- Audience 1st
- Posts
- When We Connect in Meaningful Ways, We Create Active Defenders
When We Connect in Meaningful Ways, We Create Active Defenders
The best security controls come from employees who are genuinely engaged in defending their organization.
Dani Woolf
24 Mar • Read Time: 8 minutes
When I set out to build relationships with top security professionals, Ryan Cloutier was at the top of my list.
Why?
Because, like me, Ryan prioritizes mission over money and has zero tolerance for shady marketing tactics, misleading messages, and unauthentic relationships.
In this episode, I had an open and brutally honest conversation with Ryan about what drives him, the challenges he faces, the vendor behaviors that frustrate him, and the better alternatives marketers should consider.
POLL: What’s the most critical factor for building trust with security practitioners? |
Before we dive in, don’t forget to subscribe to join 1700+ cybersecurity marketers and sales pros mastering customer research. You’ll get notified whenever a new episode and buyer insights summary drops.
Who is Ryan Cloutier?
Meet Ryan Cloutier, the cybersecurity guru who's so good at his job, he named his company "Scarebear Industries."
As a CISSP (Certified Information Systems Security Professional), Ryan's the kind of guy who probably encrypts his grocery lists and runs penetration tests on his toaster.
He's been keeping Fortune 500 companies safe from cyber threats for over 15 years, which is like 150 years in internet time.
He's the type who can make even the most technophobic CEO understand why using "password123" isn't exactly Fort Knox material.
Known for his blunt take on shady marketing tactics and his love for plain, honest talk, Ryan is all about creating genuine, trust-based relationships in the industry.
When he’s not helping organizations build human-centered security cultures, he’s probably calling out misleading claims and urging vendors to speak “human.”
Pro Tip for Connecting with Ryan
Ryan emphasizes mission-driven marketing and ethical communication.
To connect with him, keep your messaging honest and mission-oriented.
Show a clear commitment to solving problems, rather than just pushing products, and be prepared for a conversation about how your solution aligns with broader security goals.
Insights and Key Takeaways
Focus on Mission, Not Quotas
Insight: If you focus on the mission, the money will follow.
"If it's all about how much can I squeeze out of this person today to hit a quota, or can I get my attendance high enough because I misled them about what they were going to learn, you’re already starting from the wrong place."
There’s often an overwhelming emphasis on meeting quotas or boosting event attendance.
While metrics are important, focusing solely on them can compromise trust.
Instead, concentrate on the mission of genuinely serving the buyer’s needs.
This approach not only helps you establish meaningful connections but also makes financial success a natural byproduct of your efforts.
Stop Making 100% Claims
Insight: Avoid claims that cannot be scientifically proven.
"There’s actually a law regarding truth in advertising, yet marketers often make claims that are outright lies. A sales slick that says '100% stops ransomware' can’t possibly be true."
Overpromising damages credibility.
Claims like "100% protection against ransomware" immediately make security practitioners skeptical.
Marketers need to be transparent, sharing realistic outcomes rather than making impossible promises.
A more effective approach is to open a dialogue by asking questions and showing genuine interest in learning from the practitioner’s experience.
Build Relationships, Not Just Campaigns
Insight: Marketing can evolve if it focuses on relationship-building.
"Marketing in our industry can improve if you take time to build relationships and understand individual motivations."
It’s essential to move beyond transactional interactions.
Understanding what drives individual security practitioners—whether it’s professional growth, a desire to protect their organization, or serving a greater good—will allow you to tailor your messaging effectively.
It might seem challenging to do this at scale, but people often fall into generalizable categories, making it possible to craft messaging that feels personal while reaching broader audiences.
Be a Partner, Not a Predator
Insight: The industry must avoid victimizing clients.
"What I despise about the industry is the mafioso-like behavior—victimizing clients who are already scared."
Security practitioners often meet vendors at their most vulnerable moments—when breaches occur or threats loom large.
During these times, they need solutions, not scare tactics.
Approaching them with empathy, offering clear solutions, and avoiding aggressive sales tactics will foster trust.
Remember, you’re not just selling a product—you’re partnering with them in their defense strategy.
Speak “Human” to Build Trust
Insight: One of the biggest challenges is failing to communicate in a human way.
"We miss opportunities every day to connect meaningfully by talking too much tech and not enough human."
Many marketers in cybersecurity tend to use complex jargon and technical language, which creates barriers to understanding.
Speaking in clear, relatable terms helps bridge the gap, making it easier for practitioners to understand the value of your solution.
The goal is to make security personal—connecting it to what drives the person on the other end of the conversation.
Company Culture Matters to Buyers
Insight: How you treat your employees impacts the buyer’s decision.
"I go to Glassdoor. How do they treat their employees? This tells me a lot about whether I want to do business with them or not."
Security practitioners don’t just evaluate products; they evaluate the entire company.
How you treat your employees can be a predictor of how you’ll treat customers.
Showcasing positive company culture and a commitment to employee well-being can become a competitive advantage in the decision-making process.
Cater Your Messaging to Multiple Stakeholders
Insight: You need different messaging for different roles within the same account.
"There’s too much broad-stroke marketing. The person using the tool may not have purchasing authority, so you need double buy-in."
In the cybersecurity buying journey, the user of the product often differs from the decision-maker.
Marketers need to craft nuanced messaging that caters to both audiences.
The user cares about ease of use and functionality, while decision-makers prioritize ROI and strategic fit.
To succeed, you need to address both perspectives in your campaigns.
Ungate Your Content
Insight: Ungating content can improve your standing in the community.
"If you get rid of the gate, they will come. It's time to shift away from content gates as tracking is going away."
Gated content may generate leads, but it can also frustrate security practitioners who value free-flowing information.
As privacy regulations evolve and tracking becomes more limited, removing content gates will not only enhance your reputation but also increase engagement.
It’s about building relationships, not just capturing clicks.
Relationship Capital Leads to Financial Capital
Insight: Personalizing interactions builds better connections and more revenue.
"Start by doing your research—find personal news about the buyer. For example, 'Hey, I saw your kid’s basketball team made it to the playoffs.'"
Approaching prospects with genuine interest on a personal level establishes trust and rapport.
By showing that you care about the person behind the role, you create “relationship capital,” which often translates into financial success.
Doing your homework—whether through social media or industry news—can make your outreach more personal and effective.
My Final Thoughts
The most surprising part of my customer journey?
Security practitioners are open to real conversations—if you’re willing to drop the spin and show up authentically.
At the end of the day, it’s all about relationships. If you’re chasing quotas instead of connection, you’re doing it wrong.
Be genuine, be honest, be human, and most importantly, be curious enough to really listen.
Keep it simple:
Focus on the mission, not the metrics.
Drop the buzzwords.
Speak their language.
Build relationships, not just pipelines.
Security practitioners are willing to share their perspectives if you approach with the right intentions.
It doesn’t have to be complicated:
Do your research.
Drop the buzzwords.
Ask better questions.
Focus on connection, not just conversion.
Until next time,
Dani
Subscribe to Audience 1st Podcast Newsletter
Thanks for reading! If you like summaries like this, subscribe to Audience 1st Podcast Newsletter to get notified whenever a new episode drops.
Excited to collaborate? Let’s make it happen!
Check out our sponsorship details to connect with real security practitioners and showcase your brand to an engaged community of cybersecurity decision-makers giving and seeking real buyer insights.
Reply