I’m getting stupid marketing ideas approved for a living.
At a serious cybersecurity company.
I run growth marketing at Wiz. Our buyers are security leaders (CISOs), people who avoid risk for a living.
The first idea was a fake toy store. I pitched it to my manager in 2023:
It was a massive success.
The next drops, a meditation app and a musical for CISOs, got bigger budgets.
This April, we released a video where Wiz Khalifa “reveals” he’s our co-founder (the company is obviously named after him):
He posted it to his own Instagram story, in front of about 40 million followers.
A security company hired a RAPPER 🤯
“How did you get THAT approved?”
It’s the #1 message I get from marketer friends every time we launch something.
My job is buzz, which is a nice way of saying: my job is the marketing no one can attribute.
I love that my best work can’t be attributed, but it’s also why ideas like this usually get killed. The first question a CEO asks is “what’s the ROI?”. The second is some version of “okay, but it’s a one-off, where’s the campaign?”.
Most marketers don’t have a good answer to either, and that’s the end of the idea.
My crazy ideas get approved because of what I say in my pitch 🧠
I know, that sounds too simple. What can you say to an exec when you can’t promise a single number? But it’s probably the most important lesson I’ve learned in my career…
Here’s what works for me: how to convince your managers + exactly what to say to get a “yes” ↓