Audience 1st

Dani Woolf
  • 5.0 (1)
  • BUSINESS
  • UPDATED WEEKLY
Audience 1st

Welcome to Audience 1st. A podcast for tech marketers looking to break out of the echo chamber to better understand their audience and turn them into loyal customers. Every week, Dani Woolf is having brutally honest conversations with busy tech buyers about what really motivates them, the things they hate that vendors do, and what you can do about it. You’ll get access to practical information on how to build authentic relationships with your audience, listen to and talk with your buyers, and apply real customer insights to your strategies and tactics. You owe it to the world to unmute your mic. Are you ready?

  1. Black Hat vs. RSA CISO Perceptions: Which Do They Prefer and Why?

    16 AUG

    Black Hat vs. RSA CISO Perceptions: Which Do They Prefer and Why?

    In this episode of Audience First, Dani Woolf welcomes cybersecurity expert and CISO of CYE, Ira Winkler. They delve into vendor practices, inclusion in cybersecurity events, and the need for meaningful content from marketers. Winkler highlights his initiative, CruiseCon, designed to be inclusive for all levels of professionals, and shares advice on building genuine relationships in the field. The conversation also touches on the challenges and dynamics of cybersecurity conferences like Black Hat and RSA. Key Takeaways: Ensure that events provide access not only to executives but also to practitioners at all levels, enabling broader networking and learning opportunities. Push for an end to the tiered experiences at events like Black Hat and RSA, advocating for equal opportunities and benefits for all attendees, regardless of status. If you're in sales or marketing, do thorough research on your targets. Avoid aggressive, impersonal tactics like cold-calling and spamming LinkedIn. Instead, personalize your outreach. If you're a small cybersecurity startup, target mid-sized companies to build credibility and grow sustainably, rather than immediately chasing large enterprises. Invest in creating thought leadership content that addresses real problems and delivers value to practitioners, rather than just promoting products. As a conference attendee or organizer, push for sessions that offer substantial research and insights, avoiding vendor pitches disguised as informative talks. Advocate for a balance between commercialization and the original mission of conferences like Black Hat, ensuring that they continue to offer valuable content. Whether interacting with current executives or former leaders, always treat individuals with respect and tailor your approach to their unique experiences and needs. Encourage conference organizers to reassess and reallocate session content to maintain high-quality and relevant tracks, ensuring that attendees receive maximum value. Join Audience 1st Newsletter Today Join 1700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

    48 min
  2. Securing the Healthcare Industry: Insights from the Frontlines of Change Healthcare Attack and More

    8 AUG

    Securing the Healthcare Industry: Insights from the Frontlines of Change Healthcare Attack and More

    In this episode of Audience 1st, Cecil Pineda, CISO of R1 RCM, and Yuval Wollman, President of CyberProof, delve into the cybersecurity in the healthcare industry. They discuss the impact of recent cyber attacks on healthcare organizations, specifically the Change Healthcare attack, the importance of vision in cybersecurity, and the challenges faced by CISOs in aligning security practices with organizational goals. The conversation highlights the need for speed, preparedness, and strong communication in managing cybersecurity incidents effectively. Key Takeaways: Rapid response and speed are crucial in managing cybersecurity incidents effectively. Healthcare organizations must prioritize data protection and establish robust security measures due to the complex web of connectivity in the industry. Collaborative partnerships with vendors and community engagement are essential in enhancing cybersecurity resilience. Balancing consolidation versus layered approach in cybersecurity tools requires considering organizational risk and complexity. Cultivating a culture of openness, trust, and clear communication is vital for effective cybersecurity practices. Subscribe to Audience 1st Newsletter Today Join 1700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

