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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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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.Subscribe to Audience 1st Newsletter Today
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Fehlende Folgen?
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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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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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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/
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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.
Key Takeaways:The shift to the cloud brings about challenges in understanding what needs to be protected and how to address security risks effectively.A successful cloud security strategy involves starting with visibility to identify misconfigurations and then focusing on network security to ensure connectivity between cloud and on-premise environments is secure.To achieve good cloud security, organizations must align their security measures with business requirements and identify key stakeholders to make informed decisions.The importance of having the right tooling in place for cloud security cannot be emphasized enough, as it helps in making informed decisions and managing thousands of security groups efficiently.Assessing a brownfield cloud environment involves onboarding all accounts into a Cloud Security Posture Management solution to identify critical findings and assess the need for public IP addresses.Understanding the nuances of cloud security requires a combination of knowledge, tools, and a thoughtful approach to addressing risks effectively in both greenfield and brownfield environments.Join Audience 1st Newsletter Today
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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.
Key Takeaways:The key to successful sales is aligning your product with the biggest initiatives of your prospects. Show how you can help make their big goals a reality.Value selling is not just about features and benefits, but about attaching your solution to the major business initiatives of your prospects. It's about impact and relevance.Zscaler is a prime example of rigorous value selling, leading to substantial growth. It's about embedding the value sales mindset in leadership and translating messaging to focus on value, not just product features.To shift to a value selling approach, sales professionals should lead by example, showcasing results before evangelizing the approach to stakeholders. Actions speak louder than words.One of the worst practices Andrew has seen in security firms is fraudulently inflating numbers and channel stuffing for short-term gains. Ethics must be at the core of every go-to-market strategy.Ethical go-to-market strategies are centered on truthfulness, transparency, and alignment with customer needs. Being ethical is not a choice, it's a must for building long-term customer relationships.Value selling is about finding the why behind your prospects' actions, aligning your solution with their big initiatives, and driving impact. It's not just about selling a product, but about creating real value for your customers.To excel in ethical go-to-market strategies, focus on being a good human being, portraying your company in the right light, and always staying true to your values. Ethics is not a compromise, it's a standard that must be upheld.Join Audience 1st Newsletter Today
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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.
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In this live episode from the CISO XC Conference in Dallas Fort Worth, Texas, cybersecurity professionals engage in a candid discussion on the challenges, frustrations, and human aspects of the cybersecurity industry.
Dani Woolf, Host of Audience 1st Podcast, and Allan Alford, Host of The Cyber Ranch Podcast, uncover the top aspects of cybersecurity that has CISOs hopeful, among them:
Increased Diversity of Thought and Background: One CISO expresses hope for the future of cybersecurity due to the increasing diversity of thought and background in the industry, which leads to a richer and more effective approach to security.Passionate and AI-Equipped Generation: Another CISO is hopeful about the passionate and AI-equipped younger generation entering the field, highlighting their willingness to serve and collaborate.Continuous Learning and Collaboration: The emphasis on continual learning and collaboration within the industry is a significant source of hope, as it fosters innovation and resilience.Purpose and Fulfillment in Making a Difference: The fulfillment and noble purpose of making a difference and affecting change in the security industry drive many CISOs to stay hopeful and passionate about their roles.Advancements in AI: While there are concerns, the advancements in AI are seen as a force multiplier that can significantly enhance cybersecurity capabilities when adopted effectively.Join Audience 1st Newsletter Today
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In this live episode from the CISO XC Conference in Dallas Fort Worth, Texas, cybersecurity professionals engage in a candid discussion on the challenges, frustrations, and human aspects of the cybersecurity industry.
