Let’s talk about Torq. Why?

Because these cyber security stallions are absolutely killing it with their B2B marketing right now. And they're (grim) reaping the benefit for their business as a result - to the tune of something like 300%+ revenue growth in multiple years.

I first entered the world that Torq have been creating for themselves with their B2B marketing at Infosec 2025 in London.

If you’ve not been to Infosec, it’s an enormous expo where brands basically having a willy waving competition to see who’s got the best, most outlandish, most over the top stand.

Torq stood out because they didn’t play the game.

Sure, they had a big stand but instead of rinsing the budget on something like a lighthouse, castle, or enormous speaker - all actual other stands at the event btw - they doubled down on what they’ve been doing (which I’ll explain further in a sec) for the benefit of the audience.

I kept tabs on Torq ever since – the video content is great. Trevor from Torq is my new BFF - and then had the good fortune to see Torq CMO, Don Jeter present at Cyber Marketing Con in Austin at the end of 2025.

It was everything I thought (and hoped it’d be). A brutally honest break down of what it takes to stand out, make big bets, and do it all in a super creative way.

So, call this a B2B marketing assessment.

Call it an cyber security marketing analysis.

Call it a love letter.

Call it what you will.

It’s my thoughts on why Torq are killing it and what you can learn as a result for your own B2B marketing.

Here we go...

What Torq Is Doing Well

1. They’ve created their own category

Everything Torq does focuses on positioning themselves as the leader of a new category rather just a follower or an “also ran” plugging away at product focused marketing (and competing on features and widgets) in an existing category.

Torq aren’t just another SOAR (Security, Orchestration, Automation, and Response) or automation tool. In fact, one of their most used lines across their marketing is “Kill your SOAR”.

Instead, they focus on creating a new category and building and owning the narrative around hyperautomation, Autonomous SOC, and Agentic AI for SecOps.

Torq’s marketing focuses on purposefully chucking legacy approaches in the bin (and telling their target audience why they should be doing the same).

It’s not purely about products, features, and nuts and bolts, like so many of their competitors. It’s about creatively framing the problem an audience is having, declaring the old way of dealing with it obsolete, and then positioning themselves as the alternative future.

And it works. Why?

Because enterprise buyers don’t really give a crap about the tools themselves. They care about delivering strategic change. And that’s what Torq understands.

They aren’t selling workflow automation.

They’re selling transformation, efficiency, and future-readiness.

The takeaways from Torq:

• If you build the narrative, you win the deal.
• Strong positioning beats strong features.

2. They stand out (in a Sea of Sameness)

Cybersecurity marketing is notoriously generic. Padlocks and shields as far as the eye can see. So Torq feature none of this in their branding and visuals (and do it with style).

The visual brand is a mix of skater culture, grunge bands, and knowing humour. Do you like skeletons in hoodies with laser beams shooting out their eyes? You’ve got it!

They know exactly who they’re trying to appeal to and they own it.

When every other Cybersecurity brand is sponsoring F1 cars (with a tiny logo somewhere no one can actually see it) Torq are sponsoring monster truck rallies.

As everyone else is rocking up to RSA running cocktail events Torq are bringing a mobile tattoo shop. Yeah, really.

I was actually chatting to another marketer about Torq at Cyber Marketing Con. They’re thoughts on the brand? “It’s just for f**k boys”. I’m not 100% sure what that means but I do know that they hated it. Which means Torq are doing something right.

Don Jeter said that their goal is to “break through in a market where compelling technology gets lost in a sea of sameness.”

Bold visuals, confident messaging, undeniable energy, and meaningful differentiation deliver all of this in Grave Digger sized spades.

Most enterprise brands aim for credibility but sacrifice memorability in the process. Torq achieves both. And in doing so will ensure higher recall with their target audience, lower acquisition costs and stronger conversion.

The takeaways from Torq:

• Consistent differentiation is a marketing multiplier.
• Distinctive branding generates its own ROI

3. They lean (heavily) into “Proof Marketing”

Torq heavily promotes enterprise adoption and regularly shouts from the roof tops the names of the biggest brands they’re working with. Fortune 500 companies and global enterprises all get referenced (consistently) across marketing materials with the specific use cases included for good measure.

This isn’t just about plastering some logos on a website though.

All of their case studies focus on the measurable impact and operational change clients have been able to recognise with Torq’s help. Which is key because, as we covered in the point 1, this is what enterprise buyers buy.

They want the evidence, proof, and results front and centre so they know EXACTLY what they’re getting themselves into.

The case studies are operational narratives rather than bland testimonials.

Which all leads to Torq shifting the understanding of their target audience of what they do from just being about tools and technical inputs to being providers of measurable business outcomes.

And which do you think senior decision makers are more likely to want to buy?

The Takeaways from Torq:

• Build your proof and make sure its measurable/provable
• Avoid producing case studies that are just testimonials. Focus instead on building operational narratives.

4. They’ve got tight Product/Marketing Integration

Product.

Some would say it’s the most important of the 4 P’s. Which it is.

If you don’t have a product you’re pricing, placing, and promoting thin air, which is a tricky ask.

And Torq clearly understand this as their marketing obviously, deliberately and consistently reflects their product roadmap.

Their hyperautomation platform, agentic AI offering, and Autonomous SOC appear consistently across PR, socials, web, thought leadership and pretty much everything else they do.

Sure, they’ve created a great, stand out brand and get super creative bringing it to market but they’ve not forgotten what marketing is there to do… get people to buy the damn thing!

