Growth Mindset

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
+1+1
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
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
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
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
Building Relationship CapitalBuilding Relationship Capital
+2+2
Navigating the Trust Barrier: Effective Marketing Strategies for Skeptical IT Buyers

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
Dani Woolf
Sales Process PreferencesSales Process Preferences
+2+2
How MSPs Can Increase Sales Efficiency by Understanding Buyers at Scale

How MSPs Can Increase Sales Efficiency by Understanding Buyers at Scale

Is the IT buying process fundamentally broken? I'm joined by James Farrow to tackle the disconnect between how cybersecurity products are sold and how buyers actually want to buy.

Dani Woolf
Dani Woolf
Growth MindsetGrowth Mindset
Turning B2B Marketing Anxiety Into Action

Turning B2B Marketing Anxiety Into Action

Are B2B marketers stuck in a cycle of meaningless metrics and burnout? I'm tackling the existential crisis facing marketers today, challenging them to throw out the old playbook and look inward.

Dani Woolf
Dani Woolf
Growth MindsetGrowth Mindset
People Over Profits: Refocusing Cybersecurity on What Matters

People Over Profits: Refocusing Cybersecurity on What Matters

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
Building Relationship CapitalBuilding Relationship Capital
+3+3
The Cyber Market's Harsh Truth: A Vendor Vs. Buyer Reality Check

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
Dani Woolf
Customer ResearchCustomer Research
+1+1
50+ Marketing Tactics Validated by Cybersecurity Buyer Research

50+ Marketing Tactics Validated by Cybersecurity Buyer Research

Today is part three of this season’s 3-part kickoff series where I give you all the lessons learned from a year and a half’s work doing deep qualitative customer research.

Dani Woolf
Dani Woolf
Customer ResearchCustomer Research
+1+1
1.5 Years of Cybersecurity Buyer Research Distilled to 15 Minutes

1.5 Years of Cybersecurity Buyer Research Distilled to 15 Minutes

Today is part two of this season’s 3-part kickoff series where I give you all the lessons learned from a year and a half’s work doing deep qualitative customer research.

Dani Woolf
Dani Woolf
Customer ResearchCustomer Research
+1+1
17 B2B Customer Research Truths No One Is Telling You About

17 B2B Customer Research Truths No One Is Telling You About

I'm kicking off this new season of Audience 1st Podcast with a 3-part series on the lessons learned from a year and a half of deep customer research in the cybersecurity field.

Dani Woolf
Dani Woolf