Storytelling, Messaging, and Category Creation

Go To Market Advisory and Mentoring

CyberSecurity Go To Market Services

Client Success Stories

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...

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...

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...

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...

The 5 Messaging “Habits” of Highly Effective B2B Brands

View the recording of my 5 Habits Webinar here Market Leaders do it better! When you are a follower, it feels like you are pushing a boulder uphill while your rival leader is like a snowball rolling down. So what are some of the messaging habits that Market Leaders...

“Filming” Your Blockbuster B2B Go To Market Story

Much is made by many including myself of getting your go to market narrative and value messaging nailed. SO IMPORTANT. Without a great story and value messaging, you can NEVER reach and leverage Message-Market Fit and achieve and grow market leadership. Aligning your...

Some Thoughts on B2B Marketing Part 3, March 29, 2020 : Getting in Tune

Hello again from my home office. A few days ago we had a hailstorm here in Menlo Park. I figure we have now added hail to pestilence in the list of 2020 plagues. Hopefully we wont be seeing any frogs, boils or bloody rivers anytime soon, but I guess at this point I...

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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.