Building Relationship Capital

Pain PointsContent PreferencesDecision CriteriaBuilding Relationship CapitalOutreach TipsSales Process PreferencesCustomer RetentionGoals and MotivationsPositioning and MessagingCustomer ResearchBuyers JourneyTriggers to EvaluateGrowth MindsetBrand PerceptionsBarriers to Buy
Building Relationship CapitalBuilding Relationship Capital
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Why Traditional Analyst Models Are Failing Your GTM Strategy

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
Dani Woolf
Pain PointsPain Points
+3+3
Bridging Security and Business: Insights from Onyxia’s 2024 CISO Research

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
Dani Woolf
Pain PointsPain Points
+4+4
Breaking Silos: Why (and How) True Peer-Led Communities Help Attract and Retain Security Talent

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
Dani Woolf
Building Relationship CapitalBuilding Relationship Capital
+4+4
Value Selling Tips: Aligning Cybersecurity Products with Security Buyer Business Priorities

Value Selling Tips: Aligning Cybersecurity Products with Security Buyer Business Priorities

Boldness, value selling, and genuine connection can set you apart in a crowded market. Discover why understanding customer motivations is the key to building real relationships and achieving lasting success.

Dani Woolf
Dani Woolf
Building Relationship CapitalBuilding Relationship Capital
+2+2
Human Connection and Customer Advocacy as Differentiators in Cybersecurity

Human Connection and Customer Advocacy as Differentiators in Cybersecurity

Can traditional marketing survive in the cybersecurity market? In this raw conversation with May Brooks-Kempler, we explores why marketers must ditc surface-level tactics for genuine relationships and community-driven strategies.

Dani Woolf
Dani Woolf
Building Relationship CapitalBuilding Relationship Capital
+2+2
RSA Conference Post-Mortem: The Good, The Bad, and The Ugly

RSA Conference Post-Mortem: The Good, The Bad, and The Ugly

Join us for what may likely be the most brutally honest RSA POST-Conference Recap you'll get from real security practitioners AND cybersecurity marketers. Whether you're a regular attendee, a first-timer, or someone who's always wanted to go but couldn't make it, this is your chance to hear it straight from the insiders.

Dani Woolf
Dani Woolf
Building Relationship CapitalBuilding Relationship Capital
+4+4
Know Before You Go: Brutally Honest RSA Conference Truths

Know Before You Go: Brutally Honest RSA Conference Truths

Join us for what may likely be the most brutally honest RSA Conference Truths you'll get from real security practitioners AND cybersecurity marketers. Whether you're a regular attendee, a first-timer, or someone who's always wanted to go but couldn't make it, this is your chance to hear it straight from the insiders.

Dani Woolf
Dani Woolf
Building Relationship CapitalBuilding Relationship Capital
+2+2
Navigating the Trust Barrier: Effective Marketing Strategies for Skeptical IT Buyers

Navigating the Trust Barrier: Effective Marketing Strategies for Skeptical IT Buyers

I'm sharing my journey from being a digital and demand gen marketer to founding an agency focused on helping cybersecurity companies understand their buyers.

Dani Woolf
Dani Woolf
Building Relationship CapitalBuilding Relationship Capital
+3+3
The Cyber Market's Harsh Truth: A Vendor Vs. Buyer Reality Check

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
Dani Woolf
Pain PointsPain Points
+2+2
The Role of a Fractional CISO and It’s Importance in B2B SaaS

The Role of a Fractional CISO and It’s Importance in B2B SaaS

In cybersecurity, there’s no “one-size-fits-all.” For startups, hiring a full-time CISO isn’t always realistic, but leaving security unchecked is a risk no founder can afford.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+4+4
Maximizing ROI with Ancillary Events: A CISOs Perspective

Maximizing ROI with Ancillary Events: A CISOs Perspective

When it comes to metrics and the ROI of tradeshows, sometimes CMOs see a very tight-knit KPI. And that’s where the problem lies. It’s not that those KPIs are necessarily bad, it’s just that they’re the wrong ones.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+6+6
A Purple Teamer’s Insights on Collaboration, Relationship Building, and Vetting Tools

A Purple Teamer’s Insights on Collaboration, Relationship Building, and Vetting Tools

Purple, red, orange, green, blue teams - there's this whole security color wheel. We need to realize that we all play a part in the same cycle and we could all work together a lot more effectively than if we work against each other.

Dani Woolf
Dani Woolf