Audience 1st

In this episode of Audience 1st, I'm joined by Rob Shavell, co-founder of DeleteMe, to explore the data privacy space and the growing importance of human-centric security. Rob will share his journey from Silicon Valley venture capitalist to privacy entrepreneur and how being a contrarian led him to build one of the leading services in the data removal space. We'll dive into: Why privacy is no longer just a noun but an active set of actions. How AI and automation have transformed cybercrime into a “creative industry” and what it means for security teams. Why it’s difficult to quantify the impact of continuous data removal and how security leaders can build a better ROI story. How to overcome employee skepticism and drive adoption of security tools through simplicity and clear communication. We will also discusses the future of privacy, emerging threats like AI-generated deepfakes, and what security practitioners need to do to protect their people in an increasingly hostile digital world.

Early in my career as a tech marketer, I was told that securing a top-right position in an analyst report was the way to gain credibility. It didn’t take long before I started questioning the whole system. In this episode of Audience 1st, I sat down with Chase Cunningham, VP of Security Market Research at G2 and Co-Founder of Demo-Force, to dig into a hot topic: The flaws in the legacy analyst model and what a modern, buyer-centric approach to market intelligence looks like. We explored how the legacy analyst firms operate, the influence of vendor dollars on rankings, and why many CMOs are quietly walking away from the old system. Chase shared eye-opening insights into how buyers actually evaluate security solutions—hint: they’re relying more on peer reviews and real-world data than on Magic Quadrants. Key takeaways from this episode: Why vendors are overpaying for analyst influence instead of listening to buyers. How data-driven insights from G2 are reshaping go-to-market strategies. The most overlooked buyer signals that vendors should start paying attention to. The shift from C-suite-targeted sales to winning over the “lieutenants” who make buying decisions. The real truth about security software pricing, discounts, and contract lengths. If you're in cybersecurity marketing, product, or sales and looking for smarter ways to understand and reach your buyers, this episode is a must-listen. Get free access to more than 100 million people researching, comparing, and buying software on G2 every year: https://sell.g2.com/

The way cybersecurity and IT software is sold today is fundamentally broken. In this episode of Audience 1st, Chase Cunningham pulls no punches as we dive into why the traditional software demo and sales model is riddled with friction, killing deals, and frustrating buyers. We unpack the biggest flaws in go-to-market strategies, including: Why buyers expect seamless, self-service access to software—and how vendors are failing them. How manual, high-friction demos slow down sales cycles and lose deals. Why vendor fear of transparency is outdated—and actually hurting revenue. How behavioral data and automation can transform demo-to-close rates. Chase shares eye-opening stats on demo conversion rates, real-world examples of deals lost due to friction, and practical strategies for automating and optimizing the buyer experience. If you're in marketing, sales, or product and tired of watching your pipeline stall due to outdated sales motions, this episode is a must-listen. Learn how to ditch the friction, close more deals, and give buyers what they actually want here: https://www.demo-force.com/

The challenge is clear: BISOs must bridge the widening gap between security priorities and business demands, often dealing with a space that is fraught with competing interests and high stakes. But how do BISOs balance the demands of risk mitigation with the realities of operational goals? How can they make meaningful connections with vendors who often fail to understand the nuances of their role? These are the questions that Rob Dalzell, a Business Information Security Officer (BISO) at a major financial institution, grapples with regularly. In this episode of Audience 1st, I had a candid conversation with Rob, where we unearthed invaluable insights into what drives buying decisions and operational realities for BISOs.

The art of successful startups isn't just in building the right product—it's in listening, pivoting, and solving real problems. In this episode of Audience 1st Podcast, I sat down with James Farrow, co-founder of Cyft, to explore the intricate dance of startup growth, MSP market demands, and the mindset shifts required for success. We covered everything from Cyft’s pivot from the MDR market to MSPs, to how a single user interview transformed the company’s trajectory. James opened up about the emotional and operational challenges of building a startup, including how personal relationships fuel professional growth. He also shared his mental models for approaching complex decisions, including first-principles thinking and inversion, and gave a glimpse into what’s next for Cyft as they scale their offerings. This conversation is one of the more raw episodes I've had with a special guest, insightful, and packed with actionable advice for anyone building a business, especially in B2B tech. Whether you’re pivoting, scaling, or just trying to stay true to your mission, James’ journey is a blueprint for thoughtful growth.

