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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
+7+7
Know Before You Go: The Empathy Codified Playbook for RSA Conference 2025

Know Before You Go: The Empathy Codified Playbook for RSA Conference 2025

Every year, the noise at RSA Conference gets louder. The booths get flashier. The buzzwords get bolder (pun intended). The outreach gets more desperate. And still, most vendors walk into RSA with no mission beyond badge scans. Here's why.

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
+5+5
Why Business Information Security Officers Are Strategic Cybersecurity Translators

Why Business Information Security Officers Are Strategic Cybersecurity Translators

The Information Security Team can’t just be the department of ‘no.’ They have to understand the business needs and translate those into information security terms.

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
+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
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
+4+4
Know Before You Go: Brutally Honest RSA Conference Truths

Know Before You Go: Brutally Honest RSA Conference Truths

Join us for what may likely be the most brutally honest RSA Conference Truths 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
Pain PointsPain Points
+4+4
Maximizing ROI with Ancillary Events: A CISOs Perspective

Maximizing ROI with Ancillary Events: A CISOs Perspective

When it comes to metrics and the ROI of tradeshows, sometimes CMOs see a very tight-knit KPI. And that’s where the problem lies. It’s not that those KPIs are necessarily bad, it’s just that they’re the wrong ones.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+6+6
A Purple Teamer’s Insights on Collaboration, Relationship Building, and Vetting Tools

A Purple Teamer’s Insights on Collaboration, Relationship Building, and Vetting Tools

Purple, red, orange, green, blue teams - there's this whole security color wheel. We need to realize that we all play a part in the same cycle and we could all work together a lot more effectively than if we work against each other.

Dani Woolf
Dani Woolf
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
Outreach TipsOutreach Tips
+2+2
How to Successfully Work Your Way Into a CISOs Inbox

How to Successfully Work Your Way Into a CISOs Inbox

It’s important to draw the line between an appropriate business outreach and a stalker mode.

Dani Woolf
Dani Woolf
Pain PointsPain Points
+3+3
RSA Conference Insights from the Lens of a CISO, Seller, and Marketer

RSA Conference Insights from the Lens of a CISO, Seller, and Marketer

A marketer, seller, and CISO meet in a LinkedIn Live after RSA Conference. You finish the rest.

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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