This coherent approach is very different from what you see across a lot of the category.

Brands can get so bogged down in either abstract thinking about trends and higher-level themes or the nitty gritty of their technical offering (and sometimes they do both at the same time creating messaging drift in multiple directions) they forget to make their product sellable.

Torq know their product. They know why people would/should want to buy it. And they then use their marketing to get people to do so.

It’s really not rocket science. It’s flipping basic 4Ps marketing! But Torq nail it, consistently where others don’t.

The Takeaways from Torq:

• Don’t be afraid to let people buy your shit!
• Don’t be afraid to blow your own trumpet.
• Blowing your own trumpet doesn’t make you annoying or cringey. It makes you perceived as being lower risk, higher reward for your buyers.

5. They use their own growth as Marketing

Torq definitely aren’t afraid to blow their own trumpet. Which should come as no surprise, really. Especially when you’ve got a lot to toot about.

Revenue growth, new client wins, funding rounds, expansions, smashing ARR targets. All of these have been (and no doubt will continue to be) used across Torq’s marketing.

It may not sit right with us self-deprecating Brits but every announcement like this sends signals.

Signals that Torq has momentum (which then creates more momentum). That their buyers have confidence in them (which gives new buyers confidence they’re making the right decision). That their investors have made a shrewd decision (which then attracts further investment).

Every news clipping or social post shouting the good news about growth shows buyers that they’re picking a winner whilst simultaneously reducing the perceived level of risk in doing so. It’s a win, win, win for everyone involved.

The Takeways from Torq:

6. They produce content about AI that’s not crap

Torq heavily emphasize AI in their marketing, for obvious reasons.

But their content doesn’t follow the well-trodden path of many of their competitors where it just feels like they’re talking about AI for the sake of it (and because everyone else is).

The messaging in all of this content focuses on the practical application of AI and the results that can be delivered with Torq’s help rather than vague promises and wishy-washy predictions.

They’ve got a very well stocked blog and resource section on their website and when it comes to video content they’re actually having some fun with it.

Sure, there are more technical walk throughs of the platform and it’s capabilities but there are also spoof conspiracy theory videos – Torq Theory – that poke fun at the whole category and the Torq platform itself, a merch store – Torq Store – where you can grab the latest branded swag, and Torq TV where ‘Trevor from Torq’ is let loose at various industry events (with often hilarious results).

All of this content helps to effectively position Torq, drive further credibility, and enables them to show up in a different, attention grabbing but ultimately useful way for their target audience.

The takeaways from Torq:

• If you try and sound like everyone else you just end up sounding like everyone else.
• Content isn’t just there to inform. It can (and should) be used to entertain and inspire too.
• Blowing your own trumpet doesn’t make you annoying or cringey. It makes you perceived as being lower risk, higher reward for your buyers.
• If you try and sound like everyone else you just end up sounding like everyone else.
• Content isn’t just there to inform. It can (and should) be used to entertain and inspire too.

Torq-ing it to the next level

Whilst Torq are smashing it at the mo there’s always opportunity to improve.

Here’s a few suggestions:

• Ramp up the emotional angle
  • Torq are positioned really well and lean heavily on their product in marketing messaging. It’s clearly working and enterprise buyers are biting, but there’s still more they could do to turn the dial on how they emotionally engage this audience. Doubling down on them selling transformation, efficiency, and future-readiness and creatively relaying the emotional drivers of this to their target audience will help them push on even further.
• Bring out the leaders (more)
  • Torq don’t seem to be leaning on their senior leadership team too much in their market-facing activity. It’s cool not to, as what they’re doing is currently working but it could help elevate their position further – especially with an enterprise buyer – to put their C-suite front and centre on a more consistent basis.
• Build more visible demand gen “motions”
  • Torq obviously has a great brand and very strong positioning but it’s not super obvious what’s going on behind this. Once they’ve got people hooked, what comes next? They may very well be doing all of the following and we just can’t see it from the outside but areas of focus to drive quicker and more consistent demand could be PLG focused campaigns, community building, and educational activity. It’s kind of demand gen 101 stuff and I’m sure Torq would put their own unique spin on it, but it could be a currently missed opportunity if they’re not doing it already.
• Dial up the partner/channel play
  • Torq’s alliance and momentum partner program or AMP’D as it’s otherwise known (great name, very Torq) is fully formed but the marketing element of this seems to be confined to a single marketing launch kit. There may well be loads more lurking beneath the surface that we can’t see, but from the outside there’s a trick being missed in not driving more through/with partner activity out to the end user audience on a consistent basis. They’ve got some big names in the mix and with Torq’s unique positioning and brand in play there is some real impact that could be had with joint go-to-market activity.

A final word

So, we’ve torq-d the torq and walked the walked by way of a B2B marketing assessment.

Torq are doing a lot right and there’s loads that can be learned from it.

Consider this quickfire consolidation of all of the bullets detailed above as your cheat sheet to take home:

• If you build the narrative, you win the deal.
• Strong positioning beats strong features.
• Consistent differentiation is a marketing multiplier.
• Distinctive branding generates its own ROI
• Build your proof and make sure its measurable/provable
• Avoid producing case studies that are just testimonials. Focus instead on building operational narratives.
• Don’t be afraid to let people buy your shit!
• Don’t be afraid to blow your own trumpet.

Torq is a top-tier modern B2B marketing organisation, who are punching well above their weight for such a young company.

I’ll be keeping tabs on them for the future.

I suggest you do the same.