WHAT 3 YEARS AT WIZ TAUGHT ME ABOUT B2B MARKETING

Summary from the TLDR Marketing newsletter

Wiz built its B2B brand by ignoring standard playbooks and adopting high-frequency experimentation. The team launched projects such as a toy store for CISOs and a Kubernetes course taught by puppies, intentionally choosing ideas a traditional enterprise would avoid. These “drops” helped differentiate Wiz in a crowded cybersecurity market and fueled a 10X growth in organic reach. Rather than relying on performance channels, it focused on unpaid attention.