Audience 1st
Topics
Brand Perceptions

Brand Perceptions

Pain Points Content Preferences Decision Criteria Building Relationship Capital Outreach Tips Sales Process Preferences Customer Retention Goals and Motivations Positioning and Messaging Customer Research Buyers Journey Triggers to Evaluate Growth Mindset Brand Perceptions Barriers to Buy

Customer ResearchCustomer Research

+2+2

Successful Cybersecurity Marketing with Qualitative Buyer Data and Brain Power

Cybersecurity vendors aren’t failing to persuade their buyers because their products are bad. They’re failing because they’ve built entire go-to-market strategies on assumptions, noise, and internal pressure instead of truth.

Dani Woolf

Pain PointsPain Points

+7+7

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

Building Relationship CapitalBuilding Relationship Capital

+2+2

The Community Delusion: Why Most Tech “Communities” Fail Before They Begin

Most tech companies conflate audiences with communities, mistake content distribution for engagement, and ignore the sociological and psychological foundations that underpin why people gather in the first place.

Dani Woolf

Building Relationship CapitalBuilding Relationship Capital

+3+3

How to Accelerate Speed to Buyer Insights to Gain a Competitive Edge

For years, I second-guessed launches, taglines, content we created - because the stakes were too high to get it wrong. And then I realized something: I was looking in the wrong place for answers.

Dani Woolf

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

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

Building Relationship CapitalBuilding Relationship Capital

+3+3

The Cyber Market's Harsh Truth: A Vendor Vs. Buyer Reality Check

Think the cybersecurity industry is all about cutting-edge tools? Ross Haleliuk challenges that notion, arguing the real gap is a lack of trust, transparency, and accessible evaluation methods.

Dani Woolf

Pain PointsPain Points

+4+4

Demystifying Zero Trust Misconceptions as a Buzzword and Strategy

When a concept or strategy gains enough traction, marketing and sales jump in to capitalize on it, and eventually, it becomes a poisoned well from which people draw.

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

+3+3

How to Control the Message with Commander’s Intent During Cyber Crises

If a company isn’t prepared for a crisis, the response can quickly spiral out of control—miscommunication, delayed customer updates, and preventable chaos become inevitable, even for the biggest brands.

Dani Woolf