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

Content Marketers: Why Hiring a Consultant Beats DIY

Posted by Larry Kenigsberg on Mar 11, 2025 9:15:00 AM

Let’s just cut to the chase: Never put DIY and content marketing in the same sentence.

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Topics: Content marketing, Content, DIY, Social media, Persona

Developing Blog Content Using the Evergreen Principle

Posted by Larry Kenigsberg on Mar 4, 2025 10:15:00 AM

Content is king, and someone must create it.

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Topics: Public relations, News value, Content marketing, Blog, Israel, Content, Marketing

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

Posted by Larry Kenigsberg on Feb 26, 2025 10:45:00 AM

“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

Five Ways the PESO Model Delivers Great Content Results

Posted by Larry Kenigsberg on Feb 19, 2025 10:45:00 AM

 

 

Build your brand - By effectively using an orchestrated outreach strategy, such as PESOTM (created by Gini Dietrich), across all channels, marketers will extend the reach and increase the overall effectiveness of their efforts, boosting both brand loyalty and revenue.

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Topics: Journalist, Press coverage, Content marketing, Content, Marketing, Metrics, Social media, Brand, Audience, Corporate communications, Client relations, PESO, Earned media, Shared media, Owned media

B2B Messaging: Why It’s Different - and More Difficult - Than B2C

Posted by Larry Kenigsberg on Jan 22, 2025 2:16:34 PM

Robert, CMO of a cybersecurity business, devotes his energies to making his company’s solution stand out in a very crowded marketplace. He ensures his marketing and sales teams stay on top of the latest available analytics, CRM, social media, and other technologies that’ll help them achieve his goals. While Bob is a super-effective CMO, he’s also a fanatical sportsman - forever trying to fit tennis matches in his already busy schedule - as well as a devoted dad of three.

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Topics: Marketing, Message, Messaging, B2B, Customer journey, Integrated marketing

The Real Need for Messaging as a Service (MaaS)

Posted by Larry Kenigsberg on Jan 22, 2025 11:15:00 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 unique value propositions/unique selling propositions (UVPs/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

Craft B2B Messaging Your Audiences Really Want to Hear

Posted by Larry Kenigsberg on Jan 14, 2025 10:30:00 AM

 

Understanding the role of market research and up-to-date intelligence

Many companies are overlooking the critical importance of market research and fail to use it to get actionable insights about their customers. With unpredictable markets, up-to-date intelligence from effective research can help B2B marketers stay on top of customers’ evolving needs to clearly understand what they want or don’t want - knowledge that can inspire truly customer-centric messaging.

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Topics: Market research, Customer communications, Message, Messaging, B2B, Marketing strategy

Eight B2B Messaging Fails - and How to Avoid Them

Posted by Larry Kenigsberg on Jan 2, 2025 2:30:00 PM

B2B messaging should clearly explain the unique value and selling propositions (UVPs/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

Getting the Right Analysts to the Table

Posted by Larry Kenigsberg on Nov 26, 2024 8:15:00 AM

A pitch-perfect pitch can get top influencers to cover your product

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Topics: Journalist, Analyst, Analyst relations, Message, Corporate communications, Technology

Keep Top Influencers on Your Side

Posted by Larry Kenigsberg on Nov 20, 2024 4:00:00 PM

Run Smooth-as-Silk Analyst Briefings

Analysts are undeniably one of today’s top enterprise influencer groups - providing value with their finger on the pulse on the market, understanding of customer needs and pain points, and ability to advise clients which vendor and solutions to consider.

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Topics: Analyst, Analyst relations, Messaging

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