Customer Research

Pain PointsContent PreferencesDecision CriteriaBuilding Relationship CapitalOutreach TipsSales Process PreferencesCustomer RetentionGoals and MotivationsPositioning and MessagingCustomer ResearchBuyers JourneyTriggers to EvaluateGrowth MindsetBrand PerceptionsBarriers to Buy
Customer ResearchCustomer Research
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How One Customer Interview Completely Transformed This Startup's Trajectory

How One Customer Interview Completely Transformed This Startup's Trajectory

What does it take to build a game-changing product for MSPs? James Farrow shares how a single interview reshaped Cyft’s trajectory, adding depth, focus, and a clear path to predictable growth.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+4+4
Risk Leadership Redefined: Why Chief Risk Officers Must Think Beyond Compliance

Risk Leadership Redefined: Why Chief Risk Officers Must Think Beyond Compliance

Amy Chaney, a seasoned risk officer, pulls no punches on cybersecurity leadership, toxic personal agendas, and why the cybersecurity industry's greatest risks—and solutions—start with people, not technology.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+2+2
Why Malware Researchers Are More Than Just Analysts: Recognizing Their Strategic Role in Cybersecurity

Why Malware Researchers Are More Than Just Analysts: Recognizing Their Strategic Role in Cybersecurity

The reality of malware research—the intense mental fortitude, the relentless strategic thinking—is often far less romantic and far more essential than we give it credit for. Here’s why.

Dani Woolf
Dani Woolf
Building Relationship CapitalBuilding Relationship Capital
+5+5
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
+6+6
Black Hat vs. RSA CISO Perceptions: Which Do They Prefer and Why?

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
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
Customer ResearchCustomer Research
+1+1
2025 B2B Marketing Shifts: Insights from the Lens of a Marketer and a CISO

2025 B2B Marketing Shifts: Insights from the Lens of a Marketer and a CISO

Anthony Johnson, CEO of Delve Risk, and I share our combined 40 years of tech and cybersecurity insights, exploring shifts in B2B sales and marketing—from personal branding and evolving buyer behavior to AI’s growing impact.

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
Pain PointsPain Points
+3+3
How Security Practitioners Should Think About and Approach Double Layered Cloud Security

How Security Practitioners Should Think About and Approach Double Layered Cloud Security

The cloud introduces a level of complexity that can be overwhelming. This paradigm shift necessitates a complete overhaul of security strategies and mindsets.

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