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

B2B2C: The Marketing Model Takes Hold

Posted by Larry Kenigsberg on Oct 15, 2020 9:15:00 AM

Have you ever booked a hotel on Kayak or ordered a food processor from Amazon? These are all classic examples of business to business to customer (B2B2C), in which the manufacturer sells a product or service to the channel or route to the customer, making the latter’s end-product more valuable to the consumer.

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Topics: content, marketing, inbound marketing, customer communications, messaging, PR, sales, b2c, influencer, B2B2C, B2B

B2B: Eight Ways to Successfully Market to Influencers

Posted by Larry Kenigsberg on Oct 14, 2020 2:16:00 PM

Recent research indicates that influencer marketing can generate 11 times greater ROI than more traditional strategies. Unlike conventional tactics that push a message in front of sometimes reluctant audiences, influencer marketing delivers your message via credible, authoritative experts to audiences who trust their content over that from brands. Moreover, influencer marketing is more critical for B2B than for B2C: With B2B purchase price overwhelming B2C’s, word of mouth and endorsement is critical to the former’s success.

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

Creating the Perfect Combination of Account-based & Inbound Marketing

Posted by Larry Kenigsberg on Sep 7, 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.

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

How to Overcome the Five Barriers to Sales & Marketing Alignment

Posted by Larry Kenigsberg on Aug 12, 2020 5:42:00 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.

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

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

Posted by Larry Kenigsberg on Aug 12, 2020 7:15:00 AM

 

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

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.

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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

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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.

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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.

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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.

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