Ask HN: How the Hell Do I Market to Developers?

I'm a digital marketer / growth hacker by day, and I'm used to getting great results for ecommerce and industrial b2b companies.

I usually kill it on SEM, SEO, CRO and Social advertising.

But recently I've started marketing a startup tool for developers and devops folks. I'm struggling to get traction.

I'm also a mediocre developer by night, but I find out about all of my tools from friends.

How does everyone else find new tools? How the hell do I market to you?