Tag Archives: competitive analysis

Silence is Golden…For Your Competitors

When we refuse to share our good news…

…and when we refuse to share our bad news…

…we allow our competitors to drive the conversation.

Grok.

Don’t surrender your message…and your prospects…to the competition.

Let Bredemarket help you create customer-focused, benefit-oriented content.

Stop losing prospects! Use Bredemarket content for tech marketers
Stop losing prospects!

Why Product Marketers Repeat Themselves

How many times have you seen a SINGLE advertisement for a product or service and IMMEDIATELY rushed out and bought it?

As Email Tool Tester notes, product marketing doesn’t work that way.

[O]ur research suggests that in 2025, the actual number of touchpoints before a sale varies between 1 and 50, depending on the prospect’s buying stage:

  • Inactive customers only need 1–3 touches on average
  • A warm inbound lead will need 5–12 touches
  • A cold prospect can require 20–50 touches

So I came up with a bright idea: just repeat my message: “Identity, biometric, and technology marketing leaders should use Bredemarket’s marketing and writing services for their content, proposal, and analysis needs.”

And repeat it 50 times. (Preferably in a shorter form.)

But before applying my mad copy/paste skillz, I checked…and Email Tool Tester also notes that product marketing doesn’t work that way either. Specifically, you need multiple touchpoints, and multiple TYPES of touchpoints, to ensure your message resonates with your hungry people.

  • Which means that Bredemarket needs to use multiple methods to communicate with my prospects.
22.

But you can repurpose.

  • I recently completed a long piece of content for a client, and flagged six sections that the client can share as shorter pieces of content. That’s seven pieces for the price of one. (And two touchpoints. 48 to go.)
  • But that’s nothing. Once I created 31 pieces of content from a single idea. (Only 19 to go that time.)

And if you’ve seen Bredemarket’s messaging 49 times in the past, now is the time to act and discuss your content, proposal, and/or analysis needs with Bredemarket.

Stop losing prospects! Use Bredemarket content for tech marketers

Identity/Biometric Marketing Leaders: In Case You Missed It

If you’re an identity/biometric marketing leader who requires content, proposal, and analysis expertise from a biometric product marketing expert, make sure you read the following:

It will be worth your while.

Landscape. Biometric product marketing expert.

Three Reasons Why You Should Let Your Competitors Market Your Identity/Biometric Product

Identity/biometric marketing leaders have a lot on their hands, and the last thing they need is more work. Even if you outsource your product marketing, you must manage the resources.

Rather than do this yourself, why not let your competitors do it?

Imgflip.

If your competitors market your identity/biometric product…

  • One: You save money. Why spend hundreds or thousands of dollars on go-to-market or sales enablement materials? Let your competitors incur those costs.
  • Two: You save time. The best product marketing initiatives occur in a joint process between the marketing leader and the product marketing consultant. But this requires commitment on your part: in initial project definition, draft review, and final publication.
  • Three: You save trouble. If your product marketing content has an effective call to action, there is the danger that a prospect may act on it, creating more work for your sales organization.

You can save money, time, and trouble by your silence. Let your competitors bear the burden of defining your product to your prospects. They will be more than happy to do so.

In fact, you should strongly encourage your competitors to contact Bredemarket about their identity/biometric product marketing needs. Bredemarket will make your competitors spend money and stay busy during and after content creation.

Whatever you do, do NOT contract with Bredemarket yourself. Bredemarket has worked with clients on both a strategic and tactical basis to bring identity/biometric products to market, launch long-term campaigns, and bring visibility to client products and services.

Bredemarket can write your biometric company’s product marketing content.

Speak the Truth: Convert By Getting Your Differentiated Message Past Talkative Competitors

Are your talkative competitors eating your lunch?

How can you speak the truth about your greatness to your prospects?

  • Compelling CONTENT creation.
  • Winning PROPOSAL development.
  • Actionable ANALYSIS.
Speak the truth.

Differentiation equals conversion. When Bredemarket creates content for an identity, biometric, or technology client, my primary focus isn’t on copying what the competition is doing.

My primary focus? I ask why you do what you do. (And how you do it. And five other questions.)

Then I act.

Then your prospects pay attention.

As my converting Bredemarket clients can attest:

  • The complete go-to-market campaign, including both customer-facing and internal-facing content, that I created for one client. With additional go-to-market content for this and other clients.
  • The over $2 million of winning proposals I have written for multiple consulting clients since 2020.
  • The analyses, covering everything from market competitors to NIST FRTE results, that I have written for other clients.

What’s next?

I’m John E. Bredehoft, product marketing consultant at Bredemarket. And I’ve differentiated products in the identity, biometric, and technology sector for 30 years, generating over $50 million in conversions for my employers and consulting clients. 

Take the first step to end your company’s silence. Let’s discuss your whys, and we can work out the hows in a free 30 minute consultation.

(Stop losing prospects! Use Bredemarket content for tech marketers)

Stop losing prospects! Use Bredemarket content for tech marketers

Who or What Requires Authorization?

There are many definitions of authorization, but the one in RFC 4949 has the benefit of brevity.

“An approval that is granted to a system entity to access a system resource.”

Non-person Entities Require Authorization

Note that it uses the word “entity.” It does NOT use the word “person.” Because the entity requiring authorization may be a non-person entity.

I made this point in a previous post about attribute-based access control (ABAC), when I quoted from the 2014 version of NIST Special Publication 800-162. Incidentally, if you wonder why I use the acronym NPE (non-person entity) rather than the acronym NHI (non-human identity), this is why.

“A subject is a human user or NPE, such as a device that issues access requests to perform operations on objects. Subjects are assigned one or more attributes.”

If you have a process to authorize people, but don’t have a process to authorize bots, you have a problem. Matthew Romero, formerly of Veza, has written about the lack of authorization for non-human identities.

“Unlike human users, NHIs operate without direct oversight or interactive authentication. Some run continuously, using static credentials without safeguards like multi-factor authentication (MFA). Because most NHIs are assigned elevated permissions automatically, they’re often more vulnerable than human accounts—and more attractive targets for attackers. 

“When organizations fail to monitor or decommission them, however, these identities can linger unnoticed, creating easy entry points for cyber threats.”

Veza recommends that people use a product that monitors authorizations for both human and non-human identities. And by the most amazing coincidence, Veza offers such a product.

People Require Authorization

And of course people require authorization also. They need authorization:

It’s not enough to identify or authenticate a person or NPE. Once that is done, you need to confirm that this particular person has the authorization to…launch a nuclear bomb. Or whatever.

Your Customers Require Information on Your Authorization Solution

If your company offers an authorization solution, and you need Bredemarket’s content, proposal, or analysis consulting help, talk to me.