)

We talk about when to scale a DevRel team and the indicators that suggest it’s time to hire more DevRel professionals.

DevRel in Blockchain and Crypto (45:46 - 51:36)

Eric discussed specific challenges of hiring for DevRel roles within the blockchain and crypto industry, including the scarcity of experienced candidates.

Career Advice for Aspiring DevRel Professionals (51:36 - 54:07)

Eric offers Insights on how to break into DevRel, including overcoming public speaking fears and developing soft skills.

Compensation Strategies for Retaining Talent (54:07 - 01:15:19)

We discussed how to compensate DevRel professionals effectively to retain them, including offering financial incentives and opportunities for personal investment in the project.

We also talked about the high turnover rates in the crypto industry, especially for DevRel and positions, and the impact on teams.