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 scratchWhy 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-makingHint: the real question buyers ask is, “Will I lose my job if I choose this?”Scaling a marketing team from 2 people to 20How to hire, when to let go, and why energy > resume.Outbound + Inbound = AllboundHow Eftsure blended SDRs, events, LinkedIn, and video into one growth engine.What most marketers get wrong about product-market fitAnd why “creating demand” beats “capturing demand”.Why AI will commoditise half the SaaS market — and what marketers must do nextTaste, creativity, emotional resonance: the only real differentiators left.Who this episode is forB2B 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.
