Audience 1st: Recent Episodes
Dani
Welcome to Audience 1st. A podcast for tech marketers looking to break out of the echo chamber to better understand their audience and turn them into loyal customers. Every week, Dani Woolf is having brutally honest conversations with busy tech buyers about what really motivates them, the things they hate that vendors do, and what you can do about it. You’ll get access to practical information on how to build authentic relationships with your audience, listen to and talk with your buyers, and apply real customer insights to your strategies and tactics. You owe it to the world to unmute your mic. Are you ready?
For years, security has been treated as a necessary evil - a budget line item that CFOs approve without truly understanding its business impact. But what if cloud security could be a revenue driver, an efficiency enabler, and a cost-saving powerhouse?
In this episode, Dani Woolf sat down with Chris Thomas, Chief Revenue Officer at AlgoSec, to break down how CFOs should really evaluate cloud security investments, not just as a defensive measure, but as a business accelerator.
They dove into the cost of inaction, the inefficiencies draining budgets, and the financial case for security automation - all from a CFO’s perspective. If you’re still treating security as an overhead cost, this conversation will change the way you think about it.
To get a demo of AlgoSec, visit: https://www.algosec.com/lp/request-a-demo
In this milestone 100th (and birthday!) episode of Audience 1st Podcast, Dani Woolf is joined by veteran cybersecurity leader David Doyle from DirectDefense for a brutally honest conversation about what’s broken in today’s security leadership models and how the rise of the vCISO is more than just a stopgap.
Together, they unpack the myths, power dynamics, and misaligned expectations that drive burnout, stall progress, and keep companies from building real security maturity.
This episode is a blueprint for cybersecurity executives, CISOs, and vCISOs who are serious about designing resilient organizations that can lead through complexity.
You’ll Learn:
1. The real reason CISOs are burning out and why it’s not just about stress
2. How most orgs misunderstand the vCISO role (and end up wasting budget)
3. When to bring in a vCISO and how to avoid hiring the wrong one
4. Why CISOs and vCISOs should be tag-teaming, not competing
5. How to measure progress beyond compliance and build a culture of strategic leadership
6. What makes a good vCISO indispensable, not replaceable
Subscribe & Follow:
Follow Audience 1st wherever you get your podcasts
Connect with Dani Woolf on LinkedIn
Learn more about CyberSynapse and qualitative buyer research
In this special episode of Authenticated, Confide brings together a powerhouse panel of security operators, marketers, and founders to dissect the brutal realities of go-to-market in cybersecurity. From failed conference booth investments to relationship-first community building, this conversation goes deep on why most vendors still miss the mark, and what it actually takes to build trust with today’s security buyers.
Whether you’re a CISO, product marketer, founder, or GTM leader in security, this episode cuts through the noise with raw, unfiltered truths about what works, what backfires, and where the future of security GTM is headed.
Key Themes We Cover
- Why cybersecurity is one of the hardest GTM motions in tech—period
- The myth of the CISO as the sole buyer (and who actually influences decisions)
- How real community works—and why fake ones backfire
- Why founder curiosity and customer obsession are the biggest predictors of success
- The buyer psychology behind trust, timing, and transference
- What not to do at RSAC (and how to rethink your event strategy)
- The role of failure, redemption, and authentic messaging in building credibility
- Tactical ways to break through cynicism and engage skeptical security practitioners
Subscribe & Follow:
Follow Audience 1st wherever you get your podcasts
Connect with Dani Woolf on LinkedIn
Learn more about CyberSynapse and qualitative buyer research
In this episode of Audience 1st Podcast, Dani Woolf sits down with Val Popke to explore the unspoken human dimensions of cybersecurity leadership.
Val, a veteran, assurance leader, and self-described “Wandering Cyber Vulva,” challenges the industry’s prevailing narratives around hiring, communication, inclusion, and resilience. The discussion goes beyond traditional security frameworks to uncover the cognitive and cultural risks impacting practitioners at all levels.
Listeners will walk away with a deeper understanding of why burnout, disconnect, and distrust are systemic, not personal, and how security leaders must evolve to lead in environments of increasing complexity, diversity, and psychological strain.
Key Themes:
- Why psychological safety and cognitive clarity are prerequisites for functional security operations.
- How the industry’s hidden majority is misaligned with traditional corporate norms and what needs to change.
- The mismatch between capability and visibility in how cyber professionals are evaluated and excluded.
- A linguistic and philosophical reframe that emphasizes collaborative understanding over performative inclusion.
- Why many security professionals are forced to protect their organizations from internal dysfunction while defending against external threats.
- Trust, mission, and why so many veterans find a natural home in cyber until corporate incentives erode that foundation.
Subscribe & Follow:
Follow Audience 1st wherever you get your podcasts
Connect with Dani Woolf on LinkedIn
Learn more about CyberSynapse and qualitative buyer research
What does it really take to secure applications across a hybrid, multi-cloud environment?
In this episode of Audience 1st, I sit down with Adolfo Lopez, Sales Engineer at AlgoSec, who brings a practitioner’s lens to the cloud security conversation. From his experience as a network engineer to helping organizations operationalize cloud security today, Adolfo walks us through what most teams overlook—and how to get it right.
We cover:
- Why visibility into application flows is foundational for multi-cloud security
- What enterprises miss when they treat the cloud like a lift-and-shift extension of on-prem
- Why security must be application-centric—not infrastructure-led
- The critical role of policy discovery, orchestration, and automation
- How AlgoSec ACE helps teams answer the question: “What will break if I make this change?”
If your team is working across AWS, Azure, GCP, and on-prem—and struggling to manage risk, connectivity, and policy alignment, this episode breaks it down practically and tactically.
To get a demo of AlgoSec, visit: https://www.algosec.com/lp/request-a-demo
In this provocative and no-fluff episode of Keyboard Samurai, host, Wil Kluv, sits down with Dani Woolf and Ben Siegel to unpack what’s broken in how cybersecurity vendors go to market and how to fix it using real buyer data and a deeper understanding of human psychology.
Dani and Ben, co-founders of CyberSynapse and veterans of cybersecurity GTM, break down why so many tech marketers are stuck in echo chambers, how pressure from investors leads to safe (but disconnected) strategies, and why most teams are making decisions without actual buyer validation.
They explore the psychological barriers to change, why the “herd mentality” is sabotaging innovation, and how to replace opinion with evidence through first-party qualitative research. They also take on the traditional analyst model, offering sharp critique and a more human, scalable alternative rooted in community-sourced insight.
Most vendors won’t admit this, but we will:
Your brand doesn’t have a messaging problem. It has a presence problem.
And it’s why buyers leave RSA feeling numb, unseen, and unready to trust you.
In this episode, Dani Woolf sits down with Zachary Hyde, someone she doesn’t always agree with, which makes this conversation one of the most honest and urgent before a major conference.
Together, they break down why most GTM teams think they’re being empathetic but are actually performing a buyer-first fantasy while still clinging to control.
If you're showing up to RSA Conference this year with a booth, a badge, and a team under pressure to "drive pipeline" - this is your mirror.
Listen before you land in SFO.
What We Cover:
- Why vendors fail to empathize with buyers at conferences
- How canned “empathetic marketing” actually erodes trust
- Why emotional presence is a muscle to be consistently massaged
- The difference between tone-matching and real psychological safety
- Red flags buyers spot immediately and won’t tell you about
- What to do this week to actually build trust at RSA (no fluff, no fake discovery)
In this episode of Audience 1st Podcast,
Dani sits down with Kristin Demoranville, CEO of Anzen Sage and host of the Bites & Bytes podcast, to uncover the hidden vulnerabilities in one of the world’s most overlooked critical infrastructure sectors: food and agriculture.
From insider threats in peanut processing to cyber attacks that disrupt egg supply chains, Kristin breaks down why OT security in food systems isn’t just about uptime, it’s about human lives, brand trust, and national resilience.
She pulls no punches, sharing raw stories from the frontlines:
- Why cybersecurity leaders in food facilities are flying blind
- What happened when nobody spoke up at Boar’s Head
- How misinformation campaigns are now a cyber risk vector
- Why “brown cows make chocolate milk” isn’t just a joke—it’s a symptom of a dangerous knowledge gap
We also unpack:
- The behavioral blind spots holding back executive buy-in
- Why empathy, not just engineering, is the key to securing food systems
- What must change in the next 5 years to avoid preventable tragedies
Everyone in tech is suddenly “building community.” But most aren’t building anything close to the real thing - community that's built on mission, trust, and transparency.
In this raw, no-buzzword conversation recorded live at CyberMarketingCon, Dani Woolf sits with Ben Siegel, George Kamide, Bronwen Hudson, and Elliot Volkman, real community builders, to unpack what community actually means, why most efforts fall flat, and what it takes to build something alive, resilient, and trustworthy - especially in an industry like cybersecurity where trust is scarce and attention is fractured.
We go deep on:
- Why most corporate “communities” are poorly disguised funnels
- The difference between an audience, a user group, and a true community
- What trust looks like when your members are CISOs, not consumers
- Why growth is nonlinear, unpredictable, and absolutely not guaranteed
- The emotional labor and invisible moderation that holds real communities together
You’ll also hear tactical advice on how to build thriving spaces across Reddit, Slack, LinkedIn, and beyond - without flashy tools or six-figure budgets.
Multi-cloud security isn’t just a technology challenge—it’s an organizational mindset problem.
Security teams are juggling AWS, Azure, and GCP, each with different security models, policies, and rules.
The result? Silos, misconfigurations, and security gaps big enough to drive an exploit through.
In this episode, I sat down with Gal Yosef from AlgoSec to break down:
- Why multi-cloud security is so complex (and what security teams are getting wrong)
- How to bridge the gap between network security and cloud security teams
- How large enterprises manage cloud security policy enforcement across business units
- The shift from one-size-fits-all security policies to flexible, risk-based guardrails
- Why automation and visibility are critical for securing multi-cloud environments
If you want to secure application connectivity across your hybrid environment, visit algosec.com.
In this episode of Audience 1st, Dani Woolf cuts straight through the noise to confront the silent killer of growth in B2B organizations: misdiagnosing the real growth problem.
Most GTM teams think they’re aligned. They’re not.
Most believe they’re solving the right thing. They aren’t.
In this raw, unfiltered solo episode, Dani unpacks why internal alignment is often a lie, how companies waste entire quarters solving surface-level symptoms, and what it takes to actually identify the bleeding neck - the one problem that’s quietly draining your growth, budget, and team morale.
If you’ve ever felt like your team is moving fast but going nowhere, this is the episode you didn’t know you needed.
What You’ll Learn:
- Why most organizations aren’t solving their biggest growth problem and how to tell if you’re one of them
- The high cost of chasing lagging indicators instead of root causes
- The real reason marketing, sales, and product don’t align and why buyer truth is the only fix
- How to recognize “growth triggers” that signal it’s time to do qualitative buyer research
- Dani’s four-step clarity framework: Diagnose → Validate → Align → Act
- How to stop guessing, and finally build from buyer reality—not internal theory
Don’t just walk away from this episode inspired. Take action.
Ask yourself:
- What’s the one growth problem we think we’re solving right now?
- Who told us that?
- When was the last time we heard it from a buyer’s mouth verbatim?
- What would it feel like to know we’re solving the right thing?
If you’re ready to stop guessing and start listening, reach out to Dani and her team.
Let’s uncover the bleeding neck together.
In this episode of Audience 1st Podcast, Dani Woolf sits down with Jason Loomis, Chief Information Security Officer at Freshworks, to uncover the raw truth behind how CISOs evaluate security vendors, what actually moves a deal forward, and why most POVs fall flat before they even start.
Jason gets brutally honest about the emotional dynamics of enterprise buying, the real reason vendors lose trust, and what it actually takes to turn a POV into a purchase.
If you’re in product marketing, sales, or demand generation at a cybersecurity company, this episode will change how you think about the buyer journey and give you a blueprint to win trust, increase conversions, and build long-term influence with technical buyers.
What You’ll Learn in This Episode:
- Why emotional certainty - not ROI - is the key to winning a CISO’s trust
- The most common POV mistakes vendors make (and how to avoid them)
- How Jason evaluates vendors - and what gets them instantly disqualified
- The danger of relying on generic “What problems are you solving?” questions
- Why transparency beats feature-stuffing in every sales motion
- How to make your booth presence less awkward and more effective
- The impact of new SEC regulations on security budgeting and priorities
- Why buyers referring your product - even after saying no - is the ultimate win
If you’re serious about understanding what really drives buyer decisions in cybersecurity subscribe to Audience 1st Podcast. New episodes every week. Raw, unfiltered, and straight from the source - your buyers.
🎧 Listen now, take notes, and share with your GTM team.
In this episode of Risk & Real, host Jeffrey Wheatman sits down with Dani Woolf, co-founder of CyberSynapse and CEO of Audience 1st, to discuss a major shift happening in the cybersecurity industry: the decline of the traditional analyst model and the rise of direct buyer engagement.
