Audience 1st

Audience 1st
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Marketing is a Customer Experience Function - Be An Active Listener

The marketing playbook for cybersecurity has to be rewritten. It’s not just about pitching products anymore—it's about genuinely serving the people who protect our data and systems every day.

Dani Woolf

Pain PointsPain Points

+4+4

The Difference Between a Startup CISO and an Enterprise CISO

Think CISOs are all the same? Think again. Startup CISOs juggle roles, scrape for budget, and demand true partnerships, while enterprise CISOs navigate red tape and legacy systems.

Dani Woolf

Pain PointsPain Points

+3+3

The Best of 23 Cybersecurity Buyer Interviews from 2022

To wrap up 2022, I compiled the best nuggets from all 23 interviews I had with cybersecurity buyers from March to date. They did not hold back. And neither did I.

Dani Woolf

Pain PointsPain Points

+4+4

Why Developing Training Programs & Community is Essential for Security Buyers

Vendors need to start learning from the people on the ground building communities, because those communities are going to be filled with potential leaders of the future.

Dani Woolf

Pain PointsPain Points

+4+4

Service-Based Mindset: The Missing Link in the Cybersecurity space

The service-based mindset is missing in the cybersecurity industry - and vendors can differentiate by simply adopting it.

Dani Woolf

Building Relationship CapitalBuilding Relationship Capital

+3+3

How To Turn a CISO Into a Loyal Advocate

Customer advocacy and loyalty. Lots of people talk about how important it is. Not many talk about how to actually successfully achieve it in the cybersecurity industry.

Dani Woolf

Building Relationship CapitalBuilding Relationship Capital

+3+3

How to Retain a Relationship with a CISO

You’ve established the first connection with a CISO. How do you now build trusted advisor status with them?

Dani Woolf

Building Relationship CapitalBuilding Relationship Capital

+2+2

How to Start a Conversation with a CISO

Shady or unclear outreach techniques, lack of soft skills, buyer difficulty to separate the wheat from the chaff. Learn how to how to hook conversations with the people that you care about.

Dani Woolf

Decision CriteriaDecision Criteria

+3+3

Why Community in Cybersecurity is Your Weapon to Long-Term Business Growth

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.”

Dani Woolf

Customer ResearchCustomer Research

+1+1

The Power of Putting Your Audience First in Cybersecurity

How can cyber marketers break through the negative stereotypes and show cybersecurity buyers that they’re authentic?

Dani Woolf

Pain PointsPain Points

+1+1

BEST OF: What Cybersecurity Pros Hate MOST About the Industry

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.

Dani Woolf

Outreach TipsOutreach Tips

+3+3

The Benefits and Concerns of Free Trials & POVs of Cybersecurity Products

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.

Dani Woolf

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