The Challenge
When DataStax acquired Langflow, a visual IDE to build AI apps, the immediate priority was to drive awareness and sign-ups among developers. Krystal Lin, Head of Developer Acquisition for DataStax, partnered with BuySellAds to reach this discerning technical audience with trusted, relevant placements. Over time, campaign goals evolved. The focus pivoted towards reaching technical decision makers and prioritizing Astra DB and DataStax’s broader portfolio. This shift meant balancing two distinct but overlapping goals: (1) acquiring developers for Langflow through developer awareness and trust, and (2) engaging decision makers with higher-level messaging to influence enterprise adoption. The challenge was how to adapt media and messaging strategies to effectively reach both developers and business personas while still delivering against lead generation KPIs under strict qualification standards.
The Approach
To meet these evolving goals, Krystal worked with BuySellAds to design a multi-layered paid media strategy tailored to audience type and campaign objective.
- Developer Reach: Ads were placed across top technical destinations including Carbon, Native, and Mozilla Developer Networks along with Daily.dev, SitePoint, CSS-Tricks, and CodePen - meeting developers where they already spend time.
- Content Sponsorships: Editorial partnerships with DZone, CodePen, Dev.to, IndieHackers, Instapaper, Prompts Daily, SitePoint, Software Engineering Daily, Superhuman, TechBuzz, The AI Report, and There’s An AI For That extended credibility and reached both developer and decision-maker audiences.
- AI Newsletter Strategy: Targeted sponsorships of curated AI-focused newsletters provided trusted, contextually relevant touchpoints, helping capture attention from both developers seeking tools and decision makers seeking solutions.
- Value-Driven Content: Guides and editorial pieces highlighted practical AI and database applications, providing resources that built trust and naturally encouraged qualified conversions.
This layered approach allowed campaigns to flex: from grassroots developer awareness for Langflow to executive-level engagement for Astra DB and broader DataStax offerings.
The Results
Over 12 months, the partnership with BuySellAds delivered measurable results:
- Contributed to +30% overall quarter-over-quarter growth in Langflow sign-ups, demonstrating strong developer adoption.
- Improved lead volume even under stricter qualification standards (company email requirement).
- Increased efficiency through content sponsorships, especially across AI newsletters and DZone, which lowered cost-per-marketing-qualified-lead (CPMQL).
- Expanded reach to technical decision makers, positioning Astra DB and DataStax as enterprise-ready solutions while supporting long-term demand generation.
By adapting strategy across audiences, Krystal ensured DataStax was both discovered by developers and evaluated by decision makers - maximizing qualified lead generation and long-term adoption.
The Takeaway
Reaching both developers and decision makers requires precision. Developer trust comes from placements in the communities they already frequent; decision maker engagement comes from context, credibility, and clear solution framing. BuySellAds provided the reach and contextual alignment to deliver on both fronts. This case demonstrates how intentional paid media - calibrated by audience and campaign goals - can simultaneously build grassroots adoption and enterprise demand.
Let's Talk
When you are tasked with converting a niche audience, the right channels and messaging matter more than ever. Consider BuySellAds your centralized marketplace for reaching high-intent, technical audiences and your strategic partner in building a smarter approach. Let's talk about how you can drive efficient, qualified results with our placements.