In an industry whose goal is to protect people, purely profit-driven marketing makes no sense - and certainly doesn’t work. After over a decade of running digital marketing for high-growth B2B technology startups, my guest, Dani Woolf, realized marketing is wildly different in information security.  It took her four years after joining the cybersecurity industry in 2018 to create Audience 1st, a customer research agency built on four pillars:  curiosity to truly understand audiences empathy to listen first and identify cybersecurity buyers' pain points dedication to provide insights that promote growth and honest connection to establish authentic relationships with buyers.    Dani Woolf continues to do meaningful work for people who care as the Creator and Host of the Audience 1st podcast and the WTF Did I Just Read? Tech Sales and Marketing Edition Podcast.  Throughout this conversation, Dani shares her thoughts on marketers' role in cybersecurity, her "mission before money” mindset, and why repetition and messaging consistency are crucial in this space.  You'll also hear why we need leaders who choose peaceful and kind ways of communicating and why Dani believes the creative tension between old-school and modern marketers in cybersecurity is a good thing.  Additionally, Dani explains how she uses honesty to get real, deep insights from tech and IT pros, why she doubles down on being pragmatic and practical, and more ways to create positive change. Listen to this episode to learn: Why Dani advocates for slowing down and opening our hearts in cybersecurity (3:00) How to avoid leaving people out through black-and-white approaches in communication (7:50) Why having creative tension is a good thing (14:40) How marketers can make a meaningful contribution to cybersecurity (18:30) How to set expectations to have in-depth conversations with tech and security leaders (27:00) Why it’s crucial to connecting with audiences beyond data (34:00) Which benefits come from being pragmatic, practical, and prescriptive (41:20) Listen to the original episode at Cyber Empathy.

Ross Haleliuk joins the Audience 1st Podcast to discuss his background and his work in the cybersecurity industry. He shares his motivation for creating his blog, Venture in Security, and explains how he aims to simplify complex cybersecurity concepts for readers. Ross also discusses the challenges and opportunities in the industry, including the need for better evaluation methods for security tools. He highlights the importance of building relationships with security practitioners and the need for more diversity of experiences in the industry. Ross concludes by introducing his new book, "Cyber for Builders," which provides insights and guidance for building cybersecurity companies. Key Takeaways: Ross Haleliuk's Diverse Roles: Ross discussed his multifaceted involvement in the cybersecurity world, including his positions at Lima Charlie, Venture in Security, and an angel syndicate for security practitioners. His diverse experiences provide a well-rounded perspective on the industry. Cybersecurity's Complexity: Ross shared his initial hesitations about entering the cybersecurity field due to its complexity. He eventually embraced the challenge, finding a passion for demystifying cybersecurity concepts for broader audiences. Creation of Venture in Security: Motivated by a desire to simplify cybersecurity knowledge, Ross started Venture in Security. He aims to make complex topics accessible to various stakeholders in the industry, including founders, marketers, salespeople, and practitioners. Breaking Down Complexity: Ross emphasized the importance of simplifying cybersecurity topics. He believes in making the industry understandable to those new to the field and those from different professional backgrounds. Vendor-Practitioner Dynamics: The conversation touched on the challenges between cybersecurity vendors and practitioners, highlighting issues like stigma, accessibility, and the one-sided nature of many vendor-practitioner interactions. Asymmetry of Information: Ross pointed out the significant information asymmetry in cybersecurity, where buyers struggle to assess the value and effectiveness of security tools, and sellers often make unverified claims. Bridging Industry Gaps: Ross suggested ways to bridge the gap between vendors and practitioners, emphasizing the need for building authentic relationships, and better understanding the needs of practitioners. Evaluating Cybersecurity Tools: The interview discussed the necessity for improved methods to evaluate cybersecurity tools, highlighting the challenge in assessing the effectiveness and value of these tools. Cyber for Builders Book: Ross announced his book, "Cyber for Builders," which serves as a comprehensive guide to building cybersecurity companies. The book covers industry understanding, trend evaluation, team assembly, fundraising, and go-to-market strategies. 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

