Home - Ken Rutsky

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...

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...

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...

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...

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...

Vanquish the Vitamin, Pass on the Painkiller, Let’s Make Magic!

It's a conversation as old as the hills in the B2B marketing world: VP of Sales to CMO - "We need a painkiller, our product is a vitamin" CMO to VP of Products - "Sales says we need a painkiller" VP of Products to CEO - "But our customers can't live without it" CEO to...

The (Secret?) Power and Beauty of the #CategoryMeme

A client of mine recently launched their new Category initiative. They are both a technical and customer innovator in a hot, but crowded market, like pretty much all B2B technology innovators are. Their CEO views their #CategoryMeme as one of of their "Secret weapons"...

Spreading the #CategoryMeme – Enabling, Embedding and Incentivizing

Spreading your #categoryMeme is the third step in our Penetrate, Replicate, Spread framework, and takes off right where Replicate ends, with Enablement, then goes to Embedding and Incentivizing #CategoryMeme spread. We discussed enablement of #CategoryMeme replication...

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