Developer Marketing in 2026: What's Working for Cockroach Labs
In this session, James Sarris of Cockroach Labs, will share what's actually changed in developer marketing and what it's taking to re-earn developer trust now. From signal-based targeting and multi-threaded buying committees to attribution that's quietly breaking and what it takes to get recommended by AI research tools, join us for a practical conversation on what's working, what's not, and how developer-marketing teams should adapt in 2026.
July 30, 2026
12:00 PM ET
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What you’ll takeaway:
- How developer buying has changed (AI, self-serve research, buying committees)
- How Cockroach changed its GTM (enterprise, segmentation, messaging)
- Signal-based targeting and modern developer journeys4. DevRel, documentation, community, and technical credibility
- Product signals and measurement
- AI's impact on developer marketing (docs, agents, discoverability)
- Future predictions and biggest lessons
Meet the Speakers
Praveen Das
Co-founder at Factors
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James Sarris
Senior Digital Marketing Manager, Cockroach Labs
LinkedIn Marketing Partner
GDPR & SOC2 Type II
Factors +LinkedIn = Marketing Magic
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