AUDIENCE 1ST

Join 1700+ cybersecurity marketers and sellers getting deep customer insights and mastering buyer research. Every week, you’ll get distilled and prioritized insights from one buyer interview to help you take better action.

Latest Episodes

Positioning and MessagingPositioning and Messaging

+3+3

What a Modern, Buyer-Centric Approach to Software Market Intelligence Looks Like

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. Here's why.

Dani Woolf

Pain PointsPain Points

+1+1

The Hidden Cost of Demo Friction: Why the Software Sales Model Is Failing & How to Fix It

I’ve spent years in cybersecurity marketing and customer research and I can’t tell you how many times I’ve heard the same frustration from buyers: “Why is it so damn hard to try software?”

Dani Woolf

Pain PointsPain Points

+5+5

Why Business Information Security Officers Are Strategic Cybersecurity Translators

The Information Security Team can’t just be the department of ‘no.’ They have to understand the business needs and translate those into information security terms.

Dani Woolf

All Episodes

Positioning and MessagingPositioning and Messaging

+3+3

What a Modern, Buyer-Centric Approach to Software Market Intelligence Looks Like

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. Here's why.

Dani Woolf

Pain PointsPain Points

+1+1

The Hidden Cost of Demo Friction: Why the Software Sales Model Is Failing & How to Fix It

I’ve spent years in cybersecurity marketing and customer research and I can’t tell you how many times I’ve heard the same frustration from buyers: “Why is it so damn hard to try software?”

Dani Woolf

Pain PointsPain Points

+5+5

Why Business Information Security Officers Are Strategic Cybersecurity Translators

The Information Security Team can’t just be the department of ‘no.’ They have to understand the business needs and translate those into information security terms.

Dani Woolf

Customer ResearchCustomer Research

+1+1

How One Customer Interview Completely Transformed This Startup's Trajectory

What does it take to build a game-changing product for MSPs? James Farrow shares how a single interview reshaped Cyft’s trajectory, adding depth, focus, and a clear path to predictable growth.

Dani Woolf

Pain PointsPain Points

+4+4

Risk Leadership Redefined: Why Chief Risk Officers Must Think Beyond Compliance

Amy Chaney, a seasoned risk officer, pulls no punches on cybersecurity leadership, toxic personal agendas, and why the cybersecurity industry's greatest risks—and solutions—start with people, not technology.

Dani Woolf

Pain PointsPain Points

+2+2

Why Malware Researchers Are More Than Just Analysts: Recognizing Their Strategic Role in Cybersecurity

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. Here’s why.

Dani Woolf

Building Relationship CapitalBuilding Relationship Capital

+5+5

Why Traditional Analyst Models Are Failing Your GTM Strategy

The days of relying solely on third-party research are over. Real growth happens when we listen directly to the voices of those we aim to serve.

Dani Woolf

Pain PointsPain Points

+6+6

Black Hat vs. RSA CISO Perceptions: Which Do They Prefer and Why?

Everybody's got to sell, everybody's got to buy things, but it's how the transaction is conducted that is important.

Dani Woolf

Pain PointsPain Points

+3+3

Securing the Healthcare Industry: Insights from the Frontlines of Change Healthcare Attack

As we look at moments like the Change Healthcare attack, one pressing question looms: why is the healthcare industry such a lucrative target for cyber attackers?

Dani Woolf

Customer ResearchCustomer Research

+1+1

2025 B2B Marketing Shifts: Insights from the Lens of a Marketer and a CISO

Anthony Johnson, CEO of Delve Risk, and I share our combined 40 years of tech and cybersecurity insights, exploring shifts in B2B sales and marketing—from personal branding and evolving buyer behavior to AI’s growing impact.

Dani Woolf

Pain PointsPain Points

+3+3

Bridging Security and Business: Insights from Onyxia’s 2024 CISO Research

There’s no industry standard for security programs. Until now, many have been operating with ad-hoc KPIs and SLAs, which might have sufficed in the past. But with the introduction of new regulations the game has changed.

Dani Woolf

Pain PointsPain Points

+4+4

Breaking Silos: Why (and How) True Peer-Led Communities Help Attract and Retain Security Talent

A decade ago, limited access to information led decision-makers to lean heavily on trusted sources for guidance. However, times have changed.

Dani Woolf