Not sure how would you push a Dev tool through "the business side".

Sure you can go top of funnel, still, these people are usually technical, and if they're not, they will most probably push it down the funnel so it'll end up in the Devs lap anyway.

What happens then is the Dev (most probably) will not trust it be lcause he has no reason to.

However, if the communications from that company came to him directly or indirectly through some good "problem-silving" content, then that's a different story.

Very hard to do though. Covering the top and bottom of the funnel is no easy task.