Dani Woolf, Host of Audience 1st Podcast, and Allan Alford, Host of The Cyber Ranch Podcast, uncover the top frustrations of CISOs, among them:
The Need to Balance Empathy: Emphasize human connection, empathy, and treating employees like family to effectively engage in cybersecurity efforts.Risk Acceptance: Encourage taking calculated risks with cutting-edge technologies rather than strictly adhering to outdated regulatory frameworks.Authorizing Advanced Tech: Streamline technology authorization processes in defense sectors to keep pace with adversaries' advancements.Sole Focus Marketing Tech Making Business Cases: Avoid focusing solely on technological capabilities, instead align purchases with organization-wide security strategies.Expensive Dinners Over Transparent Communication and Relationship Building: Promote transparency and open conversations over incentivizing through expensive dinners, fostering genuine vendor-client relationships. Lack of Industry Collaboration: Highlight the importance of collaborative events for rapid maturity of cybersecurity practices and fostering a sense of community.Negative Vendor Relations: Practice reciprocation and appreciation with vendors to cultivate strong support without manipulation.Investment in Costly Sales Tools at the Expense of Security Tools: Advocate for a balanced financial approach where affordable cybersecurity investments are prioritized over costly sales tools.Echo Chambers Over Open Discussions: Encourage CISOs to share both successes and failures openly for collective improvement and robust decision-making.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
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Join Dr. Chase Cunningham, Elliot Volkman, Clark Barron, George Kamide and me for what may likely be the most brutally honest RSA POST-Conference Recap you'll get from real security practitioners AND cybersecurity marketers.Whether you're a regular attendee, a first-timer, or someone who's always wanted to go but couldn't make it, this is your chance to hear it straight from the insiders.Here's how it's going down:→ We're going to kick it off with expectations vs. reality: Did the actual experience live up to the hype?→ We're adding to the Audience 1st sh*t list to uncover the glaring misses or underwhelming moments at the conference that we think deserve a spotlight for improvement.→ We'll share our thoughts on new technologies and trends that emerged from the conference.→ We'll give you key insights and examples from various vendors and sessions that knocked it out of the park.→ Are we heading back to RSA next year? YUP! We're going to talk about what might we do differently based on this year’s learnings.→ And for our honorary guest who didn’t attend, we'll dig into perceptions of the RSA Conference through social media and second-hand accounts.
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Join us for what may likely be the most brutally honest RSA Conference Truths you'll get from real security practitioners AND cybersecurity marketers. Whether you're a regular attendee, a first-timer, or someone who's always wanted to go but couldn't make it, this is your chance to hear it straight from the insiders.Here's how it's going down:→ We're going to kick things off by diving into the motivations behind our involvement in cybersecurity.→ For those who have always wanted to attend RSA or are gearing up for this year, we've got seasoned advice tailored just for you. Learn how to make the most of the conference, what to prioritize, and how to navigate the show.→ Ever wanted to just scream out your frustrations about RSA or cybersecurity events in general? Well, we're doing just that in a no-holds-barred segment where our guests and I let loose on everything from overhyped trends to the under-addressed issues that plague our field.→ There are things often left unsaid in the cybersecurity space—flaws and all. We're breaking the silence on these topics, discussing what's wrong and why it’s rarely addressed openly.→ Despite the challenges, there's always something to be hopeful for. We explore what's currently inspiring optimism in the world of cybersecurity and at the RSA Conference this year.
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In this episode, Dani Woolf shares her journey from being a digital and demand gen marketer to founding an agency focused on helping cybersecurity companies understand their buyers.
Dani discusses the importance of building trust with IT buyers and provides insights into why they are skeptical. She emphasizes the need for marketers and sales professionals to shift their mindset from profits over people to people over profits.
Dani also presents a framework for building trust with IT buyers, including nurturing curiosity, empathy, and likability, as well as delivering value.
She shares valuable experiences and insights from conversations with IT practitioners and offers practical tips for acquiring and retaining customers.
Key TakeawaysIT buyers are skeptical due to the complexity of B2B buying processes, the abundance of information and products, and negative experiences with aggressive or outdated marketing and sales tactics.
Building trust with IT buyers is crucial for reducing risk, establishing lasting relationships, and providing peace of mind.
To build trust, marketers and sales professionals should nurture curiosity, empathy, and likability, and be transparent, reliable, accountable, and resourceful.
Active listening, understanding, and authentic connection are essential for acquiring customers and delivering value that aligns with their goals and business outcomes.
Avoiding buzzwords, focusing on customer stories and industry trends, and providing clear and concise information can enhance messaging and resonate with IT buyers.
Retaining customers and turning them into loyal advocates requires consistent support, responsiveness, and engagement throughout the customer journey.
Taking feedback to heart and continuously improving based on customer insights can lead to second chances and long-term relationships with skeptical IT buyers.
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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
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In this episode, Dani Woolf interviews James Farrow, co-founder of Cyft, about his journey from cybersecurity sales to building a solution that TRULY helps IT buyers and MSPs. James shares his change moment when he realized the importance of understanding customers as people and the challenges they face in the buying process. He discusses the insights he gained from conducting customer research and how Cyft is evolving to better serve the IT community. James also highlights the role of AI in enhancing the sales process and the importance of transparency in vendor-buyer interactions.
Key Takeaways:Understanding customers as people and approaching sales conversations with empathy can lead to better outcomes and stronger relationships.
The gap between the way cybersecurity products are sold and how IT buyers want to buy creates challenges and confusion in the market.
