Okta x PDC 2024: A case study in fostering connections

When we think of marketing, big, flashy campaigns sometimes come to mind.

There’s nothing wrong with that; your campaign strategy depends on your marketing objectives and the message and branding you want to convey. Ultimately, it’s the outcome that matters.

Shopee’s ad starring European football star Cristiano Ronaldo, for instance, did its job of catching eyeballs at scale and announcing the brand’s presence on the ecommerce stage.

But for other firms, particularly those in B2B tech, it’s more important to focus on efficiency. They want to cut through the noise and meet potential customers where they are – both online and offline.

That’s what Okta, a global leader in identity and access management, had in mind when it partnered with Tech in Asia for Product Development Conference 2024 (PDC 2024).

Simple and effective

PDC 2024 brings together product professionals from across Asia to learn about the latest technologies and best practices that could level up their own building efforts. Given Okta’s desire to get in front of that audience and empower developers and organizations to safely innovate, it made sense for the company to focus its efforts on the event.

PDC promises an engaged and eager audience. / Photo credit: Tech in Asia

Okta’s activities began long before PDC 2024 kicked off.

For a start, the company’s logo was featured in event marketing materials across Tech in Asia’s website, newsletters, and social media – in both English and Bahasa Indonesia channels. This helped drum up interest before the event rolled in.

After this warm-up came the actual event, which took place in Jakarta, Indonesia. Okta established a strong presence at the venue with its dedicated booth, adding a human touch to its outreach efforts.

The booth also gave the company an opportunity to nurture the relationships it started online.

Okta then used Tech in Asia’s social media channels to promote its whitepaper titled “The Key to Unlocking New Frontiers of Growth.”

It’s all about community and learning at PDC. / Photo credit: Tech in Asia

Ultimately, the company leveraged Tech in Asia as a whole and the conference’s unique platform to connect with and become a trusted partner for many in Asia’s dynamic product development community.

At a glance:

With PDC 2024, Okta got a chance to engage directly with and help the architects of Asia’s next generation of digital products, forging lasting, meaningful partnerships.

Objectives

• Establish and elevate Okta’s position as a thought leader in identity security within Asia’s product development space
• Engage directly with product managers, engineers, and C-suite decision-makers to showcase the company’s solutions and promote meaningful dialogue on security challenges
• Generate high-quality leads from tech and product backgrounds for its whitepaper

Delivery

• A booth in a prime location on the PDC 2024 show floor
• Strategic sponsorship and ad placements across Tech in Asia’s online channels
  • Logo inclusion in marketing collateral posted on Tech in Asia’s website, newsletters, as well as its English and Bahasa Indonesia channels
  • Promotion of Okta’s whitepaper using Tech in Asia’s social media pages

The human touch in action. / Photo credit: Tech in Asia

Key results

Truly connect with your target audience

Looking to engage deeply with Asia’s tech community, establish thought leadership, and drive meaningful business outcomes? Tech in Asia Studios can help. We combine unparalleled market insight with creative execution to deliver content and event solutions that truly resonate.

Download our Studios Starter Kit to learn more, or get in touch to discuss how we can tailor a strategy for your unique goals. Let’s build something impactful together.