This is a recorded podcast I did with Manik, a colleague from Cohort 7 of DevRelUni, a live cohort program for developer relations. We sat down on May 20, 2026, ran the camera for about 46 minutes, and walked through every part of how I actually run DevRel at AccuKnox. The post below is the full structured writeup, every number, every framework, every mistake. If you'd rather watch the conversation, the recording is right under this paragraph.
Filmed live during DevRelUni Cohort 7. Roughly 46 minutes.
This is the deck I built for the session. The article follows it block by block, with the slides embedded inline at each beat. By the end you'll have the full playbook: how I think about the role, how I run GTM (go-to-market), what I tell anyone trying to break in, and the three mistakes I'd undo if I could rewind.
What This Conversation Actually Covered
Manik wanted a structured walkthrough, not a vibes call. So we set an agenda and stuck to it.
Seven blocks. Journey, online presence, GTM, what DevRel actually does, DevRelUni and the Workbench, advice, mistakes. Each one gets a section below.
Block 1. The Role, the Journey, the Nine Pillars
I'm Atharva Shah. DevRel and AI Product Manager at AccuKnox, a cloud-native security company building CNAPP, CWPP, API Security, and AI Security. KubeArmor is our open source runtime security engine for Kubernetes. I joined AccuKnox 2+ years ago as the first DevRel hire and built the function from zero.
My day-to-day is six jobs duct-taped together, and the split changes week to week depending on what's on fire.
Content work is the biggest share of it: over 100 technical blogs, 200-plus help docs, and six books published on Amazon KDP, three of them endorsed by US CISOs. GTM work has meant launching three product verticals from zero, AI Security, API Security, and SBOM, each with its own launch package, which I break down in Block 3. Events work covers 15-plus webinars produced, five-plus offline events, and running RSA Conference 2026 end to end, with KubeCon Mumbai planning underway for June 2026. Tooling work built an AI-native demand gen stack that replaced a $4K-a-month agency with $400 a month of AI tools, a 90% cost cut with better output. Community work is partner co-branded propositions, DevRel network building, and hackathon CTFs. Engineering work is forward-deployed: landing page builds, in-house automations, release notes, tenant enablement.
My competency map has nine pillars: AI and Applied AI, Cloud-Native and DevOps, Web Development, DevRel and Technical Writing, Product Management, Growth and SEO, UI/UX for Conversions, Technical Deep Dives, and Hot Tech News. I don't just write about tech. I ship it, market it, and measure it.
The receipts: 1M+ organic traffic generated across blogs, docs, and product content. +100% year-over-year growth in LLM citations, tracked via LLM Labs. Gartner reviews grew from near zero to ~60. Each vertical launch was a full content cluster, not a press release.
If you're a fresher or just starting out, my number one advice is this. Assume you already have five years of experience. Pick the domain you want to claim. Then build your portfolio toward that claim. Identify your top skills, build a competency pillar list, and get aligned with what you can actually operate in versus what's noise. Pivot quickly when the alignment is off.
Block 2. Freelance and Online Presence
Nobody hires you because of your resume. They hire you because they've already seen your work. Your online presence is your portfolio. Three pillars do all the heavy lifting.
Pillar 1. The Website
atharvashah.com is the home base. Everything else points back to it. Six service pages: AI and Automation, Web Dev, Growth and SEO, Python Dev, Product Management, Gen-AI Creatives. Five subdomains that each do one job:
blog.atharvashah.comfor Substackstore.atharvashah.comfor Gumroad productsoffers.atharvashah.comfor HTML landing pagesassets.atharvashah.comfor client PDFs10xdevrel.atharvashah.comfor the DevRel Workbench
Don't ship a one-pager and call it done. Build a real site with a value proposition, service cards, a brag list, publications, and links to every channel you own.
Pillar 2. The Blog
A website gets you calls. A blog builds your credibility. Mine is on Substack: 33 published articles, 30%+ email open rate. Mailchimp's own benchmark report puts the cross-industry average around 21%. Blogs compound. Every article is a permanent sales page that keeps converting months after you ship it.
One important note for early-career writers: skip the thought-leadership pieces in the beginning. Those land much later, once you have 10 to 20 years in the space. In the first few years, write about what you actually shipped at work.
What did you build, what did you fix, what workflow did you find that broke through the noise. That kind of writing has a clear point of view because it's real.
