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Mission Before Money: Refocusing Cybersecurity on What Matters
Manage episode 394752100 series 3413708
Dani Woolf에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Dani Woolf 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
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)
100 에피소드
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