This is an excellent article from Stripe about how to sell products to developers with a lot of examples from their own experience. You are probably familiar with Stripe, the Fintech SaaS company, that is known for embedded payment solutions for SaaS customers like Shopify, Squarespace and many others. They have done an excellent job in getting their payment solutions designed into products and have grown rapidly. There is also more detail from Openview Partners as result of talking with developers in general about what is most successful when selling to them.

Stripe has one of the most succinct and focused mission statements I've seen, it is "to increase the GDP of the Internet". If you would like to learn more about Stripe this CNBC video interview with their president and co-founder, John Collison from July 2020 is great to listen to as he talks about Stripe during the early parts of the pandemic. Their success has continued since then and of course eCommerce has helped fuel that growth. In fact they are rumored to potentially have one of the largest IPOs of 2021 with a likely valuation in the $100B range.