How Eftsure scaled from 14 website visitors to a global brand
In this episode of Marketing Chemistry , Nathan sits down with Niek Dekker , VP of Marketing at Eftsure — one of Australia’s fastest-growing cybersecurity + payments verification platforms — to break down the real story behind their growth. Niek joined Eftsure when the company had 14 website visitors , 0 brand awareness , and a product nobody understood. Today, they’re 450+ staff across three global offices , one of the most talked-about B2B brands on LinkedIn, and a case study for both LinkedIn and HubSpot. This episode goes deep into: How Eftsure engineered demand from scratch Why webinars, video, and in-person events outperformed every traditional B2B playbook. The attribution model that actually works (Markov chains, not magic) And how they finally connected impressions → pipeline → revenue. Why creative risk beats “corporate safe” Including the now-famous “Check Yourself Before You Wreck Yourself” & CFO/Fraud campaigns. The truth about B2B decision-making Hint: the real question buyers ask is, “Will I lose my job if I choose this?” Scaling a marketing team from 2 people to 20 How to hire, when to let go, and why energy > resume. Outbound + Inbound = Allbound How Eftsure blended SDRs, events, LinkedIn, and video into one growth engine. What most marketers get wrong about product-market fit And why “creating demand” beats “capturing demand”. Why AI will commoditise half the SaaS market — and what marketers must do next Taste, creativity, emotional resonance: the only real differentiators left. Who this episode is for B2B marketers, demand gen leaders, startup founders, SDR/BDR managers, HubSpot users, and anyone who cares about attribution, scaling teams, or building a brand people actually remember.
