A Programmatic SEO Experiment by Tom Granot ↗
Syntax GTM

Infrastructure as Code Marketing

Tools that enable teams to define and manage infrastructure through code rather than manual processes. IaC platforms bring software engineering practices like version control and testing to infrastructure management.

3
Personas
3
Use Cases
3
Examples

Target Personas

Understanding your target personas is critical for infrastructure as code marketing. Here are the key decision-makers and influencers you'll need to reach:

Platform Engineers

Key pain points:

  • → State management complexity
  • → Multi-cloud support
  • → Drift detection
  • → Module reusability

DevOps Engineers

Key pain points:

  • → Learning curve for teams
  • → CI/CD integration
  • → Secret management
  • → Testing infrastructure code

Cloud Architects

Key pain points:

  • → Standardization across teams
  • → Governance and compliance
  • → Cost visibility
  • → Security best practices

Marketing Challenges

Infrastructure as Code products face unique marketing challenges. Understanding these upfront will help you create more effective messaging:

  • ! Differentiating from Terraform/open source
  • ! Justifying cost for teams already using free tools
  • ! Explaining enterprise value clearly
  • ! Addressing lock-in concerns

Common Use Cases

When marketing infrastructure as code, focus your messaging on these key use cases:

Platform Engineering

Building self-service infrastructure platforms for development teams

Workflow: Design → Build → Document → Enable

Multi-Cloud Management

Managing infrastructure consistently across multiple cloud providers

Workflow: Abstract → Standardize → Deploy → Govern

Infrastructure Automation

Automating infrastructure provisioning and management

Workflow: Define → Test → Deploy → Maintain

Content Priorities

Based on what works for infrastructure as code companies, here's what content you should prioritize:

Must Have

  • ✓ Getting started guide
  • ✓ Migration documentation
  • ✓ Module/provider documentation
  • ✓ Architecture diagrams
  • ✓ Comparison with alternatives

Should Have

  • → Best practices blog content
  • → Case studies
  • → Video tutorials
  • → Community resources
  • → Policy examples

Product Features to Highlight

Most infrastructure as code products share these capabilities. Consider how your messaging differentiates on these:

Declarative configuration State management Plan and apply workflows Module registry Policy as code Drift detection Cost estimation

Companies Doing It Well

Study these infrastructure as code companies for marketing inspiration:

HashiCorp ↗

Public

Multi-product ecosystem, open source to enterprise path

Pulumi ↗

Series C

Programming language differentiator, developer experience focus

Spacelift ↗

Series B

CI/CD for IaC positioning, GitOps focus

Guides for Infrastructure as Code

Ready to create marketing content? Start with these guides:

Messaging Framework for Infrastructure as Code → Demo Video for Infrastructure as Code → Sales Deck for Infrastructure as Code → Website Copy for Infrastructure as Code → Technical Whitepaper for Infrastructure as Code →

Related Categories

API Platforms Developer infrastructure for building and scaling APIs Data Infrastructure Platforms for moving, storing, and transforming data at scale Developer Tools Software helping developers write, test, and deploy code

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