As the VP Global Marketing for Bitdefender’s Business Solutions Group, Clint Poole, leads a team dedicated to cybersecurity marketing. Their primary focus is serving highly technical audiences. Consequently, every piece of content the team produces must meet demands for clarity, accuracy, and substance.
The company’s marketing organization relies heavily on internal subject-matter experts (SMEs) to ensure content reflects real-world expertise. However, those SMEs have full-time roles that pull them away from writing, resulting in bottlenecks, delays, and inconsistent output. As pressure on content production increased, it became increasingly difficult for the team to sustain those efforts internally.
We sat down with him to discuss internal challenges with content production, campaigns, and more.
The Challenge: Scaling High-Quality Content Production for Technical Audiences
Bitdefender’s marketing team faced the same issue Poole had observed across multiple B2B organizations: the inability to produce a “significant volume of high-quality content” with internal resources alone. Their SMEs possessed deep domain knowledge, but content production felt like a chore and regularly fell to the bottom of their priority list.
This created a domino effect. Campaigns lagged, launch timelines stretched out, and the company struggled to get critical content into the market. As Poole described it, “they have other day jobs, and this is not their passion, so this slipped by.”
Compounding the challenge, much of the team is based in Eastern Europe, where English is a second language. This made creating and localizing content slow and labor-intensive. Internal content often required extensive revision before it could move downstream. According to Poole, localization vendors frequently had to “revise and try to understand the original intent,” delaying global rollout timelines.
Bitdefender needed a partner who could maintain an authoritative technical tone, scale output quickly, and remove friction across the entire content lifecycle.
Why Bitdefender Chose nDash to Strengthen Content Production
Poole had worked with nDash across multiple organizations and knew it could solve the bottlenecks he was encountering again. He explained that nDash had been “effective at all those different environments,” which made it the immediate choice as Bitdefender began expanding its content program.
What he valued most was nDash’s ability to translate SME expertise into market-ready content, something he considers critical for any cybersecurity brand.
He pointed out a key challenge: the audience has a low tolerance for marketing speak. In response, nDash delivered content with a consistently authoritative, informative voice. This approach proved effective, as the content successfully resonated with technical buyers.
Poole also compared nDash to alternative options, including hiring internal writers, relying on agencies, or leaning on AI-assisted workflows. He found that nDash was uniquely positioned to deliver consistent quality. “What sets nDash apart is the quality of the content across a diverse set of formats,” he said, noting that Bitdefender relies on everything from web copy and outbound sequences to technical white papers and video scripts.
The Solution: A Flexible Content Engine That Matches Technical Rigor
From the first engagement, the onboarding experience signaled a major shift from typical agency relationships. Poole recalled how his team prepared for a slow, procedural onboarding process only to learn that nDash was ready to begin immediately. The team was “thrilled about its simplicity. Here’s who you contact, fill out this small amount of information, and get right into it.”
This fast activation reinforced a sense of alignment. As Poole described, working with nDash “feels like an extension of the team,” minimizing administrative overhead and allowing Bitdefender to focus on strategy while nDash handled execution.
Quality quickly became another differentiator. Bitdefender’s SMEs, known for high expectations, were initially skeptical of external writing support. But according to Poole, the content “always” meets the team’s qualification criteria, and since the partnership began, he hasn’t “heard one complaint.” The internal reaction was universally positive.
Beyond writing quality, nDash’s versatility stood out. Bitdefender depends on multiple content types to support its product and campaign launches, including web copy, outbound sequences, video scripts, and technical white papers.
Poole explained that nDash consistently aligns them with writers capable of handling that entire spectrum. “We do everything together,” he said, from tactical assets to technical deep dives. Each piece reflects an authoritative voice suited for a demanding cybersecurity market.
The Results: Faster, Accurate, Higher-Quality Content Production Across Global Campaigns
50% Faster Time-to-Market
One of the clearest metrics came from campaign velocity. Before nDash, content delays from SMEs slowed down entire launch cycles. With nDash producing drafts, Bitdefender dramatically accelerated output. Poole estimated that they are now “probably 50% faster time to market for campaigns than we were historically,” with “no delays” during their first campaign cycle together.
3× Faster Localization Pipeline
nDash unintentionally solved a structural challenge: localization. Because drafts were written in fluent, globally accessible English, the localization vendor reported a dramatic increase in efficiency. Poole shared that translations became “3× faster” because they no longer had to struggle to interpret the intent behind internally written drafts.
Consistent, Authoritative Content
Bitdefender’s SMEs consistently approved nDash content with only minor edits, even though their audience is highly technical and expects precision. Poole noted that the work “hits the mark” and reflects the tone their buyers look for.
Elastic Resourcing and Cost Efficiency
The partnership also allowed Bitdefender to operate with greater agility. Campaign and product launch cycles fluctuate, making it challenging to scale internal headcount. Poole noted that partnering with nDash was “more cost-effective.” He explained this was because they could “flex up and down depending on the volume,” which is a major advantage compared to maintaining a full internal bench of in-house writers.
Internal Confidence and Marketing Leadership Wins
As a new marketing leader at Bitdefender, Poole used the partnership to demonstrate immediate progress on a long-standing operational challenge. In his words, bringing nDash in “helped me establish my credibility internally as a marketing leader,” showing that marketing could move quickly and deliver consistently.
Looking Ahead: Expanding Into Strategy and Content Planning
The partnership has also created room for Bitdefender to expand its work with nDash. The team is now looking beyond writing to support that includes content strategy, campaign planning, and building larger programs around their cornerstone assets.
Poole sees the potential for nDash to support upstream ideation and planning in addition to downstream production. Given how well the relationship has worked, he shared that the team is “ready and interested in exploring how we can expand all the different parts of the process where we could partner together.”
A Scalable, High-Quality Partnership That Transformed Content Operations
Bitdefender’s partnership with nDash achieved more than just improved content quality. It unlocked SME bandwidth, accelerated global campaign execution, strengthened cross-functional trust, and elevated the brand’s technical voice.
The experience exposed internal content strategy gaps. Now, nDash is positioned to help solve these gaps, which extends the partnership’s value beyond just writing.
Poole also offered guidance for other enterprise teams considering nDash. He suggests the partnership works best when companies are internally prepared. This preparation requires three key elements: having a clear content strategy, identifying subject matter experts, and defining ownership of ideas.
As he explained, if those elements are missing, “things will fall down, and you might inadvertently and incorrectly blame the partnership,” even though the issue is internal.
For Bitdefender, nDash is not simply a writing resource. It is a flexible, scalable, and deeply integrated extension of the marketing team, one that enables the organization to move faster, communicate more clearly, and operate with greater confidence while opening the door to future strategic collaboration.
About Bitdefender
Bitdefender is a cybersecurity leader delivering best-in-class threat prevention, detection, and response solutions worldwide. Guardian over millions of consumers, enterprises, and government environments, Bitdefender is one of the industry’s most trusted experts for eliminating threats, protecting privacy, digital identity and data, and enabling cyber resilience. With deep investments in research and development, Bitdefender Labs discovers hundreds of new threats each minute and validates billions of threat queries daily. The company has pioneered breakthrough innovations in antimalware, IoT security, behavioral analytics, and artificial intelligence and its technology is licensed by more than 180 of the world’s most recognized technology brands. Founded in 2001, Bitdefender has customers in 170+ countries with offices around the world. For more information, visit https://www.bitdefender.com.
About nDash
Founded in 2016, nDash provides software and services that make it easy for brands to find, manage, and pay top freelance marketing talent. nDash’s elite network of over 500,000 freelancers enables companies to scale industry-specific talent up or down instantly without retainers or hiring overhead. With teams assembled in hours and personalized human support managing talent matching, project oversight, payments, and all administrative tasks, nDash consolidates every freelance workflow into a single, seamless platform. To learn more, visit www.nDash.com or you can follow us on X and LinkedIn.