Fake perfume, loo rolls and riffing on The Matrix: The stunts that helped push Aikido Security to the top

2026-06-10 · Source: Sifted · Field: Technology & Digital — Cybersecurity & Data Privacy, Entrepreneurship & Start-ups, Marketing, Branding & Advertising · Depth: Fundamental Awareness, short

Summary

Belgian cybersecurity firm Aikido Security, led by CEO Madeline Lawrence and its CTO, has rapidly grown from €1 million to €10 million Annual Recurring Revenue (ARR) in 2023, with ambitions to reach €40 million ARR. The company, which raised a €2 million seed round followed by a €17 million Series A, attributes its success to an unconventional marketing strategy. This approach includes "stunts" like distributing "Aikido No. 5" fake perfume, toilet paper rolls with security tips, and leveraging "red pill" and "blue pill" analogies from The Matrix to engage prospects. Aikido Security focuses on small and medium-sized enterprises (SMEs), differentiating itself from competitors like Snyk and Mend by making cybersecurity accessible and memorable. The firm currently employs 100 people and is expanding into the US market.

Key takeaway

For entrepreneurs launching a cybersecurity startup, consider adopting unconventional marketing to stand out in a crowded market. Your strategy should prioritize memorable "stunts" and simplified messaging over traditional approaches to capture attention and accelerate growth, especially when targeting small and medium-sized enterprises. This can help you achieve rapid ARR increases and secure significant funding rounds by demonstrating unique market penetration.

Key insights

Unconventional, memorable marketing stunts can drive rapid growth for cybersecurity startups targeting SMEs.

Principles

• Differentiate through bold, unique marketing.
• Focus on making complex topics accessible.
• Target specific market segments effectively.

Method

Aikido Security employs "stunt marketing" by creating memorable, often humorous, physical artifacts and analogies (e.g., fake perfume, Matrix references) to cut through noise and engage prospects directly.

In practice

• Develop a unique brand identity.
• Use creative, non-traditional outreach.
• Simplify complex product messaging.

Topics

• Cybersecurity Marketing
• Startup Growth Strategies
• Unconventional Marketing
• SaaS ARR Growth
• Series A Funding
• Small and Medium Enterprises

Best for: Investor, Entrepreneur, Marketing Professional, Consultant

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Editorial summary, takeaway, and curation by AIssential. Original article published by Sifted.