10 Security Researcher Qualities Marketers Should Adopt – Dani Woolf – ESW #370
There's plenty of content out there detailing how vendors fall short:
- scummy, aggressive sales tactics
- overuse of jargon and buzzwords
- sneaky sales tactics
- dumping on competitors
- products that fall far short of claims
- ambulance chasing
So what should they doing? In this episode, we chat with Dani Woolf, about how marketers can adopt the skills and mindsets of security researchers to improve GTM strategies, without resorting to awful tactics. Drawing from extensive experience in qualitative interviews and collaborations with enterprise security executives and researchers, Dani will uncover how the innate curiosity and analytical prowess of researchers can dismantle unhealthy habits within vendor organizations.
We'll also discuss Dani's various projects, including the WTF Did I Just Read podcast, CyberNest, and CyberSynapse. Dani will explain how these are all designed to address the gap between vendors and buyers in the cybersecurity industry.
Guest
Dani Woolf has spent 14 years running digital marketing and demand generation departments for high-growth B2B technology startups.
In 2018, she ventured into the cybersecurity industry and discovered that the way marketing was executed in other verticals did not work in the security space.
She realized marketers “talked the talk” about customer research but didn’t actually do it, foregoing customer-led growth models, which burns through budget, stunts growth, and upsets buyers.
So, she created Audience 1st, a modern customer research agency, to help customer-obsessed go-to-market teams in both growth-stage and established cybersecurity companies quickly and cost-effectively get access to true buyer insights, cut the guesswork, gain and retain loyal customers.
She is also the creator and host of Audience 1st Podcast and WTF Did I Just Read? Tech Sales and Marketing Edition Podcast.
Hosts
