Peter Drucker states that; “there is only one valid definition of business purpose: to create a customer” Creating a customer comes down to how you communicate your vision and values to the appropriate customers in your market. Therefore messaging plays a crucial role in the development of a great company. With SaaS businesses expanding there is a new challenge of highlighting your value and purpose in impactful messaging while remaining unique in the market; standing out from your competition. As the director of product marketing at Armorblox, Abhishek Iyer opens up about the challenge of speaking the customer’s language while highlighting their unique position in the market. Armorblox helps organizations communicate securely over email. Their platform understands the content and context of communications to protect the human layer against targeted attacks and data loss. I assume we all use email in our day to day business communication. However, as technology intelligence improves we’re equally more exposed to its dangers. Armorblox helps to stop email targeted attacks, protect sensitive data, reduce phishing response times, and much more. Listen in to hear how Abhishek has worked to grow the business and encourage customer generation with a focus on their unique market position and messaging.