Marketing Audit & Growth Playbook
Prepared by Nick Talbert
Rhombus has built a solid foundation with $103M+ funding and 3,000+ customers, but faces fierce competition from Verkada—a $4.5B competitor with 15x more LinkedIn followers. The opportunity lies in closing critical gaps while exploiting Verkada's trust vulnerabilities.
A credible product-led business with strong customer validation and recent momentum. These fundamentals create a solid foundation for marketing acceleration.
Strong financial backing including recent $45M Series C to fuel growth
Including PepsiCo, Stryker, Goodwill, 24 Hour Fitness, and Aramark
Cloud-managed cameras and IoT sensors across enterprise locations
Top Physical Security Solution with 609+ reviews and multiple category badges
Strong channel including Wesco and Convergint distribution partnerships
Cloud video security market growth rate - favorable timing for aggressive expansion
The marketing function operates at ~20-30% of Verkada's scale across key metrics. These gaps represent immediate opportunities.
Twitter abandoned (247 followers), Instagram underutilized (289 followers). Visual product category needs visual marketing.
Not appearing for 'cloud video security' or 'AI video surveillance'. Heavy dependence on bottom-funnel review platforms.
Content library limits vertical penetration and sales enablement. Blog publishing cadence needs increase.
Verkada publishes Harris Poll research. Eagle Eye hosts Cloud Security Summit. Rhombus lacks equivalent vehicles.
Understanding the market position and vulnerabilities of key competitors
| Tactic | Verkada | Eagle Eye | Rhombus |
|---|---|---|---|
| Original research reports | ✓ | ✓ | ✗ |
| Annual customer conference | ✓ | ✓ | ✗ |
| Grant programs | ✗ | ✓ | ✗ |
| Sophisticated ABM | ✓ | ? | ? |
| LinkedIn ads at scale | ✓ | ✓ | ? |
Prioritized initiatives to close gaps and capitalize on Verkada's trust vulnerabilities
Rhombus is invisible for category terms. Commission technical SEO audit, develop keyword strategy, create comparison pages.
Close the 6x content gap with Verkada. Systematize production, ensure vertical coverage, create derivative content.
Twitter/X abandoned, Instagram underutilized. Visual product needs visual marketing presence.
Verkada publishes Harris Poll research. Eagle Eye hosts summits. Rhombus needs equivalent vehicles.
View the comprehensive 90-day playbook with specific tactics, timelines, and success metrics.
View 90-Day Playbook →Exploit competitor vulnerabilities and differentiate Rhombus in the market
vs. 'Transitioning to Cloud'
Avigilon and Milestone acquired their cloud capabilities. Rhombus built cloud-native from inception.
vs. Verkada's Breaches
Verkada's 2021 breach (150K feeds exposed) and 2024 FTC settlement ($2.95M) create opening.
vs. Closed Ecosystems
Rhombus's 100% open API and 40+ integrations counter Verkada's more closed ecosystem.
vs. Enterprise & Startup Focus
Enterprise buyers prefer Avigilon/Milestone credibility. Startups default to Verkada brand.
"The window is favorable: cloud video security grows at 15-18% CAGR, AI capabilities are table stakes, and Verkada's trust challenges create positioning opportunity."
I'd welcome the opportunity to discuss how I can help accelerate Rhombus's growth trajectory
B2B SaaS Marketing Leader