11 min
#29 | Jiong Liu, Okta Adventures in Messaging
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- Marketing
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 back to basics and draw from what you already know.
In this episode, Jiong Liu, Director of Product Marketing, Customer Identity at Okta, talks through an awesome example of how she did just that. Including:
--- Having a ton of conversations with customers to understand their vision for the future, their roadmaps, and the possibilities for the product.
--- Pairing the vision back to real-world, ready-to-go use cases.
--- Deeply understanding the needs of the user and buyer personas involved.
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 back to basics and draw from what you already know.
In this episode, Jiong Liu, Director of Product Marketing, Customer Identity at Okta, talks through an awesome example of how she did just that. Including:
--- Having a ton of conversations with customers to understand their vision for the future, their roadmaps, and the possibilities for the product.
--- Pairing the vision back to real-world, ready-to-go use cases.
--- Deeply understanding the needs of the user and buyer personas involved.
11 min