Funny business: How 3 startups use humor to generate brand awareness

A rapper dropping bar s about hitting his metrics on Black Friday. A slew of memes about how annoying passwords are. A divorce court spoof that calls out the tension that open-source dependencies cause between engineering and security teams.???

These aren’t the everyday pieces of marketing content you’d expect from three enterprise tech companies. When you see them on your feed, you might do a double-take (double-scroll?) - which is exactly what the content intended you to do. ??

Startups have to work harder to get noticed because they haven’t had years to build their brand. However, this relative anonymity can also be an advantage – a young brand can take risks and test different personas until they land on their best fit.??

One route they can take is humor. It’s refreshing for people to catch a glimpse of the humans behind the company, and they tend to remember when something makes them laugh unexpectedly.?We talked to three marketing leaders: Rafael Granato , Aidaptive , Abhishek Iyer , Descope , and Ron Harnik , Endor Labs , about creating content that lands.

• Halcyon raised $40 million in a Series B tranche , reports Kyle Wiggers on TechCrunch .
• SingleStore reached $100 Million ARR and was congratulated by Nasdaq in Times Square.

Calamu ’s Paul Lewis appeared on Data Protection Gumbo with Demetrius M. to serve modern ransomware strategies.

How the Possibilities Frontier Curve outlines AI’s enterprise potential, Noodle.ai ’s Stephen Pratt and Professor Robert Alexander Burgelman discuss with Scott Luton and Greg White on Supply Chain Now .

Why create a virtual SAN in the cloud? Lightbits Labs ’ Abel Gordon answered this question and more for Chris M Evans on Storage Unpacked.

• What VC is predicting to happen in 2024 , featuring DTC voices Yair Snir and Radhika Malik on Business Insider .
• Car hacking: how these rising attacks happen , writes Cequence Security ’s Jason Kent for Manufacturing.net
• DTC Managing Director Yair Snir shares what investors look for in Generative AI startups on Startup for Startup (Hebrew, with English translation available through your browser).

The Global Battle Against Ransomware | January 17 | Virtual

Calamu and Halcyon will join a conversation about the ever-evolving fight against ransomware at RSA Conference 's January 365 Innovation Showcase. Gain insights into ransomware’s financial impact on businesses, important shifts in global policy, and innovations in ransomware defense.

LeanAppSec Winter Edition | January 24, 2024 | Virtual

Endor Labs will host a day of virtual sessions focused on Generative AI and how AppSec teams and CISOs are responding to it.

Enterprise builders’ insights on Generative AI: CEO of Distyl AI Arjun Prakash and LlamaIndex CEO Jerry Liu were interviewed by Howie Xu on TheCUBE .

Congrats, you made it to the end! For that, you deserve an ??.

The DTC newsletter is edited by Haley Carroll .