Podcast appearances and mentions of dani woolf

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   

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)  

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.

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.

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 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! 

"Community" is getting bandied about a lot. What does it really mean, for both cybersecurity vendors and practitioners? This week's episode is a roundtable discussion recorded LIVE at Cyber Marketing Con in December 2024! The panel features Dani Woolf, Ben Siegel, Bronwen Hudson, Elliot Volkman, and BKBT's George K. Some key topics covered: Community is not something you can just spend money on. Successful communities are affecting change. You can't expect instant ROI from community building. Be passionate about your community's mission. Listen to your community; they will guide you. Communities are about adding value, not extracting.————

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.

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. Join Audience 1st Newsletter Today 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  

Remember 20 years ago? When we were certain SIEMs would grant our cybersecurity teams superpowers? Or 10 years ago, when we were sure that NGAV would put an end to malware as we knew it? Or 15 years ago, when we were sure that application control would put an end to malware as we knew it? Or 18 years ago, when NAC would put an end to unauthorized network access? Why do we keep thinking that the next vendor offering is going to solve all our problems? In this interview, we talk with Fred Wilmot about the hard work of building effective processes and resilient architectures that will actually yield reductions in risk and detection/response capabilities that actually work. We'll discuss shifts in thinking that can move us past the latest distractions, and keep security teams focused on work that moves the needle. Fred may also mention his past transgressions against the industry and what he's doing to "wipe out the red from his ledger". There's plenty of content out there detailing how vendors fall short: scummy, aggressive sales tactics overuse of jargon and buzzwords sneaky sales tactics dumping on competitors products that fall far short of claims ambulance chasing So what should they doing? In this episode, we chat with Dani Wolff, about how marketers can adopt the skills and mindsets of security researchers to improve GTM strategies, without resorting to awful tactics. Drawing from extensive experience in qualitative interviews and collaborations with enterprise security executives and researchers, Dani will uncover how the innate curiosity and analytical prowess of researchers can dismantle unhealthy habits within vendor organizations. We'll also discuss Dani's various projects, including the WTF Did I Just Read podcast, CyberNest, and CyberSynapse. Dani will explain how these are all designed to address the gap between vendors and buyers in the cybersecurity industry. This week, in the enterprise security news, over half a billion in funding, as everyone gets their pre-Blackhat announcements out! Mimecast picks up Code42 Will Cato Networks IPO? Canarytokens update We still have some crowdstrike fallout to discuss CISO responses to SEC rules Making things secure without security tools tips for going SOCLess denial of service robots All that and more, on this episode of Enterprise Security Weekly. Visit https://www.securityweekly.com/esw for all the latest episodes! Show Notes: https://securityweekly.com/esw-370

Remember 20 years ago? When we were certain SIEMs would grant our cybersecurity teams superpowers? Or 10 years ago, when we were sure that NGAV would put an end to malware as we knew it? Or 15 years ago, when we were sure that application control would put an end to malware as we knew it? Or 18 years ago, when NAC would put an end to unauthorized network access? Why do we keep thinking that the next vendor offering is going to solve all our problems? In this interview, we talk with Fred Wilmot about the hard work of building effective processes and resilient architectures that will actually yield reductions in risk and detection/response capabilities that actually work. We'll discuss shifts in thinking that can move us past the latest distractions, and keep security teams focused on work that moves the needle. Fred may also mention his past transgressions against the industry and what he's doing to "wipe out the red from his ledger". There's plenty of content out there detailing how vendors fall short: scummy, aggressive sales tactics overuse of jargon and buzzwords sneaky sales tactics dumping on competitors products that fall far short of claims ambulance chasing So what should they doing? In this episode, we chat with Dani Wolff, about how marketers can adopt the skills and mindsets of security researchers to improve GTM strategies, without resorting to awful tactics. Drawing from extensive experience in qualitative interviews and collaborations with enterprise security executives and researchers, Dani will uncover how the innate curiosity and analytical prowess of researchers can dismantle unhealthy habits within vendor organizations. We'll also discuss Dani's various projects, including the WTF Did I Just Read podcast, CyberNest, and CyberSynapse. Dani will explain how these are all designed to address the gap between vendors and buyers in the cybersecurity industry. This week, in the enterprise security news, over half a billion in funding, as everyone gets their pre-Blackhat announcements out! Mimecast picks up Code42 Will Cato Networks IPO? Canarytokens update We still have some crowdstrike fallout to discuss CISO responses to SEC rules Making things secure without security tools tips for going SOCLess denial of service robots All that and more, on this episode of Enterprise Security Weekly. Visit https://www.securityweekly.com/esw for all the latest episodes! Show Notes: https://securityweekly.com/esw-370

