Audience 1st

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

Ben Siegel, Founder and CEO of CyberNest, discusses the value of peer-led communities for cybersecurity professionals. They explore information sharing, collaboration within organizations, and the future of cybersecurity. Key topics include streamlined access to relevant information, trust in peer-led insights, bridging the gap between vendors and buyers, and cultivating a community of trust in cybersecurity.

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