Code to Market

Gonto and Hank
  • 3.4 (5)
  • MARKETING
  • UPDATED WEEKLY

Every week, Gonto & Hank boil down the most important product, growth, and marketing learnings from what’s happening in dev tools

  1. 12/12/2025 · BONUS

    [bonus] Hank's Email Drafts

    Most sales & marketing people hate my email drafts. Because I'm not writing for them; I write for developers. I crafted & tested these drafts for the last decade specifically to get enterprise pipeline from developers in product signup funnels at Vercel, GitLab, Neo4j, & Laravel (plus several startups I've advised). And these emails beat every challenger's drafts for ten years! I believe they're strong enough to endure even if widely used, so I'm happy to share them (just ask). So here's ten minutes of me nerding out about some emails I've worked on for years, including when I first wrote them, the behavioral psychology and cognitive biases I play into, and why sales and marketing people usually dislike them (until they see the results). The drafts: https://ctm.fm/signup-emails

    11 min

  2. 12/08/2025

    Devtool Hits vs Flops: Replicate, RunLayer, and Kalshi

    In Episode 40, we break down two big announcements this week and why one absolutely outperformed the other. Cloudflare’s Replicate acquisition vs. RunLayer’s launch and fundraise: clarity, positioning, what’s-in-it-for-me, and how a single quote-tweet can reshape a narrative.Then we dive into Kalshi and PolyMarket’s “news as growth” strategy and how devtools can copy it using zero-click content and product-aligned insights. Fast, tactical episode. Enjoy.Also Hank cut his hair

    15 min

  3. 11/17/2025

    39: Rage Bait and Technical SDRs

    A startup spent half its preseed on a Nordic sauna office and turned it into pure rage bait. We break down why attention without a real product or halfway decent website is a waste, and how to time fundraise announcements so they actually help you. Then we get into technical SDRs and GTM engineers, how to source and comp them, and why the future of selling devtools looks a lot more like sales engineers than classic AEs. Plus, a quick invite-only peek at the Code to Market Summit at Snowbird.

    21 min

  4. 10/30/2025

    38: One small Conf Combo, please

    From AI-generated badges to algorithm-killing YouTube settings, Vercel’s events were full of lessons. We talk about the rise of dual-event strategies, why practice still matters, and how conferences became brand design in motion.

    10 min

  5. 10/27/2025

    37: The Right Way to Win Attention

    Ramp nailed it. Clay made a polarizing play. Cluely is failing. Branding is the sum of your campaigns and positioning and critical to both getting the right attention and keeping it. From Ramp’s genius Office stunt to Clay’s risky joint-roller bit, it’s all about knowing your audience and going all in when the idea is right.

    17 min

  6. 10/21/2025

    36: Drowning in DevRel Demand

    Framework turned one broke developer’s tweet into millions of impressions in a masterclass in generous marketing. From there, Hank and Gonto dive into why DevRel never really died, how influencer fatigue is pushing everything back in-house, and why AI companies are stuck launching everything twice.

    18 min
  7. 35: ZAG HARDER while others ZIG

    10/20/2025

    35: ZAG HARDER while others ZIG

    A fast tour of “zags” that earn attention and still drive understanding. We break down PostHog’s playful desktop motif, PlanetScale’s crisp text-first launch page, why Tempo’s eye candy misses the mark, and a scrappy direct mail play from Browserbase. We close with hiring tactics to separate real operators from smooth talkers.

    24 min

  8. 10/06/2025

    34: Triangle Man and the Merchants of Complexity

    editors note: this was recorded a few weeks before rauchg's real drama with his Israel tweet... we might get to that (subscribe!)Hank and Gonto break down a week of developer-world drama, from DHH’s RailsWorld keynote and his “Merchants of Complexity” crusade to Vercel’s Twitter battles with Cloudflare and Levels.io. They unpack why DHH’s mix of authenticity, conviction, and controversy still works, and how Guillermo Rauch (aka Triangle Man) handled public attacks with precision and class. They also talk about what founders can learn from these fights: why picking public battles strategically builds attention, how to join trending topics without being toxic, and why attention—not content or outbound—is the new currency of marketing. Finally, Gonto shares how he gained 10% more followers (and a ratio from Elizabeth Holmes) by embracing the attention game, while Hank argues that thoughtful controversy is now table stakes for any devtool founder.

    19 min
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Ratings & Reviews

3.4
out of 5
5 Ratings

About

Every week, Gonto & Hank boil down the most important product, growth, and marketing learnings from what’s happening in dev tools

Information

  • Creator
    Gonto and Hank
  • Years Active
    2024 - 2025
  • Episodes
    42
  • Rating
    Explicit
  • Copyright
    © Gonto and Hank
  • Show Website
    Code to Market