Storytelling, Messaging, and Category Creation

Go To Market Advisory and Mentoring

CyberSecurity Go To Market Services

Client Success Stories

ForgeRock – Access the Future

Challenge: ForgeRock is a leader in the Identity and Access Management space. Having been founded in 2010, ForgeRock has broad platform capabilities and an amazing global customer base. ForgeRock's platform provides solutions across both employee, customer and IOT...

DeepFactor – Launching Into A Developer Blind Spot

Challenge: DeepFactor was founded by two industry veterans who deeply understood some of the challenges across security, performance, and compliance that face today's software development teams. Having built an initial product, DeepFactor needed to translate the...

FastSpring – Sell More Compete Big

Challenge: FastSpring, an e-commerce platform for software companies, was having a challenging time positioning itself and its value in the marketplace. While many companies offer point solutions that software companies can piecemeal together, FastSpring’s real value...

FireEye – Modern Malware Exposed

Challenge: 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...

Jumio – Trusted Identity as a Service

Challenge: Ken engaged with Jumio in late 2016. Jumio, a provider of real-world identification technology and services, had a differentiated offering, but was challenged in communicating why this mattered to prospective customers. They too often found themselves...

Story AND Strategy, The Yin and Yang of B2B Go To Market Success

A few years ago, after completing an engagement with Lee Hecht Harrison in working on the narrative for the launch of what became known as their "Active Placement" service, their then CRO Kevin Gagan said to me: "Ken, when we started, we thought the strategy should...

Five Tips on Hiring Messaging Help

Having written last on the "5 DIY B2B Messaging Mistakes" I've decided to address another challenge, hiring "Messaging Help", that consultant, agency or firm that's gonna help you get it right. And while I admit I have a biased view here, in the sense that I am a...

Five DIY Messaging Mistakes Start-ups Make

Messaging, after product and funding, is arguably the third key thing to get right for early stage B2B start-up success. Yet just the other day, a friend of mine who is a well respected Venture Capitalist said to me, "You know Ken, most of our early stage company...

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Marketing InSecurity Podcast

Episode 17: Marketing in the Time of COVID, Part 3: Assessing a Changing Future

On this episode of The Marketing InSecurity Podcast, Ken talks with Atri Chattejee of Forge Rock about how they helped their customers navigate the changes brought on by COVID19.