Pillar 3. X and LinkedIn
X is for fast thought pieces, signal consumption, and network building. LinkedIn is for wider professional reach and inbound leads. Different formats, same core ideas. I rewrite every Substack piece into a Twitter thread, a LinkedIn carousel, and a Substack Note. One piece of content becomes five distribution shots.
Four Portfolios, Not One Resume
I keep four portfolios alive: blog (Substack plus external bylines at Real Python, freeCodeCamp, TutorialsPoint, CloudMatos), web development (production sites and client work), video (currently building Cozy Console on YouTube, repurposing blogs into video), and community (engagement, events, cohort participation).
The system underneath is knowing your niche, your ICP, or ideal customer profile, and your skill tree, then building content around your competencies. Validate ideas in public. Let people watch you work. I have 17 audience archetypes documented with exact pain points and buying triggers, which is what "know your ICP" turns into once you actually write it down.
Block 3. GTM That Actually Works
GTM is the system that carries a product from built to bought. Marketing borrows the story after GTM has already written it.
The Launch Package Behind Three Verticals
Three verticals from scratch: AI Security, API Security, SBOM. For each one, the launch package included a positioning doc, competitive analysis, a 5-to-7-article blog cluster, a landing page with a value proposition rewrite, a webinar series, and a partner co-branded proposition.
One of those clusters drove most of our AI visibility growth. Seven articles, including "2026 Applied AI Glossary," "Practical Tips for Reducing AI Costs," and "AI Slop Is a Skill Issue." That cluster alone is responsible for a meaningful chunk of the +100% YoY growth in LLM citations.
The Five-Step Motion Every Launch Follows
Start with the narrative. What problem are you solving and for whom. Write the positioning before you write the landing page.
Content-first GTM. Your blog cluster IS your launch plan. Each article targets a different search intent. Without the cluster, the launch plan does not exist.
Distribution beats creation. One piece of content, five channels. My Substack-to-social flywheel turns each article into posts for X, LinkedIn and Substack Notes. That flywheel is what makes the work compound.
Measure what matters. Organic impressions, LLM citations, qualified registrations. Skip the vanity metrics.
Partner motions. Co-branded content, joint webinars, shared distribution. 5+ partner propositions built at AccuKnox so far.
Consulting Wins Outside Work
Two recent ones worth naming. An SEO client went from 2K to 8K monthly organic visitors in six months. 4x growth, mostly from cluster strategy and on-page fixes. A second client had a manual processing workflow that ate 8 hours a week. Python pipeline, one weekend of work, cut it to 45 minutes.
Block 4. What a DevRel Should Actually Do
The role is misunderstood. DevRel gets reduced to conferences and tweeting, which is maybe 10% of the job.
A DevRel's real job is to bring measurable ROI to the company by improving developer growth. Not awareness. Not vibes. Growth you can tie to a number on a dashboard.
After three DevRelUni sessions of watching how the speakers framed their own wins, I settled on four things that actually matter.
The first is messaging: lead with ROI, not features. Developers don't read your feature list. They care about what your product solves, so every blog, every demo, every talk should answer one question, what does this save me. Position the product as a shortcut, not as a tool.
The second is integrations. If your product connects to the giants, AWS, GCP, Kubernetes, Terraform, that connection is your product-market fit story. Integrations signal maturity and lower the friction of trying the thing, so lead with them rather than burying them on a features page.
The third is developer tooling. Simplify your APIs, make SDKs that are actually pleasant, and keep your docs current and honest, no outdated screenshots, no broken code samples. The developer portal is your storefront, and a broken storefront makes the rest of the work moot.
Build internal apps too, now that AI credits are cheap: an ROI tracker, an SEO analytics tool, a content calendar, whatever your team is still running through Excel. Tools like Lovable, VS Code, and Claude Code make this trivial to ship, so get your org to sponsor the credits and go build it.
The fourth is proof. Track developer signups, docs traffic, community growth, content attribution. A DevRel who can't tie the work to a business metric is the first cut in a downturn.
What I'd Hand a New DevRel Hire on Day One
Build an AI content layer for your product. Use tools like MagiHQ to scale content creation without losing quality.
Set up social signal monitoring. Use SensorHub to track what developers say about your niche on Reddit and X.
Create a developer onboarding experience that works in under five minutes. Time-to-first-value is everything.
Ship integration guides for every major platform your product touches.
Build a community feedback loop. Not a Slack graveyard. An actual loop with action items.
Produce real-workflow demos. No toy examples.
Run or join hackathons. If senior, organize. If early-career, compete. Either way, show up.
Build a DevRel metrics dashboard. Docs visits, tutorial completions, API adoption curves, community engagement.
