Checklist · Identity
Identity marketing checklist — Step by Step 2026
Launching an identity solution requires a strategic marketing approach. This checklist guides you through essential steps to reach your target audience of developers, security teams, and product builders, addressing pain points like SSO, MFA, and compliance.
Phase 01
Pre-launch Planning
- PL1critical2 days
Define Target Audience Segments
Identify specific developer, security, and product builder segments. Consider their unique needs regarding SSO, MFA, and compliance.
- PL2high3 days
Competitive Analysis
Analyze Auth0, Clerk, Supabase Auth, WorkOS, and FusionAuth. Identify their strengths and weaknesses to differentiate your offering.
- PL3high1 day
Keyword Research
Refine your keyword strategy, focusing on 'identity management', 'SSO', 'MFA', 'passwordless', and 'Auth0 alternative'.
- PL4critical2 days
Messaging and Positioning
Craft compelling messaging highlighting your solution's benefits in addressing SSO, MFA, and compliance challenges.
- PL5medium1 day
Content Calendar Creation
Develop a content calendar focusing on auth, SSO, MFA, directory services, and verification use cases.
- PL6medium1 day
Set up Analytics Tracking
Implement analytics to track website traffic, conversion rates, and marketing campaign performance.
- PL7high1 day
Define Launch Channels
Prioritize launch channels like Hacker News, Product Hunt, Dev.to, Twitter, and security blogs.
- PL8medium3 days
Prepare Launch Assets
Create marketing materials like blog posts, case studies, and demo videos showcasing your identity platform.
- PL9low1 day
Establish a Feedback Mechanism
Set up channels for collecting user feedback and addressing questions related to auth, SSO, and MFA.
- PL10medium1 day
Budget Allocation
Allocate budget for paid advertising, content creation, and marketing tools.
Phase 02
Launch Execution
- LE1high1 day
Launch on Hacker News
Craft a compelling Hacker News post highlighting the value proposition for developers.
- LE2critical2 days
Product Hunt Launch
Prepare a Product Hunt launch with engaging visuals and a clear description of your identity solution.
- LE3medium2 days
Dev.to Promotion
Publish technical articles and tutorials on Dev.to showcasing your identity platform's capabilities.
- LE4medium3 days
Social Media Campaign
Execute a social media campaign on Twitter, LinkedIn, and other relevant platforms.
- LE5highOngoing
Engage with Community
Actively participate in online communities and forums related to identity management and security.
- LE6criticalOngoing
Monitor Launch Performance
Track website traffic, user sign-ups, and other key metrics to assess the launch's success.
- LE7highOngoing
Address User Feedback
Respond promptly to user feedback and address any issues or concerns related to your identity solution.
- LE8mediumOngoing
Run Paid Ads
Run targeted ads on platforms like Google Ads and LinkedIn to reach a wider audience of developers and security professionals.
- LE9low2 days
Influencer Outreach
Partner with influencers in the identity management and security space to promote your solution.
- LE10mediumOngoing
Monitor Brand Mentions
Track brand mentions across social media and online forums to understand how your identity platform is being perceived.
Phase 03
Content Marketing
- CM1high2 days
Blog Post Creation
Publish blog posts addressing topics like SSO implementation, MFA best practices, and passwordless authentication.
- CM2medium3 days
Case Study Development
Create case studies showcasing how your identity platform has helped customers solve their identity management challenges.
- CM3medium5 days
Whitepaper Writing
Develop whitepapers on topics like compliance requirements for identity management and the future of authentication.
- CM4medium3 days
Webinar Hosting
Host webinars on topics like implementing passwordless authentication with your platform or migrating users from Auth0.
- CM5low2 days
Infographic Design
Create infographics visualizing key concepts related to identity management, such as the benefits of SSO or the different types of MFA.
- CM6medium3 days
Video Tutorials
Create video tutorials demonstrating how to use your identity platform to implement common identity management tasks.
- CM7low2 days
Guest Blogging
Contribute guest blog posts to relevant industry publications and websites.
- CM8highOngoing
Content Promotion
Promote your content across social media, email, and other channels.
- CM9highOngoing
SEO Optimization
Optimize your content for relevant keywords related to identity management, authentication, and security.
- CM10mediumOngoing
Repurpose Content
Repurpose existing content into different formats, such as turning a blog post into an infographic or a webinar into a series of short videos.
Phase 04
Sales and Partnerships
- SP1medium3 days
Develop Sales Materials
Create sales decks, brochures, and other materials to help your sales team effectively communicate the value of your identity platform.
- SP2high2 days
Train Sales Team
Train your sales team on the features and benefits of your identity platform, as well as how to address common customer objections.
- SP3medium2 days
Identify Potential Partners
Identify potential partners who can help you reach a wider audience of developers and security professionals.
- SP4low3 days
Establish Partnership Program
Create a formal partnership program with incentives for partners to promote your identity platform.
- SP5mediumVaries
Attend Industry Events
Attend industry events and conferences to network with potential customers and partners.
- SP6highOngoing
Offer Free Trials
Offer free trials of your identity platform to allow potential customers to experience its benefits firsthand.
- SP7critical1 day
Develop Pricing Strategy
Develop a clear and competitive pricing strategy based on MAU, per-connection, enterprise, support tiers or professional services.
- SP8high3 days
Create Demo Environment
Set up a demo environment where potential customers can test your identity platform's features and capabilities.
- SP9criticalOngoing
Track Sales Performance
Track sales performance and identify areas for improvement.
- SP10highOngoing
Customer Onboarding
Develop a smooth onboarding process for new customers.
Phase 05
Ongoing Optimization
- OO1highOngoing
Analyze Marketing Data
Regularly analyze marketing data to identify trends and areas for improvement.
- OO2mediumOngoing
A/B Test Marketing Campaigns
A/B test different marketing campaigns to optimize their performance.
- OO3mediumOngoing
Update Content
Keep your content up-to-date with the latest trends and best practices in identity management.
- OO4mediumOngoing
Monitor Competitors
Continuously monitor your competitors to stay ahead of the curve.
- OO5highOngoing
Gather Customer Feedback
Collect customer feedback to improve your identity platform and marketing efforts.
- OO6mediumOngoing
Iterate on Messaging
Refine your messaging based on customer feedback and market trends.
- OO7lowOngoing
Explore New Channels
Explore new marketing channels to reach a wider audience.
- OO8highOngoing
Improve Website SEO
Continuously improve your website's SEO to attract more organic traffic.
- OO9highOngoing
Optimize Conversion Rates
Optimize your website and marketing campaigns to improve conversion rates.
- OO10criticalOngoing
Stay Compliant
Ensure ongoing compliance with relevant data privacy regulations.
Pro tips
- Focus on the specific pain points of developers, security teams, and product builders, such as simplifying SSO, MFA, and passwordless implementations.
- Highlight integrations with popular development frameworks and platforms to appeal to developers.
- Showcase how your identity solution helps companies achieve compliance with relevant regulations.
- Offer clear and transparent pricing plans based on MAU, per-connection, or enterprise models.
- Actively participate in online communities and forums related to identity management and security to build relationships with potential customers.