Reflectiz was solving a problem most security teams didn't know they owned - the third-party scripts, tags, and trackers running on their own websites, outside the scope of traditional AppSec or CSPM. The technology was ahead of the buyer. Our job was to close that gap: define the category, give analysts and CISOs a name for the problem, and build the narrative that turned "we didn't know this was a risk" into "we need a line item for this next quarter."
We worked with the team to frame Web Threat Exposure Management - a category that wasn't a rebrand of something adjacent, but a named answer to a specific, unattributed risk. The framing gave analysts a box to put Reflectiz in, gave CISOs a way to justify the budget, and gave the sales team a first question that qualified every conversation.
Category creation only works if the people who shape the market agree it exists. We built the analyst story, the investor narrative, and the proof layer underneath - the customer outcomes, the reference architectures, and the threat data that made the category defensible in rooms we weren't in.
Through the Series B, we operated as an extension of the marketing team - product marketing, content, launches, and the ongoing work of keeping a newly named category from collapsing back into an adjacent one.
Series B raised
"Working with Karine has been a great opportunity for our pre-round B security company. She has expertly managed and grew (!) our marketing team, built a strong pipeline, and developed strategies that directly support our growth objectives. Her ability to align marketing efforts with both operational needs and board-level expectations has been invaluable."
.svg)
Let’s build a go-to-market engine that matches the ambition of your technology.
Schedule a conversationPrivacy is important to us, so you have the option of disabling certain types of storage that may not be necessary for the basic functioning of the website. Blocking categories may impact your experience on the website. More information