The biggest threats in cybersecurity don’t come from outside attackers—they come from within. From toxic personal agendas to a lack of cross-functional collaboration, the real risk lies in how people operate, not just the systems they use. It’s a hard truth for many leaders, but one that can transform organizations if embraced. In this episode of Audience 1st Podcast, I had a real, raw conversation with Amy Chaney about what’s truly broken in cybersecurity leadership—and how to fix it. We dove into the pervasive issue of personal agendas, the saturation of cybersecurity communities that often fail to deliver, and what separates good vendors from bad ones. Amy also shared her insights on what it really takes to thrive as a Chief Risk Officer, her approach to balancing technical and human risks, and why collaboration—not ego—is the key to solving the industry’s toughest challenges.

We love to glamorize the adversary-chasing, midnight-oil-burning cybersecurity lifestyle. I’ll admit, even I do it sometimes. But the reality of malware research—the intense mental fortitude, the relentless strategic thinking—is often far less romantic and far more essential than we give it credit for. Malware researchers aren’t just fighting sophisticated adversaries. They’re engaged in a high-stakes, invisible chess game where each move reveals a little more of a hidden enemy. The most significant challenge, however, isn’t the malware itself. It’s likely the disconnect between the critical work of these researchers and the perception—and support—they receive from leadership. That gap isn’t just unfortunate; it’s a vulnerability that leaves companies exposed in ways many don’t even realize. Despite its impact, malware research remains one of the most misunderstood and demanding roles in cybersecurity. In this episode, Dani Woolf, host of Audience 1st Podcast spoke with Michael Gorelik, CTO of Morphisec, and his insights offered a rare glimpse into a job that’s less about reacting to the latest threats and more about building a proactive defense—a foundation that keeps companies several steps ahead. From firefighting immediate threats to pioneering innovative defense strategies, Michael’s work underscores the essential, often-overlooked nature of malware research. He emphasizes the critical need for passion and motivation among malware researchers, details the daily responsibilities of malware analysts and incident responders, and explores the ethical challenges faced in the field.  Michael also outlines how Morphisec innovates in the ransomware protection space by leveraging Moving Target Defense and proactive visibility, as well as his philosophy on breaking routines to manage stress and maintain team morale.  The episode also highlights the importance of effective communication between different organizational levels and offers advice to both researchers and executives for enhancing mutual understanding and appreciation.

Join Ben Siegel, a GTM expert and former Gartner executive, as he dives into the failures of traditional analyst models in cybersecurity. He argues that generic reports fail to capture the nuances needed for real connections with buyers. Instead, Ben advocates for direct engagement through interviews and community-led conversations. Discover how shifting mindsets and prioritizing personal data can transform vendor-buyer relationships and enhance cybersecurity strategies. This enlightening discussion is a wake-up call for professionals in the field.

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

In this episode of Audience 1st, Cecil Pineda, CISO of R1 RCM, and Yuval Wollman, President of CyberProof, delve into the cybersecurity in the healthcare industry. They discuss the impact of recent cyber attacks on healthcare organizations, specifically the Change Healthcare attack, the importance of vision in cybersecurity, and the challenges faced by CISOs in aligning security practices with organizational goals. The conversation highlights the need for speed, preparedness, and strong communication in managing cybersecurity incidents effectively. Key Takeaways: Rapid response and speed are crucial in managing cybersecurity incidents effectively. Healthcare organizations must prioritize data protection and establish robust security measures due to the complex web of connectivity in the industry. Collaborative partnerships with vendors and community engagement are essential in enhancing cybersecurity resilience. Balancing consolidation versus layered approach in cybersecurity tools requires considering organizational risk and complexity. Cultivating a culture of openness, trust, and clear communication is vital for effective cybersecurity practices. 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