There's plenty of content out there detailing how vendors fall short: scummy, aggressive sales tactics overuse of jargon and buzzwords sneaky sales tactics dumping on competitors products that fall far short of claims ambulance chasing So what should they doing? In this episode, we chat with Dani Wolff, about how marketers can adopt the skills and mindsets of security researchers to improve GTM strategies, without resorting to awful tactics. Drawing from extensive experience in qualitative interviews and collaborations with enterprise security executives and researchers, Dani will uncover how the innate curiosity and analytical prowess of researchers can dismantle unhealthy habits within vendor organizations. We'll also discuss Dani's various projects, including the WTF Did I Just Read podcast, CyberNest, and CyberSynapse. Dani will explain how these are all designed to address the gap between vendors and buyers in the cybersecurity industry. Show Notes: https://securityweekly.com/esw-370

There's plenty of content out there detailing how vendors fall short: scummy, aggressive sales tactics overuse of jargon and buzzwords sneaky sales tactics dumping on competitors products that fall far short of claims ambulance chasing So what should they doing? In this episode, we chat with Dani Wolff, about how marketers can adopt the skills and mindsets of security researchers to improve GTM strategies, without resorting to awful tactics. Drawing from extensive experience in qualitative interviews and collaborations with enterprise security executives and researchers, Dani will uncover how the innate curiosity and analytical prowess of researchers can dismantle unhealthy habits within vendor organizations. We'll also discuss Dani's various projects, including the WTF Did I Just Read podcast, CyberNest, and CyberSynapse. Dani will explain how these are all designed to address the gap between vendors and buyers in the cybersecurity industry. Show Notes: https://securityweekly.com/esw-370

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. Subscribe to Audience 1st Newsletter Today 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 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 Subscribe to Audience 1st Newsletter Today 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 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/ Join Audience 1st Newsletter Today 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

Are you leveraging your customers' insights effectively, or are you relying too much on analysts for messaging recommendations? How can sales teams genuinely connect with cybersecurity buyers? How can sellers foster real, human relationships in their professional connections? If these questions resonate with you, this episode is a must-listen!In this conversation, we discuss:

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. Join Audience 1st Newsletter Today 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 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. Join Audience 1st Newsletter Today 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 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. Join Audience 1st Newsletter Today 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 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. Join Audience 1st Newsletter Today 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

Howdy, y'all, and welcome to The Cyber Ranch Podcast… AND The Audience 1st Podcast!  What you are about to hear was recorded LIVE! at the CISO XC conference in Dallas-Fort Worth, Texas (my very favorite conference!)  I am your host, Allan Alford, CEO of Alford & Adams Consulting.  I have co-host on this episode, Dani Woolf, of the Audience 1st podcast!    On her show, Dani interviews security buyers so vendors can more efficiently market and sell to them without ruffling their feathers (or piss them off).  What we're doing on this joint endeavor is interviewing various CISOs and other folks about their roles in cyber.  This week's show focuses on the pros of cybersecurity – we covered the negatives last week, and this week we cover the positives.  My listeners should know by now that I like to end on a positive note…   WARNING: Some naughty language

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. Join Audience 1st Newsletter Today 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

Howdy, y'all, and welcome to The Cyber Ranch Podcast… AND The Audience 1st Podcast!  What you are about to hear was recorded LIVE! at the CISO XC conference in Dallas-Fort Worth, Texas (my very favorite conference!)  I am your host, Allan Alford, CEO of Alford & Adams Consulting.  I have co-host on this episode, Dani Woolf, of the Audience 1st podcast!  On her show, Dani interviews security buyers so vendors can more efficiently market and sell to them without ruffling their feathers (or piss them off).  What we're doing on this joint endeavor is interviewing various CISOs and other folks about their roles in cyber.  This week's show focuses on the cons of cybersecurity – the beefs, gripes, grumps, complaints and fears about cybersecurity.  Next week we'll end on a positive note, but this show as an opportunity for CISOs to scream into the void.  Without further ado, here we go…   WARNING:  Some naughty language this episode.

