Huddler Kerry Ok on Ad Age

August 18, 2022 1:45 PM | Anonymous member (Administrator)

Software developers are notorious for rejecting marketing in almost any form. Their sniff test for inauthenticity rivals that of world-class sommeliers. But a few brands crack the code, turning skeptics into fans. How Auth0—a software company that was recently acquired by Okta—did it is a lesson for any marketer looking to build community among super-savvy end users.

The process starts with hiring your target. “Around one-third of our marketing team members are developers,” said Kerry Ok, Auth0’s senior VP of marketing. “They hold us to really high standards.”

Auth0 used tutorials, brand ambassadors and a sense of humor to reach super-savvy end users

Read the full Q&A on Ad Age: How a Software Company Built Trust in the Developer Community

Listen to the Episode: Auth0 Marketing VP on Developing Developer Love

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