GTM Strategies, Positioning, Value Frameworks

  • Client

    Check Point Software; Electric Cloud; VERA Security; WhiteHat Security; Tessian; Traceable

GTM Strategies for Tech Companies

Examples of GTM, campaigns and programs where we have crafted and advised organizations:

1. Check Point Software, "It's Time to ReThink Security Management": Product launch of R80 security management platform; multiple omnichannel campaigns to amplify content, how-to videos, and executive thought leadership platform, cybertalk.org.

2. Guardicore: Firewall takeout campaign; The Future of Firewalls is Software

3. WhiteHat Security: SAST product launch; Auto API product launch; huge campaign to get WhiteHat back into the leader position in the Gartner Magic Quadrant (successful 2020).

4. Traceable: API Catalog product launch; messaging and positioning house; complete web redesign and positioning.

A Scalable and Repeatable Approach to Go-to-Market Optimization

There is no one-size-fits-all approach to GTM strategies. Many inexperienced leaders and cookie-cutter management consulting firms might try to sell you on this, but it's simply not true. We never rely on traditional methods because each company has a different set of circumstances and variables to consider.

Typically, our GTM Strategies consist of the following:

1. Clearly define the offering and market situation, and how it's different than competitors.

2. Know your customers inside and out.

3. Define ICP and target them in a scalable and repeatable way.

4. Based on the information, craft omnichannel programs and campaigns over the immediate and long-term.

5. Maniacally track performance and adjust accordingly.
get your story straight

Messaging and Positioning

clarity and conviction

Our Approach to Messaging

There is a great deal of advice written about how to begin a company narrative, to kick-off an entire messaging exercise. That advice surrounds the idea of "finding your why". While this is absolutely true, it's actually much bigger than that.

There are multiple components to "WHY". 1) be able to answer the question as to why you built the company in the first place. There was something you were passionate about -- what is that? 2) what were the problems you observed that inspired you to do something about them? 3) what market dynamics do you see that influence those problems, and companies ability to solve them? 4) what are your customers saying? 5) How does your perception of market and economic trajectories influence you to build a solution?

The entire point is to find your authority, your unique voice, your strong stance in the wake of millions of noisy data points flying around the industry. A narrative should be strong, controversial, and inspire others to want to know more.
We first work with your teams on a brand messaging architecture to identify the company and corporate level value statements. Many tech companies and organizations skip this step and head straight to product or platform-level messaging, and this is a huge mistake. The correct way to establish value-based messaging is from the top down -- corporate down through the products. This ensures consistency and clarity throughout your vision, mission and offerings.
What are the problems you're solving? What are the unique set of circumstances that your company is helping organizations?

This is one of the most important components to messaging and many companies ignore it. Use case messaging is a powerful tool in your arsenal to communicate to your audience exactly HOW you are solving their problems.

In addition to use case messaging, your company's position on adjacent technologies and solutions is also relevant and helpful in communicating your value. For example, if you are in the cybersecurity industry, what is your point-of-view on particular areas, such as Zero Trust, CASB, SASE, Data Loss Prevention? Communicating your opinions (even if controversial) and having a strong stance on particular subjects makes you stand out as a brand and a solutions provider.
establish clarity and authority

Value Frameworks

We have extensive experience creating, updating and maintaining value messaging frameworks.

The earlier an organization can establish a value framework, the faster it can align to what matters most to your buyers. It creates consistency and clarity and makes it easy for prospects to find answers to their questions by providing relevant information.
focus on what matters

Components of
Value Messaging Frameworks

1. Value Framework key concepts
2. Customer value drivers
3. Value card component definitions
4. Define value cards and use cases (this various by company)
5. Compliance matrix (if applicable)
6. Defensible Differentiators
7. Appendix of technical specifications and requirements (if applicable)
8. Glossary of relevant terms
customer case studies

View more case studies.

Traceable’s Journey: Record Growth for API Security Company

Traceable’s Journey: Record Growth for API Security Company

VERA Security: Encryption and DLP Thought Leadership

VERA Security: Encryption and DLP Thought Leadership

Tessian: Human Layer Security vs. Legacy Email Security

Tessian: Human Layer Security vs. Legacy Email Security

WhiteHat Security: Reclaiming Leadership Position in Gartner MQ

WhiteHat Security: Reclaiming Leadership Position in Gartner MQ

Tessian and the Ponemon Institute Email DLP Report 2022

Tessian and the Ponemon Institute Email DLP Report 2022

GTM Strategies, Positioning, Value Frameworks

GTM Strategies, Positioning, Value Frameworks

Tessian: Cloud Email Security Platform Architecture Whitepaper

Tessian: Cloud Email Security Platform Architecture Whitepaper

Check Point Software: Healthcare Cybersecurity

Check Point Software: Healthcare Cybersecurity

Check Point Software: ReThink Security Management

Check Point Software: ReThink Security Management

Back

Traceable’s Journey: Record Growth for API Security Company

Driving growth at Traceable through product marketing, successful Series A to B transition, and bolstering revenue by 274% catapulting them into an industry thought leader.

  • Strategy

    Product GTM strategy; thought leadership; product marketing; press relations;

  • Client

    Traceable API Security

View Project

VERA Security: Encryption and DLP Thought Leadership

  • Client

    VERA Security

View Project

Tessian: Human Layer Security vs. Legacy Email Security

  • Strategy

    Content Strategy

  • Client

    Tessian

View Project

WhiteHat Security: Reclaiming Leadership Position in Gartner MQ

After two years of being in the challenger position of the Gartner Magic Quadrant for Application Security, we set out to overhaul the communications and analyst...

View Project

Tessian and the Ponemon Institute Email DLP Report 2022

New research from the Ponemon Institute reveals that nearly 60% of organizations experienced data loss or exfiltration caused by an employee mistake on email in the last 12...

  • Strategy

    Strategic Audiences; Thought Leadership; Threat Research

  • Client

    Tessian

View Project

GTM Strategies, Positioning, Value Frameworks

This page gives highlights and overviews of GTM strategies, messaging and positioning blueprints and value frameworks completed for several enterprise technology companies over the past decade...

  • Client

    Check Point Software; Electric Cloud; VERA Security; WhiteHat Security; Tessian; Traceable

View Project

Tessian: Cloud Email Security Platform Architecture Whitepaper

This whitepaper gives an overview of Tessian cloud email security platform architecture, including considerations for better security and deployment diagrams.

  • Client

    Tessian

View Project

Check Point Software: Healthcare Cybersecurity

Solutions brief for Check Point Software focused on healthcare cybersecurity, discussing the following: Unique challenges of healthcare cybersecurity Details of Check Point’s platform capabilities for healthcare Insights on how...

  • Strategy

    Product Marketing; Content Marketing

  • Client

    Check Point Software

View Project

Check Point Software: ReThink Security Management

This paper invites you to rethink your current security posture, and enable strong protections for the organization. Everything from technology, people, policy, operations and management must...

  • Client

    Check Point Software

View Project
OMNIA