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. Join Audience 1st Newsletter Today 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 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. Join Audience 1st Newsletter Today 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, 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.

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. Join Audience 1st Newsletter Today 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, 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. Join Audience 1st Newsletter Today 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 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. Join Audience 1st Newsletter Today 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

CyberMarketingCon2023 has wrapped, and we are so grateful for the support we received from our speakers, sponsors, volunteers, and attendees. The week was jam-packed with networking and education, from demand gen and AI to CISO perspectives and vendor solutions. Stay tuned for more conference content from our podcast, website, and social media channels.  In this episode replay, we are joined by the Founder and CEO of Audience 1st, Dani Woolf, who was also a speaker at CyberMarketingCon this year.  In this episode, Dani discusses her core marketing values:  Empathy  Trust  Loyalty  Creating meaningful, customer-centric experiences and identifying customer challenges and buying motivations while also being able to ask the right questions can transform your marketing efforts. Dani also shares the story behind the uncomfortable encounter that sparked a great friendship with a cybersecurity practitioner.     More on our guest, Dani:  Dani Woolf is a swimmer turned marketer. She has been applying lessons learned as a distance freestyler to B2B organizational success for the past 10 years. Dani's core specialty is in digital marketing, focusing on net new customer acquisition via digital channels - website optimization, SEO, SEM, social media, conversion rate optimization, and marketing automation. Dani currently serves as the Founder and CEO of Audience 1st. Get the book Buyer Personas: How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business by Adele Revella at Amazon or the bookstore of your choice! Stay in touch with Dani Woolf on LinkedIn and Twitter   Keep up with our hosts on their social media channels: Connect with Gianna on LinkedIn  Chat with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or LinkedIn, and learn more at the Cybersecurity Marketing Society website. 

2023 is winding down. George K and George A are busy behind the scenes for next year. Today is a reflective episode, featuring a collection of critical insights from a few guests over the past few months: Jason Carrico on sales process Mike Privette on the cybersecurity market in the larger macroeconomic picture Chris Lieu on his approach to outreach Dani Woolf on operationalizing customer researchSubscribe today, wherever you get your podcasts!

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. Join Audience 1st Newsletter Today 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

**DISCLAIMER: All of our opinions are our own. They do not represent, nor are they affiliated with the interests and beliefs of the companies we work for. **In the fast-paced and ever-evolving world of cybersecurity, building authentic relationships has become crucial for success in sales and marketing. In this age of impersonal communication and fleeting attention spans, establishing genuine connections with potential clients and customers can make all the difference in building trust and securing partnerships. So, how exactly does authentic relationship building translate to success in cybersecurity sales and marketing?In this episode, we are joined by Dani Woolf, the Founder and CEO of Audience 1st, to talk about the value of building genuine relationships in business and share some tips for building authentic relationships with customers in cybersecurity. We talk about the challenges that Dani had to overcome in opening the company in a male-dominated world, Dani's experience of sitting down with her customers (the highly technical people), and the biggest problem in sales and marketing in the cybersecurity industry. Tune in to learn more about this and other exciting topics!Notable quotes:“Stay resilient, know your course, and don't give a F of what people say. Just do what you really love.”“Your network is everything.”Episode resources:The book: Empathy In Action: How to Deliver Great Customer Experiences at ScaleConnect with Dani Woolf:Twitter: https://twitter.com/thedaniwoolfLinkedIn: https://www.linkedin.com/in/daniarad/?originalSubdomain=ilWebsite: https://www.audience1st.fm/Get in Touch: Maril Vernon - @SheWhoHacks Erika Eakins - @ErikaEakins Amber DeVilbiss - @EngineerAmber Queens Twitter - @TheCyberQueens Queens LinkedIn Calls to Action: Subscribe to our newsletter for exclusive insight and new episodes! If you love us- share us!

