Raising Awareness in a Crowded Category
Okta is a global leader in identity and access management, helping organisations securely connect people to the right technologies, on the right devices, at the right time.
Okta had built a powerful self-paced learning offering for its ecosystem — but awareness among its audience of IT decision-makers, security architects and enterprise buyers was lower than desired.
Key issues:
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The target audience struggled to perceive the full value of self-paced programmes as an alternative to instructor-led training.
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Messaging did not clearly differentiate the self-paced option in terms of agility, cost-efficiency and on-demand flexibility.
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With a sophisticated, global audience, Okta needed fresh creative and content formats to drive traction across digital channels and nurture interest through the funnel.
Our Approach
Okta needed to maximize media efficiency while maintaining sufficient reach and frequency against their core targets. To do this MX performed a multi-stage analysis to identify media channels and specific vehicles that have the highest coverage and composition of the target personas. Additionally, we mapped the market to find the highest concentrations of these targets. Once this research was complete, MX leveraged our media partnerships and buying power to implement a strategy that let Okta punch above its weight.
The Execution
Tactics included a mix of hyper-targeted digital efforts, national publisher deals, high impact out of home in Central Business Districts of key metros and event support. All driven by target insights and local market expertise.
This approach worked in conjunction with a robust digital foundation and demand program to establish a consistent hum of impressions. Deliberate
peaks in activity capitalized on opportunities to reach high concentrations of key personas, such as major events. Strategically using the latest innovative technologies and focusing spend where it mattered enabled Okta to stand out from the crowd and build share of mind with key buyers.
Measurable Impact
31%
Top of mind awareness in authentication, identity and access management
60%
Aided awareness in authentication, identity and access management
+17%
Increase in branded search
+38%
Increase in high value unique conversion