Cybersecurity vendors that engage directly with their buyers gain faster, more actionable insights than those relying solely on traditional analyst firms.
Tune in as we discuss:
- The flaws in the traditional analyst model and why it’s no longer aligned with today’s fast-moving cybersecurity landscape.
- Why analyst reports take too long to produce and how they filter buyer insights.
- The power of direct buyer engagement and how vendors can gather real-time, unfiltered insights.
- Why cybersecurity vendors are cutting back on analyst firm budgets and shifting to a hybrid research model.
- How CyberSynapse enables vendors to talk directly to security practitioners, CISOs, and IT leaders.
Resources & Links:
Learn more about CyberSynapse: https://www.cybersynapse.io
Follow Dani Woolf on LinkedIn: https://www.linkedin.com/in/daniwoolf
Check out Audience 1st Podcast: https://audience1st.fm
Subscribe & Stay Connected!
Follow Risk & Real on Apple Podcasts, Spotify, or your favorite podcast app.
Connect with host Jeffrey Wheatman on LinkedIn: https://www.linkedin.com/in/jeffreywheatman
Don’t forget to leave a review if you enjoyed the episode!
Cloud security didn’t make life easier—it made it exponentially harder.
Security teams are stuck in legacy network security models while trying to secure cloud-native applications, security groups, IAM policies, and ephemeral workloads.
The result? Confusion, misalignment, and a security posture that can’t keep up with cloud speed.
In this episode of Audience 1st Podcast, I chatted with Kyle Wickert from AlgoSec about:
- Why network security teams struggle with cloud security models
- The hidden complexity of securing applications across multi-cloud environments
- Why firewalls and network segmentation don’t translate well to the cloud
- How security teams can gain visibility and control over cloud security policies
- The role of automation in bridging the gap between network security and cloud security
If you want to secure application connectivity across your hybrid environment, visit algosec.com.
What happens when you meet a cybersecurity founder over dinner and 12 hours later, they’re on your podcast?
You get one of the most brutally honest conversations about mobile security.
In this episode, Rocky Cole, co-founder of iVerify, lays out why mobile security is dangerously behind—and why businesses are in denial about the scale of the threat.
We dive into:
- The biggest myth in mobile security—why MDM (Mobile Device Management) is not a security tool and never was.
- Why enterprise security leaders are still ignoring mobile security (even when businesses are now prime targets).
- How attackers have outpaced traditional mobile security measures—and what needs to change.
- The operational bottlenecks holding CISOs back from fixing the problem—and how to work around them.
Rocky shares raw insights from the frontlines of mobile security, including how his team uncovered new Pegasus infections, why BYOD security is broken, and what companies should be doing NOW.
If you're still treating mobile devices differently than desktops, this episode will change your perspective—fast.
Welcome to the first episode of The Confident Cyber Marketer, a monthly series hosted by CyberSynapse.io!
In this special in-person episode from New York City, I'm joined by Ben Siegel to break down how cybersecurity marketers and sales teams can accelerate speed to buyer insights to gain a competitive edge.
In this tactical, no-BS conversation, we reveal why traditional analyst models fail, why most cybersecurity vendors get it wrong, and how real-time insights from buyers—not just customers—can drive better messaging, faster sales cycles, and higher conversion rates.
Key Takeaways and Topics Covered:
- Why cybersecurity marketing is broken—and how to fix it
- The myth of proprietary data in cybersecurity marketing
- Why most data doesn’t tell you the full buyer story
- The Rapid Buyer Insight Loop (RBIL) framework for gathering and applying insights in less than two weeks
- The difference between customer research vs. buyer research—and why both matter
- How traditional analyst models hold cybersecurity vendors back
- Real-world stories from Dani & Ben on how shifting to direct buyer insights changed everything
- How to operationalize fast, actionable insights across marketing, sales, and product
- Metrics that matter: Time to Insight, Time to Decision, Time to Value
- The high cost of getting your target audience wrong—and how to avoid it.
Resources & Links:🔗 CyberSynapse – Ready to ditch the traditional analyst model and get real insights from real key decision-makers? Visit CyberSynapse.io to schedule a quick call.
🔗 Connect with Dani & Ben – Let’s keep the conversation going! Find us on LinkedIn:
- Dani Woolf
- Ben Siegel
Don’t forget to subscribe, share, and leave a review if you found this episode valuable.
More deep dives into cybersecurity marketing that actually works coming soon!
In this episode of Audience 1st, I'm joined by Rob Shavell, co-founder of DeleteMe, to explore the data privacy space and the growing importance of human-centric security.
Rob will share his journey from Silicon Valley venture capitalist to privacy entrepreneur and how being a contrarian led him to build one of the leading services in the data removal space.
We'll dive into:
- Why privacy is no longer just a noun but an active set of actions.
- How AI and automation have transformed cybercrime into a “creative industry” and what it means for security teams.
- Why it’s difficult to quantify the impact of continuous data removal and how security leaders can build a better ROI story.
- How to overcome employee skepticism and drive adoption of security tools through simplicity and clear communication.
We will also discusses the future of privacy, emerging threats like AI-generated deepfakes, and what security practitioners need to do to protect their people in an increasingly hostile digital world.
Early in my career as a tech marketer, I was told that securing a top-right position in an analyst report was the way to gain credibility.
It didn’t take long before I started questioning the whole system.
In this episode of Audience 1st, I sat down with Chase Cunningham, VP of Security Market Research at G2 and Co-Founder of Demo-Force, to dig into a hot topic:
The flaws in the legacy analyst model and what a modern, buyer-centric approach to market intelligence looks like.
We explored how the legacy analyst firms operate, the influence of vendor dollars on rankings, and why many CMOs are quietly walking away from the old system.
Chase shared eye-opening insights into how buyers actually evaluate security solutions—hint: they’re relying more on peer reviews and real-world data than on Magic Quadrants.
Key takeaways from this episode:
- Why vendors are overpaying for analyst influence instead of listening to buyers.
- How data-driven insights from G2 are reshaping go-to-market strategies.
- The most overlooked buyer signals that vendors should start paying attention to.
- The shift from C-suite-targeted sales to winning over the “lieutenants” who make buying decisions.
- The real truth about security software pricing, discounts, and contract lengths.
If you're in cybersecurity marketing, product, or sales and looking for smarter ways to understand and reach your buyers, this episode is a must-listen.
Get free access to more than 100 million people researching, comparing, and buying software on G2 every year: https://sell.g2.com/
The way cybersecurity and IT software is sold today is fundamentally broken.
In this episode of Audience 1st, Chase Cunningham pulls no punches as we dive into why the traditional software demo and sales model is riddled with friction, killing deals, and frustrating buyers.
We unpack the biggest flaws in go-to-market strategies, including:
- Why buyers expect seamless, self-service access to software—and how vendors are failing them.
- How manual, high-friction demos slow down sales cycles and lose deals.
- Why vendor fear of transparency is outdated—and actually hurting revenue.
- How behavioral data and automation can transform demo-to-close rates.
Chase shares eye-opening stats on demo conversion rates, real-world examples of deals lost due to friction, and practical strategies for automating and optimizing the buyer experience.
If you're in marketing, sales, or product and tired of watching your pipeline stall due to outdated sales motions, this episode is a must-listen.
Learn how to ditch the friction, close more deals, and give buyers what they actually want here: https://www.demo-force.com/
The challenge is clear:
BISOs must bridge the widening gap between security priorities and business demands, often dealing with a space that is fraught with competing interests and high stakes.
But how do BISOs balance the demands of risk mitigation with the realities of operational goals?
How can they make meaningful connections with vendors who often fail to understand the nuances of their role?
These are the questions that Rob Dalzell, a Business Information Security Officer (BISO) at a major financial institution, grapples with regularly.
In this episode of Audience 1st, I had a candid conversation with Rob, where we unearthed invaluable insights into what drives buying decisions and operational realities for BISOs.
The art of successful startups isn't just in building the right product—it's in listening, pivoting, and solving real problems.
In this episode of Audience 1st Podcast, I sat down with James Farrow, co-founder of Cyft, to explore the intricate dance of startup growth, MSP market demands, and the mindset shifts required for success.
We covered everything from Cyft’s pivot from the MDR market to MSPs, to how a single user interview transformed the company’s trajectory.
James opened up about the emotional and operational challenges of building a startup, including how personal relationships fuel professional growth.
He also shared his mental models for approaching complex decisions, including first-principles thinking and inversion, and gave a glimpse into what’s next for Cyft as they scale their offerings.
This conversation is one of the more raw episodes I've had with a special guest, insightful, and packed with actionable advice for anyone building a business, especially in B2B tech.
Whether you’re pivoting, scaling, or just trying to stay true to your mission, James’ journey is a blueprint for thoughtful growth.
The biggest threats in cybersecurity don’t come from outside attackers—they come from within.
From toxic personal agendas to a lack of cross-functional collaboration, the real risk lies in how people operate, not just the systems they use.
It’s a hard truth for many leaders, but one that can transform organizations if embraced.
In this episode of Audience 1st Podcast, I had a real, raw conversation with Amy Chaney about what’s truly broken in cybersecurity leadership—and how to fix it.
We dove into the pervasive issue of personal agendas, the saturation of cybersecurity communities that often fail to deliver, and what separates good vendors from bad ones.
Amy also shared her insights on what it really takes to thrive as a Chief Risk Officer, her approach to balancing technical and human risks, and why collaboration—not ego—is the key to solving the industry’s toughest challenges.
We love to glamorize the adversary-chasing, midnight-oil-burning cybersecurity lifestyle.
I’ll admit, even I do it sometimes.
But the reality of malware research—the intense mental fortitude, the relentless strategic thinking—is often far less romantic and far more essential than we give it credit for.
Malware researchers aren’t just fighting sophisticated adversaries.
They’re engaged in a high-stakes, invisible chess game where each move reveals a little more of a hidden enemy.
The most significant challenge, however, isn’t the malware itself.
It’s likely the disconnect between the critical work of these researchers and the perception—and support—they receive from leadership.
That gap isn’t just unfortunate; it’s a vulnerability that leaves companies exposed in ways many don’t even realize.
Despite its impact, malware research remains one of the most misunderstood and demanding roles in cybersecurity.
In this episode, Dani Woolf, host of Audience 1st Podcast spoke with Michael Gorelik, CTO of Morphisec, and his insights offered a rare glimpse into a job that’s less about reacting to the latest threats and more about building a proactive defense—a foundation that keeps companies several steps ahead.
From firefighting immediate threats to pioneering innovative defense strategies, Michael’s work underscores the essential, often-overlooked nature of malware research.
He emphasizes the critical need for passion and motivation among malware researchers, details the daily responsibilities of malware analysts and incident responders, and explores the ethical challenges faced in the field.
Michael also outlines how Morphisec innovates in the ransomware protection space by leveraging Moving Target Defense and proactive visibility, as well as his philosophy on breaking routines to manage stress and maintain team morale.
The episode also highlights the importance of effective communication between different organizational levels and offers advice to both researchers and executives for enhancing mutual understanding and appreciation.
When was the last time you took a hard look at how disconnected your “customer insights” really are from the people you’re aiming to serve?
For years, companies have banked on traditional research firms and analyst reports, hoping these broad-stroke insights will guide their GTM strategies.
These methods serve a general narrative – not the nuanced truths that drive real connection and real value.
I fell into the same trap myself once.
I’d rely on this filtered, “aggregate” data and call it good.
But the more I engage directly with the people who matter – the end users, the practitioners – the more I realize:
The traditional analyst model is fundamentally broken.
And no one’s ready to admit it.
In the SEASON 3 kickoff of Audience 1st Podcast, I'm sitting down with Ben Siegel, GTM expert, former Gartner exec, CEO and Founder of The CyberNest, and partner in crime, to dive into a major shift in how cybersecurity companies connect with their buyers.
We’re challenging the old-school analyst model, pushing past generic reports and stale data to champion DIRECT relationships with the people who matter—security practitioners.
We’ll explore why hands-on research like interviews, focus groups, and community-led conversations are game-changers for your GTM strategies.
This conversation might very well be the wake-up call we ALL need.
Are you ready to break out of the echo chamber?
