Yes marketing to developer is a thing. But it tends to be quite complex: developer do not like to be advertise too. It is important to focus on informative content and avoid being sales pushy.
There are few channels which work well with developer:
- Twitter (organic rather than ad as developers heavily use ad blocker)
- Product hunt (Just use "developer tool" as one of your launch topic)
- dev.to good for content distribution
- github you can list yourself in repo