By Dani Woolf
5
55 ratings
The podcast currently has 79 episodes available.
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.
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?
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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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
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.
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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
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.
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
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.
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
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
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.
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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
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.
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
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
The podcast currently has 79 episodes available.