Identity/biometrics/technology marketing and writing services
If your prospects don’t know who you are, create customer-focused content that explains how your company can solve prospect problems—and increase awareness of the company’s solutions.
Because product invisibility is (usually) bad.
For the longer, more bombastic version of this post, click here.
And to get my help in content creation, click here.
You’re not gonna hear this song about dry fingerprint ridges on Top 40 radio. But for a select few biometric product marketers, it highlights a critically important issue.
Why?
Because dry fingerprint ridges, while not a common worry among the general populace, ARE a concern among law enforcement, homeland security, financial institution, and other professionals who depend on high-quality friction ridge capture to solve crimes and identify people.
And these people desperately need products that accurately capture fingerprints in challenging conditions.
And the product vendors need to communicate their product benefits to potential vendors.
That’s where Bredemarket comes to save the day.
Not with music.
(Thankfully.)
Through Bredemarket, I work with you to develop the customer-focused, benefits-oriented words that move your prospects toward your fingerprint capture solution.
If you want prospects to buy your identity product, schedule a free meeting with the biometric product marketing expert.
And…I couldn’t resist one more.
Your prospect has a serious problem.
One your technology product can solve.
So make sure you tell your prospect about your company’s bowling league.
Or don’t. It’s all about customer focus.
It’s easy to toss around phrases like “customer-focused benefits” without comprehending what they mean.
So I’ll provide an example.
Years ago I wanted to learn about a particular company—and no, I’m not going to name the company—so I read what it said about itself. And what did the company’s product marketing say?
“We’re a unicorn!”
For the benefit of normal people, when businesses talk about being a unicorn, they are saying that the firm, based upon funding from private investors, has a theoretical valuation of over $1 billion. For example, if Ventures R Us pays $100 million for 10% of the company.
Well, this company was really proud about its unicorn status, to the exclusion of everything else.
With reason, when you think about it.
Taking an example from my own industry, if you are the police chief of a medium sized city that needs an automated biometric identification system, would you risk buying one from a provider with an actual or theoretical valuation of less than $500 million?
Because isn’t company valuation the most important thing to a prospect?
What? It isn’t? Prospects care about results?
(For the record, you can buy a perfectly fine ABIS from firms with actual, not theoretical, values of less than $100 million.)
In fact, I would go so far as to say that if the first sentence of your company description includes the word “Series” followed by a letter from the beginning of the alphabet, your focus is the investment community rather than your prospects.
But if the first sentence of your company description talks about what you deliver to your customers, then you’ll impress both your prospects and the discerning investors. Nothing magical about that.
Take care in how you market your products.
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.
Don’t surrender your message…and your prospects…to the competition.
Let Bredemarket help you create customer-focused, benefit-oriented content.
If your product marketing pitch to your prospects concentrates on the complex technology in your product, your prospects KNOW that you don’t get it.
Put yourself in your prospects’ shoes.
Understand the problems your prospects face. Ask questions.
Demonstrate a customer focus and talk about how your product benefits your customers.
And craft the correct product marketing content.
Most identity and biometric marketing leaders know that their products should detect attacks, including injection attacks. But do the products detect attacks? And do prospects know that the products detect attacks? (iProov prospects know. Or should know.)
I’ve mentioned injection attack detection a couple of times on the Bredemarket blog, noting its difference from presentation attack detection. While the latter affects what is shown to the biometric reader, the former bypasses the biometric reader entirely.
But I haven’t mentioned how vendors can secure independent confirmation of their injection attack defenses.
Here’s part of what ID Tech Wire said a year ago.
“A new European technical standard, CEN/TS 18099:2025, has been published to address the growing concern of biometric data injection attacks. The standard provides a framework for evaluating the effectiveness of identity verification (IDV) vendors in detecting and mitigating these attacks, filling a critical gap left by existing regulations.”
Being a baseball hot dogs apple pie guy, I had never heard of CEN. Now I have.
“CEN, the European Committee for Standardization, is an association that brings together the National Standardization Bodies of 34 European countries.
“CEN provides a platform for the development of European Standards and other technical documents in relation to various kinds of products, materials, services and processes.”
