Case Studies

Real work. Real outcomes.

This is what product marketing looks like when it is built right. Clear positioning. Better conversations. Faster movement through deals.

Halcyon

Enterprise expansion.

Challenge

Halcyon needed to move beyond mid-market and establish credibility in the enterprise, where ransomware threats are more complex and buying cycles are longer.

Approach

  • Repositioned the platform as purpose-built for enterprise ransomware protection
  • Built messaging for CISOs, threat teams, and procurement
  • Created sales and field materials aligned to large deal motion
  • Worked closely with the field on target accounts

Result

  • Opened enterprise pipeline
  • Won new logos across key industries
  • Improved how the product showed up in competitive deals

Stellar Cyber

SIEM takeout.

Challenge

Market disruption created an opportunity, but switching from an existing SIEM is not trivial. Needed a clear way to target and convert those buyers.

Approach

  • Built a focused SIEM takeout campaign
  • Developed ROI tools, migration messaging, and competitive positioning
  • Enabled field teams with structured plays and materials

Result

  • Increased competitive pipeline
  • Improved win rates in displacement deals
  • Created repeatable motion for takeout opportunities

Cylance

EDR launch.

Challenge

Entering the EDR market without losing the company's prevention-first identity.

Approach

  • Positioned EDR as an extension of prevention
  • Built messaging around speed, automation, and reduced workload
  • Delivered full launch and enablement support

Result

  • Generated new ARR quickly post-launch
  • Expanded product footprint
  • Strengthened overall platform story

Conceal

Browser security from scratch.

Challenge

Conceal had a fundamentally different approach to browser security and Zero Trust access — no VPNs, no proxies, no VDIs. The problem was that eliminating infrastructure buyers had relied on for years is not an easy sell. The ICP needed education, and the decision to evaluate Conceal had to feel like a reasonable step, not a revolutionary leap.

Approach

  • Built complete positioning and messaging framework from scratch, including a new brand identity designed to stand apart from traditional cybersecurity aesthetics
  • Developed a use-case-led GTM motion with three discrete entry points, letting buyers start with a contained problem rather than committing to a full infrastructure change
  • Framed each use case as a low-risk proof of value, with natural expansion paths that let customers reach their own conclusion about broader adoption
  • Delivered full messaging system, website copy, and sales enablement in under 90 days

Result

  • Sales team had a consistent, structured story for the first time
  • Use-case approach reduced early buyer friction and created a clear upsell motion
  • Messaging and GTM framework remained in use after my departure, continuing to drive the company's go-to-market approach

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