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

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

Dani is kicking off this new season of Audience 1st Podcast with a 3-part series on the lessons learned from a year and a half of deep customer research in the cybersecurity field. In this episode, we're diving into customer research mindset and methods that no one else in B2B marketing is really telling you about. Dani emphasizes the importance of cognitive shifts required to phase into a customer-centric approach, continuous learning, and adapting strategies based on evolving customer needs. The episode is rich with insights you aren't hearing from other B2B marketers on the most effective customer research practices and the importance of engaging directly with customers to gain deeper, more actionable insights. Key Takeaways: Mindset Shift Before Strategy Implementation: Focus on internal mindset changes before optimizing external strategies. The Importance of Direct Customer Engagement: Overcoming barriers and engaging directly with customers for deeper insights. Personal Accountability in Research: The necessity of defining and pursuing relevant research objectives. Real Conversations Over Metrics: Prioritizing genuine customer interactions over chasing unrealistic goals. Valuing Feedback for Improvement: Embracing and learning from customer feedback and criticism. Diversity in Customer Perspectives: Recognizing the importance of various customer viewpoints. Leveraging Different Qualitative Research Methods: Utilizing various platforms and tools for effective customer research. Budget Constraints Shouldn't Limit Research: Implementing cost-effective customer research methods. Initiative in Customer Research: Taking proactive steps in customer research without waiting for higher approval. Organizational Responsibility in Customer Research: Emphasizing the role of every department in customer research. Effective Use of Simple Research Tools: Maximizing the potential of accessible and user-friendly research tools. The Power of Open-Ended Questions: Encouraging detailed responses and deeper insights. Probing for More In-Depth Answers: Techniques to dig deeper during customer interviews. The Significance of Active Listening: Importance of fully understanding customer communications. Understanding Non-Verbal Cues: The role of body language in gaining comprehensive insights. Applying Research Insights: The necessity of putting research findings into action. Continuous Customer Research: Recognizing customer research as an ongoing, evolving process. 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

There was a thirst of having security knowledge and expertise, but there was no way for people to access it.  They can Google their face off, that's fine.  But with security, there are a lot of nuances that are particular to each company.  And so you kind of need someone that has been there and can provide an expert opinion.  These founders, all they want to know is what should I do now and what should I do later? Brutally honest insights from Ayman Elsawah, Fractional CISO and Founder of Cloud Security Labs, vCISO advisory for B2B Saas Startups. In this episode of Audience 1st Podcast, we uncover: Roles and responsibilities of a Fractional CISO: Misconceptions and challenges Ayman faces in the cybersecurity industry Ayman's ultimate goal as a fractional CISO  Trend in the CISO role - from in-house CISO to fractional CISO Differences highlighted among in-house CISOs, fractional CISOs, and virtual CISOs. Importance of understanding the startup mentality and ensuring a good culture fit Use of metrics like security culture and compliance to gauge the success of security investments Vendor best practices to engage with fractional CISOs Such critical insights unraveled in less than 41 minutes. 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

Discover the importance of accessibility in cybersecurity products for all users. Learn about the impact of integrating accessibility into security tools. Gain insights from Justin Merhoff, Director of Security at Deque Systems, Inc. Explore the need for open dialogue and awareness to drive change. Understand the importance of aligning security tools with accessibility guidelines and standards. Hear about the personal journey of a cybersecurity professional and their passion for accessibility.

In this podcast, Charles Payne, CISO at Neptune Media, shares insights on maximizing ROI with ancillary events. He discusses aspects of smaller events that attract security buyer attention, common mistakes vendors make, and how ancillary events influence purchasing decisions. Payne also explores the impact of smaller events on a company's brand perception and strategies companies can use. Additionally, he shares insights into the types of technologies security buyers are inclined to explore at smaller events and the follow-up actions that leave a lasting impact.

Your CFP was approved and you’re about to give a public talk. Before giving a getting on stage at a large (or small) event: You've gotta get your entire talk that you want give people down to: What is the core ride or die message? That is your through-line in all of your stuff. Everything must be connected to that. And then do NOT embrace every single of your 40 talking points. Find five. And those five should matter to your person. If you don't know if they'll matter to your person, you haven't done your research. Brutally honest insights from Kirsten Rourke, founder of Rourke Training, Performance and Engagement Coaching for Speakers Who Love the Spotlight and Those Who Have to Survive It. In this episode of Audience 1st Podcast I JUST dropped, Kirsten and I talk about: → Challenges executives face in public speaking, according to an expert perspective. → Top three universal skills or principles everyone should master, regardless of their profession. → The application of 'know your audience' concept when conveying technical or data-heavy information to a non-tech savvy audience, such as in board meetings. → Suggestions for professionals on how to keep their audience engaged during complex or technical presentations, such as in cybersecurity. → Strategies for introverted professionals, especially in fields like cybersecurity, to overcome the fear of public speaking. → The incorporation of body language and non-verbal communication to enhance public speaking abilities. → Common mistakes professionals make in public speaking and methods to avoid them. → Advice for individuals who regularly present complex data and analytics, such as marketing or cybersecurity professionals. → Closing thoughts and key takeaways for listeners, including marketers, salespeople, and cybersecurity professionals, to apply in their roles. → Information on how to contact or enroll in public speaking programs for those interested in advancing their skills. Such critical insights unraveled in less than 45 minutes. 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