    1h 2m
  3. B2B Marketing Shifts: Insights from the Lens of a Marketer and a CISO

    1 AUG

    B2B Marketing Shifts: Insights from the Lens of a Marketer and a CISO

    In this episode, Dani Woolf, CEO and Founder of Audience 1st, brings her 15 years of experience in tech marketing to the table. She shares her journey from working in-house as a marketer to running a qualitative customer research agency, driven by her frustrations and burnout in understanding the audience.  Anthony Johnson, CEO and Founder of Delve Risk, with his 25 years in cybersecurity, contributes his insights on the shifts in sales and marketing, including changes in content consumption, the rise of personal branding, understanding of buying behaviors, and the increasing role of AI in B2B sales and marketing. Throughout the episode, Dani and AJ delve into various aspects of the industry, from the significance of brand visibility and trust in the evaluation process when choosing security solutions to the challenges faced by marketing teams in adapting to new tools and technologies. They also discuss the impact of the COVID-19 pandemic on events and the shift towards creating more memorable and impactful experiences for targeted audiences. Key Takeaways: Content remains king, with a shift towards short-form videos, podcasts, and community-driven content creation. Personal branding plays a significant role in establishing trust with buyers in the cybersecurity industry. Marketers and sales professionals are adapting to the changing buying behaviors of customers, emphasizing empathy and personalization. The integration of AI in sales and marketing processes enhances automation and efficiency but requires a human touch. There is a growing trend towards unique and personalized experiences in regional events, focusing on quality interactions over quantity. Subscribe to Audience 1st Newsletter Today Join 1700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

    48 min
  4. Bridging Security and Business: Insights from Onyxia’s 2024 CISO Research

    25 JUL

    Bridging Security and Business: Insights from Onyxia’s 2024 CISO Research

    In this episode of Audience 1st Podcast, host Dani Woolf and Sivan Tehila, Founder and CEO of Onyxia Cyber, discuss the role of CISOs and the importance of aligning security initiatives with business objectives. Sivan emphasizes the need for a strategic approach in managing security programs and highlights the significance of leveraging data to optimize security stack capabilities. Through Onyxia, Sivan aims to empower CISOs with a platform that provides insights, predictions, and actionable recommendations to enhance security operations effectively. Key Takeaways: The role of CISOs is evolving to include a stronger focus on bridging security teams with business operations and aligning security strategies with overarching business goals. Onyxia Cyber offers a platform that integrates with existing security tools to provide CISOs with actionable insights, predictions, and optimizations for their security programs. There is a growing need for CISOs to adapt to evolving cybersecurity regulations and leverage data-driven approaches to improve security posture and demonstrate compliance. Continuous engagement with customers, sharing knowledge, and integrating feedback are crucial for developing impactful products and services that address the evolving needs of the cybersecurity community. Collaborative efforts, community engagement, and a commitment to ongoing learning and adaptation are vital for advancing cybersecurity practices and fostering a culture of innovation in the industry. Take a Tour of the Onyxia Platform: https://www.onyxia.io/book-a-demo Subscribe to Audience 1st Newsletter Today Join 1700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

    37 min
  5. Breaking Silos: Why (and How) True Peer-Led Communities Help Attract and Retain Security Talent

    24 JUL

    Breaking Silos: Why (and How) True Peer-Led Communities Help Attract and Retain Security Talent

    In this episode of Audience 1st Podcast, host Dani Woolf welcomes Ben Siegel, Founder and CEO of The CyberNest. They delve into the importance of peer-led, community-driven research for cybersecurity professionals. Ben outlines The CyberNest’s growth from a free community to launching a specialized platform security teams aimed at facilitating better information sharing and collaboration within organizations. They discuss the limitations of traditional analyst firms and the rise of firsthand, trusted insights from security practitioners. The conversation emphasizes the value of making learning an integral part of security roles and explores the future of peer-led communities in the cybersecurity industry. Key Takeaways: Overwhelmed security professionals can benefit from streamlined access to relevant information through peer-led communities. The Cyber Nest has evolved to offer a Teams platform that fosters collaboration and knowledge sharing among security teams within organizations. Trust and quality are key factors in peer-led information sharing, enabling practitioners to make informed decisions and streamline projects effectively. Bridging the gap between security vendors and buyers through expert insights helps improve product offerings and enhance customer relationships. Cultivating a community of trust within the cybersecurity space is essential for promoting collaboration, knowledge sharing, and professional development. Apply to become a member of The CyberNest today: https://thecybernest.com/ Join Audience 1st Newsletter Today Join 1700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

    53 min
  6. How Security Practitioners Should Think About and Approach Double Layered Cloud Security

    11 JUL

    How Security Practitioners Should Think About and Approach Double Layered Cloud Security

