Audience 1st

Today is part two of this season’s 3-part kickoff series where Dani Woolf gives you all the lessons learned from a year and a half’s work doing deep qualitative customer research.

We’re going to cover the top insights she learned from the 50+ buyers she interviewed.

As a refresher, it’s absolutely crucial to understand what it is you want to know from your research. Setting up goals is important or else your research will go to waste.

Going back to what Dani needed to know:

1. What are the motivations for working in the cybersecurity industry?


2. What are the biggest challenges they face in their role?


3. What are the goals they need to achieve in their role?


4. What are the triggers that cause them to even look for a new security solution?


5. What are the constraints or barriers to buying?


6. How do they do about searching for security solutions?


7. How do they like to be treated by vendors specifically?


8. What are big no-no’s when it comes to vendor relationships and customer service?

Whether you're a seasoned pro or just dipping your toes into the cyber and infosecurity space, the insights distilled on this week's episode of Audience 1st Podcast will help you understand not just the 'what', but the 'why' behind buyer decisions and experiences.

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Dani is kicking off this new season of Audience 1st Podcast with a 3-part series on the lessons learned from a year and a half of deep customer research in the cybersecurity field.

In this episode, we're diving into customer research mindset and methods that no one else in B2B marketing is really telling you about.

Dani emphasizes the importance of cognitive shifts required to phase into a customer-centric approach, continuous learning, and adapting strategies based on evolving customer needs.

The episode is rich with insights you aren't hearing from other B2B marketers on the most effective customer research practices and the importance of engaging directly with customers to gain deeper, more actionable insights.

Key Takeaways:

1. Mindset Shift Before Strategy Implementation: Focus on internal mindset changes before optimizing external strategies.


2. The Importance of Direct Customer Engagement: Overcoming barriers and engaging directly with customers for deeper insights.


3. Personal Accountability in Research: The necessity of defining and pursuing relevant research objectives.


4. Real Conversations Over Metrics: Prioritizing genuine customer interactions over chasing unrealistic goals.


5. Valuing Feedback for Improvement: Embracing and learning from customer feedback and criticism.


6. Diversity in Customer Perspectives: Recognizing the importance of various customer viewpoints.


7. Leveraging Different Qualitative Research Methods: Utilizing various platforms and tools for effective customer research.


8. Budget Constraints Shouldn't Limit Research: Implementing cost-effective customer research methods.


9. Initiative in Customer Research: Taking proactive steps in customer research without waiting for higher approval.


10. Organizational Responsibility in Customer Research: Emphasizing the role of every department in customer research.


11. Effective Use of Simple Research Tools: Maximizing the potential of accessible and user-friendly research tools.


12. The Power of Open-Ended Questions: Encouraging detailed responses and deeper insights.


13. Probing for More In-Depth Answers: Techniques to dig deeper during customer interviews.


14. The Significance of Active Listening: Importance of fully understanding customer communications.


15. Understanding Non-Verbal Cues: The role of body language in gaining comprehensive insights.


16. Applying Research Insights: The necessity of putting research findings into action.


17. Continuous Customer Research: Recognizing customer research as an ongoing, evolving process.

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There was a thirst of having security knowledge and expertise, but there was no way for people to access it. 

They can Google their face off, that's fine. 

But with security, there are a lot of nuances that are particular to each company. 

And so you kind of need someone that has been there and can provide an expert opinion. 

These founders, all they want to know is what should I do now and what should I do later?

Brutally honest insights from Ayman Elsawah, Fractional CISO and Founder of Cloud Security Labs, vCISO advisory for B2B Saas Startups.

In this episode of Audience 1st Podcast, we uncover:

• Roles and responsibilities of a Fractional CISO:


• Misconceptions and challenges Ayman faces in the cybersecurity industry


• Ayman's ultimate goal as a fractional CISO 


• Trend in the CISO role - from in-house CISO to fractional CISO


• Differences highlighted among in-house CISOs, fractional CISOs, and virtual CISOs.


• Importance of understanding the startup mentality and ensuring a good culture fit


• Use of metrics like security culture and compliance to gauge the success of security investments


• Vendor best practices to engage with fractional CISOs

Such critical insights unraveled in less than 41 minutes.

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Inaccessible security tools and solutions pose security risks and hinder individuals with disabilities from accessing and using them effectively.

Integrating accessibility into security products and services can improve usability, inclusivity, and security for all users.

Companies that prioritize accessibility in their security offerings can gain a competitive advantage and build a loyal customer base.

Brutally honest insights from Justin Merhoff, Director of Security at Deque Systems, Inc, a web accessibility software and services company.

In this episode of Audience 1st Podcast I JUST DROPPED, Justin and I explore his personal journey of becoming a cybersecurity professional and how he discovered the need for accessibility in security tools and solutions.

Some key insights from the episode are:

• Justin believes in the importance of accessibility in cybersecurity. He highlights the need for security tools to be accessible for screen reader users and the impact it has on security awareness training.


• Stakeholders in the cybersecurity industry have varying reactions to the intertwining of accessibility and security. While some understand the importance, others need to see it from a different angle. Justin encourages open dialogue and awareness to drive change.


• When evaluating security tools, Justin ensures they align with accessibility guidelines and standards. He mentions the importance of Voluntary Product Accessibility Templates (VPATs) and adherence to WCAG guidelines.


