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FireEye – Modern Malware Exposed

Situation:

Ken engaged with FireEye in late 2009. At the time, they had revenues in the low millions of dollars, primarily in the .EDU market. FireEye came to Ken to help them better explain their value to buyers who could not fit them into a current category in the Network Security Market.

Project:

Working with the Founder/CEO the Director of Marketing, Product Manager and the EVP of Sales, Ken delivered a new messaging platform around the concept of “Modern Malware Risk”. The company re-launched in April of 2010 at the RSA Security Conference with a new message of Modern Malware Exposed, a new category of Next Generation Threat Defense, and an integrated online and offline set of properties and deliverables.

Impact:

FireEye leverage and built great success in the market with this messaging and positioning for the next 4 years. FireEye’s September of 2013 IPO valued the company at more than $2B.

(For more details on this story, see Launching to Leading, pages 11-13.)

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