Wiz, a cybersecurity company, used a broad marketing mix to grow site traffic from 226K in November 2023 to just under 390K as of April 2024 — a 72% increase over just 6 months. The company invests in brand building with a strong visual identity and uses field marketing and paid search to get its identity in front of people. Organic search accounts for 26% of site traffic, bolstered by content marketing on its Wiz Academy subfolder and a strong backlink profile. The brand also uses social selling on X, LinkedIn, and Reddit to drive roughly 25,000 monthly visits.

By implementing an employee advocacy strategy, Wiz empowered its 1.2K employees to generate buzz, reaching millions on LinkedIn. Key tactics include providing ready-to-share content, personalized graphics, and running contests to encourage participation. This approach resulted in increased brand exposure, employee engagement, and a consistent social media presence.

Cloud cybersecurity company Wiz was founded four years ago by four former Israeli military officers. It grew quickly to become the dominant company in cloud cybersecurity and is headed toward the largest exit for any tech startup since Rivian's $77 billion initial public offering in November 2021. Google is looking to acquire the company for a $23 billion sale price. The deal will likely draw scrutiny from antitrust regulators in the US and EU.