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.

In this episode, Tim Morris, CEO and founder of Agentsy and co-author of the book Elevate, shares his insights on the evolving landscape of AI in business.

We discuss his entrepreneurial journey, the inception of Agentsy, and the focus on developing AI agents tailored for various industries, particularly real estate.

Tim emphasises the importance of understanding the practical applications of AI, navigating the hype cycle, and adopting a methodical approach to implementation. He also provides valuable resources and recommendations for those looking to integrate AI into their business strategies.

Learn more about Agentsy here: https://agentsy.ai/

Connect with Tim on LinkedIn here: https://www.linkedin.com/in/tacmorris/

In today’s episode, we’re talking to Dr. J.J Peterson, Head of StoryBrand, author of the book Marketing Made Simple and host of the podcast Marketing Made Simple about the importance of story telling in your marketing. 

When it comes to talking about their businesses, many people are so close to their products or services they don’t know where to start. StoryBrand helps companies understand what customers are looking for so they can tell their story in such a way people listen.

Learn more about StoryBrand here.

Connect with Dr. J.J. on LinkedIn here.

In this episode, we have a conversation with Josh Garrison who is the VP of Content Marketing & Product Education @ Apollo. 

Apollo combines a buyer database of over 270M contacts and powerful sales engagement and automation tools in one, easy to use platform.

In today’s episode, we’ll be discussing:

Learn more about Apollo here

Connect with Josh on LinkedIn here

In our very first episode of Marketing Chemistry, we chat with Sam Oh, VP of Marketing @ Ahrefs.

Ahrefs is an all-in-one SEO toolset for growing organic search traffic and optimising websites and one of our favourite digital marketing tools!

In today’s episode, we discuss all things SEO including:

Connect with Sam Oh on LinkedIn

Learn more about Ahrefs