72 episodes

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?

Audience 1st Dani Woolf

    • Business
    • 5.0 • 1 Rating

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?

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

    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

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

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

    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
    CISO Chronicles Unfiltered: The Pros - LIVE from CISO XC Conference

    CISO Chronicles Unfiltered: The Pros - LIVE from CISO XC Conference

    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, Host of Audience 1st Podcast, and Allan Alford, Host of The Cyber Ranch Podcast, uncover the top aspects of cybersecurity that has CISOs hopeful, among them:
    Increased Diversity of Thought and Background: One CISO expresses hope for the future of cybersecurity due to the increasing diversity of thought and background in the industry, which leads to a richer and more effective approach to security.
    Passionate and AI-Equipped Generation: Another CISO is hopeful about the passionate and AI-equipped younger generation entering the field, highlighting their willingness to serve and collaborate.
    Continuous Learning and Collaboration: The emphasis on continual learning and collaboration within the industry is a significant source of hope, as it fosters innovation and resilience.
    Purpose and Fulfillment in Making a Difference: The fulfillment and noble purpose of making a difference and affecting change in the security industry drive many CISOs to stay hopeful and passionate about their roles.
    Advancements in AI: While there are concerns, the advancements in AI are seen as a force multiplier that can significantly enhance cybersecurity capabilities when adopted effectively.
    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

    • 38 min
    CISO Chronicles Unfiltered: The Cons - LIVE from CISO XC Conference

    CISO Chronicles Unfiltered: The Cons - LIVE from CISO XC Conference

    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, Host of Audience 1st Podcast, and Allan Alford, Host of The Cyber Ranch Podcast, uncover the top frustrations of CISOs, among them:
    The Need to Balance Empathy: Emphasize human connection, empathy, and treating employees like family to effectively engage in cybersecurity efforts.
    Risk Acceptance: Encourage taking calculated risks with cutting-edge technologies rather than strictly adhering to outdated regulatory frameworks.
    Authorizing Advanced Tech: Streamline technology authorization processes in defense sectors to keep pace with adversaries' advancements.
    Sole Focus Marketing Tech Making Business Cases: Avoid focusing solely on technological capabilities, instead align purchases with organization-wide security strategies.
    Expensive Dinners Over Transparent Communication and Relationship Building: Promote transparency and open conversations over incentivizing through expensive dinners, fostering genuine vendor-client relationships. 
    Lack of Industry Collaboration: Highlight the importance of collaborative events for rapid maturity of cybersecurity practices and fostering a sense of community.
    Negative Vendor Relations: Practice reciprocation and appreciation with vendors to cultivate strong support without manipulation.
    Investment in Costly Sales Tools at the Expense of Security Tools: Advocate for a balanced financial approach where affordable cybersecurity investments are prioritized over costly sales tools.
    Echo Chambers Over Open Discussions: Encourage CISOs to share both successes and failures openly for collective improvement and robust decision-making.
    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

    • 28 min
    RSA Conference Post-Mortem: The Good, Bad, & The "Oh Hell No They Didn't"

    RSA Conference Post-Mortem: The Good, Bad, & The "Oh Hell No They Didn't"

    Join Dr. Chase Cunningham, Elliot Volkman, Clark Barron, George Kamide and me 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.Here's how it's going down:→ We're going to kick it off with expectations vs. reality: Did the actual experience live up to the hype?→ We're adding to the Audience 1st sh*t list to uncover the glaring misses or underwhelming moments at the conference that we think deserve a spotlight for improvement.→ We'll share our thoughts on new technologies and trends that emerged from the conference.→ We'll give you key insights and examples from various vendors and sessions that knocked it out of the park.→ Are we heading back to RSA next year? YUP! We're going to talk about what might we do differently based on this year’s learnings.→ And for our honorary guest who didn’t attend, we'll dig into perceptions of the RSA Conference through social media and second-hand accounts.
    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

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