And before you say that them furriner Europeans couldn’t possibly understand the nuances of good ol’ Murican injection attacks, look at all the countries that follow biometric interchange guidance from the American National Standards Institute (ANSI) and the National Institute of Standards and Technology (NIST).
So CEN is good.
But let’s get to THIS standard.
The Biometric Data Injection Attack Detection standard can be found at multiple locations, including the aforementioned ANSI. From the current 2025 version:
“This document provides an overview of:
– Definitions of biometric data injection attacks;
– Use cases for injection attacks with biometric data on essential hardware components of biometric systems used for enrollment and verification;
– Tools for injection attacks on systems using one or more biometric modalities.
This document provides guidance for:
– Injection Attack Instrument Detection System (defined in 3.12);
– adequate risk mitigation for injection attack tools;
– Creation of a test plan for the evaluation of an injection attack detection system (defined in 3.9).”
Like (most) good standards, you have to buy it. Current Murican price is $99.
You can see how this parallels the existing standard for presentation attack detection testing.
iProov is a company in the United Kingdom. This post does not address whether the United Kingdom is part of Europe; I assigned that thankless task to Bredebot. But iProov does pay attention to European stands, according to this statement:
“[iProov] announced that its Dynamic Liveness technology is the first and only solution to successfully achieve an Ingenium Level 4 evaluation and the CEN/TS 18099 High technical specification for Injection Attack Detection, following an independent evaluation by the ISO/IEC 17025-accredited, Ingenium Biometric Laboratories. Ingenium Level 4 builds on the requirements outlined in CEN/TS 18099, providing an increased level of assurance with an extended period of active testing and inclusion of complex, highly-weighted attack types.”
Ingenium’s injection attack detection testing is arranged in five levels/tiers. The first two correspond to the “substantial” and “high” evaluation levels in CEN/TS 18099:2025. The final three levels exceed the standard.
Level 4:
“Level 4: A 40-day FTE evaluation that further exceeds the CEN TS 18099:2025 standard. Level 4 maintains a high attack weighting while specifically targeting the IAI detection capabilities of your system. Although not a formal PAD (Presentation Attack Detection) assessment, this level offers valuable insights into your system’s PAD subsystem resilience.”
Because while they are technically different, injection attack detection and presentation attack detection are intertwined.
And if you adopt a customer focus, the customer doesn’t really care about the TYPE of attack. The customer ONLY cares about the attack itself, and whether or not the vendor detected and prevented it.
Identity/biometric marketing leaders, does your product offer independent confirmation of its attack detection capabilities? If not, do you publicize your own self-assertion of detection?
Because if you DON’T explicitly address attack detection, your prospects are forced to assume that you can’t detect attacks at all. And your prospects will avoid you as dangerous and gravitate to vendors who DO assert attack detection in some way.
And you will lose money.
Regardless of whether you are in the United States, United Kingdom, or the European continent…losing money is not good.
So don’t lose money. Tell your prospects about your attack detection. Or have Bredemarket help you tell them. Talk to me.
Postscript: Non iProov injection attack detection here.
Bredemarket markets to identity/biometric firms that market to their own prospects.
And this quote from Aja Frost at HubSpot is relevant to anyone who markets to anyone, and wants to attract attention from people using Google Gemini, ChatGPT, and other large language models to answer questions. You need to practice answer engine optimization (AEO).
“In the old world, you’d be publishing ‘The Ultimate Guide to Content Marketing.’ And in the AEO world, you are publishing ‘The Ultimate Guide to Content Marketing If You Work at a Logistics Company in New Jersey’ because answer engines surface highly relevant, contextualized, tailored information to every person who is using them.“
HubSpot preaches something very similar to Never Search Alone: when you cast a wide net, there are too many holes.
This reminded me that I need to narrow my focus whenever possible and address the issues important to marketing leaders at identity and biometric firms.
What types of “highly relevant, contextualized, tailored information” do identity/biometric prospects need?
What types of customer-focused benefits resonate with them?
How can a biometric product marketing expert help identity/biometric firms?
Why don’t you ask me, and we can work together to create that highly relevant content?
This is an admittedly extreme example, but we need to remember that our prospects’ experience may not be our own.
Focus on customer needs.
Bredemarket