    In this episode of Audience 1st Podcast, Avishai Wool, CTO of AlgoSec and Joshua Copeland, Director of Managed Security Services at Quadrant Information Security and professor at Tulane University, join host, Dani Woolf, to discuss the complexities of cloud security and the challenges practitioners face when migrating to the cloud. They delve into the shift towards cloud-based infrastructure and the unique security human-centric, business, and technical considerations that come with it. Avishai and Josh highlight the significance of understanding the interconnected nature of cloud and on-premise environments and provide practical steps to approaching a comprehensive, double layered approach to cloud security. Key Takeaways: The shift to the cloud brings about challenges in understanding what needs to be protected and how to address security risks effectively. A successful cloud security strategy involves starting with visibility to identify misconfigurations and then focusing on network security to ensure connectivity between cloud and on-premise environments is secure. To achieve good cloud security, organizations must align their security measures with business requirements and identify key stakeholders to make informed decisions. The importance of having the right tooling in place for cloud security cannot be emphasized enough, as it helps in making informed decisions and managing thousands of security groups efficiently. Assessing a brownfield cloud environment involves onboarding all accounts into a Cloud Security Posture Management solution to identify critical findings and assess the need for public IP addresses. Understanding the nuances of cloud security requires a combination of knowledge, tools, and a thoughtful approach to addressing risks effectively in both greenfield and brownfield environments. Join Audience 1st Newsletter Today Join 1700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

    48 min
  7. Value Selling Tips: Aligning Cybersecurity Products with Security Buyer Business Priorities

    5 JUL

    Value Selling Tips: Aligning Cybersecurity Products with Security Buyer Business Priorities

    In this episode of Audience 1st Podcast, Andrew Monaghan, Founder of Unstoppable.do and Host of Cyber GTM Talk. joins host, Dani Woolf, to discuss the power of value selling to drive success in the tech industry. With real-world examples and practical insights, Andrew and Dani dig into into the importance of understanding customer needs, engaging in ethical sales practices, and transforming the go-to-market approach to achieve sustainable growth. Key Takeaways: The key to successful sales is aligning your product with the biggest initiatives of your prospects. Show how you can help make their big goals a reality. Value selling is not just about features and benefits, but about attaching your solution to the major business initiatives of your prospects. It's about impact and relevance. Zscaler is a prime example of rigorous value selling, leading to substantial growth. It's about embedding the value sales mindset in leadership and translating messaging to focus on value, not just product features. To shift to a value selling approach, sales professionals should lead by example, showcasing results before evangelizing the approach to stakeholders. Actions speak louder than words. One of the worst practices Andrew has seen in security firms is fraudulently inflating numbers and channel stuffing for short-term gains. Ethics must be at the core of every go-to-market strategy. Ethical go-to-market strategies are centered on truthfulness, transparency, and alignment with customer needs. Being ethical is not a choice, it's a must for building long-term customer relationships. Value selling is about finding the why behind your prospects' actions, aligning your solution with their big initiatives, and driving impact. It's not just about selling a product, but about creating real value for your customers. To excel in ethical go-to-market strategies, focus on being a good human being, portraying your company in the right light, and always staying true to your values. Ethics is not a compromise, it's a standard that must be upheld. Join Audience 1st Newsletter Today Join 1700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

    50 min
  8. Human Connection and Customer Advocacy as Differentiators in Cybersecurity | CyberMAYnia Podcast

    14 JUN

    Human Connection and Customer Advocacy as Differentiators in Cybersecurity | CyberMAYnia Podcast

    In this episode of CyberMAYnia, Dani Woolf shares insights on the challenges faced while applying traditional marketing strategies in cybersecurity, Dani emphasizes the importance of customer research for business growth and customer retention. The discussion also explores the role of generative AI in marketing and how marketing in the cybersecurity space will evolve in the upcoming years. Key Takeaways: Patience and resilience are essential for marketers in the cybersecurity industry, as rejection and setbacks are common. Collaboration between marketers and security practitioners is crucial for mutual success and innovation within the cybersecurity space. Effective marketing strategies in cybersecurity require a deep understanding of the industry and its people, and a focus on community and advocacy. Utilizing AI in marketing can enhance efficiency but must be approached with caution to avoid laziness and maintain quality. Networking, curiosity, and asking questions are key for individuals entering the cybersecurity field, facilitating learning and growth. Join Audience 1st Newsletter Today Join 1700+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

    41 min
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About

Welcome to Audience 1st. A podcast for tech marketers looking to break out of the echo chamber to better understand their audience and turn them into loyal customers. Every week, Dani Woolf is having brutally honest conversations with busy tech buyers about what really motivates them, the things they hate that vendors do, and what you can do about it. You’ll get access to practical information on how to build authentic relationships with your audience, listen to and talk with your buyers, and apply real customer insights to your strategies and tactics. You owe it to the world to unmute your mic. Are you ready?

Information

  • Creator
    Dani Woolf
  • Years Active
    2022 - 2024
  • Episodes
    77
  • Rating
    Explicit
  • Copyright
    © Audience 1st
  • Show Website
    Audience 1st

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