Audience 1st

The Hidden Cost of Demo Friction: Why the Software Sales Model Is Failing & How to Fix It

The way cybersecurity and IT software is sold today is fundamentally broken.
In this episode of Audience 1st, Chase Cunningham pulls no punches as we dive into why the traditional software demo and sales model is riddled with friction, killing deals, and frustrating buyers.
We unpack the biggest flaws in go-to-market strategies, including:
Why buyers expect seamless, self-service access to software—and how vendors are failing them.
How manual, high-friction demos slow down sales cycles and lose deals.
Why vendor fear of transparency is outdated—and actually hurting revenue.
How behavioral data and automation can transform demo-to-close rates.
Chase shares eye-opening stats on demo conversion rates, real-world examples of deals lost due to friction, and practical strategies for automating and optimizing the buyer experience.
If you're in marketing, sales, or product and tired of watching your pipeline stall due to outdated sales motions, this episode is a must-listen.
Learn how to ditch the friction, close more deals, and give buyers what they actually want here: https://www.demo-force.com/

Why Business Information Security Officers Are Strategic Cybersecurity Translators

The challenge is clear:
BISOs must bridge the widening gap between security priorities and business demands, often dealing with a space that is fraught with competing interests and high stakes.
But how do BISOs balance the demands of risk mitigation with the realities of operational goals?
How can they make meaningful connections with vendors who often fail to understand the nuances of their role?
These are the questions that Rob Dalzell, a Business Information Security Officer (BISO) at a major financial institution, grapples with regularly.
In this episode of Audience 1st, I had a candid conversation with Rob, where we unearthed invaluable insights into what drives buying decisions and operational realities for BISOs.

How One Customer Interview Completely Transformed This Startup's Trajectory

The art of successful startups isn't just in building the right product—it's in listening, pivoting, and solving real problems.
In this episode of Audience 1st Podcast, I sat down with James Farrow, co-founder of Cyft, to explore the intricate dance of startup growth, MSP market demands, and the mindset shifts required for success.
We covered everything from Cyft’s pivot from the MDR market to MSPs, to how a single user interview transformed the company’s trajectory.
James opened up about the emotional and operational challenges of building a startup, including how personal relationships fuel professional growth.
He also shared his mental models for approaching complex decisions, including first-principles thinking and inversion, and gave a glimpse into what’s next for Cyft as they scale their offerings.
This conversation is one of the more raw episodes I've had with a special guest, insightful, and packed with actionable advice for anyone building a business, especially in B2B tech.
Whether you’re pivoting, scaling, or just trying to stay true to your mission, James’ journey is a blueprint for thoughtful growth.

Risk Leadership Redefined: Why Chief Risk Officers Must Think Beyond Compliance

The biggest threats in cybersecurity don’t come from outside attackers—they come from within.
From toxic personal agendas to a lack of cross-functional collaboration, the real risk lies in how people operate, not just the systems they use.
It’s a hard truth for many leaders, but one that can transform organizations if embraced.
In this episode of Audience 1st Podcast, I had a real, raw conversation with Amy Chaney about what’s truly broken in cybersecurity leadership—and how to fix it.
We dove into the pervasive issue of personal agendas, the saturation of cybersecurity communities that often fail to deliver, and what separates good vendors from bad ones.
Amy also shared her insights on what it really takes to thrive as a Chief Risk Officer, her approach to balancing technical and human risks, and why collaboration—not ego—is the key to solving the industry’s toughest challenges.

Why Malware Researchers Are More Than Just Analysts: Recognizing Their Strategic Role in Cybersecurity

We love to glamorize the adversary-chasing, midnight-oil-burning cybersecurity lifestyle.
I’ll admit, even I do it sometimes.
But the reality of malware research—the intense mental fortitude, the relentless strategic thinking—is often far less romantic and far more essential than we give it credit for.
Malware researchers aren’t just fighting sophisticated adversaries.
They’re engaged in a high-stakes, invisible chess game where each move reveals a little more of a hidden enemy.
The most significant challenge, however, isn’t the malware itself.
It’s likely the disconnect between the critical work of these researchers and the perception—and support—they receive from leadership.
That gap isn’t just unfortunate; it’s a vulnerability that leaves companies exposed in ways many don’t even realize.
Despite its impact, malware research remains one of the most misunderstood and demanding roles in cybersecurity.
In this episode, Dani Woolf, host of Audience 1st Podcast spoke with Michael Gorelik, CTO of Morphisec, and his insights offered a rare glimpse into a job that’s less about reacting to the latest threats and more about building a proactive defense—a foundation that keeps companies several steps ahead.
From firefighting immediate threats to pioneering innovative defense strategies, Michael’s work underscores the essential, often-overlooked nature of malware research.
He emphasizes the critical need for passion and motivation among malware researchers, details the daily responsibilities of malware analysts and incident responders, and explores the ethical challenges faced in the field. 
Michael also outlines how Morphisec innovates in the ransomware protection space by leveraging Moving Target Defense and proactive visibility, as well as his philosophy on breaking routines to manage stress and maintain team morale. 
The episode also highlights the importance of effective communication between different organizational levels and offers advice to both researchers and executives for enhancing mutual understanding and appreciation.

Why Traditional Analyst Models Are Failing Your Cybersecurity GTM Strategy

When was the last time you took a hard look at how disconnected your “customer insights” really are from the people you’re aiming to serve?
For years, companies have banked on traditional research firms and analyst reports, hoping these broad-stroke insights will guide their GTM strategies.
These methods serve a general narrative – not the nuanced truths that drive real connection and real value.
I fell into the same trap myself once.
I’d rely on this filtered, “aggregate” data and call it good.
But the more I engage directly with the people who matter – the end users, the practitioners – the more I realize:
The traditional analyst model is fundamentally broken.
And no one’s ready to admit it.
In the SEASON 3 kickoff of Audience 1st Podcast, I'm sitting down with Ben Siegel, GTM expert, former Gartner exec, CEO and Founder of The CyberNest, and partner in crime, to dive into a major shift in how cybersecurity companies connect with their buyers.
We’re challenging the old-school analyst model, pushing past generic reports and stale data to champion DIRECT relationships with the people who matter—security practitioners.
We’ll explore why hands-on research like interviews, focus groups, and community-led conversations are game-changers for your GTM strategies.
This conversation might very well be the wake-up call we ALL need.
Are you ready to break out of the echo chamber?

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.
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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.
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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.
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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

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
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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