Making Cybersecurity Human: How Kelly Allen Built Unboring to Transform B2B Marketing

Kelly Allen is proving that B2B marketing doesn't have to be boring—even in cybersecurity.

As Co-Founder of Unboring, a specialized marketing studio revolutionizing how cybersecurity companies connect with their audiences, Kelly has spent over a decade fueling cybersecurity brands with creativity and bold ideas that deliver real results. Her approach? Making B2B marketing human again by translating complex security concepts into compelling narratives that actually resonate with decision-makers.

Working with industry leaders like Pentera, Vectra, Abnormal, and Cylera, Kelly has earned first-partner rights in the UK and multiple industry awards by challenging the traditional jargon-heavy, fear-based approach that dominates cybersecurity marketing. Her strength lies in the tiny, strategic details that create massive competitive advantages—turning security companies into brands that customers don't just trust, but actually fall in love with.

A powerful advocate for women in tech, Kelly's data-backed creativity consistently pushes brands into the spotlight while building more inclusive industry spaces. She's also penning a book with the wonderfully direct title "Why Should Your Customers Give a F*ck?"—because even the most technical B2B solutions are ultimately bought by humans who want to believe in the brands they're choosing.

In this Q&A, Kelly shares how she's built authority in a male-dominated tech space, why emotional marketing beats fear-mongering every time, and her advice for female founders looking to make an impact in serious technical industries.

Question 1: Making Cybersecurity "Unboring"

You co-founded Unboring to revolutionize how cybersecurity companies connect with their audiences - a notoriously technical and dry industry. What inspired you to tackle the challenge of making cybersecurity marketing more engaging, and how do you translate complex security concepts into compelling narratives that actually resonate with decision-makers?

I never set out to “do marketing differently.” I set out to make marketing that actually works. Cybersecurity has always defaulted to jargon, fear, and compliance checklists — which is the fastest way to make people switch off. The truth is: security buyers are still humans. They want clarity, story, and proof that you understand their world.

That’s why we created Unboring. We translate complex concepts into simple, punchy narratives that decision-makers can use to get buy-in internally. It’s not about dumbing down, it’s about making sure the right message cuts through at the right moment. We use frameworks like campaign autopsies and objection vaults to ensure the content is tied to real buyer problems, not fluffy creative. And once you show security leaders you “get it,” they start listening.

Question 2: Building Authority in a Male-Dominated Tech Space

You've worked with industry leaders like Pentera, Vectra, and Abnormal, even earning first-partner rights in the UK and multiple awards. As a woman in the cybersecurity space, how did you build credibility and establish yourself as a trusted marketing strategist in such a male-dominated industry? What strategies helped you stand out and win over technical audiences?

When I first stepped into cyber, I knew I’d have to earn my seat at the table. So I didn’t try to “look” credible — I focused on being credible. That meant learning the tech deeply, spending time with sales engineers, shadowing calls, and understanding what actually mattered to buyers.

Working with brands like Pentera, Vectra, and Abnormal gave me proof points, but the real differentiator was consistency. Showing up with ideas that worked, not just slides. Making content that sales teams actually used. And building frameworks that turned marketing from “colouring-in” to revenue-driving.

Standing out wasn’t about being louder, it was about being sharper. And I think being a woman gave me an advantage: I didn’t play by the “default rules” of cyber marketing. I built my own.

Question 3: The Art of B2B Emotional Marketing

Your approach focuses on "data-backed creativity" and making brands that customers "fall in love with" rather than just trust. In cybersecurity, where decisions are often based on fear and compliance, how do you balance emotional connection with the serious, technical nature of security products? What advice would you give to female founders in technical industries about bringing personality and creativity to traditionally corporate sectors?

Fear might close a deal once. But love builds lifetime customers. In cybersecurity, we’re often told decisions are “rational” driven by compliance and risk reduction. But behind every buying committee are humans who want to believe in the brand they’re choosing. They want a partner who feels like an ally, not just a vendor.

That’s why we double down on emotional marketing. Data backs up the story, but the story is what creates connection. I always say: simplify the complex, then add the spark that makes people care.

For female founders in technical industries, my advice is: don’t dilute your personality to fit the mould. The industry doesn’t need more grey suits and safe slides. It needs people willing to make an impact, to bring creativity into serious spaces, and to remind buyers that even the most technical solutions are bought by humans.

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