Larry Kenigsberg

Picture of
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.
Find me on:

Recent Posts

On Being Set up for Failure: Adventures in the Absurd

Posted by Larry Kenigsberg on Aug 3, 2020 4:45:00 AM

Nothing blows people’s minds more than turning down their business, especially in Israel’s business culture. As business people with a strong, American background, we seek to work in a win-win paradigm. Sometimes a request/demand/deadline/approach just won't work or is unreasonable. People are often incredulous when we decline to accept in an ill-conceived request, even when our decision is accompanied by a detailed explanation.

Read More

Topics: Public relations, press coverage, PR, client relations, planning

Getting the Right Analysts to the Table

Posted by Larry Kenigsberg on Jul 30, 2020 10:15:00 AM

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

Read More

Topics: journalist, analyst, analyst relations, message, corporate communications, technology

Strengthen Connections with ABM

Posted by Larry Kenigsberg on Jul 22, 2020 12:51:00 PM

Taking an account-based marketing (ABM) approach pinpoints your focus on a few high-opportunity, high-value accounts who are more likely to pay attention to your communications because they actually need your product and have the budget for it.

Read More

Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM

Creating the Perfect Combination of Account-based & Inbound Marketing

Posted by Larry Kenigsberg on Jul 22, 2020 12:32:00 PM

At first glance, account-based marketing (ABM) and inbound seem like polar opposites: ABM focuses on decision makers within particular enterprises and engages them with personalized communication. Inbound marketing takes a more expansive approach, attracting customers to products and services by creating valuable content.

Read More

Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM

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

Posted by Larry Kenigsberg on Jul 2, 2020 11:51:13 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.

Read More

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

TIPS:  What Your Cybersecurity Message Should Say

Posted by Larry Kenigsberg on Jul 1, 2020 12:59:50 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.

Read More

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

How to Overcome the 5 Barriers to Sales & Marketing Alignment

Posted by Larry Kenigsberg on Jun 29, 2020 1:04:01 PM

Build up ABM success by bringing down the silos

Not all prospects give you the best fit or highest value for your solution - thus, the growing popularity of account-based marketing. Approximately 92 percent of B2B marketers consider ABM a critical component of their marketing efforts; and 87 percent of ROI-measuring marketers say that ABM tops all other marketing investments.

Read More

Topics: marketing, inbound marketing, messaging, PR, Account-based marketing, sales, ABM

Paying for the Future with PR

Posted by Larry Kenigsberg on May 26, 2020 10:30:00 AM

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

Read More

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

If No One Knows You're Out There

Posted by Larry Kenigsberg on May 13, 2020 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.

Read More

Topics: Public relations, news value, Israel, marketing

Developing Blog Content Using the Evergreen Principle

Posted by Larry Kenigsberg on May 4, 2020 1:01:00 PM

Content is king, and someone must create it.

Read More

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