Larry Kenigsberg
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.
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 an enormous global cybersecurity market.
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 4,000 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
Keep your edge and grow with targeted strategies and tactics. The key is to adapt what works at home and translate it into international marketing success.
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Topics:
International Marketing
Successful international marketing requires more than cloning your domestic marketing efforts
If you think it’s time to break into new markets, don’t just plan to clone your domestic marketing efforts. The strategy and messages that may resonate with home-country audiences may not work in foreign business landscapes. Before you start your global expansion plans, check these five marketing tactics:
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Topics:
International Marketing
Marketing and selling to B2B customers used to be a lot easier, straightforward, and predictable. As marketers and salespeople, you were in charge.
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Topics:
Marketing,
Sales,
Client relations,
B2B,
Marketing strategy,
Tactics,
Buyer's journey,
Sales funnel
Since starting our business almost two decades ago, we’ve seen companies
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Topics:
Public relations,
Blog,
Content,
Marketing,
Valuation
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 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 (MQL),
Sales qualified leads (SQL),
Marketing strategy,
Collaborative marketing
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
