We work with select Seed–Series B technical founders to scale marketing 0→1. We specialize in launches and storytelling that build momentum for your next phase of growth. Plus we're engineers, so we ship faster than agencies or an internal hire.
Marketing for devtools and AI founders.
WHAT WE DO
CLIENTS
SERVICES
Positioning — Sprints for messaging, ICP, and website copy
Viral launches — Execution for product and fundraising announcements
AI workflows — Set up agents for content, outreach, and analytics
OUTCOMES
TEAM
Founded by Peggy Rayzis, who led developer marketing at Apollo GraphQL from 0→250K developers. Now she's building scale.dev to help devtools and AI founders achieve the same success. Peggy works with a bench of senior engineers and operators she hand-picks for each project.
TESTIMONIALS
"Peggy broke something that felt big and scary into here's what to do now, here's what to do next. I came out with a lot of confidence in our launch, and I've encapsulated enough of what she showed us that I'm a better marketer for it."
"Peggy quickly became a trusted strategic partner who operated at our level. She independently drove our Series A launch and built the marketing systems that helped us scale."
"Peggy was instrumental in our Sculptor launch — from sharpening positioning to executing a strategy that delivered hundreds of qualified leads. If you're a founder looking to make your launch count, you want Peggy in your corner."
"Her ruthless prioritization helped us rapidly validate our go-to-market strategy. Even with just three hours per week, she made an outsized impact by sharpening our focus and building a scalable foundation for growth."
"Peggy really understands what makes technical audiences tick and translates that into concrete and actionable advice and feedback. From product launches to long-form content to outbound message crafting, Peggy was an immense help in getting us go-to-market ready."
"The ingredient that really kicked Apollo into gear was Peggy, whose keen understanding of app devs and the React community allowed us to attach ourselves to that project's strong tailwind. Everything since then is all downstream of her work."
FAQ
How do I launch my developer tool?
Start with positioning. Get clear on who it's for, what it replaces, and why now. Then build a launch plan that sequences community seeding, earned media, and a coordinated push across social and newsletters. We've run launches for Imbue, Tambo, and LiveKit that drove hundreds of qualified leads and millions of impressions.
How do I get more GitHub stars?
Stars follow awareness. Focus on a launch moment that puts your repo in front of the right developers through technical content, social proof, and community. We helped Tambo go from 1K to 10K GitHub stars in one month by pairing their 1.0 launch with a targeted distribution strategy.
Do I need a marketing hire, an agency, or an advisor?
At Seed to Series A, a full-time marketing hire is expensive and slow to ramp. Agencies don't understand your product deeply enough. An embedded advisor gives you senior strategy and hands-on execution without the overhead. We're engineers, so we ship campaigns, landing pages, and positioning ourselves.
How do I position my devtools startup?
Run a positioning sprint. Define your ICP, map competitors, and write the one sentence that makes a developer think "this is for me." Most founders skip this and jump straight to tactics. We run structured sprints that produce messaging, website copy, and launch narratives in weeks.
What should my launch strategy be for a fundraise announcement?
A fundraise is a marketing moment, not just a press release. Use it to reposition the company, ship a product update alongside the news, and amplify through founder storytelling. We helped Render refresh their positioning for their $100M Series C and ran LiveKit's OpenAI Realtime launch ahead of their $45M Series B.
What does working with Scale.dev look like?
We start with an intro call to understand your goals and timeline. From there, most engagements kick off with a 1-2 week positioning sprint that includes a workshop and 3 user interviews to validate messaging. Launches typically take 2-4 weeks depending on scope. After launch, we recommend our 2-4 week growth marketing bootcamp to keep momentum going.