Create a content repurposing pipeline. One webinar becomes a blog, a thread, a short, a LinkedIn post, a Substack Note.
Build internal tools and automations that make your own team faster. This compounds quarterly.
Block 5. DevRelUni and the Workbench I'm Building
How I Found DevRelUni
X. I saw the signal, bookmarked it, and signed up. That's the obvious answer. The interesting one is how that bookmark made it into my workflow.
I have a script that fetches my X bookmarks periodically and pulls them into my Obsidian vault. Anything I bookmark shows up in my notes automatically. If it's actionable, it lands in my to-do list, which is also synced. My scrolling becomes research instead of a time sink. This is part of my digital twin, which is a set of files that describe me well enough for an agent to act as me. It is also my number one piece of advice later on.
The vault itself has 1,570 knowledge graph nodes right now. Every meeting transcript, brain dump, email, signal, bookmark, all of it organized by AI. I'll talk more about the system in the advice section.
The Cohort Experience
Cohort 7 ran from April 28 to May 26, 2026. Five live sessions, speaker lineup that included Bianca Buzea, Nader Dabit, Patrick Skinner, Hassan El Mghari, and Francesco Andreoli. Each session unlocked something new, but the peers are the real value. People like Manik bring different angles and different industries, and working as a pack toward the same goal creates social accountability that's hard to replicate alone.
Honest feedback for future cohorts: I'd run it for a full year. The momentum is real and a month feels short. Add hands-on workshops and more community success stories, the way Lenny's Podcast works but from inside the cohort.
The DevRel Workbench
10xdevrel.atharvashah.com. Open source web app, four core tools, plus a community playbook library.
The problem: DevRel work is fragmented and repetitive. Every launch, every demo, every content repurposing cycle starts from scratch. I do this work manually every week. So I'm shipping a sharper version of my daily workflow as a tool.
The first tool is a launch checklist generator: input a changelog entry, get a T-minus checklist with task owners, a DRI map, and a readiness score. The second is a demo run-of-show builder: input product, audience, and time slot, get a timed structure with speaker notes and fallback scenarios. The third is a content repurposing planner: input one blog, webinar, or transcript, get six content briefs, a tutorial, a narrative blog, a webinar pitch, tweets, a LinkedIn post, a Substack Note. The fourth is a demo-to-distribution planner: input a feature announcement, get a three-layer plan, demo flow, launch checklist, two-week distribution calendar.
Around those four sits a community playbook library with 5 seed playbooks, community submissions, upvoting, and owner approval. Playbooks cover normal day-to-day moves, building community, content cycles, launches, and the harder stuff most resources skip: handling outages, crisis comms, incidents.
Tech stack: Next.js plus Tailwind, OpenAI and Claude for structured output, Supabase for storage. CI/CD already wired. Hosted on a subdomain off my main site.
Block 6. Three Pieces of Advice (Plus One Bonus)
Advice 1. Build Your AI Digital Identity. Start Today
Create a vault. Obsidian, Notion, whatever. Just start. Dump everything in: meeting notes, brain dumps, emails, bookmarks, job listings you admire, future goals.
You don't have to organize it on day one. Embrace the chaos. Let AI process and categorize it.
The system compounds. It took two years for my vault to reach its current node count, but it grows exponentially once the inputs are flowing. Your digital twin becomes your second brain, a single local folder of plain text that holds everything you know and finds it again. It remembers what you forget. It connects dots you miss.
Tool stack I run on. Go all-in on the Claude stack:
Claude Chat for ideation and research
Claude Code for building automations, writing scripts, managing the vault
Claude Routines for recurring scheduled tasks (content audits, pipeline checks)
Claude Skills for reusable workflows you trigger with a slash command
MCP Connections to plug Claude into Slack, Drive, GitHub, Buffer, anything
Plugins for extending Claude inside your specific domain
MagiOOS for scaling content creation
SensorHub for social signal monitoring
You don't need 15 SaaS tools. You need one AI backbone with good connectors.
Advice 2. Go Deep in Your Niche. Build in Public
Pick your niche and know it inside and out. Build things in that niche. Ship them. Show your work.
Publicly validate ideas. Let people see your process, not just your polished output. The compounding effect of niche expertise plus public building is unmatched for career growth.
Specific beats general. "I help cloud-native security companies with GTM" beats "I do marketing." Every time.
