Customer Research

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
+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
Goals and MotivationsGoals and Motivations
+1+1
CISO Chronicles Unfiltered: The Pros- LIVE from CISO XC

CISO Chronicles Unfiltered: The Pros- LIVE from CISO XC

In this live episode from the CISO XC Conference in Dallas Fort Worth, Texas, cybersecurity professionals engage in a candid discussion on the what they love about the industry, their motivations, and what's got them hopeful in the cybersecurity space.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+1+1
CISO Chronicles Unfiltered: The Cons - LIVE from CISO XC

CISO Chronicles Unfiltered: The Cons - LIVE from CISO XC

In this live episode from the CISO XC Conference in Dallas Fort Worth, Texas, cybersecurity professionals engage in a candid discussion on the challenges, frustrations, and human aspects of the cybersecurity industry.

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