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.

Shady or unclear outreach techniques, lack of soft skills, buyer difficulty to separate the wheat from the chaff. The more cybersecurity vendors and technologies are created, the less effective communication techniques are and the stronger the disconnection between buyer and seller becomes, making it harder for buyers to trust sellers and purchase new tech. In this first session of the CISO Sellers Mashup Series, we are going deep on how to start meaningful conversations with the people that you care about. What's in it for you? Understand cybersecurity buyers challenges & what will make you likable as a professional in the industry Learn what it means to actively listen to your audience, what you should be listening for, and how to apply it. Learn how to initiate conversations with cybersecurity buyers, what resonates with them, and what upsets them. BONUS: Join us live to get the opportunity to ask the panel any questions you may have. Thanks to our panelist: Carlos Guerrero Chris Roberts Dmitriy Sokolovskiy Erika Eakins 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.

Peer to peer and community is so valuable in the cybersecurity industry. Buyers cannot just rely on vendors to tell them their product is “the best thing since sliced bread.” It’s best to ask for advice because buyers’ peers have experience with tools and openly share them. That feedback and those stories helps drive them towards a POC. Because a POC is so limited. Buyers cannot identify the value and problems in a short 30-60 day POC. Rich insights from Cecil Pineda, SVP/CISO for a Healthcare Revenue Cycle Management Company. In this episode, I had a brutally honest conversation with Cecil about his challenges, goals, the value of community and peer to peer engagement, how to best leverage community as a vendor, what vendors do that piss him off, and the alternatives. Join Audience 1st Today Join 600+ 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 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/

In every episode I record with my guests, I ask them one crucial question: "What do you hate most about the cybersecurity industry?" In this episode, I curated the top answers for you. What's more, you'll get an understanding of what security practitioners, go-to-market teams, and cybersecurity vendors can do to alleviate some of these problems in the industry. Who will you hear from? [00:45] Joshua Marpet [01:39] Limor Kessem [03:43] Nick Ryan [04:43] Tal Arad [05:42] Leo Cruz [06:39] Gary Hayslip [08:05] Dmitriy Sokolovskiy [09:29] Allan Alford [12:39] Ryan Cloutier [15:43] Joseph Carson [17:09] Evan Francen [21:19] Malia Mason [24:08] Jenny Botton [25:23] Ferd Hagethorn [26:50] Chris Roberts Join Audience 1st Today Join 550+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/

Free trials and proofs of value are key factors in deciding whether or not to purchase a cybersecurity solution. But there are concerns with them too. CISOs and security practitioners have to be real smart and careful about which products they allow within their environments. In this episode, I had a brutally honest conversation with Nick Ryan, Director - Enterprise Security, Governance, Risk, & Compliance (CISO), Baker Tilly US, about his challenges, goals, what vendors do that piss him off, and the alternatives. Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/

Everything that happens well  inside your organization during a crisis-level cyberattack is good and dandy. But what you're going to be judged on is how it looks in the media. If you don't control that message and you don't say the things that you really want to tell your customers, then you're going to end up losing so much money. So many problems are going to come from that response more than anything you're doing under the hood. Brutally honest insights from Limor Kessem, Principal Consultant of Cyber Crisis Management, Author, Speaker and Podcaster. In the latest episode of Audience 1st, I sat down with Limor to discuss and uncover: How vendors and PR teams within those organizations can be more prepared to handle crisis-level cyberattacks and create more meaningful messages and experiences that impact their customers and the industry positively. What a controlled message of a crisis looks like Examples of high-profile breaches and how not to manage a crisis Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/

Etiquette 101 for Vendors Next Year at Black Hat: Lead with a genuine message. Do not make false promises or claims. Brutally honest insights from Leo Cruz, CISO at St. Joseph's School for the Deaf (and my new friend) 😎 I met Leo at Black Hat a couple of weeks ago and we recently chatted about the do's and don'ts at conferences like Black Hat. In this episode of Audience 1st, Leo shares his experience at Black Hat USA 2022, the differences he saw this year vs. previous years, which vendors stood out to him on the exhibition floor, and what marketers can do to improve their booth game and messaging next year. Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/

After I came back from Black Hat, I had some time to evaluate what vendors were doing on the exhibition floors and map that back to what I’d heard from my previous podcast guest. Some analysis and episode cutting developed a beautiful creature of an episode: The Best of What CISOs Love That Vendors Do. What does that mean? In every episode I ask my guest one critical question: "What's one thing a vendor has done that has made you feel good?" So, I've compiled a pretty sweet list of things that make CISOs and security practitioners happy. Even if you don’t win on customer acquisition today, if you make people feel good, they’ll remember you forever. It’s a win-win! So, do me a favor, have a listen. And, as always, apply those insights. Join Audience 1st Today Join 337+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/

Cybersecurity buyers do not have a lot of time to review long RFPs with hundreds of pages. Instead, provide technical diagrams, high-level explanations, and a few slides that provide a focused message. Buyers are going to read as little as possible to make a decision. No one is going to read a hundred pages. They don't have the time and the capacity. No one can digest that. So cut the bullshit and provide as much focused information as possible. That will really help everyone make a decision. Join Audience 1st Today Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/