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AMA: Okta Former Senior Director of Product Marketing, Customer Identity, Jiong Liu on Messaging
August 3 @ 10:00AM PST
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Okta Former Senior Director of Product Marketing, Customer Identity, Jiong Liu on Messaging
Top Questions
Do you have a messaging template/worksheet/framework that you like to use?
Always on the lookout for the best ways to really drive messaging home to internal stakeholders.
Jiong Liu
Wiz Senior Director of Product Marketing • August 4
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 allows your internal stakeholders to really focus on the meat instead of template. This is also very important for our marketing te......Read More
6561 Views
4 requests
Jiong Liu
Wiz Senior Director of Product Marketing • August 4
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 actively working on. The most critical part of this process is to ensure you're leaving space for feedback and reactions or explici......Read More
8756 Views
3 requests
How do you showcase or describe 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?
Jiong Liu
Wiz Senior Director of Product Marketing • August 4
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 simplest of all the steps so I don't spend a lot of time looking at documented work when I interview product marketers. What's rea......Read More
11151 Views
2 requests
How much bearing does your competition have on your messaging?
How do you tackle/counter theirs?
Jiong Liu
Wiz Senior Director of Product Marketing • August 4
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-of-breed, vendor-neutral. This is how we plan to win the market and is also a core competitive message. When we look at all of ......Read More
580 Views
2 requests
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?
Jiong Liu
Wiz Senior Director of Product Marketing • August 4
One method for doing this is to understand buying patterns, natural bundling that may be occurring and determining what initiatives/projects your customers are undertaking when they purchase your products. For example, customers that are purchasing Okta's Customer Identity products are generally ......Read More
816 Views
2 requests
Jiong Liu
Wiz Senior Director of Product Marketing • August 4
The 3 most critical components of messaging IMO are target audience, hard-hitting & differentiated value props and customer/field validation. 1. Target audience - I can't understate the importance of understanding your target audience. This includes getting deep into who is your economic bu......Read More
2785 Views
8 requests
Jiong Liu
Wiz Senior Director of Product Marketing • August 4
Sales is definitely the biggest critic of messaging at Okta. Getting them involved early and often and treating them as a true partner in the process is fundamental. There are 3 things that I always do when it comes to messaging: 1. Partner with the best sellers of your product area. They are e......Read More
2478 Views
1 request
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