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Building Relationship Capital

Building Relationship Capital

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

Pain PointsPain Points

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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

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

+3+3

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

Pain PointsPain Points

+4+4

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

Building Relationship CapitalBuilding Relationship Capital

+4+4

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

Building Relationship CapitalBuilding Relationship Capital

+2+2

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

Building Relationship CapitalBuilding Relationship Capital

+2+2

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

Building Relationship CapitalBuilding Relationship Capital

+4+4

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

Building Relationship CapitalBuilding Relationship Capital

+2+2

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

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