Audience 1st

How to Control the Message with Commander’s Intent During Cyber Crises | Limor Kessem

Everything that happens well  inside your organization during a crisis-level cyberattack is good and dandy.
But what you're going to be judged on is how it looks in the media.
If you don't control that message and you don't say the things that you really want to tell your customers, then you're going to end up losing so much money.
So many problems are going to come from that response more than anything you're doing under the hood.
Brutally honest insights from Limor Kessem, Principal Consultant of Cyber Crisis Management, Author, Speaker and Podcaster.
In the latest episode of Audience 1st, I sat down with Limor to discuss and uncover:
How vendors and PR teams within those organizations can be more prepared to handle crisis-level cyberattacks and create more meaningful messages and experiences that impact their customers and the industry positively.
What a controlled message of a crisis looks like
Examples of high-profile breaches and how not to manage a crisis
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Cybersecurity Buzzwords → Reality: How to Make Your Messaging Resonate at Conferences | Leo Cruz

Etiquette 101 for Vendors Next Year at Black Hat:
Lead with a genuine message.
Do not make false promises or claims.
Brutally honest insights from Leo Cruz, CISO at St. Joseph's School for the Deaf (and my new friend) 😎
I met Leo at Black Hat a couple of weeks ago and we recently chatted about the do's and don'ts at conferences like Black Hat.
In this episode of Audience 1st, Leo shares his experience at Black Hat USA 2022, the differences he saw this year vs. previous years, which vendors stood out to him on the exhibition floor, and what marketers can do to improve their booth game and messaging next year.
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[BEST OF] What CISOs Love That Vendors Do

After I came back from Black Hat, I had some time to evaluate what vendors were doing on the exhibition floors and map that back to what I’d heard from my previous podcast guest.
Some analysis and episode cutting developed a beautiful creature of an episode:
The Best of What CISOs Love That Vendors Do.
What does that mean?
In every episode I ask my guest one critical question:
"What's one thing a vendor has done that has made you feel good?"
So, I've compiled a pretty sweet list of things that make CISOs and security practitioners happy.
Even if you don’t win on customer acquisition today, if you make people feel good, they’ll remember you forever.
It’s a win-win!
So, do me a favor, have a listen.
And, as always, apply those insights.
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Cut the Bull & Focus to Speed Up the Cybersecurity Buying Process | Tal Arad

Cybersecurity buyers do not have a lot of time to review long RFPs with hundreds of pages. Instead, provide technical diagrams, high-level explanations, and a few slides that provide a focused message.
Buyers are going to read as little as possible to make a decision.
No one is going to read a hundred pages. They don't have the time and the capacity. No one can digest that.
So cut the bullshit and provide as much focused information as possible. That will really help everyone make a decision.
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Why to Use the Compliance Framework in Your Messaging & Positioning | Gary Hayslip

I get the fact that you're talking about the offensive framework, but you should really talk about the compliance framework, which a lot of CISOs, unfortunately, have to live in. Show them that too.
In this episode, I had a brutally honest conversation with Gary Hayslip, Global CISO for SoftBank Investment Advisers & SoftBank Group International, about his challenges, goals, what vendors do that piss him off, and the alternatives.
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How a Cybersecurity Marketer Buys | The Buyer Centric Revenue Model Podcast

I've been interviewing cybersecurity buyers about why and how they buy for 4 months. The tables have turned. Nelson Gilliat, host of The Buyer Centric Revenue Model Podcast asked me how and why I buy.
In this episode of Audience 1st, Nick digs in deep to understand:
The methods that get me to look at a vendor or solution.
Platforms I trust to learn about new vendors or solutions.
How I learn about and research vendors.
The % I take a demo from marketing promotions.
The % split preference for getting information from marketing versus sales.
The preference for working with one salesperson versus multiple salespeople.
What turns me off and causes me to tune out.
And more!
Check out the Buyer Centric Revenue Model: https://www.linkedin.com/company/buyer-centric-revenue-model/
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Join 450+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/