In this episode of Audience First, Dani Woolf welcomes cybersecurity expert and CISO of CYE, Ira Winkler. They delve into vendor practices, inclusion in cybersecurity events, and the need for meaningful content from marketers. Winkler highlights his initiative, CruiseCon, designed to be inclusive for all levels of professionals, and shares advice on building genuine relationships in the field. The conversation also touches on the challenges and dynamics of cybersecurity conferences like Black Hat and RSA.Key Takeaways:* Ensure that events provide access not only to executives but also to practitioners at all levels, enabling broader networking and learning opportunities. * Push for an end to the tiered experiences at events like Black Hat and RSA, advocating for equal opportunities and benefits for all attendees, regardless of status. * If you're in sales or marketing, do thorough research on your targets. Avoid aggressive, impersonal tactics like cold-calling and spamming LinkedIn. Instead, personalize your outreach. * If you're a small cybersecurity startup, target mid-sized companies to build credibility and grow sustainably, rather than immediately chasing large enterprises. * Invest in creating thought leadership content that addresses real problems and delivers value to practitioners, rather than just promoting products. * As a conference attendee or organizer, push for sessions that offer substantial research and insights, avoiding vendor pitches disguised as informative talks. * Advocate for a balance between commercialization and the original mission of conferences like Black Hat, ensuring that they continue to offer valuable content. * Whether interacting with current executives or former leaders, always treat individuals with respect and tailor your approach to their unique experiences and needs. * Encourage conference organizers to reassess and reallocate session content to maintain high-quality and relevant tracks, ensuring that attendees receive maximum value.
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In this episode of Audience 1st, Cecil Pineda, CISO of R1 RCM, and Yuval Wollman, President of CyberProof, delve into the cybersecurity in the healthcare industry. They discuss the impact of recent cyber attacks on healthcare organizations, specifically the Change Healthcare attack, the importance of vision in cybersecurity, and the challenges faced by CISOs in aligning security practices with organizational goals. The conversation highlights the need for speed, preparedness, and strong communication in managing cybersecurity incidents effectively.
Key Takeaways:* Rapid response and speed are crucial in managing cybersecurity incidents effectively. * Healthcare organizations must prioritize data protection and establish robust security measures due to the complex web of connectivity in the industry. * Collaborative partnerships with vendors and community engagement are essential in enhancing cybersecurity resilience. * Balancing consolidation versus layered approach in cybersecurity tools requires considering organizational risk and complexity. * Cultivating a culture of openness, trust, and clear communication is vital for effective cybersecurity practices.
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Join 1700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter
In this episode, Dani Woolf, CEO and Founder of Audience 1st, brings her 15 years of experience in tech marketing to the table. She shares her journey from working in-house as a marketer to running a qualitative customer research agency, driven by her frustrations and burnout in understanding the audience.
Anthony Johnson, CEO and Founder of Delve Risk, with his 25 years in cybersecurity, contributes his insights on the shifts in sales and marketing, including changes in content consumption, the rise of personal branding, understanding of buying behaviors, and the increasing role of AI in B2B sales and marketing.
Throughout the episode, Dani and AJ delve into various aspects of the industry, from the significance of brand visibility and trust in the evaluation process when choosing security solutions to the challenges faced by marketing teams in adapting to new tools and technologies. They also discuss the impact of the COVID-19 pandemic on events and the shift towards creating more memorable and impactful experiences for targeted audiences.
Key Takeaways:* Content remains king, with a shift towards short-form videos, podcasts, and community-driven content creation. * Personal branding plays a significant role in establishing trust with buyers in the cybersecurity industry. * Marketers and sales professionals are adapting to the changing buying behaviors of customers, emphasizing empathy and personalization. * The integration of AI in sales and marketing processes enhances automation and efficiency but requires a human touch. * There is a growing trend towards unique and personalized experiences in regional events, focusing on quality interactions over quantity.
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In this episode of Audience 1st Podcast, host Dani Woolf and Sivan Tehila, Founder and CEO of Onyxia Cyber, discuss the role of CISOs and the importance of aligning security initiatives with business objectives. Sivan emphasizes the need for a strategic approach in managing security programs and highlights the significance of leveraging data to optimize security stack capabilities. Through Onyxia, Sivan aims to empower CISOs with a platform that provides insights, predictions, and actionable recommendations to enhance security operations effectively.
Key Takeaways:* The role of CISOs is evolving to include a stronger focus on bridging security teams with business operations and aligning security strategies with overarching business goals. * Onyxia Cyber offers a platform that integrates with existing security tools to provide CISOs with actionable insights, predictions, and optimizations for their security programs. * There is a growing need for CISOs to adapt to evolving cybersecurity regulations and leverage data-driven approaches to improve security posture and demonstrate compliance. * Continuous engagement with customers, sharing knowledge, and integrating feedback are crucial for developing impactful products and services that address the evolving needs of the cybersecurity community. * Collaborative efforts, community engagement, and a commitment to ongoing learning and adaptation are vital for advancing cybersecurity practices and fostering a culture of innovation in the industry.
Take a Tour of the Onyxia Platform: https://www.onyxia.io/book-a-demo
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In this episode of Audience 1st Podcast, host Dani Woolf welcomes Ben Siegel, Founder and CEO of CyberNest. They delve into the importance of peer-led, community-driven research for cybersecurity professionals. Ben outlines The CyberNest’s growth from a free community to launching a specialized platform security teams aimed at facilitating better information sharing and collaboration within organizations. They discuss the limitations of traditional analyst firms and the rise of firsthand, trusted insights from security practitioners. The conversation emphasizes the value of making learning an integral part of security roles and explores the future of peer-led communities in the cybersecurity industry.
Key Takeaways:
- Overwhelmed security professionals can benefit from streamlined access to relevant information through peer-led communities.
- The Cyber Nest has evolved to offer a Teams platform that fosters collaboration and knowledge sharing among security teams within organizations.
- Trust and quality are key factors in peer-led information sharing, enabling practitioners to make informed decisions and streamline projects effectively.
- Bridging the gap between security vendors and buyers through expert insights helps improve product offerings and enhance customer relationships.
- Cultivating a community of trust within the cybersecurity space is essential for promoting collaboration, knowledge sharing, and professional development.
Apply to become a member of The CyberNest today: https://thecybernest.com/
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In this episode of Audience 1st Podcast, Avishai Wool, CTO of AlgoSec and Joshua Copeland, Director of Managed Security Services at Quadrant Information Security and professor at Tulane University, join host, Dani Woolf, to discuss the complexities of cloud security and the challenges practitioners face when migrating to the cloud.
They delve into the shift towards cloud-based infrastructure and the unique security human-centric, business, and technical considerations that come with it.
Avishai and Josh highlight the significance of understanding the interconnected nature of cloud and on-premise environments and provide practical steps to approaching a comprehensive, double layered approach to cloud security.
Key Takeaways:* The shift to the cloud brings about challenges in understanding what needs to be protected and how to address security risks effectively. * A successful cloud security strategy involves starting with visibility to identify misconfigurations and then focusing on network security to ensure connectivity between cloud and on-premise environments is secure. * To achieve good cloud security, organizations must align their security measures with business requirements and identify key stakeholders to make informed decisions. * The importance of having the right tooling in place for cloud security cannot be emphasized enough, as it helps in making informed decisions and managing thousands of security groups efficiently. * Assessing a brownfield cloud environment involves onboarding all accounts into a Cloud Security Posture Management solution to identify critical findings and assess the need for public IP addresses. * Understanding the nuances of cloud security requires a combination of knowledge, tools, and a thoughtful approach to addressing risks effectively in both greenfield and brownfield environments.
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In this episode of Audience 1st Podcast, Andrew Monaghan, Founder of Unstoppable.do and Host of Cyber GTM Talk. joins host, Dani Woolf, to discuss the power of value selling to drive success in the tech industry. With real-world examples and practical insights, Andrew and Dani dig into into the importance of understanding customer needs, engaging in ethical sales practices, and transforming the go-to-market approach to achieve sustainable growth.
Key Takeaways:* The key to successful sales is aligning your product with the biggest initiatives of your prospects. Show how you can help make their big goals a reality. * Value selling is not just about features and benefits, but about attaching your solution to the major business initiatives of your prospects. It's about impact and relevance. * Zscaler is a prime example of rigorous value selling, leading to substantial growth. It's about embedding the value sales mindset in leadership and translating messaging to focus on value, not just product features. * To shift to a value selling approach, sales professionals should lead by example, showcasing results before evangelizing the approach to stakeholders. Actions speak louder than words. * One of the worst practices Andrew has seen in security firms is fraudulently inflating numbers and channel stuffing for short-term gains. Ethics must be at the core of every go-to-market strategy. * Ethical go-to-market strategies are centered on truthfulness, transparency, and alignment with customer needs. Being ethical is not a choice, it's a must for building long-term customer relationships. * Value selling is about finding the why behind your prospects' actions, aligning your solution with their big initiatives, and driving impact. It's not just about selling a product, but about creating real value for your customers. * To excel in ethical go-to-market strategies, focus on being a good human being, portraying your company in the right light, and always staying true to your values. Ethics is not a compromise, it's a standard that must be upheld.
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In this episode of CyberMAYnia, Dani Woolf shares insights on the challenges faced while applying traditional marketing strategies in cybersecurity, Dani emphasizes the importance of customer research for business growth and customer retention. The discussion also explores the role of generative AI in marketing and how marketing in the cybersecurity space will evolve in the upcoming years.
Key Takeaways:
- Patience and resilience are essential for marketers in the cybersecurity industry, as rejection and setbacks are common.
- Collaboration between marketers and security practitioners is crucial for mutual success and innovation within the cybersecurity space.
- Effective marketing strategies in cybersecurity require a deep understanding of the industry and its people, and a focus on community and advocacy.
- Utilizing AI in marketing can enhance efficiency but must be approached with caution to avoid laziness and maintain quality.
- Networking, curiosity, and asking questions are key for individuals entering the cybersecurity field, facilitating learning and growth.
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In this live episode from the CISO XC Conference in Dallas Fort Worth, Texas, cybersecurity professionals engage in a candid discussion on the challenges, frustrations, and human aspects of the cybersecurity industry.
Dani Woolf, Host of Audience 1st Podcast, and Allan Alford, Host of The Cyber Ranch Podcast, uncover the top aspects of cybersecurity that has CISOs hopeful, among them:
- Increased Diversity of Thought and Background: One CISO expresses hope for the future of cybersecurity due to the increasing diversity of thought and background in the industry, which leads to a richer and more effective approach to security.
- Passionate and AI-Equipped Generation: Another CISO is hopeful about the passionate and AI-equipped younger generation entering the field, highlighting their willingness to serve and collaborate.
- Continuous Learning and Collaboration: The emphasis on continual learning and collaboration within the industry is a significant source of hope, as it fosters innovation and resilience.
- Purpose and Fulfillment in Making a Difference: The fulfillment and noble purpose of making a difference and affecting change in the security industry drive many CISOs to stay hopeful and passionate about their roles.
- Advancements in AI: While there are concerns, the advancements in AI are seen as a force multiplier that can significantly enhance cybersecurity capabilities when adopted effectively.
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In this live episode from the CISO XC Conference in Dallas Fort Worth, Texas, cybersecurity professionals engage in a candid discussion on the challenges, frustrations, and human aspects of the cybersecurity industry.
Dani Woolf, Host of Audience 1st Podcast, and Allan Alford, Host of The Cyber Ranch Podcast, uncover the top frustrations of CISOs, among them:
- The Need to Balance Empathy: Emphasize human connection, empathy, and treating employees like family to effectively engage in cybersecurity efforts.
- Risk Acceptance: Encourage taking calculated risks with cutting-edge technologies rather than strictly adhering to outdated regulatory frameworks.
- Authorizing Advanced Tech: Streamline technology authorization processes in defense sectors to keep pace with adversaries' advancements.
- Sole Focus Marketing Tech Making Business Cases: Avoid focusing solely on technological capabilities, instead align purchases with organization-wide security strategies.
- Expensive Dinners Over Transparent Communication and Relationship Building: Promote transparency and open conversations over incentivizing through expensive dinners, fostering genuine vendor-client relationships.
- Lack of Industry Collaboration: Highlight the importance of collaborative events for rapid maturity of cybersecurity practices and fostering a sense of community.
- Negative Vendor Relations: Practice reciprocation and appreciation with vendors to cultivate strong support without manipulation.
- Investment in Costly Sales Tools at the Expense of Security Tools: Advocate for a balanced financial approach where affordable cybersecurity investments are prioritized over costly sales tools.
- Echo Chambers Over Open Discussions: Encourage CISOs to share both successes and failures openly for collective improvement and robust decision-making.
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Join Dr. Chase Cunningham, Elliot Volkman, Clark Barron, George Kamide and me for what may likely be the most brutally honest RSA POST-Conference Recap you'll get from real security practitioners AND cybersecurity marketers.
Whether you're a regular attendee, a first-timer, or someone who's always wanted to go but couldn't make it, this is your chance to hear it straight from the insiders.
Here's how it's going down:
→ We're going to kick it off with expectations vs. reality: Did the actual experience live up to the hype?
→ We're adding to the Audience 1st sh*t list to uncover the glaring misses or underwhelming moments at the conference that we think deserve a spotlight for improvement.
→ We'll share our thoughts on new technologies and trends that emerged from the conference.
→ We'll give you key insights and examples from various vendors and sessions that knocked it out of the park.
→ Are we heading back to RSA next year? YUP! We're going to talk about what might we do differently based on this year’s learnings.
