B2D

B2D is the acronym for "Business-to-Developer". It is a business model and marketing strategy in cui a company offers products, services, or digital tools specifically designed for software developers. The objective is not to sell to the end user or a manager, but to provide developers with the technological "raw materials" (such as APIs, SDKs, or platforms) they need to build or improve their own applications.

What it is for / Why it is important

The B2D model is crucial in the modern digital economy, where developers have an enormous influence over technological purchasing decisions within their companies. Instead of using traditional marketing tactics, B2D focuses on earning the trust and respect of the developer community. Providing powerful, efficient, and well-documented tools turns developers into product advocates, who will then promote it within their organisations.

When it is used / In what context it is useful

You operate in a B2D context when commercialising:

• APIs (Application Programming Interfaces), for example to integrate payments, maps, or messaging services.

• PaaS (Platform-as-a-Service) platforms or hosting infrastructures.

• SDKs (Software Development Kits) for development on specific operating systems or hardware.

• Testing, monitoring, or code deployment tools.

B2D marketing relies on specific channels such as technical documentation, tutorials, participation in communities (e.g., GitHub, Stack Overflow), and creating an excellent Developer Experience (DX).

Practical example

• Stripe or PayPal: they do not sell directly to consumers, but provide developers with APIs to easily integrate payments into e-commerce sites.

• Twilio: offers APIs to add messaging (SMS, WhatsApp) or voice call functionalities to applications.

• Google Maps Platform: sells access to its APIs so that developers can embed interactive maps in their sites or apps.