Did you miss Black Hat this year?  Well you won't miss the great conversations that were had, as Allan captured so many good ones for this special Black Hat retrospective episode.   Did you get to attend Black Hat this year?  See if your experience was as amazing as Allan's!  This show is LIVE and untarnished.  It's the real Black Hat experience!   In this episode, Allan talks to (in alphabetical order, with timestamps):   1:02 - Dani Woolf, Founder & CEO at Audience 1st 3:06 - Daniel Blackford, Manager of Threat Research @ Proofpoint 6:48 - Dean Sysman, CEO @ Axonius 8:19 - Deepen Desai, Global CISO & Head of Security Research @ ZScaler 15:39 - G. Mark Hardy, host of the CISO Tradecraft Podcast 18:42 - Glen Pendley, CTO @ Tenable 23:54 - Kayne McGladrey, Field CISO @ Hyperproof 24:52 - Leigh Honeywell, CEO @ Tall Poppy 25:52 - Masha Sedova, CEO @ Elevate Security 28:47 - Nate Warfield, Director of Research @ Eclypsium 31:43 - Rich Berthao, Cybersecurity Leader, Planner, and Innovator 32:41 - Rob Labbé, CEO and CISO in Residence for the Mining and Metals ISAC This show captures an amazing week! Sponsored by our good friends at Seraphic Security. Seraphic helps you defend your digital workplace with security and DLP for every browser and essential desktop apps like Microsoft Teams, Slack, Asana, and Notion. Protect against compromise and prevent data loss via the web with Seraphic.

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. Join Audience 1st Newsletter Today Join 1400+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

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! Join Audience 1st Newsletter Today Join 1400+ 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, we have a special Replay episode, courtesy of our friends at Hacker Valley Media.This is an interview that George K did along with Dani Woolf, founder and CEO of Audience 1st. They released a report in June analyzing vendor marketing messaging at RSA, and compared those finds with survey data from security buyers. Our mission was to examine any divergence and suggest ways to close the gap. We talked to host Chris Cochran about the findings.------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-reportOriginal LinkedIn Live Video: https://www.linkedin.com/events/cybermarketingandsaleswithoutth7080621633660465152/comments/

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. Join Audience 1st Newsletter Today Join 1400+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

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? 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

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.  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

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.  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

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.  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

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 Today Join 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. Join Audience 1st Today Join 830+ 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 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 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. 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.

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 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.

Dani Woolf, founder and CEO of industry leading market research firm, podcast and platform, Audience First, shares brutally honest insights from tech buyers for tech marketers. Her unique perspective on what clients really want. Dani and her collaborators have seemingly accomplished what hundreds of thousands of enterprise organizations and marketing departments could not.She did the hard, meaningful work and shares her results. After countless live, in person, collaborative research, charting and analyzing trends, statistics and economic impact, she has found answers that have eluded marketers for years. All to uncover the secrets of what industry leaders want from their vendor partners, and what client decision-makers clearly do NOT want. Colorful commentary, insight from one of the brightest minds in the industry today. Come meet Dani Wolf behind-the-scenes and catch her anytime at her hit platform Audience First.Want EXCLUSIVE content? We now have have a special offer for those who want Exclusive Member-Only benefits! Subscribe here and sign up for Prime Access Today! (https://glow.fm/cybercrimejunkiesprime/) Get EXCLUSIVE Special Resources, Career Guidance, Cool Documentaries, Exclusive VIDEO Episodes, & Proprietary Security Trainings!Support the show

