CTO Avishai Wool and Joshua Copeland discuss cloud security challenges and the need for a double layered approach. Key topics include understanding cloud risks, aligning security with business needs, and the importance of proper tooling for efficient security management.

Andrew Monaghan, Founder of Unstoppable.do and Host of Cyber GTM Talk, discusses value selling in the tech industry. Key topics include aligning products with customer initiatives, Zscaler's growth through value selling, ethical sales practices, and the importance of showcasing results in value selling approaches.

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

Hosts Dani Woolf and Allan Alford discuss the challenges of the cybersecurity industry, emphasizing the importance of empathy, risk-taking with tech, transparent communication over expensive dinners, industry collaboration, and positive vendor relationships.

Dr. Chase Cunningham, Elliot Volkman, Clark Barron, and George Kamide brutally recap the RSA Conference, discussing expectations vs. reality, the sh*t list, emerging tech trends, successful vendors/sessions, plans for next year, and social media perceptions. They share funny experiences, criticise bad marketing tactics, discuss visual marketing efforts, chaos at conferences, and AI/tech trends at RSA. The podcast offers a candid insider look at the conference from real security practitioners and cybersecurity marketers.

Join us for what may likely be the most brutally honest RSA Conference Truths you'll get from real security practitioners AND cybersecurity marketers. Whether you're a regular attendee, a first-timer, or someone who's always wanted to go but couldn't make it, this is your chance to hear it straight from the insiders. Here's how it's going down: → We're going to kick things off by diving into the motivations behind our involvement in cybersecurity. → For those who have always wanted to attend RSA or are gearing up for this year, we've got seasoned advice tailored just for you. Learn how to make the most of the conference, what to prioritize, and how to navigate the show. → Ever wanted to just scream out your frustrations about RSA or cybersecurity events in general? Well, we're doing just that in a no-holds-barred segment where our guests and I let loose on everything from overhyped trends to the under-addressed issues that plague our field. → There are things often left unsaid in the cybersecurity space—flaws and all. We're breaking the silence on these topics, discussing what's wrong and why it’s rarely addressed openly. → Despite the challenges, there's always something to be hopeful for. We explore what's currently inspiring optimism in the world of cybersecurity and at the RSA Conference this year. 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 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

Experienced B2B marketer Dani Woolf joins Demand Gen Therapy to discuss overcoming industry challenges. Highlights include the importance of qualitative customer understanding, navigating obstacles for marketing insights, and the need for a sense of purpose in marketing. The conversation emphasizes moving away from generic personas and focusing on individual human beings.