Application security is a crowded shelf. Every tool claims to find vulnerabilities; every vendor claims to cut noise. Backslash had a genuinely different approach, reachability-based analysis that tells developers which risks actually matter, but the message was getting compressed into the same AppSec vocabulary buyers had already learned to ignore. The work was to pull Backslash out of that lineup and give the product a story a developer would actually repeat.
We designed the messaging from the problem backward. Not "we scan faster", but "most of what your scanner flags can't be exploited, and your developers already know it." That single reframing reordered the rest: the website, the sales narrative, the analyst briefings, the content. Developers recognized the problem. Security leaders recognized the wasted spend. The positioning did the qualifying for them.
We worked with the team to shape the story that carried into the Series A - investor deck, press narrative, launch assets, and the first wave of thought leadership the founding team took to market. The goal wasn't to be loudest. It was to be the vendor buyers and investors kept hearing about from other people.
Post-raise, we stayed on as an embedded content function - driving the developer- and CISO-facing content that kept Backslash in the conversation as the category moved.
Category visibility, analyst traction, and a developer-first AppSec story the market repeated back.
"Karine came onboard just a month after concluding our seed fundraising. Having a marketing executive join us in the company's early stages significantly enhanced our readiness and execution of the marketing strategy."
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