Besedo
A complete, scalable solution for better content moderation
When I started as CMO at Besedo, brought in by CEO Petter Nylander (previously CEO of Unibet and TV3), the mission was clear. The company was spending too much on agencies, customer acquisition costs were out of control, and no one had solved it yet. Besedo helps digital platforms tackle fraud, hate speech, harassment, and bad actors at scale. The product was strong, but the marketing needed work.
Not only was I the CMO, but I was also the OMG – Only Marketing Guy™, and as such, I needed to dramatically reduce costs while increasing lead quality and volume. Classic marketing math, if I’ve ever seen one.
The challenge was to go up against bigger, better-funded competitors by using smarter and more efficient marketing strategies.
What we built
I brought marketing operations in-house and redesigned our digital presence from the ground up. I rebuilt the website to focus on conversions and started producing a steady stream of content like eBooks, webinars, podcasts, and blog posts. Each piece was meant to teach prospects something useful about content moderation and show why Besedo was the best choice.
I set up HubSpot to make sure the right content reached the right prospects at the right time, all without manual work.
Company
Role
CMO, 2022-2025
Milestones
Successfully increased inbounds by 24% while lowering Cost Per Lead and CAC by 38%
Reversed a negative trend in organic traffic and increased traffic by 46% YoY
Cut the marketing budget by 47% and still grew inbound leads year over year.
The redesign of the Besedo website and brand with a modern and exclusive feel.
Rather than hiring expensive agencies, I teamed up with specialized freelancers who were experts in their fields. I liked to call them one-person wrecking crews. This way, we kept quality high and costs low.
Content and SEO became especially important. With help from my friend Peter at SiteSanity, we researched and optimized to make Besedo the top choice for digital platforms needing content moderation solutions.
Our main audience was technical: platform developers, trust and safety leads, and product teams. They could spot a sales pitch immediately, so we focused on being genuinely helpful. We shared newsletters, case studies, and developer content that respected their expertise.
Highlights and wins
Over three years, I reduced the marketing budget by 47%, increased inbound leads by 33%, and nearly doubled website traffic. These changes brought in steady leads and helped Besedo land clients like Vivino, Vox Media, Etsy, and Rockstar Games.
The efficiency gains were impressive. We kept up with competitors who had much bigger marketing budgets, while still maintaining lead quality and customer satisfaction.
Our eBooks and webinars became go-to resources for platform developers focused on trust and safety. We knew our strategy was working when competitors started citing our content.
Reflections
You don’t need a big budget to succeed. What matters is having a clear story, the right content, and the discipline to focus on what actually drives results. My time at Besedo proved that over three years.
Content moderation isn’t a flashy product category. Most people only notice it when something goes wrong. But the platforms that catch fraud, harassment, and illegal content before it reaches users are the ones that stick around. Working on this challenge for three years made the tight budget feel worth it.
At Besedo I was truly a Swiss Army Knife, designing, writing, editing videos, etc.
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“Jonas has been instrumental in positioning Besedo as a recognized global leader in our industry. What truly sets Jonas apart is his remarkable creativity and resourcefulness. His strategic approach and dedication to excellence have made a tangible difference in our global reach. Jonas is an exceptional marketing leader who consistently delivers outstanding results.”
Petter Nylander, CEO
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