Manufacturer Marketing
LOG 007
Your buyer also orders pizza
What security marketing can borrow from consumer brands. Five ways to sell outcomes, reduce risk, build community, and make every step of buying feel effortless.
The Maize Blog/ live from the security industry
Marketing that works in the security industry
Practical notes on growing security and technology brands: what the money buys, what integrators actually respond to, and what we learn running programs for manufacturers every week.
Manufacturer Marketing
LOG 006
The Gap Playbook: how a security manufacturer rebuilds a portfolio of brands
Nine straight quarters of growth at Gap Inc. started with refusing to fix four brands as one. The same three moves apply to a portfolio built by acquisition.
Paid Media
LOG 005
ChatGPT Ads for security marketing: what the first real B2B data shows
Clicks at a third of Google's price, real inventory, and zero conversions. What the first published B2B pilot tells you about testing the channel before the auction fills up.
Manufacturer Marketing
LOG 004
Bad marketing vs. good marketing in the security industry
Both look identical on a status report. Eight habits separate the one that fills a calendar from the one that wins specs, quotes and sell-through.
Video Surveillance
LOG 003
Marketing video surveillance products when every spec sheet reads the same
Everyone claims AI analytics and low-light performance now. When the features converge, the brands that win are the ones with proof.
Access Control
LOG 002
How to market an access control product: what actually moves integrators and specifiers
Access control is not sold, it is specified. The marketing that wins looks nothing like tech demand gen, and the channel decides more than you think.
Manufacturer Marketing
LOG 001
The Whopper Playbook: how a security manufacturer runs a real turnaround
Burger King overtook Wendy's without outspending anyone. The order it ran its turnaround in translates directly to manufacturers selling through a dealer channel.
Want this thinking applied to your brand?
Book a 20-minute category briefing. We will walk through what is working in your corner of the security market right now, no deck and no pitch.