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Code to Market

Gonto and Hank

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

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  • 23 episodes
  • Avg 20 min
  • English

Episodes 23

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  • S1 · E54
    Monday · 22 min

    What to BUILD vs BUY in your 2027 Marketing Stack

    The stack episode. Hank and Gonto go tool by tool through what they actually run for clients and their own projects in 2026, and what they think is on the way out. Email: Resend for transactional and fast scrappy outbound, Loops for marketing flows (triggers, branching, an MCP your agent can drive), and AgentMail for giving an AI assistant its own inbox with its own permissions. CRM: HubSpot is the new default (B players that pass the ball, one real shared database), Marketo is done, Attio fits VCs, and Salesforce has some hard years coming. Plus: why Clay's power users are moving to code, n8n's chat + MCP bet on making workflows visible to non-developers, the GEO platform race between Scrunch, Gauge, and Profound, Flint for ad and landing-page loops, and why Hank is moving client sites off Framer and onto Replit + agents. And the stat of the episode: only 2% of the US pays for AI. You are not behind. Stick around to the end: we're planning a Code to Market meetup in San Francisco this fall, possibly around the BrowserBase (Sep 10), Supabase (Oct 2), or Resend (Oct 21) conferences. Follow for the announcement. Links: Claude Code for Marketers workshop (next cohort Sep 14): https://codetomarket.ai All episodes: https://codetomarket.fm What's in your stack that we got wrong? Comments are open.

  • S1 · E53
    August 27 · 18 min

    CMS Is Dead, Loops Are In, CMOs Are Getting Fired

    Salesforce bought Contentful, and we think it says everything about where the CMS is headed. Hank's case: the CMS cured "marketers can't ship without engineers," but the cure became its own disease, no creativity and every page looking the same. Now that every marketer effectively has an engineer on call, agent-first editing wins. Gonto explains why he invested in Flint and why the real CMS opportunity was never your homepage. Then the topic everyone got confused about on Twitter: Boris and Peter both said to stop prompting and start building loops, and neither explained how. Gonto breaks down what a loop actually is (an orchestrator agent that launches, tests, and re-tasks sub-agents), and Hank drops the controversial take: managing agents is just middle management, and it's the most important skill of 2026. We get into what happens to junior marketing roles, and why CMOs who can't open a coding agent are getting fired within months. We close on the Founders Fund Mafia video and why it works on every level: known faces, a game everyone played, and a format that reveals exactly what you want to know about those people. Links: Claude Code for Marketers workshop (next cohort Sep 14): https://codetomarket.ai All episodes: https://codetomarket.fm Agree that managing agents is middle management? Tell us why we're wrong in the comments, and send us the topics you want next.

  • S1 · E52
    August 19 · 21 min

    Site Teardowns + Marketers on Claude Code

    Hank shares his screen and Gonto brings the takes. We tear down manifolds.run (an enrichment tool with an ASCII torus, success-based pricing, and copy that undersells how good it is) and Cognition's all-text relaunch, where Devin and Windsurf hide behind one manifesto page. Then we grade our own podcast site two years in. The second half is what a marketer can ship solo with Claude Code: the new Code to Market Summit site built on Laravel (play the SkiFree easter egg, seriously), the brand-new Claude Code for Marketers live workshop, and Tokens for Good, an MCP that turns unused Claude subscription tokens into nonprofit research at effectively zero cost. We close on Chris Sev retitling himself Director of AgentRel. Gonto's take: DX is dead and AX replaces it, but DevRel should get MORE human, not less.Links:Claude Code for Marketers workshop (next cohort Sep 14): https://codetomarket.aiCode to Market Summit: https://codetomarket.appTokens for Good: https://tokensforgood.aiAll episodes: https://codetomarket.fm

  • S1 · E51
    August 11 · 39 min

    AIE is a MUST for Devtool Marketers

    If you sell big pretzels and juices then you setup shop at the mall, right? Same thing, but devtools & AI infra marketers have to be at the AIE World Fair in SF. Another episode of Hank sharing the work he did while Gonto was on vacation haha

  • S1 · E50
    June 8 · 12 min

    Email is DEAD, right?! + Practical AI Marketing

    Episode 50 is all about practical AI use cases for marketers. Hank shares the first AI-powered marketing tool he's built that actually changed how his team works: a Slack bot that analyzes event and customer data, identifies high-value segments, and launches personalized email campaigns in minutes. The result? More replies, more insights, and more ticket sales. Gonto explains how he's using AI to analyze customer behavior, improve lifecycle marketing, and even turn founders' daily voice notes into content engines that uncover patterns humans might miss. They also debate whether email is actually dying, discuss why AI should make marketers more creative instead of less, and break down how companies should be adapting their websites, docs, and signup flows for AI agents. Plus: Code to Market Summit 2027 is officially happening.

