Audience 1st

Cyber Marketing and Sales without the Buzzwords and BS

In a world overflowing with buzzwords and sales tactics, Dani Woolf and George Kamide have joined forces to investigate the gaps between cybersecurity vendor marketing strategies and the actual needs and expectations of cybersecurity leaders.
Their recent study 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.This candid conversation, hosted by Chris Cochran, promises to challenge the status quo, providing a fresh perspective on cybersecurity marketing and sales. Tune in to learn, engage, and transform the way you approach your marketing and sales strategy.
Don't miss this chance to cut through the buzzwords and jargon, and get down to what really matters.
Download the 2023 RSA Conference Messaging Analysis and Buyer Research Report: https://www.audience1st.fm/2023-rsa-conference-messaging-analysis-buyer-research-report
 

CISO Approaches to Human Attack Surface Protection Amidst Budget Cuts

With the accelerating proliferation of cyber threats, a challenge at hand involves addressing the human attack surface - the interaction point where end-users, such as employees or clients, can be targeted by malicious cyber actors.It is the human element, as much as any technology, that often forms the root cause of most compromises.Brutally honest insights from Matt Polak, CEO of Picnic Corporation, and Jeff Farinich, CISO of New American Funding.In this episode of Audience 1st, Jeff, Matt and Dani uncover:
How security practitioners are approaching the problem of the root cause of the majority of compromises - the human element
The barriers to success when it comes to human attack surface protection
How CISOs justify new spend on human attack surface protection solutions in environments where budgets are flat/declining
How technologies like human attack surface protection tools change practitioner workflows
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Join 1400+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

Challenging the Hype Cycle: 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.
Evgeniy laments that the industry's focus has strayed too far from fundamental tasks towards more creative, attention-grabbing ones. 
The importance of basics needs to be reaffirmed as an antidote to the intoxicating and potentially misleading influence of hype.
Evgeniy indicates that practitioners can adopt a more systematic approach to their decision-making processes to avoid succumbing to industry hype. 
Brutally honest insights from Evgeniy Kharam, Cybersecurity Zero Trust Architect and a Founder of Cyber Inspiration Podcast.
In this episode, Dani Woolf had a conversation with Evgeniy about his challenges, goals, what vendors do that piss him off, and the alternatives.
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Join 1400+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

How to Successfully Work Your Way Into a CISO’s Inbox

If you’re working your way into a CISO's inbox:Take a more humanizing approach and cultivate trust-based relationships.It’s important to draw the line between an appropriate business outreach and a stalker mode.Be willing to be vulnerable because it's going to really benefit your career and do goodBrutally honest insights from George Al-Koura Al Koura, Co-Host of Bare Knuckles & Brass Tacks Podcast and CISO of Ruby.In this episode of Audience 1st, Dani Woolf is had a conversation with George about his challenges, goals, what vendors do that piss him off, and the alternatives.We uncovered:
Why are so many people in the military getting into cybersecurity after service?
What does George hate most about the cybersecurity industry?
What is a humanizing approach to sales outreach and how does it affect CISO?
As a CISO, what's George’s one bleeding neck challenge and what's the ultimate goal he’s trying to achieve?
Are there any differences or anomalies right now in the market that sales pros and marketers can learn from to take advantage of?
What does a valuable, trust-based relationship look like digitally?
What are some cardinal rules security vendors, marketers, and sales teams are breaking these days?
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Join 1300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter

How (and Why) CISOs Evaluate Vendors Before Taking Any First Meeting

When a CISO starts evaluating a new product, they start evaluating the people they’re going to work with and only then evaluate the vendor from a technological perspective.
Because at the end of the day they do business with people, not just with products.Building brand awareness and trust is very important. Why would you give access to your financial accounts if there’s no trust?Brutally honest insights from May Brooks, CISO, Founder and Chairwoman of the Board of Helena Cybersecurity Awareness.In this episode, Dani Woolf had a conversation with May about her challenges, goals, what vendors do that piss her off, and the alternatives.We also covered:
What May does from a day-to-day basis as a cybersecurity expert and what’s her ultimate goal.
What is May’s one bleeding neck challenge right now as the deputy CISO?
What is the ultimate goal May’s trying to achieve as a security practitioner?
What are ways that May evaluates people within a potential vendor?
What are differences or anomalies salespeople and marketers can learn from in order to stand out in CISOs’ eyes.
How would a salesperson or marketer understand a CISO’s priorities best? What would be the way to extract that data not under an NDA?
Why is building brand awareness and trust so important in cybersecurity?
Cardinal rules security vendors, marketers, and sales teams are breaking these days. 
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Join 1300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers:https://www.audience1st.fm/newsletter

RSA Conference Insights from the Lens of a CISO, Seller, and Marketer

A marketer, seller, and CISO meet in a LinkedIn Live after RSA ConferenceYou finish the rest.
Or join Andres Andreu, Maria Graham, and Dani Woolf to unveil their top insights from this year's 2023 RSA Conference from their lens of the world.Tune into Audience 1st Podcast to:
Get a first-hand overview of what it was like at RSAC this year
Understand major hits and misses at the expo
Explore how to bridge gaps discovered in the industry during the conference
Learn how events like these helped progress growth
Discover best practices for engaging your audience at large events like RSA
and more!
Join Audience 1st Newsletter Today
Join 1300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter