Identity/biometrics/technology marketing and writing services
Follow along.
If I am the technology product marketing expert…
…and if I am the biometric product marketing expert…
…and if content marketing and product marketing significantly overlap…
…then I am not only the biometric content marketing expert…
…but am also the technology content marketing expert.
I’m claiming it all.
Are you a technology marketing leader, struggling to market your products to your prospects for maximum awareness, consideration, and conversion?
I’m John E. Bredehoft. For over 30 years, I’ve created strategy and tactics to market technical products for over 20 B2B/B2G companies and consulting clients.
But my past isn’t as important as your present challenges. Let’s talk about your specific needs and how I would approach solving them.
Consulting: Bredemarket at https://bredemarket.com/mark/
Employment: LinkedIn at https://linkedin.com/in/jbredehoft/
(Picture designed by Freepik.)
The information in this post is taken from the summary of this year’s Biometrics Institute Industry Survey and is presented under the following authority:
“You are welcome to use the information from this survey with a reference to its source, Biometrics Institute Industry Survey 2025. The full report, slides and graphics are available to Biometrics Institute members.”
But even the freebie stuff is valuable, including this citation of two concerns expressed by survey respondents:
“Against a backdrop of ongoing concerns around deepfakes, 85%
agreed or agreed strongly that deepfake technology poses a
significant threat to the future of biometric recognition, which
was similar to 2024.
“And two thirds of respondents (67%) agreed or agreed strongly
that supervised biometric capture is crucial to safeguard against
spoofing and injection attacks.”
Supervised biometric capture? Where have we heard that before?
IAL3 requires “[p]hysical presence” for identity proofing. However, the proofing agent may “attend the identity proofing session via a CSP-controlled kiosk or device.” In other words, supervised enrollment.
Now remote supervised enrollment and even in-person supervised enrollment is not a 100.00000% guard against deepfakes. The subject could be wearing a REALLY REALLY good mask. But it’s better than unsupervised enrollment.
How does your company battle deepfakes?
How do you tell your clients about your product?
Do you need product marketing assistance? Talk to Bredemarket.
How can blog posts increase the awareness of your identity/biometric or technology company’s products and services? I’m going to explain how in this blog post.
By the way, this is a rewrite of my more technical Tuesday blog post “How Can Your Technology Company Increase Product Benefit Awareness Right Now?” Because you can rewrite blog posts when you feel like it.
Imagine there’s a funnel. It’s easy if you try. But this funnel doesn’t stream water, but people. (Or wombats.)
In this funnel, the people (or wombats) who are potentially interested in your offering—your prospects—start at the very top. The few who actually buy your offering emerge from the bottom.
But how do you get people to enter the funnel and become aware of your offering?
One great way to let people know about your offering is by blog posts such as this one.
Blogs are a fast way to tell your prospects how your offering can help them. And you can create blog posts very quickly, within days or even hours.
If you want to make prospects aware of your company’s service, write a blog post.
One of Bredemarket’s offerings is…writing blog posts for other companies. I can help your identity/biometric or technology company write blog posts so you can get more people to learn about your services.
If you want to learn how I can help your company write blog posts, visit bredemarket.com/mark.
There are times when the same word will have vastly different meanings to different people.
Such as biometrics and biometrics.
And Orlando and Orlando.
If your company employs biometrics to identify people rather than to monitor their health readings, then you don’t care about the Orlando where visitors wear hats with mouse ears.
You care about the Orlando where forensic professionals are gathered this week for the 2025 International Association for Identification Forensic Educational Conference.
Find the people hungry for your services by seeing who is paying attention to the #IAIConference hashtag on your favorite social channels.
These are the ones who will salivate over things like “Appendix F.”
This is your niche.
Speak to them.
And if you need assistance with content services to address your hungry people, Bredemarket can help.
(Picture designed by Freepik.)
(Part of the biometric product marketing expert series)
I’ve talked about Identity Assurance Levels 1, 2, and 3 on several occasions. Most notably regarding Login.gov’s initial failure to adhere to Identity Assurance Level 2 (IAL2). (Old news; after the pilot, Login.gov is now certified for IAL2.)
But as usually happens, IAL2 is yesterday’s news. Because biometric tech always gets harder better faster stronger.
Let’s review the three identity assurance levels.
For our purposes, the big difference between IAL2 and IAL3 is that IAL2 allows “either remote or physically-present identity proofing,” while IAL3 requires “[p]hysical presence” for identity proofing. However, the proofing agent may “attend the identity proofing session via a CSP-controlled kiosk or device.” In other words, supervised enrollment.
When do you need IAL3? Mitek’s Adam Bacia clarifies:
“IAL3 is reserved for high-risk environments such as sensitive government services.”
Now I could get on my product marketing soapbox and loudly proclaim that my service is IAL2 compliant, or IAL3 compliant, or IAL4 compliant. (“What? You don’t know about IAL4? Obviously you’re not authorized to know about it.”)
But I doubt you would, um, trust my declaration.
Enter the Kantara Initiative, which manages an Identity Assurance Approval Process. For our purposes, we want to focus on the NIST 800-63 rev.3 class of approval:
“Available to Credential Service Providers offering Full or Component Credential Management Services. Modeled on best practice (drawing from, among other sources, ISO/IEC 27001, ISO/IEC 29115), this Class of Approval ensures the provider organization’s good standing and management / operational practices and assesses criteria which are derived strictly from NIST SP 800-63 rev.3 requirements, ensuring a conformant technical provision of the provider organization’s service.
