Nov 22, 2020 | Client Success Stories, Featured Client
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
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.
“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.”
Oct 30, 2020 | Client Success Stories, Featured Client
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 co-founders’ vision into a compelling go to market story and message platform, and implement that platform across initial go to market assets such as website, datasheet, and sales presentation. In order to launch with velocity, DeepFactor needs a differentiated story that was targeted and consistent with their product led go to market strategy.
Ken first helped the founding team refine the target market segments and personas and refine the Go To Market strategy and then develop a compelling market narrative and value messaging platform and implement that message in a powerful launch. The resulting story, titled “Runtime Ready” describes how developers are “Runtime blind” and DeepFactor can transform their DevOps process to deliver Runtime Ready releases.
“Ken brought not just process and framework, but deep industry knowledge and insight. Ken’s work and advice has delivered key contributions to our early success.” – Kiran Kamity, CEO and Co-Founder, DeepFactor
DeepFactor’s launch has established for them a unique positioning and initial toehold in a crowded but growing market. Early results include several marquee initial customers and upcoming partnerships. By clearly positioning DeepFactor as a unique and meaningful solution, this work has created a platform for future growth and success.
Oct 29, 2020 | Client Success Stories, Featured Client
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 is in being a Merchant of Record that combines a robust technology platform with e-commerce expertise. Because of this unique and extremely robust offering, the team often struggled to properly convey the full value of FastSpring.
Ken worked with the executive team and sales and marketing leadership to develop a story and messaging platform that highlights both the aspirational value and tangible ROI that their customers can achieve when they work partner with a full-service e-commerce partner and how they can now “Sell More, Stay Lean, and Compete Big.”
“With Ken’s methodology, process, and facilitation, we were able to develop our messaging to better articulate who we are and how we help our customers,” said FastSpring VP of Marketing, Sarah Bottorff. “As a result, we have already seen significant improvement in metrics across our entire sales and marketing pipeline.”
Since rolling out the new story and messaging platform in mid-2019, FastSpring has seen significant revenue and pipeline growth. As Bottorff points out, while that success is due to great execution across the entire company, getting alignment behind a powerful, customer-centric and inspiring message has been a key component in its achievement.
Oct 15, 2020 | Client Success Stories, Featured Client
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.
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.
FireEye leveraged 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.)
Oct 5, 2020 | Client Success Stories, Featured Client
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 fighting feature rather than value battles.
Ken worked with the executive team and sales and marketing leadership to develop a story and messaging around Trusted Identity as a Service, and developed both a Viewpoint story and detailed product messaging.
Chief Revenue Officer Robert Prigge said, “The process we went through with Ken was transformative. It crystallized the value and uniqueness of our offering to our customers in a way we never expected. It has changed not only the way we talk about our service, but the way we think about it and our priorities going forward.”
In Q1 of 2017 Jumio announced a momentous quarter, adding the most enterprise customers ever in a quarter and breaking daily transaction volume records.