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  • Barriers to Buy

Barriers to Buy

Pain PointsContent PreferencesDecision CriteriaBuilding Relationship CapitalOutreach TipsSales Process PreferencesCustomer RetentionGoals and MotivationsPositioning and MessagingCustomer ResearchBuyers JourneyTriggers to EvaluateGrowth MindsetBrand PerceptionsBarriers to Buy
Pain PointsPain Points
+3+3
From Cost Center to Growth Driver: The CFO’s Playbook for Cloud Security ROI

From Cost Center to Growth Driver: The CFO’s Playbook for Cloud Security ROI

For too long, security has been treated as an unavoidable expense - just another cost on the balance sheet, a necessary evil to keep auditors and regulators at bay. CFOs approve budgets for security tools, teams, and compliance initiatives, but the conversation rarely goes beyond risk mitigation. It’s time for a shift.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+3+3
Why the vCISO Model Is More Than a Stopgap for Organizations Looking for Security Leadership

Why the vCISO Model Is More Than a Stopgap for Organizations Looking for Security Leadership

The traditional in-house CISO - once a singular anchor for cybersecurity strategy - is increasingly being complemented, or even replaced, by a new breed of leadership: the virtual CISO (vCISO). But what many companies miss is that this is not simply a staffing workaround.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+7+7
Know Before You Go: The Empathy Codified Playbook for RSA Conference 2025

Know Before You Go: The Empathy Codified Playbook for RSA Conference 2025

Every year, the noise at RSA Conference gets louder. The booths get flashier. The buzzwords get bolder (pun intended). The outreach gets more desperate. And still, most vendors walk into RSA with no mission beyond badge scans. Here's why.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+5+5
Why Business Information Security Officers Are Strategic Cybersecurity Translators

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
Dani Woolf
Pain PointsPain Points
+3+3
Securing the Healthcare Industry: Insights from the Frontlines of Change Healthcare Attack

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
Dani Woolf
Pain PointsPain Points
+3+3
Enhance Accessibility in Cybersecurity Products: It’s Your Competitive Advantage

Enhance Accessibility in Cybersecurity Products: It’s Your Competitive Advantage

Integrating accessibility into security products and services can improve usability, inclusivity, and security for all users. Companies that prioritize accessibility in their security offerings can gain a competitive advantage and build a loyal customer base.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+4+4
The Difference Between a Startup CISO and an Enterprise CISO

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
Dani Woolf
Decision CriteriaDecision Criteria
+3+3
Why to Use the Compliance Framework in Your Messaging & Positioning

Why to Use the Compliance Framework in Your Messaging & Positioning

CISOs are bound by compliance frameworks as much as they are by offensive security measures. For many, compliance is non-negotiable.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+3+3
When You Focus on the Mission, You Will Make the Money

When You Focus on the Mission, You Will Make the Money

Even if you don’t win at customer acquisition right now, you can absolutely win on retention. When people trust you, they won’t leave. They’ll stay with you for the long haul.

Dani Woolf
Dani Woolf
The most brutally honest cybersecurity buyer conversations for the most curious tech marketer and sales pro.

Audience 1st

The most brutally honest cybersecurity buyer conversations for the most curious tech marketer and sales pro.

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