Selling to enterprise developers is a grass roots strategy into the enterprise. Applications and services use a freemium model to get their initial users with the hope of becoming business critical. Once the tools show their worth, they are deployed at scale which triggers the paid version.

This approach has worked really well in the DevOps space since there is a strong motivation to use the same tools in development and production. Rather than being dictated from above about what tools to use, the developers are going to their management and saying "we need this to do our job". The enterprise ends up paying to keep their developers happy and productive.