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

Your Next Move in a Winning Cybersecurity Marketing Game - Refine Your Buyer Personas

Posted by Amy Kenigsberg on Nov 28, 2022 9:30:00 AM

Successfully marketing your cybersecurity solution is not a guessing game. Targeted marketing is like any other targeted activity – where you aim is where you’ll hit. Of course, that’s easier said than done. With hundreds of cybersolutionsC on the market, it’s difficult to find your security product’s unique niche so you can tailor-fit your message to the right buyers.

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Topics: marketing, persona, audience

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

Is B2B Collaborative Marketing Good for Business?

Posted by Amy Kenigsberg on Sep 22, 2022 1:35:00 PM

Know the pros and cons before you dive in

Like any endeavor, B2B collaborative marketing has its up and downsides. It’s up to the partner-brand companies to strike a good balance. Before we dive too deeply into B2B collaborative marketing pros and cons, definitions are in order because a few related terms - i.e., co-branding, co-marketing, brand partnership - are often bandied about and may cause confusion.

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Topics: content marketing, marketing, social media, brand, customer communications, integrated marketing, collaborative marketing

Who Are You? - Finding Your Target Audience

Posted by Shani Eichler Delouya on Sep 8, 2022 5:18:43 PM

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Topics: blog, marketing, social media, marketing strategy, target audience

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

Analyze This

Posted by Amy Kenigsberg on Apr 11, 2022 10:45:00 AM

 

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Topics: Insider, Public relations, marketing, analyst, analyst relations, market research

Quick Tips to Improve Your Website

Posted by Amy Kenigsberg on Mar 23, 2022 11:42:38 AM

Thanks for using K2 Global Communications Website Grader Tool. If you haven't, you can access it here.

No matter your score, here are some quick tips to generate more active visits for your existing and potential client base.

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Topics: content marketing, marketing, brand, customer communications, SEO, Account-based marketing, client relations, integrated marketing, collaborative marketing, website