Turning “Boring” Into Exciting in Marketing with Tom Orbach, Director of Growth Marketing at Wiz | Ep. 352

In this episode of The Marketing Millennials, Daniel Murray interviews Tom Orbach, the Director of Growth Marketing at Wiz, about generating buzz in a "boring" industry. Tom shares his framework based on three key elements: humor, participation, and status. He explains how to use humor by identifying insights that the target audience secretly agrees on and making them public through creative campaigns like a toy store for CISOs. For participation, he emphasizes engaging employees, customers, and the wider community through contests, unique case studies, and creating valuable resources like a cloud security job board. Finally, he highlights the importance of praising the audience by recognizing their achievements and skills, which fosters loyalty and encourages sharing. Tom also suggests creating the "world's first" unique offerings tailored to a specific audience, such as a dating app for accountants, to generate attention and brand recognition.