Larry Kenigsberg

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Larry’s years of experience as a psychoanalyst and itinerant martial artist shape the philosophy he uses to guide K2 and its clients, especially when it comes to creating targeted, appealing messages. He’s a proud, active father to his three sons and self-described hack guitarist. Larry holds bachelor’s degrees in psychology and social work from Adelphi University and an MSW from New York University, with additional postgraduate training in psychoanalysis and supervision.
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Recent Posts

Sales-enablement Content & Demand Generation

Posted by Larry Kenigsberg on Feb 6, 2024 4:07:00 PM

 

Sales enablement content is the bridge that connects the challenges your customers face to your solution’s features.

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Topics: messaging, sales, USP, Sales enablement content, UVP

Paying for the Future with PR

Posted by Larry Kenigsberg on Dec 6, 2023 12:47:00 PM

Since starting our business almost two decades ago, we’ve seen companies

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Topics: Public relations, blog, content, marketing, valuation

Developing Blog Content Using the Evergreen Principle

Posted by Larry Kenigsberg on Aug 14, 2023 1:01:00 PM

Content is king, and someone must create it.

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Topics: Public relations, news value, content marketing, blog, Israel, content, marketing

The Real Need for Messaging as a Service (MaaS)

Posted by Larry Kenigsberg on Aug 2, 2023 11:17:00 AM

Hmmm…should this be a blog or rant?

We’re constantly amazed at the number of companies who’ve been around for years and don’t have a cohesive messaging document (MD).

While I understand the aversion – MDs are difficult to execute, with various stakeholders within the company trying to get their voices heard – a well-conceived MD creates a virtual paint-by-numbers scenario, where all of your USPs are well defined for audiences across the purchasing chain, smoothing the account-based marketing process.

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Topics: marketing, brand, customer communications, message, messaging, corporate communications, client relations, integrated marketing

Why You Should Work with K2

Posted by Larry Kenigsberg on Aug 1, 2023 4:00:00 PM
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Topics: Public relations, media resources, press coverage, blog, Israel

Eight B2B Messaging Fails - and How to Avoid Them

Posted by Larry Kenigsberg on Jul 27, 2023 10:30:00 AM

B2B messaging should clearly explain the unique selling propositions (USPs) and myriad advantages of your solution to everyone participating in purchasing process. Sometimes, that just isn’t achieved.

Fail 1 - The “too-broad” B2B messaging

General marketing blah-blah is not appreciated. Technology products are very rarely designed for general use, and the more specific you message to your personas, the better. Messaging must make it immediately apparent who benefits from your product and how.

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Topics: persona, customer communications, message, messaging, B2B

Seven Tips for Successful B2B Collaborative Marketing

Posted by Larry Kenigsberg on Jul 25, 2023 11:34:00 AM

The best version of collaborative marketing drives success for everyone involved – sharing channels to present complementary solutions strengthens both brands while increasing leads.

1) Select the type of B2B partnership you need

  • Strategic partnership - Align with non-competitive companies that offer products or services that complement yours - for example, a healthcare provider and a health data platform that offers remote access - can help both brands reach into each other’s markets to expand their customer base and grow revenue.
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Topics: content marketing, content, customer communications, corporate communications, Account-based marketing, collaborative marketing, SMART Goals

TIPS: Out of Great Content Ideas? How to Get the Juices Flowing

Posted by Larry Kenigsberg on Jul 20, 2023 4:56:00 PM

“Writer’s block happens to all writers, including content marketing writers.

 With 91% of companies today using content marketing to attract leads and engage customers, as content marketers you can’t afford to run out of ideas. True, ideas are literally all around us, but finding that truly exceptional concept that results in more traffic, more leads and conversions, and greater consumer love and loyalty for your brand can be quite challenging – challenging, but not impossible. If you want to come up with fresh, relevant topics all the time, but feel that your well of content ideas has dried up, read on.

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Topics: content marketing, content, DIY, persona, brand, ideas

Collaborative Marketing: Finding the Ideal B2B Partner

Posted by Larry Kenigsberg on Jul 5, 2023 1:20:00 PM

Collaborative marketing can be productive and profitable in your B2B marketing arsenal – if…

To gain the benefits of positive brand association, new marketing and product ideas, expanded market reach, increased social media following, and more, you need the right partner. You need a B2B vendor whose brand message and solution offerings are compatible with yours, with whom you can have a smooth and productive relationship, and whose impeccable brand reputation will reflect positively on yours.

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Topics: content marketing, sales, marketing qualified leads, sales qualified leads, marketing strategy, collaborative marketing

K2 Supports Your Trade Show Success

Posted by Larry Kenigsberg on Jun 29, 2023 4:51:00 PM

 

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Topics: press coverage, media coverage, media, trade show, conferences

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