Building Trust at Scale: How Sentry Uses Developer-Focused Workshops to Drive Adoption & Expansion

Expansion is no longer a nice-to-have; it’s the growth engine modern businesses are being measured on.

For developer-first companies like Sentry, that creates a unique challenge: how do you drive adoption and expansion without relying on traditional marketing tactics that developers tend to ignore?

In this session, Alex Blanchette breaks down how Sentry is using technical, developer-focused webinars to educate users, build trust, and grow existing accounts all within a privacy-first, product-led motion.

They have built a webinar strategy centered around real use cases, hands-on workshops, and continuous onboarding. This has resulted in a program that not only drives engagement but also directly influences expansion across their customer base.

You’ll get an inside look at how they:

• Built a recurring demo program that now engages 10% of all sales-led pipeline
• Increased demo conversion rates to 58% (up from ~45% on Zoom)
• Use technical workshops to drive feature adoption and expansion ARR across existing accounts
• Balance developer trust, privacy, and performance without relying on cookies or traditional attribution

If you’re marketing to developers or looking to turn education into expansion, this session will give you a practical, modern playbook for making webinars a core part of your growth strategy.