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 identity challenges. Despite their platform and product leadership, in mid 2019 ForgeRock had limited brand recognition and even those who did know the company did not have a good understanding of what the company did. ForgeRock needed to tighten up its positioning, develop a clear narrative, and consistently project it in all their go-to-market activities. A major product release was the ideal “vehicle” for this “relaunch” of an updated brand, new market narrative and value messaging to support the goal of growing and accelerating the company’s market leadership
Project:
Ken worked with the executive, product, sales and marketing leadership teams to develop a go to market narrative and value messaging platform that focused on magnifying ForgeRock’s ability to accelerate successful Digital Transformation for its customers. The resulting story, titled “Access the Future” and its companion value messaging, both differentiated ForgeRock from its competitors and magnified the value of their platform for buyers.
Results:
“Ken hit the ground running with us. His deep experience in security and B2B businesses helped him quickly come up to speed on identity and access management and understand its importance to digital transformation. But more importantly, his framework and methodology helped us clearly articulate our brand, message and value in the context of our customers making their ‘hero’s journey!‘ ” – Atri Chatterjee – Chief Marketing Officer, ForgeRock
Chatterjee continued, ” The results of this work started coming in right after our product launch. Our new messaging project drove everything we did to market ForgeRock. This resulted in an increase in website traffic by over 50% in three quarters. In that same period, our visibility with prospects, customers and analysts also went up tremendously resulting in a steady increase in inquiries and inbound leads.”
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