Since the early days of the internet, cybersecurity firms have offered complex technical explanations about how their approach thwarts bad actors who can disrupt highly vulnerable computer systems. One company taking a different approach is White Ops, a cybersecurity company that protects brands from sophisticated bot attacks and fraud.
“People can see right through you if you are talking too much tech, using too many buzzwords, trying to oversell or sell too hard,” says CMO Dan Lowden, whose “Keep it Human” campaign has driven revenue growth and led to a round of funding from Goldman Sachs Merchant Banking Division and ClearSky Security.Why White Ops avoids buzzwords, technical jargon and the hard sell.
Read the full Q&A on Ad Age: How One Cybersecurity Firm Keeps Its Marketing Human
Listen to the Episode: Finding Your Brand’s North Star