Jiong Liu
Senior Director of Product Marketing, Wiz
Content
Jiong Liu
Wiz Senior Director of Product Marketing • August 3
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
1667 Views
Jiong Liu
Wiz Senior Director of Product Marketing • August 3
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
1227 Views
Jiong Liu
Wiz Senior Director of Product Marketing • August 3
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
1131 Views
Jiong Liu
Wiz Senior Director of Product Marketing • August 3
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
624 Views
Jiong Liu
Wiz Senior Director of Product Marketing • August 3
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
535 Views
Jiong Liu
Wiz Senior Director of Product Marketing • August 3
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
449 Views
Jiong Liu
Wiz Senior Director of Product Marketing • August 3
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
409 Views
Video: Adventures in Messaging S02E14: With Jiong Liu, Dir of Product Marketing, Customer Identity at Okta
Sometimes product marketers have to launch a little early. Sometimes they have to launch a LOT early 🙂 So how do you create a positioning and messaging strategy for a product that isn’t fully formed or completely understood? When you haven’t got end-to-end use cases or customer feedback? You go b......more