Compete in hackathons if you're early-career. Organize them if you're senior. I won 1st place at CRIF Hackathon 2023, beating 37 teams and 140+ participants with an NLP-powered media reputation engine. Hackathons compress months of learning into 48 hours. If you're senior, organizing them builds community, sources talent, and stress-tests your product.
Advice 3. Clean Your Algorithm. Separate Your Feeds
Your feed IS your environment. If your feed is slop, your thinking becomes slop.
My setup: two accounts, two purposes.
Primary account. Extremely focused. Follow only the top operators in your industry, the most active builders, the most reputed voices. Underdogs count too, not just the big names. When I log into my main feed, every scroll, every tweet is high-signal. The algorithm feeds itself once you train it.
Secondary account. Brain rot, entertainment, whatever you enjoy. Vacation mode. No guilt. The separation means you can switch off completely when you need to, and when you're on, every signal matters.
Don't just consume. My X bookmark script auto-pulls interesting tweets into my Obsidian vault. Scrolling becomes research.
Get a buddy or join a cohort. Preferably global, preferably with a strong technical lead. Social accountability and peer pairing are underrated growth accelerators. DevRelUni is proof. Working alongside peers like Manik toward the same goal changes how fast you move.
Advice 4 (Bonus). Apply Real Frameworks
Code is commoditized. Growth is not. Growth requires multi-step thinking, and for that you need frameworks. DevRel means juggling multiple hats, so you need mental models to decide what gets your time.
Three I rely on:
Eisenhower Matrix. Separate urgent from important. Most DevRel fire drills are urgent but not important. The blog cluster that drives organic traffic for 12 months is important but not urgent. Prioritize accordingly.
Pareto Principle (80/20). 20% of your content drives 80% of your traffic. 20% of your community interactions drive 80% of your conversions. Find the 20% and double down.
MEDDIC Framework. Shoutout to Patrick Skinner from the last DevRelUni session. Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion. It's a sales framework, but it applies cleanly to how you position DevRel programs internally to get buy-in and budget.
Identify two or three mental models that fit your context and apply them consistently. The frameworks don't think for you, but they stop you from thinking in circles.
Block 7. Three Mistakes I'd Undo
I'd cast a wide net here because these aren't unique to me. Most operators I know have made the same three.
Mistake 1. Juggling Too Many Things at Once
I'm guilty of this to this day. Spreading thin across 10 projects means none get the depth they deserve. Right now I'm focused on the DevRel Workbench. In the background I still have to maintain my website stack and show up at work. The honest answer is two to three things at a time, max.
Not every project deserves equal attention. If project X is going to add more ROI than project Y, project X gets more depth. Map your projects to ROI. Time-box the rest. The quality of your output collapses when you context-switch this much.
Mistake 2. Focusing on Low-Priority Work
Being busy is not the same as being productive. I spent months polishing things nobody was going to see, optimizing things that didn't need optimizing. There's an old developer trap that captures this perfectly: until you hit 1,000 users, why are you worrying about Kubernetes. You can operate out of an Excel sheet at that scale. Scaling work you don't need for two to three years is theater.
The fix: ruthless prioritization. Ask "does this move the needle?" If the answer is no, cut it. This is where the Eisenhower Matrix and Pareto save you. Without a framework, everything feels equally important.
Mistake 3. Engaging for the Sake of Engagement
There's a lot of bait on social media right now. A lot of AI-generated slop content. People showing up to every event, every call, every Slack thread without a clear reason. They want to feel included. They want to feel part of it.
Trivial engagement gives the illusion of progress. The pipeline stays empty.
Instead of joining 15 different communities, pick two or three where your audience actually lives. It would not make sense for me to participate in Web3 conferences, my audience lives elsewhere. Quality of engagement beats quantity, and one deep conversation beats 20 surface-level exchanges.
DevRelUni works for me because the conversations are deep. Do less, but do it more mindfully. Burnout is not a flex.
Watch the Recording, Try the Workbench, or Just Start
Manik, thanks for the session and for pushing the structure. To everyone else in Cohort 7, see you in the next class.
Watch the full recording at the top of this post if you want the parts I cut for length, including the live workflow demo and the moments where Manik pushes back, about 46 minutes, worth your commute. Try the DevRel Workbench at 10xdevrel.atharvashah.com, four tools, free, open source, and if you ship feedback I'll prioritize it. And if any of this was useful, follow along: Substack at blog.atharvashah.com, X at @cultist_dev, LinkedIn at linkedin.com/in/atharva-shah-tech. This is one piece in a longer series on building DevRel and growth functions from scratch with AI as the backbone.
Go ship something today.
