dope.security wrapped a Cybertruck and parked it near RSA meetings instead of buying a booth, driving record inbound traffic.
Amar Jeer runs finance and marketing at dope.security, arguing the combined view speeds decisions and removes budget friction.
dope.security's on-device proxy enforces URL filtering, AI governance and DLP, competing with Zscaler and Cisco Umbrella.
dope.security Takes On Cybersecurity Incumbents With a Cybertruck
dope.security sells a secure web gateway that runs on the laptop rather than in a data center, in a market where incumbents hold twenty-year head starts and bigger conference budgets. With no CMO and one full-time marketer, it answers with guerrilla stunts and with AI that lets one person produce content and surface on competitor replacement searches. Its finance chief runs marketing too, skipping the approvals between two department heads, and the pitch that lands is honesty about what the tool does not do.
Takeaways
The security proxy lives on the laptop. dope.security installs its proxy on the device rather than routing traffic through a remote data center like Zscaler and Cisco Umbrella, enforcing URL filtering and data loss prevention there . Customers run from 10 people to more than 10,000 employees .
Guerrilla marketing replaces the conference booth. Incumbents have twenty years of head start and analyst relationships dope.security cannot match , and a booth only works if the right person walks past at the right time , so its campaigns had to be out of the box .
One leader holds finance and marketing. Amar Jeer spent over ten years in finance roles at Cisco, Fitbit, Postmates and Uber , then joined dope.security to lead finance and keep it from running out of money . Growth came before a CMO hire, so he took marketing too . Holding both skips approvals between department heads .
AI multiplies a marketing team of one. Marketing is Amar full-time plus agencies on ads. AI writes content, turns closed-won deals into case studies and reads LinkedIn and X chatter . He reverse-engineers what search engines and AI assistants such as ChatGPT reward so dope.security appears when buyers search for a Zscaler replacement .
Honesty is what cuts through AI content. Security buyers admire honesty about what a tool is good at and not good at, unlike AI-written blogs that claim to solve every problem . Andres Figuera says opinion and the humanity behind the work are what stand out as AI spreads .
Cold calling is working again. Amar began more aggressive outreach six to nine months ago and says calls convert better because they create human connection. Andres Figuera says AI-written LinkedIn messages and emails are easy to spot and personalized approaches earn his time, so analog methods are coming back .
The Cybertruck at RSA
Competitors spend hundreds of thousands of dollars on RSA booths and carry twenty years of analyst relationships .
dope.security's in-house designer wrapped a Cybertruck instead of buying floor space.
Amar drove it around San Francisco during RSA.
It parked at the St. Regis Hotel, where RSA meetings happen, accidentally during a competitor's happy hour.
The polarizing truck drew crowds, and the inbound website traffic in the following weeks was like nothing Amar had seen .
