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

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

Strengthen Connections with ABM

Posted by Larry Kenigsberg on Oct 28, 2024 2:15:00 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

Your ABM Needs and Our Marketing Communications Resources

Posted by Larry Kenigsberg on Oct 22, 2024 9:30:00 AM

Amy Kenigsberg, COO & Co-founder, talks about how K2 can up your ABM game

Ask any marketer - account-based marketing, which targets and engages specific accounts with personalized campaigns, is a powerful and profitable strategy.

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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 Oct 1, 2024 5:45:00 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 Sep 25, 2024 1:15:00 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 ever-increasing adoption 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 Account-based Marketing Relieves Five Marketing Headaches

Posted by Larry Kenigsberg on Sep 17, 2024 9:30:00 AM

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

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

Posted by Larry Kenigsberg on Sep 10, 2024 9:15:00 AM

 

Cybersecurity companies, whether established or startups, are clamoring for coverage from an increasingly shrinking pool of journalists.
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Topics: Public relations, Content marketing, Content, Social media, Cybersecurity

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