→ And for our honorary guest who didn’t attend, we'll dig into perceptions of the RSA Conference through social media and second-hand accounts.
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Join us for what may likely be the most brutally honest RSA Conference Truths you'll get from real security practitioners AND cybersecurity marketers. Whether you're a regular attendee, a first-timer, or someone who's always wanted to go but couldn't make it, this is your chance to hear it straight from the insiders.
Here's how it's going down:
→ We're going to kick things off by diving into the motivations behind our involvement in cybersecurity.
→ For those who have always wanted to attend RSA or are gearing up for this year, we've got seasoned advice tailored just for you. Learn how to make the most of the conference, what to prioritize, and how to navigate the show.
→ Ever wanted to just scream out your frustrations about RSA or cybersecurity events in general? Well, we're doing just that in a no-holds-barred segment where our guests and I let loose on everything from overhyped trends to the under-addressed issues that plague our field.
→ There are things often left unsaid in the cybersecurity space—flaws and all. We're breaking the silence on these topics, discussing what's wrong and why it’s rarely addressed openly.
→ Despite the challenges, there's always something to be hopeful for. We explore what's currently inspiring optimism in the world of cybersecurity and at the RSA Conference this year.
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In this episode, Dani Woolf shares her journey from being a digital and demand gen marketer to founding an agency focused on helping cybersecurity companies understand their buyers.
Dani discusses the importance of building trust with IT buyers and provides insights into why they are skeptical. She emphasizes the need for marketers and sales professionals to shift their mindset from profits over people to people over profits.
Dani also presents a framework for building trust with IT buyers, including nurturing curiosity, empathy, and likability, as well as delivering value.
She shares valuable experiences and insights from conversations with IT practitioners and offers practical tips for acquiring and retaining customers.
Key Takeaways* IT buyers are skeptical due to the complexity of B2B buying processes, the abundance of information and products, and negative experiences with aggressive or outdated marketing and sales tactics. * Building trust with IT buyers is crucial for reducing risk, establishing lasting relationships, and providing peace of mind. * To build trust, marketers and sales professionals should nurture curiosity, empathy, and likability, and be transparent, reliable, accountable, and resourceful. * Active listening, understanding, and authentic connection are essential for acquiring customers and delivering value that aligns with their goals and business outcomes. * Avoiding buzzwords, focusing on customer stories and industry trends, and providing clear and concise information can enhance messaging and resonate with IT buyers. * Retaining customers and turning them into loyal advocates requires consistent support, responsiveness, and engagement throughout the customer journey. * Taking feedback to heart and continuously improving based on customer insights can lead to second chances and long-term relationships with skeptical IT buyers.
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In this episode, Dani Woolf interviews James Farrow, co-founder of Cyft, about his journey from cybersecurity sales to building a solution that TRULY helps IT buyers and MSPs. James shares his change moment when he realized the importance of understanding customers as people and the challenges they face in the buying process. He discusses the insights he gained from conducting customer research and how Cyft is evolving to better serve the IT community. James also highlights the role of AI in enhancing the sales process and the importance of transparency in vendor-buyer interactions.
Key Takeaways:* Understanding customers as people and approaching sales conversations with empathy can lead to better outcomes and stronger relationships. * The gap between the way cybersecurity products are sold and how IT buyers want to buy creates challenges and confusion in the market. * Cyft is focused on helping MSPs and value-added resellers serve their customers by providing tools that streamline the sales process and enable better communication and collaboration. * AI can be a powerful tool for sales professionals, allowing them to capture and access important information quickly and easily. * Transparency and accessibility are key factors in building trust and improving the vendor-buyer relationship.
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In this episode, Clark Barron, host of Demand Gen Therapy, interviews Dani Woolf about the challenges and disillusionment faced by B2B marketers today. They discuss the importance of deep introspection and understanding customers on a qualitative level. Dani shares her experience of circumventing obstacles to gather the necessary information to improve her marketing efforts. They also explore the mindset of marketers and the need for a sense of purpose in the industry. The conversation highlights the importance of moving away from generic personas and focusing on individual human beings.
Key Takeaways:
- B2B marketers often face disillusionment due to being measured on metrics that don't make sense and working with limited resources.
- Deep introspection and understanding customers on a qualitative level are crucial for solving the existential crisis in B2B marketing.
- Circumventing obstacles and conducting research can provide valuable insights to improve marketing efforts.
- Marketers in the security industry are often driven by a sense of purpose and a desire to affect meaningful change.
- Marketers should be selective about the organizations they work for and focus on understanding their audience on a deep level.
In an industry whose goal is to protect people, purely profit-driven marketing makes no sense - and certainly doesn’t work.
After over a decade of running digital marketing for high-growth B2B technology startups, my guest, Dani Woolf, realized marketing is wildly different in information security.
It took her four years after joining the cybersecurity industry in 2018 to create Audience 1st, a customer research agency built on four pillars:
- curiosity to truly understand audiences
- empathy to listen first and identify cybersecurity buyers' pain points
- dedication to provide insights that promote growth
- and honest connection to establish authentic relationships with buyers.
Dani Woolf continues to do meaningful work for people who care as the Creator and Host of the Audience 1st podcast and the WTF Did I Just Read? Tech Sales and Marketing Edition Podcast.
Throughout this conversation, Dani shares her thoughts on marketers' role in cybersecurity, her "mission before money” mindset, and why repetition and messaging consistency are crucial in this space.
You'll also hear why we need leaders who choose peaceful and kind ways of communicating and why Dani believes the creative tension between old-school and modern marketers in cybersecurity is a good thing.
Additionally, Dani explains how she uses honesty to get real, deep insights from tech and IT pros, why she doubles down on being pragmatic and practical, and more ways to create positive change.
Listen to this episode to learn:
- Why Dani advocates for slowing down and opening our hearts in cybersecurity (3:00)
- How to avoid leaving people out through black-and-white approaches in communication (7:50)
- Why having creative tension is a good thing (14:40)
- How marketers can make a meaningful contribution to cybersecurity (18:30)
- How to set expectations to have in-depth conversations with tech and security leaders (27:00)
- Why it’s crucial to connecting with audiences beyond data (34:00)
- Which benefits come from being pragmatic, practical, and prescriptive (41:20)
Listen to the original episode at Cyber Empathy.
Ross Haleliuk joins the Audience 1st Podcast to discuss his background and his work in the cybersecurity industry. He shares his motivation for creating his blog, Venture in Security, and explains how he aims to simplify complex cybersecurity concepts for readers. Ross also discusses the challenges and opportunities in the industry, including the need for better evaluation methods for security tools. He highlights the importance of building relationships with security practitioners and the need for more diversity of experiences in the industry. Ross concludes by introducing his new book, "Cyber for Builders," which provides insights and guidance for building cybersecurity companies.
Key Takeaways:
- Ross Haleliuk's Diverse Roles: Ross discussed his multifaceted involvement in the cybersecurity world, including his positions at Lima Charlie, Venture in Security, and an angel syndicate for security practitioners. His diverse experiences provide a well-rounded perspective on the industry.
- Cybersecurity's Complexity: Ross shared his initial hesitations about entering the cybersecurity field due to its complexity. He eventually embraced the challenge, finding a passion for demystifying cybersecurity concepts for broader audiences.
- Creation of Venture in Security: Motivated by a desire to simplify cybersecurity knowledge, Ross started Venture in Security. He aims to make complex topics accessible to various stakeholders in the industry, including founders, marketers, salespeople, and practitioners.
- Breaking Down Complexity: Ross emphasized the importance of simplifying cybersecurity topics. He believes in making the industry understandable to those new to the field and those from different professional backgrounds.
- Vendor-Practitioner Dynamics: The conversation touched on the challenges between cybersecurity vendors and practitioners, highlighting issues like stigma, accessibility, and the one-sided nature of many vendor-practitioner interactions.
- Asymmetry of Information: Ross pointed out the significant information asymmetry in cybersecurity, where buyers struggle to assess the value and effectiveness of security tools, and sellers often make unverified claims.
- Bridging Industry Gaps: Ross suggested ways to bridge the gap between vendors and practitioners, emphasizing the need for building authentic relationships, and better understanding the needs of practitioners.
- Evaluating Cybersecurity Tools: The interview discussed the necessity for improved methods to evaluate cybersecurity tools, highlighting the challenge in assessing the effectiveness and value of these tools.
- Cyber for Builders Book: Ross announced his book, "Cyber for Builders," which serves as a comprehensive guide to building cybersecurity companies. The book covers industry understanding, trend evaluation, team assembly, fundraising, and go-to-market strategies.
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In this episode, host Dani Woolf is joined by Sue Bergamo, James Azar, and Chuck Herrin to discuss the challenges of API security in the context of digital transformation. They highlight the lack of visibility, tools, and control in organizations when it comes to API security. The panel emphasizes the importance of understanding the data flowing through APIs, having a clear ownership structure, and implementing secure development practices. They also discuss the impact of regulations and compliance on API security and the need for organizations to educate themselves and align their language with developers and application owners. In addition, the guests stress the importance of communication, collaboration, and education in addressing API security challenges.
Guests at a Glance:
- Sue Bergamo: Sue Bergamo is a longtime CIO and CISO who currently works as an executive advisor for BTE Partners. She advises innovative CEOs on cybersecurity and is passionate about protecting and securing data.
- James Azar: James Azar is the CTO and CSO of AP4 Group, a critical infrastructure company. He is responsible for the internal technology and security practices of the company and works with power plants, oil and gas companies, and aviation organizations.
- Chuck Herrin: Chuck Herrin is the CTO of an API security company called Wib. He has decades of experience as an attacker and defender and has served as a CISO multiple times. He is passionate about API security and helping organizations protect their data.
Key Takeaways:
- Lack of visibility, tools, and control are major challenges in API security.
- Organizations need to understand the data flowing through APIs and implement secure development practices.
- Ownership and accountability for API security should be clearly defined within organizations.
- Regulations and compliance frameworks are starting to specifically address API security.
- Security vendors should focus on eliminating false positives and providing guidance on addressing API vulnerabilities.
- Communication and collaboration between security teams and application owners are crucial for effective API security.
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In this episode, Dani Woolf interviews David B. Cross, the Senior Vice President and CISO for the Oracle SaaS Cloud. They discuss the importance of organic and dynamic conversations in podcasts, David's background in cybersecurity, and his passion for helping customers.
They also dive into the challenges and opportunities in the cloud security market, the maturity of professionals in the industry, and the decision-making process for cloud security solutions.
David shares insights on the preference for all-in-one solutions versus specialty tools, the importance of understanding the customer's business, and the need for collaboration and shared defense in the industry.
Key Takeaways:
- Organic and dynamic conversations make podcasts more engaging and valuable for listeners.
- The cloud security market is crowded and confused, with challenges in education and understanding the changes that come with moving to the cloud.
- The maturity of professionals in the cloud security market varies, depending on the industry and verticals.
- Decision-making for cloud security involves partnerships and collaboration between different departments and roles within an organization.
- All-in-one solutions and specialty tools have different appeals depending on the size and resources of the organization.
- Understanding the customer's business and pain points is crucial for vendors to provide effective solutions.
- Integration, flexibility, and compliance tie into the decision-making process for cloud security solutions.
- Sovereignty and the ability to run in different clouds and regions are becoming important factors in the cloud security market.
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Today is part three of this season’s 3-part kickoff series where Dani Woolf gives you all the lessons learned from a year and a half’s work doing deep qualitative customer research. In this episode, Dani and Clark Barron, Founder and Host of Demand Gen Therapy, explore the practical applications of customer insight in cybersecurity marketing.
They emphasize the need for marketers to understand the language and needs of their audience, as well as the importance of building genuine connections and relationships with customers.
They also discuss the challenges of the buyer's journey, the evaluation process, and the decision criteria, and provide recommendations for addressing these challenges as marketers who are faced with aggressive growth goals.
Key Takeaways:
- Marketers should demonstrate that they care about the cybersecurity industry and understand the language and needs of their audience.
- Gamification, dynamic experiences, and real stories can help fuel the motivation of cybersecurity practitioners.
- Marketers should simplify complex security topics and provide clear and concise information to non-technical stakeholders.
- Playbooks, toolkits, and quick decision-making guides can help address challenges related to tech complexity and regulatory changes.
- Marketers should focus on building genuine connections and relationships with customers and providing transparent and clear communication throughout the evaluation process.
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Today is part two of this season’s 3-part kickoff series where Dani Woolf gives you all the lessons learned from a year and a half’s work doing deep qualitative customer research.
We’re going to cover the top insights she learned from the 50+ buyers she interviewed.
As a refresher, it’s absolutely crucial to understand what it is you want to know from your research. Setting up goals is important or else your research will go to waste.
Going back to what Dani needed to know:
- What are the motivations for working in the cybersecurity industry?
- What are the biggest challenges they face in their role?
- What are the goals they need to achieve in their role?
- What are the triggers that cause them to even look for a new security solution?
- What are the constraints or barriers to buying?
- How do they do about searching for security solutions?
- How do they like to be treated by vendors specifically?
- What are big no-no’s when it comes to vendor relationships and customer service?
Whether you're a seasoned pro or just dipping your toes into the cyber and infosecurity space, the insights distilled on this week's episode of Audience 1st Podcast will help you understand not just the 'what', but the 'why' behind buyer decisions and experiences.
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Dani is kicking off this new season of Audience 1st Podcast with a 3-part series on the lessons learned from a year and a half of deep customer research in the cybersecurity field.
In this episode, we're diving into customer research mindset and methods that no one else in B2B marketing is really telling you about.
Dani emphasizes the importance of cognitive shifts required to phase into a customer-centric approach, continuous learning, and adapting strategies based on evolving customer needs.
The episode is rich with insights you aren't hearing from other B2B marketers on the most effective customer research practices and the importance of engaging directly with customers to gain deeper, more actionable insights.
Key Takeaways:
- Mindset Shift Before Strategy Implementation: Focus on internal mindset changes before optimizing external strategies.
- The Importance of Direct Customer Engagement: Overcoming barriers and engaging directly with customers for deeper insights.
- Personal Accountability in Research: The necessity of defining and pursuing relevant research objectives.
- Real Conversations Over Metrics: Prioritizing genuine customer interactions over chasing unrealistic goals.
- Valuing Feedback for Improvement: Embracing and learning from customer feedback and criticism.
- Diversity in Customer Perspectives: Recognizing the importance of various customer viewpoints.
- Leveraging Different Qualitative Research Methods: Utilizing various platforms and tools for effective customer research.
- Budget Constraints Shouldn't Limit Research: Implementing cost-effective customer research methods.
- Initiative in Customer Research: Taking proactive steps in customer research without waiting for higher approval.
- Organizational Responsibility in Customer Research: Emphasizing the role of every department in customer research.
- Effective Use of Simple Research Tools: Maximizing the potential of accessible and user-friendly research tools.
- The Power of Open-Ended Questions: Encouraging detailed responses and deeper insights.
- Probing for More In-Depth Answers: Techniques to dig deeper during customer interviews.
- The Significance of Active Listening: Importance of fully understanding customer communications.
- Understanding Non-Verbal Cues: The role of body language in gaining comprehensive insights.
- Applying Research Insights: The necessity of putting research findings into action.
- Continuous Customer Research: Recognizing customer research as an ongoing, evolving process.
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There was a thirst of having security knowledge and expertise, but there was no way for people to access it.
They can Google their face off, that's fine.
But with security, there are a lot of nuances that are particular to each company.
And so you kind of need someone that has been there and can provide an expert opinion.
These founders, all they want to know is what should I do now and what should I do later?
Brutally honest insights from Ayman Elsawah, Fractional CISO and Founder of Cloud Security Labs, vCISO advisory for B2B Saas Startups.
In this episode of Audience 1st Podcast, we uncover:
- Roles and responsibilities of a Fractional CISO:
- Misconceptions and challenges Ayman faces in the cybersecurity industry
- Ayman's ultimate goal as a fractional CISO
- Trend in the CISO role - from in-house CISO to fractional CISO
- Differences highlighted among in-house CISOs, fractional CISOs, and virtual CISOs.
- Importance of understanding the startup mentality and ensuring a good culture fit
- Use of metrics like security culture and compliance to gauge the success of security investments
- Vendor best practices to engage with fractional CISOs
Such critical insights unraveled in less than 41 minutes.
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Inaccessible security tools and solutions pose security risks and hinder individuals with disabilities from accessing and using them effectively.
Integrating accessibility into security products and services can improve usability, inclusivity, and security for all users.
Companies that prioritize accessibility in their security offerings can gain a competitive advantage and build a loyal customer base.
Brutally honest insights from Justin Merhoff, Director of Security at Deque Systems, Inc, a web accessibility software and services company.
In this episode of Audience 1st Podcast I JUST DROPPED, Justin and I explore his personal journey of becoming a cybersecurity professional and how he discovered the need for accessibility in security tools and solutions.
Some key insights from the episode are:
- Justin believes in the importance of accessibility in cybersecurity. He highlights the need for security tools to be accessible for screen reader users and the impact it has on security awareness training.
- Stakeholders in the cybersecurity industry have varying reactions to the intertwining of accessibility and security. While some understand the importance, others need to see it from a different angle. Justin encourages open dialogue and awareness to drive change.
- When evaluating security tools, Justin ensures they align with accessibility guidelines and standards. He mentions the importance of Voluntary Product Accessibility Templates (VPATs) and adherence to WCAG guidelines.
- Justin reflects on the need for empathy and feedback in the industry. He shares his own journey of becoming more empathetic towards BDRs and emphasizes the importance of keeping security vendors on their toes.
- Justin shares an experience with Traceless.io, a vendor that handled a misunderstanding well. They sent him a frisbee, which became a bonding activity with his son. He emphasizes the impact of small gestures in building positive relationships.
- Justin's insights highlight the need for accessibility in cybersecurity and the importance of inclusion. He calls for global collaboration and opportunities for talent from overlooked regions like Africa.
Such critical insights unraveled in less than 38 minutes.
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When it comes to metrics and the ROI of tradeshows:
Sometimes CMOs see a very tight-knit KPI.
And that’s where the problem lies.
It’s not that those KPIs are necessarily bad, it’s just that they’re the wrong ones.
And they desperately need to be updated.
Brutally honest insights from Charles Payne, CISO at Neptune Media.
In this episode of Audience 1st Podcast I JUST dropped, Charles and I talk about:
- Aspects of smaller events that attract security buyer attention
- Common mistakes vendors make at ancillary events and how to avoid them
- How ancillary events influence purchasing decisions
- How smaller events affect the perception of a company’s brand and strategies companies can employ to use this to their advantage
- Insights into certain types of technologies or solutions security buyers are more inclined to explore at smaller events as opposed to larger ones
- Types of follow-up actions by vendors that leave a lasting impact after smaller events
Such critical insights unraveled in less than 39 minutes.
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Your CFP was approved and you’re about to give a public talk.
Before giving a getting on stage at a large (or small) event:
You've gotta get your entire talk that you want give people down to:
What is the core ride or die message?
That is your through-line in all of your stuff.
Everything must be connected to that.
And then do NOT embrace every single of your 40 talking points.
Find five.
And those five should matter to your person.
If you don't know if they'll matter to your person, you haven't done your research.
Brutally honest insights from Kirsten Rourke, founder of Rourke Training, Performance and Engagement Coaching for Speakers Who Love the Spotlight and Those Who Have to Survive It.
In this episode of Audience 1st Podcast I JUST dropped, Kirsten and I talk about:
→ Challenges executives face in public speaking, according to an expert perspective.
→ Top three universal skills or principles everyone should master, regardless of their profession.
→ The application of 'know your audience' concept when conveying technical or data-heavy information to a non-tech savvy audience, such as in board meetings.
→ Suggestions for professionals on how to keep their audience engaged during complex or technical presentations, such as in cybersecurity.
→ Strategies for introverted professionals, especially in fields like cybersecurity, to overcome the fear of public speaking.
→ The incorporation of body language and non-verbal communication to enhance public speaking abilities.
→ Common mistakes professionals make in public speaking and methods to avoid them.
→ Advice for individuals who regularly present complex data and analytics, such as marketing or cybersecurity professionals.
→ Closing thoughts and key takeaways for listeners, including marketers, salespeople, and cybersecurity professionals, to apply in their roles.
→ Information on how to contact or enroll in public speaking programs for those interested in advancing their skills.
Such critical insights unraveled in less than 45 minutes.
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There's a massive disconnect between product/solution providers and the people building cybersecurity programs in the industry.
The programs are built to standards.
So what if product companies start building products to meet those standards?
Product vendors should be able to (but often can’t) tell what type of program they are building to and how they meet the controls inside that framework.
We need to have risk management and to be able to make decisions.
We need to shape people's thinking around and away from this auditor, pure “black and white” view in order to bring positive changes to the industry.
Brutally honest insights from Brian Haugli, CEO of SideChannel, Former F500 CISO & CSO and Founder of RealCISO.io.
In this episode, Dani Woolf had a conversation with Brian about his challenges, goals, what vendors do that piss him off, and the alternatives.
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Purple, red, orange, green, blue teams - there's this whole security color wheel.
We need to realize that we all play a part in the same cycle and we could all work together a lot more effectively than if we work against each other.
So when everyone's collaborating, talking and understanding their part - all the colors combine.
This is one big, beautiful security utopia called white teaming.
Brutally honest insights from Maril Vernon a.k.a SheWhoHacks, Offensive Security Engineer, Purple Teamer, COO of Teach Kids Tech and Co-founder and Co-host of The Cyber Queens.
In this episode of Audience 1st Podcast, Dani Woolf had a conversation with Maril about her challenges as an offensive security engineer and purple teamer, her goals, what vendors do that piss her off, and the alternatives.
They uncovered
- How did Maril get into the cybersecurity industry?
- Is having a creative background (or even a business background) helpful working in the tech industry?
- Why is providing diversity so important in the tech industry?
- What does Maril hate most about the cybersecurity industry?
- Maril’s bleeding neck challenge as an offensive security engineer and a purple teamer
- What's Maril’s ultimate goal as an offensive security engineer?
- How does Maril vet solutions as an offensive security engineer?
- Questions an offensive security engineer may ask in their buying decision-making process
- What kind of tools could you pitch to a purple teamer? What kinds of things do they look for to make their job easier?
- Where does Maril usually look for and find the necessary tools?
- Cardinal rules security vendors, marketers, sales, what's above, below, in between, are breaking
- And more!
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In a world overflowing with buzzwords and sales tactics, Dani Woolf and George Kamide have joined forces to investigate the gaps between cybersecurity vendor marketing strategies and the actual needs and expectations of cybersecurity leaders.
Their recent study aims to illuminate how vendors market, position, and message their products and services, and how these strategies align (or don't) with the evaluation and purchasing behaviors of cybersecurity leaders.
This candid conversation, hosted by Chris Cochran, promises to challenge the status quo, providing a fresh perspective on cybersecurity marketing and sales. Tune in to learn, engage, and transform the way you approach your marketing and sales strategy.
Don't miss this chance to cut through the buzzwords and jargon, and get down to what really matters.
Download the 2023 RSA Conference Messaging Analysis and Buyer Research Report: https://www.audience1st.fm/2023-rsa-conference-messaging-analysis-buyer-research-report
With the accelerating proliferation of cyber threats, a challenge at hand involves addressing the human attack surface - the interaction point where end-users, such as employees or clients, can be targeted by malicious cyber actors.
It is the human element, as much as any technology, that often forms the root cause of most compromises.
Brutally honest insights from Matt Polak, CEO of Picnic Corporation, and Jeff Farinich, CISO of New American Funding.
In this episode of Audience 1st, Jeff, Matt and Dani uncover:
- How security practitioners are approaching the problem of the root cause of the majority of compromises - the human element
- The barriers to success when it comes to human attack surface protection
- How CISOs justify new spend on human attack surface protection solutions in environments where budgets are flat/declining
- How technologies like human attack surface protection tools change practitioner workflows
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There's a constant drive in the cybersecurity field to not just sell, but to sell in a way that's attractive or groundbreaking—almost as if companies are compelled to constantly outdo each other in originality to meet their audience's inflated expectations.
Evgeniy laments that the industry's focus has strayed too far from fundamental tasks towards more creative, attention-grabbing ones.
The importance of basics needs to be reaffirmed as an antidote to the intoxicating and potentially misleading influence of hype.
Evgeniy indicates that practitioners can adopt a more systematic approach to their decision-making processes to avoid succumbing to industry hype.
Brutally honest insights from Evgeniy Kharam, Cybersecurity Zero Trust Architect and a Founder of Cyber Inspiration Podcast.
In this episode, Dani Woolf had a conversation with Evgeniy about his challenges, goals, what vendors do that piss him off, and the alternatives.
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If you’re working your way into a CISO's inbox:
Take a more humanizing approach and cultivate trust-based relationships.
It’s important to draw the line between an appropriate business outreach and a stalker mode.
Be willing to be vulnerable because it's going to really benefit your career and do good
Brutally honest insights from George Al-Koura Al Koura, Co-Host of Bare Knuckles & Brass Tacks Podcast and CISO of Ruby.
In this episode of Audience 1st, Dani Woolf is had a conversation with George about his challenges, goals, what vendors do that piss him off, and the alternatives.
We uncovered:
- Why are so many people in the military getting into cybersecurity after service?
- What does George hate most about the cybersecurity industry?
- What is a humanizing approach to sales outreach and how does it affect CISO?
- As a CISO, what's George’s one bleeding neck challenge and what's the ultimate goal he’s trying to achieve?
- Are there any differences or anomalies right now in the market that sales pros and marketers can learn from to take advantage of?
