Positioning that makes complex products easy to buy
I help technology companies figure out what truly sets their offerings apart, then turn it into messaging, launches, sales training, and go-to-market plans that move buyers.
I help technology companies figure out what truly sets their offerings apart, then turn it into messaging, launches, sales training, and go-to-market plans that move buyers.
ABOUT
I've written API documentation and UX copy as well as campaigns, so I can go deep with engineers and come back with a story buyers understand. A business degree and a visual artist's eye help me connect the technology to the market.
Before writing a word, I dig into the product, the threat landscape, the competition, and the buyer's motivations and fears. Strong positioning comes from knowing what's true, not from clever phrasing.
I've done the full scope of product marketing from inside security startups, targeting CISOs, enterprise IT, federal agencies, and investors. I know how long and crowded the security buying process is, and how to stand out in it.
SERVICES
A positioning and messaging framework that defines your differentiation and keeps sales, executives, and marketing telling the same story.
Launch campaigns that coordinate messaging, content, and sales readiness so new products land with the right buyers.
Training, battlecards, and pitch materials that help reps explain complex technology and handle competitive objections.
Ongoing analysis of rival vendors and approaches that sharpens your positioning and arms your sales team.
Research into buyers, markets, and the threat landscape that shows where you can win and what your buyers need to hear.
Plans that match your message to the right audiences, channels, and stages of the buying process, including federal (B2G) markets.
Executive programs, white papers, web copy, UX copy, and technical documentation, all mapped to the buyer journey.
RESULTS
Challenge
Privoro’s SafeCase was built on a powerful, yet unfamiliar, idea: that a purpose-built smart case paired to a smartphone could prevent certain forms of data from leaking if the phone is ever hacked or tracked. Early buyers were confused about what the product actually did or failed to see the value.
Approach
When researching the market, customers, and competitors, I learned that federal buyers were typically aware of the risks of spyware but didn’t know that a mitigation existed. I framed SafeCase as a “failsafe” against surveillance that made smartphone attacks no more dangerous than hacks of other devices, and I built keystone marketing and sales content around that positioning.
Result
Several federal organizations interested in starting secure mobility programs eventually thawed their resistance. Privoro won contracts from the US Air Force and NNSA.
Challenge
An integration between Samsung’s Hardware Device Manager (HDM) and Privoro’s SafeCase provided a new capability: certainty that a consumer-grade phone’s cameras/microphones and wireless radios cannot be silently enabled by spyware. Explaining the technical advantage in a simple way proved challenging.
Approach
After working with subject matter experts at Samsung on how the integration works, I felt there needed to be a way to explain the two-system approach using a familiar metaphor. I landed on the “two-man rule,” using the metaphor as a way to highlight the extreme difficulty of compromising information protected by two independent systems.
Result
Samsung’s global sales teams continue to push SafeCase, giving Privoro credibility by association. Samsung and Privoro keep iterating on making the experience of disabling cameras/microphones and wireless radios as simple as possible.
BLOG POST (GHOSTWRITTEN)
I use a familiar metaphor to explain the two-system approach to mobile security championed by Samsung and Privoro.
Read the blog post
ARTICLE (GHOSTWRITTEN)
Writing in Forbes, I break down the challenges of protecting against mobile attacks not requiring user interaction.
Read the article
WHITE PAPER (UNCREDITED)
In this white paper distributed by ISMG, I give a complete, yet condensed, overview of why and how threat actors surveil phone users.
Read the white paperCONTACT
Whether you're hiring for product marketing or need help with positioning and messaging, I'd love to hear from you.