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/

Dani Woolf, Director of Demand Generation at Cybersixgill and Host of the Audience First podcast, 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?   Timecoded 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   Sponsor Links: Thank you to our sponsors Axonius and Uptycs for bringing this episode to life! The Axonius solution correlates asset data from existing solutions to provide an always up-to-date inventory, uncover gaps, and automate action — giving IT and security teams the confidence to control complexity. Learn more at axonius.com/hackervalley Uptycs, analytics for the modern attack surface, observability for the modern defender. Check out Uptycs by visiting them at uptycs.com   What messages are practitioners receiving (or not receiving) from cybersecurity marketers?  One of the domains Dani actively uses is hilariously titled, “WTF Did I Just Read?” This project, inspired by the contextless and confusing messaging cyber practitioners receive everyday, aims to show marketers how to adopt better tactics and more authentic communication with potential buyers. Truth be told, Dani has seen the worst of cyber marketing, and she understands why many marketing teams get a bad rap in the industry. “Frankly, [marketers] are just sending messages that have absolutely no context or need to the buyer, which is just lazy. You have to identify the problem, do a little bit of legwork to see what the buyer is interested in. Who are they really? What are they trying to solve?”   Where do you think we all went wrong, from a cyber marketing perspective? Two factors have contributed to incorrect and inauthentic marketing tactics in cybersecurity, according to Dani. The first is pressure to achieve stressful goals and unrealistic KPIs on marketing teams that should be focusing on quality of communication over quantity of calls or outreach methods. The second is marketers coming into the cyber industry with the false mindset that cyber marketing is just like any other marketing, when in reality, the methods of communication and the relationship with buyers is completely different.  “A lot of professionals coming into cybersecurity think that what they've done in other verticals works in cybersecurity, when in fact it doesn't. I know for a fact it doesn't, because that's how I made mistakes in the security space and that's how [my podcast] Audience First was born.”   Is there a lot of conversation and communication happening between marketers and cybersecurity practitioners? Marketers and practitioners are not communicating in a trustworthy and authentic way, in Dani's opinion. Many marketers fall into the mindset trap of letting the “smart people” in the room talk during meetings and calls, instead of engaging in the conversation. Dani explains that when cyber marketers shut themselves out, they don't learn anything about cybersecurity or about their clients. Not knowing creates a lack of trust and confidence for both sides.  “If we continue to just click on buttons and look at numbers, we're not going to do our jobs any better. I urge anybody listening to foster that bidirectional relationship, to be open to marketers speaking to you, and to be open to speaking to practitioners and asking for feedback.”   How would you compare the average cybersecurity buyer to, for example, other buyers in the technology space?  Despite the stereotypes of cybersecurity buyers being tough or unapproachable, Dani admits that many of her cybersecurity clients are kinder and more empathetic than in other tech industries. However, this kindness and empathy has to be earned, and security professionals aren't always the easiest people to gain the trust of. Dani explains that credibility and authenticity reign supreme in messaging to cyber buyers, because that is the only way to break through the caution many practitioners are trained to have. “Why would I scratch your back? Or, why would you scratch mine if I don't even know who you are? Like, the whole point of security is not to trust everything that you see. So, trust and credibility is a huge part of that, and establishing authentic relationships is a huge part, too.” --------------- Links: Keep up with our guest Dani Woolf on LinkedIn and Twitter Listen to Dani's podcast, Audience First, and learn more about “WTF Did I Just Read?” Check out the Cybersixgill website Learn more about Dani's work on her other Hacker Valley podcast appearances: Breaking Through in Cybersecurity Marketing, Breaking Into Cyber  Connect with Ron Eddings on LinkedIn and Twitter Connect with Chris Cochran on LinkedIn and Twitter Purchase a HVS t-shirt at our shop Continue the conversation by joining our Discord Check out Hacker Valley Media and Hacker Valley Studio