- What does a valuable, trust-based relationship look like digitally?
- What are some cardinal rules security vendors, marketers, and sales teams are breaking these days?
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When a CISO starts evaluating a new product, they start evaluating the people they’re going to work with and only then evaluate the vendor from a technological perspective.
Because at the end of the day they do business with people, not just with products.
Building brand awareness and trust is very important. Why would you give access to your financial accounts if there’s no trust?
Brutally honest insights from May Brooks, CISO, Founder and Chairwoman of the Board of Helena Cybersecurity Awareness.
In this episode, Dani Woolf had a conversation with May about her challenges, goals, what vendors do that piss her off, and the alternatives.
We also covered:
- What May does from a day-to-day basis as a cybersecurity expert and what’s her ultimate goal.
- What is May’s one bleeding neck challenge right now as the deputy CISO?
- What is the ultimate goal May’s trying to achieve as a security practitioner?
- What are ways that May evaluates people within a potential vendor?
- What are differences or anomalies salespeople and marketers can learn from in order to stand out in CISOs’ eyes.
- How would a salesperson or marketer understand a CISO’s priorities best? What would be the way to extract that data not under an NDA?
- Why is building brand awareness and trust so important in cybersecurity?
- Cardinal rules security vendors, marketers, and sales teams are breaking these days.
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A marketer, seller, and CISO meet in a LinkedIn Live after RSA Conference
You finish the rest.
Or join Andres Andreu, Maria Graham, and Dani Woolf to unveil their top insights from this year's 2023 RSA Conference from their lens of the world.
Tune into Audience 1st Podcast to:
- Get a first-hand overview of what it was like at RSAC this year
- Understand major hits and misses at the expo
- Explore how to bridge gaps discovered in the industry during the conference
- Learn how events like these helped progress growth
- Discover best practices for engaging your audience at large events like RSA
- and more!
Join Audience 1st Newsletter Today
Join 1300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter
Today, as a cybersecurity seller, being a technical and a business person is very relevant.
But in order to keep up with the pace of change, the technologies, the dynamic market and aggressive growth goals, you have to be an active listener and to be present.
When you understand your customer’s goals and challenges, then you can bring a technical enough team to the table that could actually get buyers answers effectively and efficiently.
You drive change by leaning from the front and it's not only on the sales and marketing folks to do that. The C-Suite is equally responsible as well.
Brutally honest insights from Chris Federico, Head of Global Cloud Security Sales of Check Point and Chris Roberts, CISO and Senior Director of Boom Supersonic.
In this conversation, Dani Woolf had a conversation with Chris² about:
- How solutions and behaviors in the cybersecurity space changed over time both from the buying side and also from the sales and marketing side
- Bundling and unbundling of solutions over time - what’s the deal?
- How the scenery at the cybersecurity vendor expos has changed
- What is REAL differentiation and why is it so crucial in this market?
- What can actually help to build and gain the trust among buyers and vendors?
- What are the old bullshit tactics that companies still use that just won’t fly anymore today?
- How to successfully identify customer needs and challenges
- How boards of directors evolved in the cybersecurity industry
- The steps that can be taken to start affecting change within the organization and among the buyer and the salespeople community to allow for more successful collaboration
This episode was sponsored by Check Point Technologies, a leading provider of cybersecurity solutions to over 100,000 corporate enterprises and governments globally.
Check Point Infinity's portfolio of solutions, protects enterprises and public organizations from fifth generation cyber attacks with an industry leading catch rate of malware, ransomware, and other threats. To learn more about checkpoint and its infinity portfolio. Visit checkpoint.com.
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Join 1300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter
When a concept or strategy gains enough traction, marketing and sales jump in to capitalize on it, and eventually, it becomes a poisoned well from which people draw.
This happens not because the strategy itself lacks merit, but because we, as humans, get saturated with information, and anything that everyone is talking about begins to seem like BS.
However, just because there's a lot of noise around a particular concept doesn't mean that there isn't something valuable at the core.
Brutally honest insights from Aaron Brongersma, Leader of the Cloud Center of Excellence at Checkpoint and Chase Cunningham Chief Strategy Officer (CSO) at Ericom Software.
In this episode, Dani Woolf had a conversation with Aaron and Chase about:
- The real deal with all the stigma around Zero Trust
- How vendors can prescriptively and successfully map solutions to the Zero Trust eXtended framework
- Ways vendors can better understand their buyers
- How the Zero Trust eXtended framework is shifting given the dynamic nature of the market
- Ways cybersecurity vendors and the folks working for the vendors can quickly and authentically establish trust with buyers
- Where Zero Trust heading in the next 3 to 5 years
This episode was sponsored by Check Point Technologies, a leading provider of cybersecurity solutions to over 100,000 corporate enterprises and governments globally.
Check Point Infinity's portfolio of solutions, protects enterprises and public organizations from fifth generation cyber attacks with an industry leading catch rate of malware, ransomware, and other threats. To learn more about checkpoint and its infinity portfolio. Visit checkpoint.com.
Join Audience 1st Newsletter Today
Join 1300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter
Security professionals sometimes find it hard to absorb the notion that the cloud was actually by definition designed for developers.
A developer is not a regular techie. In fact, they are not a techie at all. A developer is a creative person.
And if you put any constraints on a creative person, you will kill their creativity.
Security pros may not be able to understand them but they have to try, listen and hear them in order to simplify their lives.
Brutally honest insights from TJ Gonen, Vice President for Cloud Security of Check Point, and Dmitriy Sokolovskiy, CSO/CISO of Avid and Principal CISO Advisor, Lead Instructor of Audience 1st.
In this episode, Dani Woolf had a conversation with TJ and Dmitriy about:
- The challenges of keeping up with the fast-paced world of cybersecurity and how vendors can help digest all the technology changes happening.
- The "1-3-2" and "Start-Stop-Continue" methods for strategic planning in the cybersecurity industry and how to use them to gain a deeper understanding of an organization and develop a strategic plan to keep up with the industry.
- The complexities that exist with the shift to the cloud and how to address them.
- The real purpose and value of the cloud and how security professionals can adapt to new ways of doing things to enable developers to move faster without compromising on security.
- The importance of simplifying developers' lives and how to approach the shift to the cloud with caution and a clear understanding of the risks and challenges associated with it.
- The importance of listening to developers and approaching them with empathy to work together to create a more productive environment.
This episode was sponsored by Check Point Technologies, a leading provider of cybersecurity solutions to over 100,000 corporate enterprises and governments globally.
Checkpoint Infinity's portfolio of solutions, protects enterprises and public organizations from fifth generation cyber attacks with an industry leading catch rate of malware, ransomware, and other threats. To learn more about checkpoint and its infinity portfolio. Visit checkpoint.com.
Join Audience 1st Newsletter Today
Join 1300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter
There is a shift in the world. Developers are starting to use the cloud and they're starting to get a lot of power.
And with that power comes the responsibility that’s why using developer friendly tools is critical in order to have your organization protected.
We need to remember that at the end of the day, we are not in the business of eliminating risks, our goal is to do whatever we can to minimize the risk.
Brutally honest insights from Idan Didi, Head of Sales - Developer First Security of Check Point, Co-founder & COO of Spectral and Bipin Gajbhiye, Security Partner of Stripe.
In this episode, Dani Woolf had a conversation with Idan and Bipin about:
- Idan and Bipin’s motivations for working in cybersecurity
- Their bleeding-neck challenges in their roles
- How do application security engineers prioritize to stay ahead of potential breaches?
- What is developer-first security and why “first”?
- 3 prescriptive ways security practitioners can help developers become champions in shift left security
- What are the measures of success for developers focusing on developer-first security?
- How do application security engineers choose security tools and what are their decision criteria?
- Market anomalies to take advantage of in DevSecOps
This episode was sponsored by Check Point Technologies, a leading provider of cybersecurity solutions to over 100,000 corporate enterprises and governments globally.
Checkpoint Infinity's portfolio of solutions, protects enterprises and public organizations from fifth generation cyber attacks with an industry leading catch rate of malware, ransomware, and other threats. To learn more about checkpoint and its infinity portfolio. Visit checkpoint.com.
Join Audience 1st Newsletter Today
Join 1300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter
Listening deeply to the market before you even put pen to paper and draw your first paper prototype is very important.
In terms of the buying process, in order to be more productive and efficient as an industry you have to build relationship capital with your customers.
Don’t treat your buyer as a potential target, an account, or as a number; treat them as a person.
Not every big name vendor fits every single buyer out there. “One size fits all” doesn't work in the cyberspace anymore.
We should all be more gutsy about changing the script and changing how things are done.
Brutally honest insights from Victoria Germanova, Founder & CEO of Callity.
In this episode, Dani Woolf had a conversation with Victoria about:
- Tactics and strategies to successfully reach buyers and get them to open up.
- Why buyers are feeling like things are rushed from renewals or an expansion standpoint.
- Challenges that vendors are experiencing in terms of the buying process with cybersecurity buyers.
- How both buyers and vendors can be more productive and efficient as an industry in terms of the buying process.
- What Callity is and what solutions they are providing to the industry.
- How to bridge the gap that occurs between the human element and automation when trying to build relationship capital.
- Feedback points from buyers that are helping Victoria formulate next steps for Callity and the cybersecurity industry.
Join Audience 1st Newsletter TodayJoin 1002+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter
We often think that our challenges are unique to cybersecurity as opposed to pretty normal historical human ones and we don't look outside of our domain often enough for finding potential solutions.
Coming from completely different backgrounds often helps people find and apply a unique solution to a problem.
Don’t be afraid to ask questions, think critically.
Know how to learn in order to communicate efficiently and effectively and prevent organizational silos between both sides of the industry.
It’s crucial to work on your soft skills and build strong relationships in order to shift from being a transactional seller to a trusted advisor.
Brutally honest insights from Dutch Schwartz, Cloud Security Strategist, Trusted Advisor and Speaker at Amazon Web Services (AWS).
In this episode, Dani Woolf had a conversation with Dutch about his challenges, goals, what vendors do that piss him off, and the alternatives.
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In this episode of Phishy Business, we discuss how cybersecurity marketing, sales, and support are for the most part inadequate, and how there can be a big disconnect between how marketers market and how technology professionals buy. We talk more about how marketing should consider the customer experience and how marketing departments should not only market their products and services but should also be active listeners and understand what their buyers need and want. Our special guest is cybersecurity marketing expert and podcaster Dani Woolf, who spent the past decade running high impact marketing departments for technology startups. She has since started Audience 1st to help cybersecurity vendors understand what CIOs and CISOs really want from them. Dani helps cybersecurity marketers better understand their buyers so they can sell more. In ‘Marketing as Customer Experience – Be an Active Listener’, we discuss:* How cybersecurity can help solve very complex problems. * Vendors should have a ‘mission over money’ mindset. * Some traditional demand- and lead-gen techniques that don’t work with a cybersecurity audience. * Why CISOs tend to be a more cynical and less trustworthy audience, which is understandable because of the high stakes and stressful nature of the job. * Co-creating with influencers who have polarizing opinions in the market is a good strategy in cybersecurity marketing. * How the cybersecurity community values concise and clear content. * The fact that technology leaders want marketing to be authentic and to cut through the ‘noise’. * The mass over use of buzzwords that is all too common and alarming in the sector. * How the cybersecurity community is open to giving feedback and taking feedback and how not a lot of vendors take advantage of this. * That in order to be successful, marketing mindset needs to shift from product first to customer first.
This podcast was originally published on Phishy Business Spotify: https://open.spotify.com/episode/2D1VVBsdis20XZGQoxa6SX
About Phishy Business
Fed up with the same old cybersecurity stories?
Come with us on a journey that explores the lesser-known side. Whether it’s social engineering, taking criminals to court or the journalists hunting down hackers — our new podcast series, Phishy Business, looks for new ways to think about cybersecurity. Mimecast’s very own Brian Pinnock and Alice Jeffery are joined by guests from a range of unique security specialisms. Each episode explores tales of risk, reward and just a dash of ridiculousness to learn how we can all improve in the fight to stay safe. For more tales of risk, reward and ridiculousness, subscribe to Phishy Business on iTunes, Spotify, Anchor or wherever you get your podcasts: www.mimecast.com
In a startup, the CISO role is far more intense and it's more intense for a whole slew of reasons. Startups don't have a lot of money. But knowing that we're building a product, it is really important to have security built in from the ground up, because it is a priority. So you're a CISO but you're a security architect and you're security engineer and you're analyst. And your ability was compliance and privacy. And you're doing everything and you're trying to do it on a shoestring budget and the creativeness and your ability to squeeze the lemon for every single last piece of dues is so critical.Brutally honest insights from James J Azar, CISO/CTO and a host of Cyber Hub podcast, CISO Talk, Good by Privacy and Daily Cyber Hub podcast.
In this episode, Dani Woolf had a conversation with James about his challenges, goals, what vendors do that piss him off, and the alternatives, along with:
- The difference between a startup CISO and a CISO within an enterprise organization
- Why is the maturity of security teams a real thing?
