AMA: Okta Product Marketing Lead, Ivan Dwyer on Technical Product Marketing
February 17 @ 10:00AM PT
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Do you have a CTO, CIO or developer persona profile that you can share?
Looking for slides or document that spells out what particular personas like or don't like as well where they congregate (what media they read, what groups they follow, etc)
Material Security Senior Director of Product Marketing • 5y
I have a fairly extensive persona methodology which I wrote about here (https://www.workinproduct.com/blog/elements-of-a-positioning-system-part-2-customer-personas).Rath...
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Material Security Senior Director of Product Marketing • 5y
Great question… this is easy to over index on either side – too much buzzword bingo or too deep in the weeds.Personally, I like to follow a narrative from top to bottom –...
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How does sales enablement change when your company is b2d (business to developer) vs traditional enterprise?
What should I do differently? Developers do not want to be sold to.
Material Security Senior Director of Product Marketing • 5y
Great question, something I think about a lot. I’m a huge proponent of specialization with technical products. I wouldn’t expect every member of our enterprise field orga...
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Material Security Senior Director of Product Marketing • 5y
[Insert “Why not both?” meme] :)The best thing you can do is bring these stories together – when technical value solves business value, you have yourself a winner. (I don...
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Material Security Senior Director of Product Marketing • 5y
I’m a huge proponent of Jobs To Be Done, both for building products and for marketing products – in product marketing, though, you don’t necessarily have to be able to do...
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Material Security Senior Director of Product Marketing • 5y
I should have a better answer to this than Twitter, but I haven’t actually hired for that role in a long time, so might be out of touch, sorry!One thing I’ll say, and thi...
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For a heavily dev-centric product, how do you approach the balance between classic content/SEO, product marketing, and sales enablement - and how do you find the right channels to reach out to developers vs. commercial audiences?
What are some considerations when setting up a Product Marketing discipline to keep the focus on the product value for developers, without sacrificing expectations from the commercial teams?
Material Security Senior Director of Product Marketing • 5y
Great question, I get in arguments about this all the time! Heh. You ask the question the right way - it’s about balance.Starting with my least favorite topic – SEO! The ...
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Material Security Senior Director of Product Marketing • 5y
I’m not allowed to say Stripe. Everyone says Stripe. So I’ll say…. Stripe? I kid, I kid.I’ll always have a soft spot for Heroku – they’ve always stood out to me as a comp...
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Material Security Senior Director of Product Marketing • 5y
Good question – it can depend on a few things. In many companies, you’ll have to wear both hats... I know I sure have. As Product Marketing teams grow, where it starts ...
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Material Security Senior Director of Product Marketing • 5y
Great question that's very top of mind! The broader GTM organization will own the growth targets, while the broader Product organization will own the adoption targets. I...
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