/ The author
Shane O'Connor
GTM Lead @ QC Growth
Shane is a developer-tools GTM advisor working with security, AI infrastructure, and platform companies. He publishes case studies like this one to help founders and growth leads spot patterns worth borrowing.
howtoevent.dev exists because conference marketing in developer tools is mostly unexamined. Teams book a booth, spend the budget, and never write down what moved the needle. Each teardown here takes a single real campaign apart in public: the decision, the spend, the tactics and the parts another team could borrow.
The teardowns are independent. The companies covered are not clients, and nothing here is sponsored. Sources are public unless a named person contributed a quote directly.
What I work on
- Event and conference strategy for developer-tool and security companies
- Positioning and messaging that survives contact with an engineering audience
- Turning a single moment, a launch, a conference, a report, into a quarter of pipeline
Start with a teardown
Read the Aikido RSAC 2026 teardown to see how I work, or browse every teardown.