- Why defining security maturity in larger enterprises is difficult
- What is a startup CISO's bleeding neck challenge?
- The main factors in the decision-making process that trigger a startup CISO to buy a cybersecurity tool, product or service
- What are differences or anomalies in the cybersecurity market that partners can take advantage of to stand out?
- Why is podcasting still valuable in the cybersecurity community?
- Cardinal rules cybersecurity vendors are breaking in the eyes of a security practitioner
Join Audience 1st Today
Join 750+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter
Whenever you're ready, there are 3 ways I can help you and your go-to-market team:
1. Conduct a one-to-one interview with an existing or ideal customer and extract the most useful insights and recommendations for action.
2. Connect you with our CISO Panel to validate an idea, trend, message, service or product.
3. Plan and facilitate a customer advisory board (CAB) with your key customers to drive loyalty for your company's brand.
Welcome to the last episode of Audience 1st for 2022! Wow, when I first started the show back in March, I created it as a tool for myself to better learn about the audiences that I wanted to engage and persuade.
Little did I know it would resonate so well with the cybersecurity community - both from the practitioner side and the go-to-market and business side.
So, I want to THANK all of my loyal followers, 700 strong and growing within the A1 community, and my awesoem guests, who took time out of their busy schedules to tell me the brutally honest truth.
Why? So that I and WE can get better at how we engage, persuade, and acquire and retain customers in this complex industry.
Alright, what’s this episode about? Well, these past 9 months have been one large curation exercise. I compiled the best nuggets from all 23 interviews with cybersecurity buyers. They did not hold back. And neither did I.
SO, enjoy this show. Thanks for a successful and fruitful 2022 and…..here’s to an even better '23!
Join Audience 1st Today
Join 700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Whenever you're ready, there are 3 ways I can help you and your go-to-market team:
1. Conduct a one-to-one interview with an existing or ideal customer and extract the most useful insights and recommendations for action.
2. Connect you with our CISO Panel to validate an idea, trend, message, service or product.
3. Plan and facilitate a customer advisory board (CAB) with your key customers to drive loyalty for your company's brand.
Vendors need to start building relationships.
Instead of looking at lead filters or lead generation.
They need to start integrating with the community a bit more.
And they need to start learning from the people on the ground, just building communities, essentially, because those communities are going to be filled with potential leaders of the future.
And if you can get really good relationships with them now, that's going to influence buying decisions in the future.
Brutally honest insights from Jay Jay Davey, SOC Client Lead, Chief Educational Support Officer, and Advisor.
In this episode, I had a conversation with Jay Jay about his challenges, goals, what vendors do that piss him off, and the alternatives.
Join Audience 1st Today
Join 700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Whenever you're ready, there are 3 ways I can help you and your go-to-market team:
1. Conduct a one-to-one interview with an existing or ideal customer and extract the most useful insights and recommendations for action.
2. Connect you with our CISO Panel to validate an idea, trend, message, service or product.
3. Plan and facilitate a customer advisory board (CAB) with your key customers to drive loyalty for your company's brand.
Every time a vendor comes through the door, what they're looking at is just a closure of a deal.
After a project is delivered, feedback is something which is missing and which I think vendors can take advantage of.
Having frequent service evaluation calls or catch up calls with us so that they can serve us better is not only beneficial to security practitioners, but for the vendors themselves.
The industry moving in that direction, but currently this service-based mindset is largely missing in cybersecurity.
Rich insights from Dheeraj Pandey, CISO & Head of Organization at Crédit Agricole Corporate & Investment Bank, India.
In this episode, I had a brutally honest conversation with Dheeraj about his challenges, goals, the value of community and peer to peer engagement, how to best leverage community as a vendor, what vendors do that piss him off, and the alternatives.
Join Audience 1st Today
Join 700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Whenever you're ready, there are 3 ways I can help you and your go-to-market team:
1. Conduct a one-to-one interview with an existing or ideal customer and extract the most useful insights and recommendations for action.
2. Connect you with our CISO Panel to validate an idea, trend, message, service or product.
3. Plan and facilitate a customer advisory board (CAB) with your key customers to drive loyalty for your company's brand.
Customer advocacy and loyalty. Lots of people talk about how important it is.
Not many talk about how to actually successfully achieve it in the cybersecurity industry.
In this third (and last) session of the CISO + Sellers Mashup Series: Building Relationship Capital, we're going to uncover the methods to turn CISOs into loyal customers, not just within your organization, but throughout your entire career.
Join Audience 1st Today
Join 650+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Whenever you're ready, there are 3 ways I can help you and your go-to-market team:
1. Conduct a one-to-one interview with an existing or ideal customer and extract the most useful insights and recommendations for action.
2. Connect you with our CISO Panel to validate an idea, trend, message, service or product.
3. Plan and facilitate a customer advisory board (CAB) with your key customers to drive loyalty for your company's brand.
You’ve established the first connection with a CISO.
How do you now retain that relationship?
In this second session of the Audience 1st CISO Sellers Mashup Series, Erika Eakins, Dmitriy Sokolovskiy, CISSP, QTE, Carlos Guerrero, Chris Roberts, and Dani Woolf uncover how to keep a valuable bi-directional partnership with CISOs without...well...screwing it up.
Resonate with Buyers: Discover how to communicate in terms that are important to cybersecurity buyers and your customers.
Establish Advisor Status: Learn ways you can demonstrate value to your customers to maintain a lasting and ROI-driven relationship.
Create Loyal, Long-Term Partnerships: Explore ways to increase your potential annual recurring revenue (PARR) by keeping your customers as advocates and loyal partners
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Join 650+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Whenever you're ready, there are 3 ways I can help you and your go-to-market team:
1. Conduct a one-to-one interview with an existing or ideal customer and extract the most useful insights and recommendations for action.
2. Connect you with our CISO Panel to validate an idea, trend, message, service or product.
3. Plan and facilitate a customer advisory board (CAB) with your key customers to drive loyalty for your company's brand.
Shady or unclear outreach techniques, lack of soft skills, buyer difficulty to separate the wheat from the chaff.
The more cybersecurity vendors and technologies are created, the less effective communication techniques are and the stronger the disconnection between buyer and seller becomes, making it harder for buyers to trust sellers and purchase new tech.
In this first session of the CISO Sellers Mashup Series, we are going deep on how to start meaningful conversations with the people that you care about.
What's in it for you?
- Understand cybersecurity buyers challenges & what will make you likable as a professional in the industry
- Learn what it means to actively listen to your audience, what you should be listening for, and how to apply it.
- Learn how to initiate conversations with cybersecurity buyers, what resonates with them, and what upsets them.
BONUS: Join us live to get the opportunity to ask the panel any questions you may have.
Thanks to our panelist: Carlos Guerrero Chris Roberts Dmitriy Sokolovskiy Erika Eakins
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Join 650+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Whenever you're ready, there are 3 ways I can help you and your go-to-market team:
1. Conduct a one-to-one interview with an existing or ideal customer and extract the most useful insights and recommendations for action.
2. Connect you with our CISO Panel to validate an idea, trend, message, service or product.
3. Plan and facilitate a customer advisory board (CAB) with your key customers to drive loyalty for your company's brand.
Peer to peer and community is so valuable in the cybersecurity industry.
Buyers cannot just rely on vendors to tell them their product is “the best thing since sliced bread.”
It’s best to ask for advice because buyers’ peers have experience with tools and openly share them.
That feedback and those stories helps drive them towards a POC.
Because a POC is so limited. Buyers cannot identify the value and problems in a short 30-60 day POC.
Rich insights from Cecil Pineda, SVP/CISO for a Healthcare Revenue Cycle Management Company.
In this episode, I had a brutally honest conversation with Cecil about his challenges, goals, the value of community and peer to peer engagement, how to best leverage community as a vendor, what vendors do that piss him off, and the alternatives.
Join Audience 1st Today
Join 600+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Whenever you're ready, there are 3 ways I can help you and your go-to-market team:
1. Conduct a one-to-one interview with an existing or ideal customer and extract the most useful insights and recommendations for action.
2. Connect you with our CISO Panel to validate an idea, trend, message, service or product.
3. Plan and facilitate a customer advisory board (CAB) with your key customers to drive loyalty for your company's brand.
Dani Woolf, Founder and CEO of Audience 1st, brings her marketing expertise to Hacker Valley to talk about what’s broken in the marketer-buyer relationship. Dani’s tried and true methods of cybersecurity marketing involve clear messaging, authentic communication, and building trust in an industry where not trusting anyone is the norm. How can cyber marketers break through the negative stereotypes and show cybersecurity buyers that they’re authentic?
Time-coded Guide: [00:00] Fixing the broken relationship between cyber marketers, sellers, & buyers [04:58] Unrealistic marketing goals vs incorrect marketer perspectives [10:23] Better conversations between marketers & practitioners with Audience First [15:12] Connecting with curious cyber practitioners instead of dismissing them [23:37] Advice for cyber marketers looking to start fresh with content
Visit the full episode page on Hacker Valley Studio here: https://hackervalleystudio.podbean.com/e/putting-your-cyber-marketing-audience-first-with-dani-wolfe/
Follow Hacker Valley Media on LinkedIn: https://www.linkedin.com/company/hackervalleystudio/
Join Audience 1st Today Join 570+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
In every episode I record with my guests, I ask them one crucial question:
"What do you hate most about the cybersecurity industry?"
In this episode, I curated the top answers for you. What's more, you'll get an understanding of what security practitioners, go-to-market teams, and cybersecurity vendors can do to alleviate some of these problems in the industry.
Who will you hear from?
[00:45] Joshua Marpet
[01:39] Limor Kessem
[03:43] Nick Ryan
[04:43] Tal Arad
[05:42] Leo Cruz
[06:39] Gary Hayslip
[08:05] Dmitriy Sokolovskiy
[09:29] Allan Alford
[12:39] Ryan Cloutier
[15:43] Joseph Carson
[17:09] Evan Francen
[21:19] Malia Mason
[24:08] Jenny Botton
[25:23] Ferd Hagethorn
[26:50] Chris Roberts
Join Audience 1st Today Join 550+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Free trials and proofs of value are key factors in deciding whether or not to purchase a cybersecurity solution.
But there are concerns with them too.
CISOs and security practitioners have to be real smart and careful about which products they allow within their environments.
In this episode, I had a brutally honest conversation with Nick Ryan, Director - Enterprise Security, Governance, Risk, & Compliance (CISO), Baker Tilly US, about his challenges, goals, what vendors do that piss him off, and the alternatives.
Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Everything that happens well inside your organization during a crisis-level cyberattack is good and dandy.
But what you're going to be judged on is how it looks in the media.
If you don't control that message and you don't say the things that you really want to tell your customers, then you're going to end up losing so much money.
So many problems are going to come from that response more than anything you're doing under the hood.
Brutally honest insights from Limor Kessem, Principal Consultant of Cyber Crisis Management, Author, Speaker and Podcaster.
In the latest episode of Audience 1st, I sat down with Limor to discuss and uncover:
- How vendors and PR teams within those organizations can be more prepared to handle crisis-level cyberattacks and create more meaningful messages and experiences that impact their customers and the industry positively.
- What a controlled message of a crisis looks like
- Examples of high-profile breaches and how not to manage a crisis
Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Etiquette 101 for Vendors Next Year at Black Hat:
Lead with a genuine message.
Do not make false promises or claims.
Brutally honest insights from Leo Cruz, CISO at St. Joseph's School for the Deaf (and my new friend) 😎
I met Leo at Black Hat a couple of weeks ago and we recently chatted about the do's and don'ts at conferences like Black Hat.
In this episode of Audience 1st, Leo shares his experience at Black Hat USA 2022, the differences he saw this year vs. previous years, which vendors stood out to him on the exhibition floor, and what marketers can do to improve their booth game and messaging next year.
Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
After I came back from Black Hat, I had some time to evaluate what vendors were doing on the exhibition floors and map that back to what I’d heard from my previous podcast guest.
Some analysis and episode cutting developed a beautiful creature of an episode:
The Best of What CISOs Love That Vendors Do.
What does that mean?
In every episode I ask my guest one critical question:
"What's one thing a vendor has done that has made you feel good?"
So, I've compiled a pretty sweet list of things that make CISOs and security practitioners happy.
Even if you don’t win on customer acquisition today, if you make people feel good, they’ll remember you forever.
It’s a win-win!
So, do me a favor, have a listen.
And, as always, apply those insights.
Join Audience 1st Today
Join 337+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Cybersecurity buyers do not have a lot of time to review long RFPs with hundreds of pages. Instead, provide technical diagrams, high-level explanations, and a few slides that provide a focused message.
Buyers are going to read as little as possible to make a decision.
No one is going to read a hundred pages. They don't have the time and the capacity. No one can digest that.
So cut the bullshit and provide as much focused information as possible. That will really help everyone make a decision.
Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
I get the fact that you're talking about the offensive framework, but you should really talk about the compliance framework, which a lot of CISOs, unfortunately, have to live in. Show them that too.
In this episode, I had a brutally honest conversation with Gary Hayslip, Global CISO for SoftBank Investment Advisers & SoftBank Group International, about his challenges, goals, what vendors do that piss him off, and the alternatives.
Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
I've been interviewing cybersecurity buyers about why and how they buy for 4 months. The tables have turned. Nelson Gilliat, host of The Buyer Centric Revenue Model Podcast asked me how and why I buy.
In this episode of Audience 1st, Nick digs in deep to understand:
- The methods that get me to look at a vendor or solution.
- Platforms I trust to learn about new vendors or solutions.
- How I learn about and research vendors.
- The % I take a demo from marketing promotions.
- The % split preference for getting information from marketing versus sales.
- The preference for working with one salesperson versus multiple salespeople.
- What turns me off and causes me to tune out.
And more!
Check out the Buyer Centric Revenue Model: https://www.linkedin.com/company/buyer-centric-revenue-model/
Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Dmitriy’s tenure as a CISO for the last four years has been a drastic transformation in the way he thinks about cybersecurity, specifically risk management, in general, and, more importantly, how that ties into the whole business flow of a company; not a technical entity, but a business in a company.
Words like:
- Business value
- Return on investment
- Long term planning
…have a very different meaning to executives and the boards than what CISOs (techies) think.
How does a CISO present to their board without killing them with numbers?
And why are CISOs not getting help from the sales side - the people seemingly more attuned to business acumen than them?
In this episode of Audience 1st, I have a brutally honest conversation with Dmitriy Sokolovskiy, CISO of Avid, a Software Development company, about his challenges, how to build relationship capital, and tangible ways to help CISOs do their job better.
Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
The way you build trust can take you in different directions: Down a destructive path of ruined reputation or up a rewarding road of unlimited relationships and referrals.
What do you choose?
In this episode, I had a brutally honest conversation with Joshua Marpet, CEO of MJM Growth, about his challenges, goals, what vendors do that piss him off, and the alternatives.
Josh is an ex-cop, ex-fireman, ex-blacksmith, and ex-horse dentist (not a joke).
He has also worked for the Federal Reserve Bank of Philadelphia, has advised the largest companies in the world, and runs conferences through BSides Delaware along with his wife and business partners.
He is also on the board of BSides DC and previously served on the board of BSides Las Vegas and Hackers for Charity.
Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Building the community, building the right mindset, the hacker mindset is super important. Here's why. Everybody's spread thin and it’s very difficult to train people to free time of security experts.
In this episode, I had a brutally honest conversation with Ferd Hagethorn, Director of Security Services at Planit Testing, about his challenges, goals, what vendors do that piss him off, and the alternatives.
Ferd heads the cybersecurity practice for Planit Global.
Planit is a quality assurance company operating in Australia, New Zealand, India and the UK.
This is where he defined and established the Security Testing practice and services clients both nationally and worldwide from windy and beautiful Wellington, New Zealand.
Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
There are too many people who think that if you fall into jargon and start spouting geek speak that you're going to impress people. In fact, the opposite is true.
In this episode, I had a brutally honest conversation with Jenny Botton, Head of Corporate Information Security at CCL, about her challenges, goals, what vendors do that piss her off, and the alternatives.
Jenny is interested in the human brain, human psychology and human behavior is a fan of crime and home and garden makeover shows, and has a secret desire to be a superhero and save the world.
That’s why she does what she does in her career as a cybersecurity practitioner.
Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
“Name a problem in the security world.” That was one loaded question Mike Krass, owner of MKG Marketing and host of “What’s the Problem?” Podcast, asked me.
That request got me thinking and sifting through the 101 problems I had listed when prepping for our call. (Remind me to share that with you another time.)
Three main issues stand out to me as a marketer and professional in the cybersecurity industry.
We’ll dig into that today (or you can just listen to the problems I unravel in Mike’s episode).
Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Dear cybersecurity vendors, please stop doing this. Do THIS instead. Today, I'm doing something special because, well, it's my birthday weekend.
I wanted to celebrate and gift you with a nice, little package of the best of the worst.
What does that mean? Well, in every episode I ask my guest one critical question:
"What's the worst thing you've experienced from a vendor?"
So, I've compiled a nice little sh*tlist.
What's more, I always ask my guest:
"What's the alternative?"
Because what does it help us to hear complaints without learning how to do things better?
So, do me a favor, have a listen.
And if you want to spoil me for my birthday, apply those insights.
Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Even if you never made a sale with somebody, if they brought you 10 people that ended up needing a solution like yours and you were able to help them move their mission forward, it still works out. In this episode, I had a brutally honest conversation with John Gates, Lead IT Security Operations/Threat Response Analyst at a Fortune 500 company, about his challenges, goals, what vendors do that piss him off, and the alternatives.
John is currently Lead IT Security Operations/Threat Response Analyst at a Fortune 500 company.
Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
If you focus on the foundations first, your conversion and business goals will be met. I had the pleasure of speaking on the Market-to-Revenue Podcast with Chris Morgan.
He asked me 6 questions:
- What are 3 ways that your team converts your market into revenue?
- What are 3 hard problems that you recently overcame?
- What are 2 roadblocks that you’re working on now?
- What are 3 mental models that you use to do your best work?
- What are 2 techniques that GTM teams need to try?
- Who are 3 operators that should be our next guests and why?
In this episode, I’m going to dig into one specific mental model that has helped me reach my conversion and ARR goals quarter over quarter in the last 12 months.
Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
It is inherent to have successful engagement pre and post-sale, but... Many ghost their customers or pop up every quarter for renewals or expansions.
And the consequences of those actions are heavy.
In this episode, I had a brutally honest conversation with Chris Elliot, Director of Corporate Security and Security Operations at SoFi, about his challenges, goals, what vendors do that piss him off, and the alternatives.
Chris previously worked in cybersecurity at the Walt Disney Company and before that, spent 23 years in the U.S. Army as a communication specialist, working on a variety of assignments from special operations to NATO, to the NSA.
He got into security while he was in the Army.
Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
What are you doing to efficiently reduce manual processes and save tireless hours of those battling threats behind the keyboard? In this episode, I had a brutally honest conversation with Malia Mason, vCISO and Manager of Cybersecurity, about her challenges, goals, what vendors do that piss her off, and the alternatives.
Malia served in the United States Navy as a Sonar Technician Second Class and was also in charge of all of the secret data on the ship and of making sure that everyone did their cybersecurity training.
She continues to work with several veterans nonprofits as a mentor and career advisor for veterans leaving the military and military spouses as well.
She is a strong proponent of getting more women into cybersecurity and tech, serving as a mentor for young girls in inner-city schools.
Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
You may not have to articulate that, but ask yourself, "What is the business case? Why would a CISO spend any amount of money with me?" How do you speak in terms that resonate with CISOs?
What are their goals and challenges?
Have you considered the constraints new CISOs have to undergo in their new roles?
When engaging a CISO, have you thought about the tech they have to adopt before pitching to them?
In this episode, I had a brutally honest conversation with Brent Deterding, newly appointed CISO of Afni, Inc., about what motivates him, what his challenges are, what vendors do that piss him off, and the alternatives.
Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
f you are too much in love with your product vs. how you help your audience solve a problem, you're going to be disconnected from the very people you're trying to reach. Content. The fuel that drives demand today.
There is so much of it online.
Unfortunately, though, the mass majority of content in the field has left security buyers confused and distracted.
The problem that security practitioners find themselves in right now is that they’re bombarded with high quantities of content but also high quantities of higher-quality, product-centric content too.
So, how do we go back to the core and create content that focuses on the real problems we can solve for security practitioners so they have the ability to make good decisions?
In this episode, I had a candid and practical conversation with Andra Zaharia, creator and co-host of the Cyber Empathy podcast and cybersecurity marketing expert.
We discussed the challenges she faces as a content marketing professional in cybersecurity, stereotypes to battle in order to be successful in the field, questions to ask to deliver valuable content, and the framework she uses to produce content.
Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Even if you don't win right now on customer acquisition - you will absolutely win on the churn rate. People will not leave you.
They will stay with you forever because they trust you.
When I listened to Evan Francen, CEO of FRSecure and SecurityStudio, chat with Ryan Cloutier on their podcast, he said one thing that stood out to me:
“I don’t want any friends.”
I called bullshit.
And so, here we are, having a down-to-earth, candid conversation, full of “F'“ bombs and the “S” word 😱, about what motivates him, what his challenges are, what vendors do that piss him off, and the alternatives.
Look how that worked out!
Here’s hoping for a continued friendship.
Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
The goal is to frictionlessly get security buyers to information in trusted ways so they can self-verify and make wise, educated decisions. How do we build and develop business and communications skills, foster different ideas that allow us to think about how to be more ethical and innovative, and communicate better with our audience?
How do we get cybersecurity to be a cool industry that people want to be in?
These are questions that Joseph Carson, Chief Security Scientist and Advisory CISO at Delinea, asks himself regularly.
In this episode, I had a brutally honest conversation with Joseph on what motivates him, what his challenges are, what vendors do that piss him off, and the alternatives.
Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
How we relate ourselves to others helps us deal with immediate challenges and provides us with the toolbox to navigate our immediate surroundings. If you’re phasing into cybersecurity marketing or are already working in cybersecurity as a marketer, it may come as no surprise that you must have some thick skin for the job.
Between aggressive goals, sometimes stressful and fast-response support required, pressure to “rise above the noise”, ever-changing technology, and audiences that are sometimes hard to reach - all that can sometimes take a mental and emotional toll.
Despite the challenges we, as marketers, face, it doesn’t mean you have to suffer, lose motivation or have feelings of negativity in your personal and professional life.
There are ways to navigate fear, frustration, and imposter syndrome if you feel it like I sometimes do.
In this episode, I had a refreshing and open conversation with Nadja El Fertasi, Founder of Founder Thrive with EQ and Emotional Firewalls.
We discussed how to build emotional firewalls to become more resilient in today’s age and how to navigate fear, step out of your comfort zone, establish boundaries, and understand your audience.
Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
The best security controls are employees who are active participants in the defense of the organization. When I began researching security professionals I wanted to connect with and begin building relationships with, Ryan Cloutier, President of SecurityStudio, was at the top of my list.
Why?
Because, like me, he believes in the mission before money vs. profit-at-all costs.
Part of Ryan’s motivation and the battle of things he fights against are shady marketing tactics, misleading messages, and unauthentic relationships that add more stress to his life.
In this episode, I had a brutally honest conversation with Ryan on what motivates him, what his challenges are, what vendors do that piss him off, and the alternatives.
Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
It's okay to have a positive, crisp, and clean association with negative press. But it's best to steer clear of it altogether. When’s the last time you’ve heard, ‘simple is more’? Or, ‘keep it basic’?
If it’s been a while, this episode will be a good refresher for you.
When approaching your marketing strategies and tactics in the cybersecurity industry, particularly your messaging, it's best to just stick with the basics and the fundamentals.
There is this constant need to overcomplicate with so many terms to stand out against the competitor, using negative press and ambulance-chasing to get the attention of the security practitioner.
According to Allan Alford, CISO of TrustMAPP, “it should really be a conversation with your audience.”
In this episode, I had a brutally honest conversation with Allan on what motivates him, what his challenges are, what vendors do that piss him off, and the alternatives.
Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Everybody's got to sell, everybody's got to buy things, but it's how the transaction is conducted that is important. Security practitioners are at the pointy end, they’re fighting and it’s not fun.
Not only are they fighting adversaries that are trying to get in, but they're also fighting sales, marketing, vendors, and suppliers.
That sucks because they’re fighting facing forward.
And they’re also having to watch their back from the very people who are supposed to arm them.
That's never a good situation to be in.
In this episode, I had a brutally honest conversation with Chris Roberts, CISO, Hacker, Researcher, and Advisor on what motivates him, what his challenges are, what vendors do that piss him off, and the alternatives.
Join Audience 1st Today Join 300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/
Understanding your audience is a force multiplier. As a marketer, that is your differentiation. Thank you for joining me on this journey to becoming a more ethical and moral marketer.
I want to stress that I am learning just like many of you.
Constant learning, failing, and small, consistent, and incremental successes are what drive me forward.
My hope is to share my findings, learnings, and successes with all of you, those phasing into the tech or cybersecurity or already a veteran in the space so that we, as marketers, salespeople, and vendors, can all become better at what we do while arming those who are on the front lines battling the latest threats or solving complex challenges as things change in this digital world.
Unlock unlimited, premium access to the Vault The Audience 1st Vault is a private and safe space to connect with and learn from equally curious cybersecurity marketers, sellers, and practitioners. Get hundreds of rich cybersecurity buyer insights & discussions, packed with actionable advice from real security pros (+ more bonus, no-fluff content).
Join here: https://www.audience1st.fm/vault-membership