Chris Roberts is a CISO, Hacker, InfoSec, Safety, CyberStuff Researcher, Advisor, Podcast Host and technical advocate in Cyber Security. On this episode, Chris & Ben take us through a few key themes relating to the cyber security basics, calling it how it is, the most important factor being ‘hoomans', as well as Mental Health Hackers, the ‘WTF did I just read' podcast, and even offers up advice on the Optus data breach. Show Notes: 00:00 - Who is Chris Roberts? 05:00 - Dani Woolf and Chris Roberts Podcast - WTF did I just read? 09:00 - How could SDR'S/ BDR'S write effective emails to vendors? 15:00 - Technology & Cyber Security Conferences 19:00 - Learning the Fundamentals of Cybersecurity 25:00 - How to apply technology effectively 31:00 - Moon shine & Pup Cups 35:00 - Chris hacked NASA and what else? 53:00 - Taking over the world with GitHub and YouTube 55:00 - Burn out in the Industry & Mental Health Hackers https://www.mentalhealthhackers.org/ 1:00:00 - CISO Advice for Optus & Uber breach Biography CISO, Hacker, InfoSec, Safety, CyberStuff Researcher, Advisor, Hacking is not a crime henchman, and various other names on the technical side of the world. Currently CISO and Senior Director at Boom Supersonic.... having previously served as a vCISO or advisor for a number of entities and organizations around the globe. His most recent projects are focused within the threat intelligence, identity, cryptography, Artificial Intelligence, and services space. I've been fortunate to be elbow deep in technology for more years than I care to remember, and these days am involved in both tactical and strategic discussions with clients across the spectrum of industries talking maturity, risk, and how to effect change. Oh, and I just got called a Scottish Security Warlock....I'm kinda digging it. Happy to connect, to talk and discuss what we can ALL do to effect change in this world, to collaborate and to communicate in a way that benefits all….I'd prefer folks didn't use this forum to sell me certs, software or anything that has a hooded matrix theme (I DO come with a warning label...) --- Send in a voice message: https://anchor.fm/dark-mode-podcast/message

Dani Woolf is the Director of Demand Gen at Cybersixgill, a cybersecurity software company with 120 employees, Series B. Dani is the host of "Audience 1st" show. Dani dons B2B buyers' flip flops to share buying preferences for Marketing + Sales: ✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities, ads (tks to Marketing + Marketing's influence on peers) ✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales ❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery (Sales Development), jargon, booth babes at events

Breaking into Cybersecurity with Dani Woolf (Marketing to Cybersecurity Marketing) 04.29.22 It's really a conversation about what they did before, why did they pivot in cyber, what was the process they went through Breaking Into Cybersecurity, how do you keep up, and advice/tips/tricks along the way. About Breaking Into Cybersecurity: This series was created by Renee Small & Christophe Foulon to share stories of how the most recent cybersecurity professionals are breaking into the industry. Our special editions are us talking to experts in their fields and cyber gurus who share their experiences of helping others break-in. #cybersecurity #breakingintocybersecurity #informationsecurity #JamesAzar #ChrisFoulon #ReneeSmall #InfoSecHires Check out our new book, Develop Your Cybersecurity Career Path: How to Break into Cybersecurity at Any Level: https://amzn.to/3443AUI ------------------------------------------------ About the hosts: Renee Small is the CEO of Cyber Human Capital, one of the leading human resources business partners in the field of cybersecurity, and author of the Amazon #1 best-selling book, Magnetic Hiring: Your Company's Secret Weapon to Attracting Top Cyber Security Talent. She is committed to helping leaders close the cybersecurity talent gap by hiring from within and helping more people get into the lucrative cybersecurity profession. https://www.linkedin.com/in/reneebrownsmall/ Download a free copy of her book at magnetichiring.com/book Christophe Foulon focuses on helping to secure people and processes with a solid understanding of the technology involved. He has over 10 years as an experienced Information Security Manager and Cybersecurity Strategist with a passion for customer service, process improvement, and information security. He has significant experience in optimizing the use of technology while balancing the implications to people, processes, and information security by using a consultative approach. https://www.linkedin.com/in/christophefoulon/ Find out more about CPF-Coaching at https://cpf-coaching.com Website: https://www.cyberhubpodcast.com/breakingintocybersecurity Podcast: https://anchor.fm/breakingintocybersecurity YouTube: https://www.youtube.com/c/BreakingIntoCybersecurity Linkedin: https://www.linkedin.com/company/breaking-into-cybersecurity/ Twitter: https://twitter.com/BreakintoCyber

