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

TIPS:  What Your Cybersecurity Message Should Say

Posted by Larry Kenigsberg on Dec 1, 2022 2:54:00 PM

Want to break through the clutter? Want to rise above the market noise?

Are there too many cybersecurity companies for our own good? Some have become unsustainable as others have gone under. It seems ironic that cyberattacks - the biggest threat to both organizations and nations - have given rise to a global cybersecurity market whose value is set to swell to over $300B by 2024 and VC funding that hit a record high $5.3B in 2018. Should be good news, right? However, the unrelenting waves of cyberattacks and the increasing need to mitigate security risks has also given rise to more than 1,500 cybersecurity companies, whose marketing messages are now flooding -- make that clogging -- an already congested vertical.

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Topics: content marketing, marketing, audience, message, messaging, personas

How to Get Your Standout Cybersecurity Product to Stand Out from the Crowd

Posted by Larry Kenigsberg on Nov 30, 2022 7:15:00 AM

 

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Topics: Public relations, content marketing, content, social media, cybersecurity

The Real Need for Messaging as a Service (MaaS)

Posted by Larry Kenigsberg on Oct 12, 2022 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

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

Posted by Larry Kenigsberg on Oct 6, 2022 11:28:00 AM

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

Craft B2B Messaging Your Audiences Really Want to Hear

Posted by Larry Kenigsberg on Oct 3, 2022 1:45:00 PM

 

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

An article on 31 product launch statistics for 2022 revealed this nugget from a Harvard Business School professor: about 30,000 new products are launched each year, and about 95 percent of these will probably fail.

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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 Sep 28, 2022 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 Sep 7, 2022 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

Collaborative Marketing: Finding the Ideal B2B Partner

Posted by Larry Kenigsberg on Sep 1, 2022 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

If No One Knows You're Out There

Posted by Larry Kenigsberg on Aug 29, 2022 12:43:00 PM

The tension in the room was palpable. The CEO was clearly an unwilling hostage to the situation; that seemed clear. Amy and I were invited to this meeting by T, the vice president of marketing. He wanted to pursue a more aggressive marketing campaign to help his underperforming potential monster technology.

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Topics: Public relations, news value, Israel, marketing

Paying for the Future with PR

Posted by Larry Kenigsberg on Aug 18, 2022 10:30:00 AM

Since starting our business more than a decade ago, we’ve seen companies

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