Cyft is focused on helping MSPs and value-added resellers serve their customers by providing tools that streamline the sales process and enable better communication and collaboration.
AI can be a powerful tool for sales professionals, allowing them to capture and access important information quickly and easily.
Transparency and accessibility are key factors in building trust and improving the vendor-buyer relationship.
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In this episode, Clark Barron, host of Demand Gen Therapy, interviews Dani Woolf about the challenges and disillusionment faced by B2B marketers today. They discuss the importance of deep introspection and understanding customers on a qualitative level. Dani shares her experience of circumventing obstacles to gather the necessary information to improve her marketing efforts. They also explore the mindset of marketers and the need for a sense of purpose in the industry. The conversation highlights the importance of moving away from generic personas and focusing on individual human beings.
Key Takeaways:
B2B marketers often face disillusionment due to being measured on metrics that don't make sense and working with limited resources.Deep introspection and understanding customers on a qualitative level are crucial for solving the existential crisis in B2B marketing.Circumventing obstacles and conducting research can provide valuable insights to improve marketing efforts.Marketers in the security industry are often driven by a sense of purpose and a desire to affect meaningful change.Marketers should be selective about the organizations they work for and focus on understanding their audience on a deep level. -
In an industry whose goal is to protect people, purely profit-driven marketing makes no sense - and certainly doesn’t work.
After over a decade of running digital marketing for high-growth B2B technology startups, my guest, Dani Woolf, realized marketing is wildly different in information security.
It took her four years after joining the cybersecurity industry in 2018 to create Audience 1st, a customer research agency built on four pillars:
curiosity to truly understand audiences
empathy to listen first and identify cybersecurity buyers' pain points
dedication to provide insights that promote growth
and honest connection to establish authentic relationships with buyers.
Dani Woolf continues to do meaningful work for people who care as the Creator and Host of the Audience 1st podcast and the WTF Did I Just Read? Tech Sales and Marketing Edition Podcast.
Throughout this conversation, Dani shares her thoughts on marketers' role in cybersecurity, her "mission before money” mindset, and why repetition and messaging consistency are crucial in this space.
You'll also hear why we need leaders who choose peaceful and kind ways of communicating and why Dani believes the creative tension between old-school and modern marketers in cybersecurity is a good thing.
Additionally, Dani explains how she uses honesty to get real, deep insights from tech and IT pros, why she doubles down on being pragmatic and practical, and more ways to create positive change.
Listen to this episode to learn:
Why Dani advocates for slowing down and opening our hearts in cybersecurity (3:00)
How to avoid leaving people out through black-and-white approaches in communication (7:50)
Why having creative tension is a good thing (14:40)
How marketers can make a meaningful contribution to cybersecurity (18:30)
How to set expectations to have in-depth conversations with tech and security leaders (27:00)
Why it’s crucial to connecting with audiences beyond data (34:00)
Which benefits come from being pragmatic, practical, and prescriptive (41:20)
Listen to the original episode at Cyber Empathy.
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Ross Haleliuk joins the Audience 1st Podcast to discuss his background and his work in the cybersecurity industry. He shares his motivation for creating his blog, Venture in Security, and explains how he aims to simplify complex cybersecurity concepts for readers. Ross also discusses the challenges and opportunities in the industry, including the need for better evaluation methods for security tools. He highlights the importance of building relationships with security practitioners and the need for more diversity of experiences in the industry. Ross concludes by introducing his new book, "Cyber for Builders," which provides insights and guidance for building cybersecurity companies.
Key Takeaways:
Ross Haleliuk's Diverse Roles: Ross discussed his multifaceted involvement in the cybersecurity world, including his positions at Lima Charlie, Venture in Security, and an angel syndicate for security practitioners. His diverse experiences provide a well-rounded perspective on the industry.
Cybersecurity's Complexity: Ross shared his initial hesitations about entering the cybersecurity field due to its complexity. He eventually embraced the challenge, finding a passion for demystifying cybersecurity concepts for broader audiences.
Creation of Venture in Security: Motivated by a desire to simplify cybersecurity knowledge, Ross started Venture in Security. He aims to make complex topics accessible to various stakeholders in the industry, including founders, marketers, salespeople, and practitioners.
Breaking Down Complexity: Ross emphasized the importance of simplifying cybersecurity topics. He believes in making the industry understandable to those new to the field and those from different professional backgrounds.
Vendor-Practitioner Dynamics: The conversation touched on the challenges between cybersecurity vendors and practitioners, highlighting issues like stigma, accessibility, and the one-sided nature of many vendor-practitioner interactions.