“Assurance Levels: IAL2, IAL3; AAL2, AAL3; FAL2, FAL3”
Now if you go to the Kantara Initiative’s Trust Status List and focus on the Component Services, you’ll see a number of companies and their component services which are approved for NIST 800-63 rev.3 and offer an assurance level of IAL2.
With one exception.
“NextgenID Trusted Services Solution provides Supervised Remote Identity Proofing identity stations to collect, review, validate, proof, and package IAL-3 identity evidence and enrollment data for CSPs operating at IAL-3. The NextGenID TSS Identity Stations enable remote operators to remotely supervise NIST SP 800-63A compliant Supervised Remote Identity Proofing (SRIP) sessions for credentialing.”
So if remote identity assurance is not good enough for you, there’s a solution. I’ve already discussed NextgenID’s SUPERVISED remote identity proofing in this post. And there’s a video.
Trust Swiftly has also designed a remote IAL3 solution, but I couldn’t find Trust Swiftly on the Kantara Initiative’s Trust Status List. Perhaps it was processed under another accredited assessor.
But clearly biometric product marketers are paying attention to the identity assurance levels…at least the real ones (not IAL4). But are they communicating benefit-oriented messages to their prospects?
Biometric product marketing has to be targeted to the right people, with the right message. And the biometric product marketing expert at Bredemarket can help a company’s marketing organization create effective content. Talk to Bredemarket.
Bredemarket is the biometric product marketing expert. Learn more: https://bredemarket.com/mark/
How can CMOs serve hungry prospects with expert biometric content?
(Imagen 4)
Biometric product companies offer a tasty mixture of fingerprint, face, iris, voice, DNA, and other biometric hardware and software. These companies employ Chief Marketing Officers (CMOs) responsible for their firms’ inbound product marketing. Hungry prospects devour any content the firm can provide, and the CMOs devour any employee or contractor who can provide the necessary content.
The CMO will appreciate this seasoned quote from Lee Densmer:
“Companies are outsourcing the writing at great expense….[I]t is a heavy lift to make sure daily content for the platform is useful, relevant, and align with your business. Outsourcing doesn’t really work unless the writer really knows your business, is in touch with corporate leaders, and stays on top of trends.”
Read Densmer’s article: https://www.linkedin.com/pulse/why-linkedin-b2b-growth-hard-right-now-what-youre-doing-lee-densmer-pqvgc
So if you’re a content-devouring CMO at a biometric company, doesn’t it make sense to contract with Bredemarket’s biometric product marketing expert to serve a delicious dinner of your content needs?
Talk to Bredemarket: https://bredemarket.com/mark/
(And yes, it is almost lunchtime. Why do you ask?)
(Imagen 4)
If this reads odd, there’s a reason.
Imagine a Chief Marketing Officer sitting at her desk, wondering how she can overcome her latest challenge within three weeks.
She is a CMO at a biometric software company, and she needs someone to write the first two entries in a projected series of blog posts about the company’s chief software product. The posts need to build awareness, and need to appeal to prospects with some biometric knowledge.
So she contacts the biometric product marketing expert, John E. Bredehoft of Bredemarket, via his meeting request form, and schedules a Google Meet for the following meeting.
At the scheduled time she joins the meeting from her laptop on her office desk and sees John on the screen. John is a middle-aged Caucasian man with graying hair. He is wearing wire-rimmed glasses with a double bridge. He has a broad smile, with visible lines around his eyes and mouth. His eyes are brown and appear to be looking directly at the camera. He is wearing a dark blue collared shirt. While his background is blurred, he appears to be in a room inside his home, with a bookcase and craft materials in the background.
After some pleasantries and some identity industry chit chat, John started asking some questions. Why? How? What? Goal? Benefits? Target audience (which he called hungry people)? Emotions? Plus some other questions.
They discussed some ideas for the first two blog posts, each of which would be about 500 words long and each of which would cost $500 each. John pledged to provide the first draft of the first post within three calendar days.
After the call, the CMO had a good feeling. John knew biometrics, knew blogging, and had some good ideas about how to raise the company’s awareness. She couldn’t wait to read Bredemarket’s first draft.
If you are in the same situation as the CMO is this story, schedule your own meeting with Bredemarket by visiting the https://bredemarket.com/mark/ URL and filling out the Calendly form.
Remember how I warned you that this post was going to read odd? In case you’re wondering about the unusual phrasing—including a detailed description of what I look like—it’s because I fed the entire text of this blog post to Google Gemini. Preceded by the words “Draw a realistic picture of.” And here’s what I got.
When a company such as Bredemarket promotes itself, often we don’t know who is receiving the marketing messages. Therefore, we have to BROADCAST.
When we do know who is receiving our messaging, we can NARROWCAST.
Hmmm…how could we know this?
“Businesses are rapidly adopting biometric authentication marketing as it serves a dual purpose: enhancing security and providing a customized marketing experience.”
But does it pay? Yes.
“By integrating fingerprint recognition technology, a retail company optimized its app experience, leading to a 20% increase in online sales. In another case, a banking institution used facial recognition for secure and quick authentication, resulting in a customer service rating boost of 25%.”
There are ways other than biometrics to know who your prospects are, but knowledge based authentication (KBA) such as passwords has its weaknesses. With KBA you may not be interacting with your prospects, but with your prospect’s spouse or child.
JOE’S ALCOHOL EMPORIUM: Evelyn, what types of alcohol do you prefer?
EVELYN’S TEENAGE SON WHO KNOWS HER PASSWORD IS HIS BIRTHDATE: 200 proof, man! Let’s get wasted!
Bredemarket has created targeted, segmented content, including individualized content. Let me help you communicate with your individual prospects. Talk to me.
Bredemarket