AMA: Okta Former Senior Director of Product Marketing, Customer Identity, Jiong Liu on Messaging
August 3 @ 10:00AM PT
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How do you differentiate your own products from one another but still show that they complete each other/are complementary?
If a company has many product offerings, what's the best way not to overwhelm customers, and at the same time, give each product manager the "spotlight" they're asking for?
One method for doing this is to understand buying patterns, natural bundling that may be occurring and determining what initiatives/projects your customers are undertakin...
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The 3 most critical components of messaging IMO are target audience, hard-hitting & differentiated value props and customer/field validation. Target audience - I can...
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How do you showcase to interviewers your work in messaging and positioning, without actually showing documented work?
Also, how to actually show its success, as this is something that may take awhile before seeing a growth trend and can you directly actually attribute a particular success metric on messaging?
There is a process to messaging and I think many folks are overly focused on the last step which is the final translation to words. I actually think this piece is the sim...
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How much bearing does your competition have on your messaging?
How do you tackle/counter theirs?
Competition is critical and should always be a factor in your positioning and messaging for B2B. At Okta, it is a core part of our brand identity and position to be best-...
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What messaging framework do you use?
Would love frameworks to share.
I find most messaging frameworks will get the job done here. It's more important to have consistency in using whatever template/framework you ultimately select. This allo...
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Sales is definitely the biggest critic of messaging. Getting them involved early and often and treating them as a true partner in the process is fundamental. There are 3 ...
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I am constantly testing messaging. Any customer meeting, event or executive briefing I attend, I'm testing messaging in some way, even if it's not messaging that I'm acti...
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