Breaking into Cybersecurity with Dani Woolf (Marketing to Cybersecurity Marketing) 04.29.22It's really a conversation about what they did before, why did they pivot in cyber, what was the process they went through Breaking Into Cybersecurity, how do you keep up, and advice/tips/tricks along the way.About Breaking Into Cybersecurity: This series was created by Renee Small & Christophe Foulon to share stories of how the most recent cybersecurity professionals are breaking into the industry. Our special editions are us talking to experts in their fields and cyber gurus who share their experiences of helping others break-in.#cybersecurity #breakingintocybersecurity #informationsecurity #JamesAzar #ChrisFoulon #ReneeSmall #InfoSecHiresCheck out our new book, Develop Your Cybersecurity Career Path: How to Break into Cybersecurity at Any Level: https://amzn.to/3443AUI ------------------------------------------------ About the hosts:   Renee Small is the CEO of Cyber Human Capital, one of the leading human resources business partners in the field of cybersecurity, and author of the Amazon #1 best-selling book, Magnetic Hiring: Your Company's  Secret Weapon to Attracting Top Cyber Security Talent. She is committed to helping leaders close the cybersecurity talent gap by hiring from within and helping more people get into the lucrative cybersecurity profession. https://www.linkedin.com/in/reneebrownsmall/ Download a free copy of her book at magnetichiring.com/book Christophe Foulon focuses on helping to secure people and processes with a  solid understanding of the technology involved. He has over 10 years as an experienced Information Security Manager and Cybersecurity Strategist with a passion for customer service, process improvement, and information security. He has significant experience in optimizing the use of technology while balancing the implications to people, processes, and information security by using a consultative approach. https://www.linkedin.com/in/christophefoulon/ Find out more about CPF-Coaching at https://cpf-coaching.com Website: https://www.cyberhubpodcast.com/breakingintocybersecurity Podcast: https://anchor.fm/breakingintocybersecurity YouTube: https://www.youtube.com/c/BreakingIntoCybersecurity Linkedin: https://www.linkedin.com/company/breaking-into-cybersecurity/ Twitter: https://twitter.com/BreakintoCyber

Welcome to Season 11! Eight more episodes are here for you. Check em out and listen in whatever order you choose. We did curate them for you to serve up the best flow possible if you did decide to binge, but no worries if you'd prefer to skip around. Listen your way! On this first episode of season 11 is Dani Woolf. Dani chimed in all the way from Israel and she and Kerry dig in to what it really means to know your audience. Not just know them, but understand them —what challenges they face, what their priorities are, and if what we're doing as marketers is really working for them or not. Dani breaks it down on she has gotten to know her buyer and why we all need to pick up the damn phone and do the same. Dani is the VP of Demand Gen at Cybersixgill. She's a swimmer turned marketer and she still has the same appetite to win. She's been applying lessons learned as a distance freestyler to B2B organizational success for the past 10 years. And while still get the same adrenaline rush looking at the scoreboard instead of beating personal records ⏱, she prefer racking up net new opps and revenue

Gianna is joined by the Director of Demand Generation at Cybersixgill, Dani Woolf, to discuss her core marketing values: empathy, trust and loyalty. Dani shares her philosophy on creating meaningful, customer-centric experiences, how to identify customer challenges and buying motivations, and how asking the right questions can help transform your marketing efforts. Lastly, Dani shares the story behind the uncomfortable encounter that sparked a great friendship with a cybersecurity practitioner.    Follow Dani's newsletter and her podcast launch at the Audience 1st Substack! Get the book Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella at Amazon or the bookstore of your choice!   Guest Bio: Dani Woolf is a swimmer turned marketer. She has been applying lessons learned as a distance freestyler to B2B organizational success for the past 10 years. Dani's core specialty is in digital marketing with a focus on net new customer acquisition via digital channels - website optimization, SEO, SEM, social media, conversion rate optimization and marketing automation. Dani currently serves as the Director of Demand Generation at Cybersixgill.   LInks: Stay in touch with Dani Woolf on LinkedIn and Twitter Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast