At http://voucherify.io (API platform) we try to follow Zencoder's advice

http://blog.zencoder.com/2012/05/31/selling-to-developers-is...

To put it in a nutshell, this means generating valuable content and implementing helpful libraries and integrations. Then we try to share it with our target (developers, technical product managers, CTOs) through ProgrammableWeb, GitHub and Quora. See e.g.

- http://www.programmableweb.com/api/voucherify

- https://github.com/voucherifyio/coupon

We're a team of 3.