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Customer Research

Pain PointsContent PreferencesDecision CriteriaBuilding Relationship CapitalOutreach TipsSales Process PreferencesCustomer RetentionGoals and MotivationsPositioning and MessagingCustomer ResearchBuyers JourneyTriggers to EvaluateGrowth MindsetBrand PerceptionsBarriers to Buy
Pain PointsPain Points
+3+3
Why the vCISO Model Is More Than a Stopgap for Organizations Looking for Security Leadership

Why the vCISO Model Is More Than a Stopgap for Organizations Looking for Security Leadership

The traditional in-house CISO - once a singular anchor for cybersecurity strategy - is increasingly being complemented, or even replaced, by a new breed of leadership: the virtual CISO (vCISO). But what many companies miss is that this is not simply a staffing workaround.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+2+2
Cognitive Risk, Neurodivergence, and the Unspoken Realities of Security Leadership

Cognitive Risk, Neurodivergence, and the Unspoken Realities of Security Leadership

Cognitive strain, systemic misalignment, and cultural disconnects undermine resilience and security executives must reassess not only their external threat models but also the internal psychological and organizational dynamics that put their teams at risk.

Dani Woolf
Dani Woolf
Customer ResearchCustomer Research
+2+2
Successful Cybersecurity Marketing with Qualitative Buyer Data and Brain Power

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
Dani Woolf
Pain PointsPain Points
+1+1
What Cybersecurity Leaders Must Learn from OT Practitioners in Underserved Critical Infrastructure

What Cybersecurity Leaders Must Learn from OT Practitioners in Underserved Critical Infrastructure

Despite being designated a critical infrastructure sector in 2020, the food and agriculture industry remains one of the most underserved domains in cybersecurity. Here's why and what you can do about it.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+3+3
5 Mindset Shifts Security Teams Must Adopt to Master Multi-Cloud Security

5 Mindset Shifts Security Teams Must Adopt to Master Multi-Cloud Security

Every time I talk to security leaders about multi-cloud, I hear the same frustrations. It’s complex. It’s overwhelming. It’s messy. But the real problem? It’s not just the technology - it’s how security teams think about it.

Dani Woolf
Dani Woolf
Customer ResearchCustomer Research
+1+1
How to Diagnose Your Organization’s Real Growth Problem

How to Diagnose Your Organization’s Real Growth Problem

Most GTM teams are treating symptoms, not the wound. They are optimizing the wrong metrics, solving the wrong problems, and bleeding out while staring at dashboards that say everything’s fine.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+5+5
The CISO POV Checklist That Drives Buying Decisions

The CISO POV Checklist That Drives Buying Decisions

Most vendors treat the POV (Proof of Value) phase as a technical formality. A checklist. A box to tick on the path to contract signature. But that mindset is precisely what’s costing vendors the deal.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+3+3
Why the Legacy Analyst Model is Misaligned with Cybersecurity Buyer and Vendor Needs

Why the Legacy Analyst Model is Misaligned with Cybersecurity Buyer and Vendor Needs

Legacy analyst firms aren’t disappearing, but...vendors are starting to re-evaluate their spending.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+4+4
Why Cloud Security Starts with Applications—And How to Protect Them at Scale

Why Cloud Security Starts with Applications—And How to Protect Them at Scale

Most security teams are still securing the cloud like they did their on-prem networks. It’s not working. Cloud security doesn’t start with firewalls. It starts with applications.

Dani Woolf
Dani Woolf
Customer ResearchCustomer Research
The Hybrid & Multi-Cloud Security Playbook—Join Our Live Podcast Series!

The Hybrid & Multi-Cloud Security Playbook—Join Our Live Podcast Series!

Cloud security is a mess. You know it, I know it. And yet, companies keep racing to hybrid and multi-cloud environments without a clear strategy for securing them. So, let's talk about it.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+3+3
Why Mobile Security is Dangerously Overlooked (And What To Do About It)

Why Mobile Security is Dangerously Overlooked (And What To Do About It)

MDM is not a security solution. It never was. It was never designed to be. Yet, for some reason, companies keep treating MDM as if it’s some kind of security blanket—as if deploying it means their mobile security problems are magically solved.

Dani Woolf
Dani Woolf
Building Relationship CapitalBuilding Relationship Capital
+3+3
How to Accelerate Speed to Buyer Insights to Gain a Competitive Edge

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
Dani Woolf
The most brutally honest cybersecurity buyer conversations for the most curious tech marketer and sales pro.

Audience 1st

The most brutally honest cybersecurity buyer conversations for the most curious tech marketer and sales pro.

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