How do you differentiate your own products from one another but still show that they complete each other/are complementary?

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 looking to solve 3 main initiatives: building better customer experiences faster, modernizing their infrastructure or securing their customers. Once we understand what they are trying to accomplish, we can recommend a set of products to them instead of showing them the kitchen sink. This model works when you're able to reach c-level execs early.

Another method that works when the sales cycle is more tactical is to understand the maturity curve of your customers. Many Okta customers have an authentication problem that they need to solve first. Our core product offering which addresses that problem is how we land new customers. Customers can then have a number of other problems (security, API access, etc) that then become our upsell offerings. Mapping our the journey you expect customers to have and aligning those to sales plays can then allow you to map your relevant products to the time horizon your customers' will have the corresponding challenges.

When a company has many product offerings, getting really clear on who you are targeting will be critical to ensure that you are "spotlighting" the right product/features/packages to the audience most likely to buy/adopt/care. Prospective buyers may become overwhelmed or stop caring when content is too general or straight-up irrelevant to their needs. 

Pro tip: Segmentation to inform your target audience will help bring direction to your messaging framework for your product/feature launches up front. That way, you are setting expectations with your product counter-parts upfront, and showing that you are going to bring the attention to the product/feature to the audience that will care, and ultimately lead to product adoption/sales. 

This is a great question. I'd say this becomes even more complex / challenging if you have not only mulitple products, but also multiple audiences, which we do. 

One way to think about this is in the context of your website, which is one of the key ways you display all of your products and offerings. I think it's extremely important to show how all of your products 'fit together' and we do this via our pricing page, where we list out all of the products we have for one of our key audiences and we actually group them together (design works a bit of its magic here) so the products really do look complementary. But while all the products complement one another, if you click on one of them, you're taken to a product page where we take you very in-depth on that product and its benefits. That's the way each product gets its 'spotlight.' 

In addition, we're very thoughtful about how we run demand generation programs to ensure that our products get highlighted to our prospects and customers (when and where they should), but that customers aren't overwhelmed by communications. I think that's the whole strategy of demand gen. These communications both highlight the individual product as well as how they relate to other products in the suite that are relevant for that audience, and are often served at different times in the customer's journey depending on when they are more likely to need or want that particular product.