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Insight #1: How do developers research and discover new tools and technologies?

Technology moves fast and developers and technologists like to stay current. But how do they find the right tool or service for the problem at hand? In this year's survey, starting a free trial is the most common way to evaluate new tools (75%). Developers also lean into their networks and communities as they research, with almost 73% asking technologists they know or work with and 61% visiting communities like Stack Overflow.

Takeaways for Marketers

Developers like to try before they buy. Be sure to extend a free trial of your tool or service so they can experience your product for themselves. Tout the free trial as a call to action across your marketing channels, including your website, ad creative, landing pages, emails, and social media posts.

A little FOMO can be quite motivating. Be sure to incorporate testimonials, case studies, ratings and reviews as social proof points on your website, landing pages, and social media channels.

With millions of developers and technologists visiting Stack Overflow and our Tech Stack Exchange sites each month, you can get a real-time snapshot of the tools and technologies popular with users. Each question asked on the site includes between one and five Topic Tags to help categorize that content. As a marketer, you can run advertising campaigns targeting tags that are relevant to your products and drive awareness and conversions among a cohort that is already invested in your tech stack.