• Justin reflects on the need for empathy and feedback in the industry. He shares his own journey of becoming more empathetic towards BDRs and emphasizes the importance of keeping security vendors on their toes.


• Justin shares an experience with Traceless.io, a vendor that handled a misunderstanding well. They sent him a frisbee, which became a bonding activity with his son. He emphasizes the impact of small gestures in building positive relationships.


• Justin's insights highlight the need for accessibility in cybersecurity and the importance of inclusion. He calls for global collaboration and opportunities for talent from overlooked regions like Africa.

Such critical insights unraveled in less than 38 minutes.

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When it comes to metrics and the ROI of tradeshows:

Sometimes CMOs see a very tight-knit KPI.

And that’s where the problem lies.

It’s not that those KPIs are necessarily bad, it’s just that they’re the wrong ones.

And they desperately need to be updated.

Brutally honest insights from Charles Payne, CISO at Neptune Media.

In this episode of Audience 1st Podcast I JUST dropped, Charles and I talk about:

• Aspects of smaller events that attract security buyer attention


• Common mistakes vendors make at ancillary events and how to avoid them


• How ancillary events influence purchasing decisions


• How smaller events affect the perception of a company’s brand and strategies companies can employ to use this to their advantage


• Insights into certain types of technologies or solutions security buyers are more inclined to explore at smaller events as opposed to larger ones


• Types of follow-up actions by vendors that leave a lasting impact after smaller events

Such critical insights unraveled in less than 39 minutes.

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Your CFP was approved and you’re about to give a public talk.

Before giving a getting on stage at a large (or small) event:

You've gotta get your entire talk that you want give people down to:

What is the core ride or die message?

That is your through-line in all of your stuff.

Everything must be connected to that.

And then do NOT embrace every single of your 40 talking points.

Find five.

And those five should matter to your person.

If you don't know if they'll matter to your person, you haven't done your research.

Brutally honest insights from Kirsten Rourke, founder of Rourke Training, Performance and Engagement Coaching for Speakers Who Love the Spotlight and Those Who Have to Survive It.

In this episode of Audience 1st Podcast I JUST dropped, Kirsten and I talk about:

→ Challenges executives face in public speaking, according to an expert perspective.

→ Top three universal skills or principles everyone should master, regardless of their profession.

→ The application of 'know your audience' concept when conveying technical or data-heavy information to a non-tech savvy audience, such as in board meetings.

→ Suggestions for professionals on how to keep their audience engaged during complex or technical presentations, such as in cybersecurity.

→ Strategies for introverted professionals, especially in fields like cybersecurity, to overcome the fear of public speaking.

→ The incorporation of body language and non-verbal communication to enhance public speaking abilities.

→ Common mistakes professionals make in public speaking and methods to avoid them.

→ Advice for individuals who regularly present complex data and analytics, such as marketing or cybersecurity professionals.

→ Closing thoughts and key takeaways for listeners, including marketers, salespeople, and cybersecurity professionals, to apply in their roles.

→ Information on how to contact or enroll in public speaking programs for those interested in advancing their skills.

Such critical insights unraveled in less than 45 minutes.

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There's a massive disconnect between product/solution providers and the people building cybersecurity programs in the industry.

The programs are built to standards. 

So what if product companies start building products to meet those standards?

Product vendors should be able to (but often can’t) tell what type of program they are building to and how they meet the controls inside that framework. 

We need to have risk management and to be able to make decisions. 

We need to shape people's thinking around and away from this auditor, pure “black and white” view in order to bring positive changes to the industry.

Brutally honest insights from Brian Haugli, CEO of SideChannel, Former F500 CISO & CSO and Founder of RealCISO.io.

In this episode, Dani Woolf had a conversation with Brian about his challenges, goals, what vendors do that piss him off, and the alternatives.

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Purple, red, orange, green, blue teams - there's this whole security color wheel.

We need to realize that we all play a part in the same cycle and we could all work together a lot more effectively than if we work against each other.

So when everyone's collaborating, talking and understanding their part - all the colors combine.

This is one big, beautiful security utopia called white teaming.

Brutally honest insights from Maril Vernon a.k.a SheWhoHacks, Offensive Security Engineer, Purple Teamer, COO of Teach Kids Tech and Co-founder and Co-host of The Cyber Queens.

In this episode of Audience 1st Podcast, Dani Woolf had a conversation with Maril about her challenges as an offensive security engineer and purple teamer, her goals, what vendors do that piss her off, and the alternatives.

They uncovered

• How did Maril get into the cybersecurity industry?
  


• Is having a creative background (or even a business background) helpful working in the tech industry?
  


• Why is providing diversity so important in the tech industry?
  


• What does Maril hate most about the cybersecurity industry?
  


• Maril’s bleeding neck challenge as an offensive security engineer and a purple teamer
  


• What's Maril’s ultimate goal as an offensive security engineer?
  


• How does Maril vet solutions as an offensive security engineer?
  


• Questions an offensive security engineer may ask in their buying decision-making process
  


• What kind of tools could you pitch to a purple teamer? What kinds of things do they look for to make their job easier?
  


• Where does Maril usually look for and find the necessary tools?
  


• Cardinal rules security vendors, marketers, sales, what's above, below, in between, are breaking


• And more!
  

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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

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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