  • S1 · E48
    March 31 · 16 min

    Where do the SaaSpocalype & Facebook Ads fit into your GTM Strategy?

    Cursor quietly racks up 8M+ views with dev content on Facebook, while everyone else is still stuck posting for Twitter clout. Meanwhile, teams are rapidly building internal AI tools, keeping systems of record but replacing everything else with CLIs, prompts, and lightweight apps. The real shift isn’t SaaS dying, it’s interfaces changing, and most companies are behind (so you still have plenty of time).

  • S1 · E41
    March 23 · 16 min

    When Overreaction Becomes the Story

    Executives overreacting publicly can backfire, especially when intent is misunderstood, while thoughtful follow-ups and apologies can actually strengthen perception. Replit’s polished launch shows that high production alone isn’t enough, and the real missed opportunity is in how companies “land” launches through follow-up distribution. Meanwhile, Cloudflare continues to dominate the narrative with aggressive platform moves, raising questions about control, positioning, and consistency across their ecosystem.

  • S1 · E46
    March 9 · 23 min

    SLOP FORK

    Which side benefitted more from Cloudflare’s “slop fork” of Next.js and the attention war with Vercel. Also, Raycast’s standout Glaze launch, Resend’s smart migration tooling, clever partner marketing plays that turn product moments into distribution, a bold live demo lesson from Laravel, and a deep dive into AI agents replacing operational work.

  • March 4 · 17 min

    Squandering a Billionaire's Attention

    Episode 45 of Code to Market covers three very different marketing lessons from the dev world:• A bizarre launch from Taalas that broke some “best practices” on Twitter… and still pulled 4M views.• The HubSpot / OpenCode drama, where Dharmesh Shah forked an open-source project and the maintainers may have fumbled a massive partnership opportunity.• How companies should respond when infrastructure fails, from Clerk outages to the reality that “it’s always your fault” even when an upstream provider goes down.Sometimes great products win even with messy launches.Sometimes founders react instead of spotting the opportunity.We break down what actually matters.

  • S1 · E44
    February 16 · 16 min

    Super Bowl Ads, Counter Positioning, and Surfing the Wave

    Claude took a direct shot at OpenAI before the Super Bowl. OpenAI responded with an essay (weak!). We break down why the best marketing rattles competitors into reacting, what Claude got right with counter-positioning, why Sam’s response made it worse, and what B2B companies can learn from Salesforce x MrBeast. Plus: how to “surf the wave” when something like OpenClaw blows up without shipping a mediocre take.

  • January 5 · 26 min

    Cursor (Leerob) DevRel vs Sanity CMS Marketing

    A $260 DIY CMS sparked debate on Twitter last month. Hank and Gonto break down Lee Robinson’s (Cursor) post, Sanity’s response, and why both sides actually won from a marketing perspective. They dig into the gap between CMS theory and real-world practice, the rise of vibe coding, and why DevRel’s real job is expanding imagination. Then Hank brings backfield notes from AWS Re:Invent with a rapid-fire “worth it or not” game on booths, swag, and side events. Practical, opinionated, and very online.

  • Dec 12, 2025 · 11 min

    [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

  • S1 · E38
    Dec 8, 2025 · 15 min

    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

  • S1 · E39
    Nov 17, 2025 · 20 min

    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.

  • S1 · E38
    Oct 30, 2025 · 10 min

    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.

  • S1 · E37
    Oct 27, 2025 · 17 min

    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.

  • Oct 21, 2025 · 18 min

    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.

  • S1 · E35
    Oct 20, 2025 · 24 min

    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.

  • Oct 6, 2025 · 19 min

    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.

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