A few years ago, the developer audience felt relatively knowable - professional software engineers, clear personas, established watering holes. Then the tooling changed. No-code and low-code platforms, AI-assisted development, and the rise of the citizen developer have blurred the boundaries of who counts as a developer, what they need, and how they make decisions. Most developer marketing strategies haven't caught up. We'll explore: - How the developer audience has fragmented and what that means for segmentation, messaging, and channel strategy - Where the trust signals that work with professional engineers translate to newer builders - and where they don't - How to build a developer marketing strategy that's specific enough to be credible without being so narrow it misses the audience you actually have