Besedo
A complete, scalable solution for better content moderation
When I joined Besedo as CMO, hired by CEO Petter Nylander (previously CEO of Unibet and TV3), the content moderation service helped digital platforms combat fraud, hate speech, harassment, and inappropriate content, but the marketing approach required strategic restructuring. The company relied on multiple expensive agencies for marketing efforts, which drove customer acquisition costs to unsustainable levels.
Not only was I the CMO, 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 compete against well-funded competitors with significantly larger budgets through smarter, more efficient marketing strategies.
What we built, shaped, and launched
I brought marketing operations in-house and redesigned the entire digital presence from the ground up. I completely overhauled the website, focusing on conversion optimization, while developing comprehensive content strategies that included eBooks, webinars, podcasts, and blog posts. Every piece of content served dual purposes, educating prospects about content moderation challenges while positioning Besedo as the expert solution.
I implemented and optimized HubSpot workflows to create seamless lead nurturing sequences, ensuring prospects received relevant information at each stage of their decision journey.
Company
Role
CMO, 2022-present
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
Created an efficient marketing machine on a lean budget that was trimmed and slashed by 47% but still manage to increase inbound leads YoY.
The redesign of the Besedo website and brand with a modern and exclusive feel.
Rather than working with expensive agencies, I partnered with specialized freelancers who excelled in their specific domains, what I called “one-person wrecking crews,” which allowed us to maintain quality while dramatically reducing costs.
The content and SEO strategy became particularly crucial. With the help of my friend Peter from SiteSanity, we conducted research and optimization to try and make Besedo top of mind for digital platforms seeking content moderation solutions. I also prioritized community building, maintaining constant communication with users through newsletters, case studies, and developer-focused content that preserved our technical credibility.
Highlights and wins
Over three years, I reduced the marketing budget by 47% while increasing inbound leads by 33% and nearly doubling website traffic. These marketing efforts generated consistent inbound leads that carried Besedo’s new business for over three years, attracting high-profile clients including Vivino, Vox Media, Etsy, and Rockstar Games.
The efficiency gains proved remarkable. We consistently competed against competitors with marketing budgets containing “at least one more comma” while maintaining lead quality and customer satisfaction.
The content strategy established Besedo as a thought leader in the content moderation space, with our educational resources becoming go-to references for platform developers and product teams.
Reflections
Besedo proved that strategic marketing can level the playing field against better-funded competitors when every dollar is optimized for maximum impact. The experience reinforced my belief in the power of authentic community building and technical credibility.
Most importantly, working on a product that genuinely makes digital spaces safer confirmed my commitment to purpose-driven work. Building something that protects communities and creates a positive impact makes every challenge worthwhile and every success more meaningful.
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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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