Marketing

The marketing of security products is complex. Security marketing can be targeted to corporate management, administrators, and users. Marketing that is focused on management deals with the value of security. Marketing focused on administrators and users is focused on capabilities and ease of use. KBS has the experience to create effective, consistent, and complementary messages.

Product Strategy

The security market is dynamic. New vulnerabilities are identified everyday, giving birth to new products and straining the capabilities of existing solutions. It is tempting to add all the latest security technology to combat the latest vulnerabilities. However, product strategy needs to focus on understanding your customer's needs and identifying your potential market. KBS has the expertise to blend the customer needs with new technologies to deliver a sound solution strategy.

Product Positioning

After the strategy is developed, product positioning takes a new look at the market. KBS can deliver market research to identify and quantify market segments that are appropriate for your product. Once a market segment is selected, we tailor marketing to that audience. In this way the intended audience can easily relate your product as the solution for their problem.

Marketing Requirements

Product marketing requirements provide engineering with the product description that is necessary to be competitive in the marketplace you've defined. KBS can develop well-formed marketing requirements through uses cases, standards, and product constraints, allowing engineering to implement the requirements through product design.

Value Proposition Demonstration

As your product nears the end of development, marketing is often asked to prepare a demonstration of the power and usability of the product. KBS can create an effective demonstration of the benefits of your solution. The demonstration can be used to show the customer the value of the product.