Sounds complicated, doesn't it? From the perspective of traditional marketing, that's probably true. What developer relations calls for is a new breed of marketer who is, at the same time, an engineer. Developers live in their own world and have their own language and set of values. They are highly social and used to collaborating via social media. If your company wants to create a thriving developer community around your products and services, you have to find someone who speaks their language and knows how they think. They also have to be able to interact with the developers and translate their feedback into terms that the other business units and C-level can understand. Basically, what this means is that you are looking for an excellent communicator with a technical background.