Summit US Case Studies RollWorks Case Study 5_5_1235

How Okta went virtual in 21 days to close the demand gap

Tuesday May 5, 2020 | 12:35 PM - 12:55 PM

Sponsor Name: RollWorks

Speakers: Mae Cadao, Marketing Manager, Advertising. Okta, Leila Dunning, Sr. Marketing Manager, Customer & PR, Rollworks

And just like the rest of that new world, marketing teams are struggling to confront the unprecedented challenges posed by the Coronavirus pandemic. More than ever, it’s critical that companies stay nimble, as massive in-person events suddenly must go virtual. That’s the challenge Okta, a security and identity management company, faced in March. Okta’s annual user conference, Oktane, which was to be held in San Francisco and attracts thousands of attendees each year, was abruptly canceled two weeks before the event amid the rising alarm over the Coronavirus. Finding themselves in unchartered waters, marketing manager Mae Cadao and her team had three weeks to craft ways to support a virtual experience that would replace the in-person event that had been planned for months. Never before had reaching the right audience at the right time been so important. Never before had true engagement been so critical.

Key Takeaways for this session:

  • Reaching the maximum number of accounts using the RollWorks account-based platform
  • Driving awareness and engagement among target accounts by delivering highly-personalized digital ads
  • Pivoting on a dime to meet new, circumstance-based customer pain points -- shifting your message to match tectonic shifts in industry verticals
  • Avoiding tone-deaf communication while still achieving business goals and demonstrating much-needed empathy and brand authenticity