Their problem is they are B2B, not B2C, for which social channels tend to be better at. Regardless of traffic, they should always think about running search ad

Their problem is they are B2B, not B2C, for which social channels tend to be better at. Regardless of traffic, they should always think about running search ads for their branded keywords at least. Also their differentiation from the rest of the market is E2E encryption, for which there is a small target demographic within project management. Like you said, rather than rely on advertising channels they need to offer functionality to stand out from the crowd, which should be useful but not give away their core revenue services. They're already starting to do the right thing - Blog posts demonstrating they are subject matter experts, that can get exposure on places like HN (which tends to have demographics who care about E2E encryption).