Content Preferences

Pain PointsContent PreferencesDecision CriteriaBuilding Relationship CapitalOutreach TipsSales Process PreferencesCustomer RetentionGoals and MotivationsPositioning and MessagingCustomer ResearchBuyers JourneyTriggers to EvaluateGrowth MindsetBrand PerceptionsBarriers to Buy
Content PreferencesContent Preferences
+4+4
Cyber Marketing and Sales Without the Buzzwords and BS

Cyber Marketing and Sales Without the Buzzwords and BS

My recent study with George Kamide aims to illuminate how vendors market, position, and message their products and services, and how these strategies align (or don't) with the evaluation and purchasing behaviors of cybersecurity leaders.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+4+4
Demystifying Zero Trust Misconceptions as a Buzzword and Strategy

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
Dani Woolf
Content PreferencesContent Preferences
+4+4
From Buzzword → Reality: How to Make Your Messaging Resonate at Conferences

From Buzzword → Reality: How to Make Your Messaging Resonate at Conferences

“Come at me with "XDR", come at me with "SOAR", come at me with "cyber resilience". That's fine. But then give me the meat and potatoes behind it. What it really means. Vendors have to change the way they lead with buzzwords.

Dani Woolf
Dani Woolf
Content PreferencesContent Preferences
+3+3
Are You Turning Off Buyers with Jargon and Geek Speak?

Are You Turning Off Buyers with Jargon and Geek Speak?

There are too many people who think that if you fall into jargon and start spouting geek speak that you're going to impress people. In fact, the opposite is true.

Dani Woolf
Dani Woolf
Content PreferencesContent Preferences
+2+2
How to Create Value-Driven Content That Resonates with Cybersecurity Buyers

How to Create Value-Driven Content That Resonates with Cybersecurity Buyers

If you are too much in love with your product vs. how you help your audience solve a problem, you're going to be disconnected from the very people you're trying to reach.

Dani Woolf
Dani Woolf
Content PreferencesContent Preferences
+3+3
How Cybersecurity Marketers Can Distinguish Themselves from Attackers

How Cybersecurity Marketers Can Distinguish Themselves from Attackers

Everybody's got to sell, everybody's got to buy things, but it's how the transaction is conducted that is important.

Dani Woolf
Dani Woolf