Audience 1st
Topics
Positioning and Messaging

Positioning and Messaging

Pain Points Content Preferences Decision Criteria Building Relationship Capital Outreach Tips Sales Process Preferences Customer Retention Goals and Motivations Positioning and Messaging Customer Research Buyers Journey Triggers to Evaluate Growth Mindset Brand Perceptions Barriers to Buy

Building Relationship CapitalBuilding Relationship Capital

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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

Positioning and MessagingPositioning and Messaging

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What a Modern, Buyer-Centric Approach to Software Market Intelligence Looks Like

Early in my career as a tech marketer, I was told that securing a top-right position in an analyst report was the way to gain credibility. It didn’t take long before I started questioning the whole system. Here's why.

Dani Woolf

Building Relationship CapitalBuilding Relationship Capital

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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

Pain PointsPain Points

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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

Pain PointsPain Points

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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

Building Relationship CapitalBuilding Relationship Capital

+4+4

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

Building Relationship CapitalBuilding Relationship Capital

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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

Pain PointsPain Points

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The Challenges and Considerations of Cloud Security Solutions

Cloud security has become a top priority for organizations of all sizes. With the increasing adoption of cloud services, the market has become crowded and complex, making it challenging for both vendors and buyers to navigate.

Dani Woolf

Pain PointsPain Points

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Why Mapping Cybersecurity Products to Control Frameworks is a Massive Differentiator

There's a massive disconnect between product/solution providers and the people building cybersecurity programs in the industry. The programs are built to standards. So, what if product companies start building products to meet those standards?

Dani Woolf

Content PreferencesContent Preferences

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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

Decision CriteriaDecision Criteria

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Balancing Fundamentals and Innovation in Cybersecurity Marketing and Sales

There's a constant drive in the cybersecurity field to not just sell, but to sell in a way that's attractive or groundbreaking—almost as if companies are compelled to constantly outdo each other in originality to meet their audience's inflated expectations.

Dani Woolf

Pain PointsPain Points

+4+4

Demystifying Zero Trust Misconceptions as a Buzzword and Strategy

When a concept or strategy gains enough traction, marketing and sales jump in to capitalize on it, and eventually, it becomes a poisoned well from which people draw.

Dani Woolf