Asymmetry of Information: Ross pointed out the significant information asymmetry in cybersecurity, where buyers struggle to assess the value and effectiveness of security tools, and sellers often make unverified claims.
Bridging Industry Gaps: Ross suggested ways to bridge the gap between vendors and practitioners, emphasizing the need for building authentic relationships, and better understanding the needs of practitioners.
Evaluating Cybersecurity Tools: The interview discussed the necessity for improved methods to evaluate cybersecurity tools, highlighting the challenge in assessing the effectiveness and value of these tools.
Cyber for Builders Book: Ross announced his book, "Cyber for Builders," which serves as a comprehensive guide to building cybersecurity companies. The book covers industry understanding, trend evaluation, team assembly, fundraising, and go-to-market strategies.
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In this episode, host Dani Woolf is joined by Sue Bergamo, James Azar, and Chuck Herrin to discuss the challenges of API security in the context of digital transformation. They highlight the lack of visibility, tools, and control in organizations when it comes to API security. The panel emphasizes the importance of understanding the data flowing through APIs, having a clear ownership structure, and implementing secure development practices. They also discuss the impact of regulations and compliance on API security and the need for organizations to educate themselves and align their language with developers and application owners. In addition, the guests stress the importance of communication, collaboration, and education in addressing API security challenges.
Guests at a Glance:
Sue Bergamo: Sue Bergamo is a longtime CIO and CISO who currently works as an executive advisor for BTE Partners. She advises innovative CEOs on cybersecurity and is passionate about protecting and securing data.
James Azar: James Azar is the CTO and CSO of AP4 Group, a critical infrastructure company. He is responsible for the internal technology and security practices of the company and works with power plants, oil and gas companies, and aviation organizations.
Chuck Herrin: Chuck Herrin is the CTO of an API security company called Wib. He has decades of experience as an attacker and defender and has served as a CISO multiple times. He is passionate about API security and helping organizations protect their data.
Key Takeaways:
Lack of visibility, tools, and control are major challenges in API security.Organizations need to understand the data flowing through APIs and implement secure development practices.Ownership and accountability for API security should be clearly defined within organizations.Regulations and compliance frameworks are starting to specifically address API security.Security vendors should focus on eliminating false positives and providing guidance on addressing API vulnerabilities.Communication and collaboration between security teams and application owners are crucial for effective API security.Join Audience 1st Newsletter Today
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In this episode, Dani Woolf interviews David B. Cross, the Senior Vice President and CISO for the Oracle SaaS Cloud. They discuss the importance of organic and dynamic conversations in podcasts, David's background in cybersecurity, and his passion for helping customers.
They also dive into the challenges and opportunities in the cloud security market, the maturity of professionals in the industry, and the decision-making process for cloud security solutions.
David shares insights on the preference for all-in-one solutions versus specialty tools, the importance of understanding the customer's business, and the need for collaboration and shared defense in the industry.
Key Takeaways:
Organic and dynamic conversations make podcasts more engaging and valuable for listeners.The cloud security market is crowded and confused, with challenges in education and understanding the changes that come with moving to the cloud.The maturity of professionals in the cloud security market varies, depending on the industry and verticals.Decision-making for cloud security involves partnerships and collaboration between different departments and roles within an organization.All-in-one solutions and specialty tools have different appeals depending on the size and resources of the organization.Understanding the customer's business and pain points is crucial for vendors to provide effective solutions.Integration, flexibility, and compliance tie into the decision-making process for cloud security solutions.Sovereignty and the ability to run in different clouds and regions are becoming important factors in the cloud security market.Join Audience 1st Newsletter Today
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Today is part three 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. In this episode, Dani and Clark Barron, Founder and Host of Demand Gen Therapy, explore the practical applications of customer insight in cybersecurity marketing.
They emphasize the need for marketers to understand the language and needs of their audience, as well as the importance of building genuine connections and relationships with customers.
They also discuss the challenges of the buyer's journey, the evaluation process, and the decision criteria, and provide recommendations for addressing these challenges as marketers who are faced with aggressive growth goals.
Key Takeaways:
Marketers should demonstrate that they care about the cybersecurity industry and understand the language and needs of their audience.Gamification, dynamic experiences, and real stories can help fuel the motivation of cybersecurity practitioners.Marketers should simplify complex security topics and provide clear and concise information to non-technical stakeholders.Playbooks, toolkits, and quick decision-making guides can help address challenges related to tech complexity and regulatory changes.Marketers should focus on building genuine connections and relationships with customers and providing transparent and clear communication throughout the evaluation process.Join Audience 1st Newsletter Today
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