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Hakungala Logo Left Align

Helping companies find, communicate and sell products to developers.

Hi, I’m Phil Johnston (LinkedIn) the owner of Hakungala (hak for short). Over the past 15 years, I have been working with some of the biggest names in the industry along with their up-and-coming peers to build, market and sell APIs and SDKs to developers.

I help companies to find, communicate and sell products to developers.

My services help answer these and many other questions:

On finding developers
  • How do I find these developers?
  • Where do they hang out online/offline and where?
  • How do I tell if they are the right potential customers for my product?
In communicating to
  • How do I know the copy or words I am using will work?
  • Am I even using the right keywords to target developers?
  • What’s the difference between “map” and “map()”?
And making the sale
  • How do I know that developers like my offer?
  • Am I providing enough value to make the sale?
  • How do I know if my pricing is correct?



Positioning & Messaging

Develop messaging and tone for developers

  • Offer Crafting
  • Messaging Review
  • Market Analysis

Discovery Services

Implement organic discovery strategies for SEO/SEM and keyword research

  • Traffic Acquisition Planning
  • Tool Recommendation
  • Keyword Research Education

Content Marketing (to Developers)

Technical content marketing research and execution

  • Keyword Research
  • Content Planning
  • Process Setup

Organic Web Traffic

Build sustainable web traffic to your developer relations site.

  • General SEO Review (all channels)
  • Silo Planning
  • Website SEO Review

Phil’s Story

Back in 2008, I built a company similar to PayPal. 2008 was the recession, I had no marketing skills nor a budget, so traditional “Paid Advertising” was not an option. I had to find another way. This lead to content marketing as a way to get the word out, but structuring that process was the first challenge. I could easily write one blog post but, “how was I to write hundreds?” At the same time, I found that my documentation got a lot of traffic, right along with my tutorials. Strategic blog posts, tutorials, documentation and marketing of that content were the right mix that we needed at the time to drive real business.

I doubled down on these “non-paid” strategies to build practical marketing workflows and developer relations activities that would sustainably and organically bring developers through the door and convert them into paying customers.

By identifying where our potential developers were looking for and engaging with content, we were able to build content that resonated with them and convert them into not just buyers but friends and advocates.

Fast forward, after figuring out the right mix of marketing activities and workflows for BMW & GoPro, I am now helping other companies build, scale and attract new developers to their products and services.

If you are interested in attracting new developers, please reach out to me by email  [email protected].