Wiz has been in the news for being Google’s biggest acquisition ever. 📈 The cybersecurity company’s numbers are astounding: -Serves over 45% of Fortune 100 companies -100k+ monthly organic traffic -71% traffic share in their market -11+ min average website visit duration We dived deep into their marketing strategy, and here are some interesting notes: 🪄 1. Optimistic brand identity in a fear-driven industry: While most cybersecurity companies sell fear, Wiz takes the opposite approach. They've built a brand around optimistic themes with vibrant visuals. This creates a distinctive presence. Every touchpoint—from their website to emails—uses engaging, positive design elements and friendly language. 📝 2. High-production content strategy Wiz invests heavily in content quality, including production value. Their in-depth articles, whitepapers, and case studies directly address cybersecurity challenges. Beyond thought leadership, this is a calculated SEO play: check out the ‘Resources’ tab on their website, which has content that drives both reader engagement and search visibility. 👉 In fact, some of their highest visited pages include blog articles on topics like 'Deepseek data leakage,' and 'Wiz academy' articles (pieces that explain a term end-to-end.) 🔄 3. Social selling They have a dedicated team that shares insightful content, hosts webinars, and actively participates in industry discussions - including on X and Reddit. This directly builds relationships, increases visibility, and drives traffic. Their team responds to inquiries and shares relevant news in real time. 🤝 4. Strategic co-marketing partnerships Collaborating with cloud service providers and other tech companies extends Wiz's reach and credibility. Co-marketing initiatives (joint webinars, co-branded content, marketplace presence) with companies like AWS, Azure, and Google Cloud tap into established networks to access customer bases they can't reach independently. 🎪 5. Event marketing Wiz is strategic about which cybersecurity conferences to attend, sponsor, and organize globally. Their event calendar mixes virtual and in-person engagements to demonstrate thought leadership, build community relationships, and of course, generate leads. 💡 What marketing strategy from Wiz's playbook strikes you the most? #wiz #google #marketing #strategy #saas
Solid content. They also have a very strong paid media muscle
The optimistic branding in a fear-driven industry is truly innovative. It resonates with how tech solutions should ideally empower and reassure rather than intimidate. I'm curious about how they measure the impact of their positive branding on customer trust and retention. Do any case studies or metrics highlight this effect?
Head of Marketing | Account Based Marketing | Growth Marketing | B2B | SaaS | SMB | Mid-Market | Enterprise
2wLove how Wiz flipped the script on fear-based marketing. Optimism isn’t just refreshing...it’s memorable. Makes me wonder how other industries could benefit from a similar approach.