WTF Did I Just Read? Tech Sales & Marketing Edition
Dani Woolf, CEO at Audience 1st, Chris Roberts, CISO at Boom Supersonic, and Maria Graham, Director of Sales at Nuspire, are flipping the script on the worst marketing & sales messages in cybersecurity - once and for all. They’re lifting the rug of the CISOs email inbox, picking one poor marketing or sales message, and tearing it down. More importantly, they’re building it back up to provide an alternative approach that does work. They believe in open lines of communication. So, they’re coming on live every week so you can ask questions, validate your message, or get advice on how to connect with security practitioners.
Episodes
In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering:
The challenges in accessing customer insights for marketing, strategies for effective sales discovery, and the importance of collaboration between sales and marketing teams. They highlight the need for a strategic approach in customer engagement and internal collaboration to ensure the creation of effective marketing content and efficient sales processes.
Key Takeaw...In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering:
The opportunity for salespeople in Q1 2024. They mention the importance of understanding the specific needs of each company and tailoring the conversation accordingly to remain relevant even when budgets are largely decided. They also discuss the potential for selling SaaS products versus services and the importance of recognizing the maturity level of a company's s...
In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering:
The challenges of creating useful and reliable content in the cybersecurity industry. They emphasize the importance of transparency, diversity, and language in building trust with potential buyers and practitioners. They also touch on the issue of gated content and the need for authenticity in marketing efforts. The conversation highlights the importance of understa...
In this episode of WTFDIJR, recorded live from Cyber Marketing Con in Austin, Texas, Chris, Dani, Maria, and our guest panel from the Con are uncovering:
Strategies for effective brand communication, the significance of personalizing marketing efforts, and the challenges of standing out in the saturated cybersecurity market. Key topics include the role of social media, the importance of content quality, and the dynamics between sal...
In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering:
The top 16(ish) outreach methods that are ineffective when it comes to communicating with security practitioners online and offer tips for improvement.. They also talk about the challenges and nuances of communicating across various departments and stakeholders, including security teams, development teams, boards, etc. The conversation shifts towards understanding t...
In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering:
The issue of pessimism in the cybersecurity industry. The episode uncovers how professionals often engage in finger-pointing and blaming vendors, management, and cybersecurity practitioners for various industry challenges. The conversation suggests that instead of indulging in the blame game, there should be a focus on constructive solutions, effective communication...
In this episode of WTFDIJR, Chris and Dani are uncovering:
Exciting news! Let us introduce our new co-host, Maria Graham! We discuss the impacts of using humor or controversial tactics in sales outreach.
Key Takeaways:
- Importance of Ethical Sales Practices: Using deceptive practices like local number spoofing or misleading emails can erode trust and damage a brand's reputation.
- Using Humor in Sales Outreach: The episode highlig...
In this episode of WTFDIJR, Chris and Dani are uncovering:
Cultural diversity and effective strategies for engaging with CISOs and other decision-makers in the industry.
Key Takeaways:
- Cultural Sensitivity and Respect: The episode highlights the importance of respecting different cultures and environments, especially when attending international conferences like Black Hat MEA. It underscores how dress codes and professional beh...
In this episode of WTFDIJR, Chris and Dani are uncovering:
The power of words, accountability in vendor-client relationships, and navigating social media as professionals. Chris and Dani discuss the importance of authentic engagement, respecting diversity in holiday celebrations, and the challenges of making connections in an increasingly digital world.
Key Takeaways:
- Navigating Holiday Seasons in Professional Settings: The hol...
In this episode of WTFDIJR, Chris and Dani are uncovering:
The negative impact of unsolicited calls, especially at inappropriate times (like a 7AM call to a personal number), how they are intrusive and can lead to negative perceptions of the company. Chris and Dani suggest in the episode that researching and understanding the potential client's preferred communication channels and time zones is essential for effective and respectfu...
In this episode of WTFDIJR, Chris and Dani are uncovering:
The nuances of effective communication between CISOs, their boards, and vendors. Dani and Chris discuss the importance of understanding the board's expectations and crafting narratives that align with business objectives. The episode also highlights a live pitch session, offering insights into developing technology pitches that resonate with CISOs and their boards.
Key Take...
In this episode of WTFDIJR, Chris and Dani are uncovering:
Various outreach methods, emphasizing the importance of authenticity and respect in interactions. The episode also touches on the challenges faced by security practitioners in dealing with sales pitches and offers insights into building successful business cases for board meetings.
Key Takeaways:
- Effective Sales Outreach: Dani highlights an ideal sales outreach message ...
In this episode of WTFDIJR, Chris and Dani are uncovering:
The ethical implications of journalism and content sharing, particularly in the context of the October 7 terrorist attacks in Israel. They delve into the misuse of personal social media posts by a news site, questioning the journalistic ethics of not seeking consent and the potential harm caused by such actions. The episode also touches on the broader issues of misinformati...
In this episode of WTFDIJR, Chris and Dani are uncovering:
The challenges of enterprise sales, especially when dealing with internal conflicts and rivalries within client organizations. The episode also touches on the approach and ethics of sales outreach, effective communication strategies, and the importance of empathy and understanding in building client relationships.
Key Takeaways:
- Navigating Internal Conflicts in Client O...
In this episode of WTFDIJR, Dani and special guest, Maria Graham, are uncovering:
Building genuine relationships, understanding customer needs, and navigating the complex world of tech sales. The episode covers the importance of personal connection in sales, leveraging social media platforms like LinkedIn for engagement, and the effectiveness of in-person interactions at conferences and events.
Key Takeaways:
- Building Genuine R...
In this episode of WTFDIJR, Chris and Dani are uncovering:
The personal impact of constant traveling for tech conferences and the role of communities (both physical and digital) in the tech industry. The episode also touches on the challenges of navigating overwhelming workloads and personal life balance, and the importance of choosing the right events and communities for personal and professional growth.
Key Takeaways:
- Persona...
In this episode of WTFDIJR, Chris and Dani are uncovering:
The recent MGM breach and its implications for cybersecurity sales and marketing strategies. The episode emphasizes the importance of human connection in business interactions and discusses effective ways to approach potential clients, especially in the wake of security incidents.
Key Takeaways:
- Empathy in Sales and Marketing: Dani and Chris underscore the importance of...
In this episode of WTFDIJR, Chris and Dani are uncovering:
The theme of "disagree and commit," with a focus on how to navigate disagreements in a professional setting. The episode also touches on the challenges of communication and scheduling within the business context, especially in relation to CISOs and vendors.
Key Takeaways:
- Disagree and Commit Philosophy: Chris emphasizes the importance of the ability to disagree yet comm...
In this episode of WTFDIJR, Chris and Dani are uncovering:
Various aspects of the show, including past memorable moments, changes in their approach, audience feedback, and potential future directions. They engage in an open dialogue with their community, seeking suggestions for improvement and discussing the impact the show has had on listeners in the cybersecurity sales and marketing sector.
Key Takeaways:
- Growth and Evolution...
In this episode of WTFDIJR, Chris and Dani are uncovering:
The importance of timing in engaging CISOs, and how vendors can more effectively approach potential clients. They also touch on the structure and cycles of a CISO’s year, giving insights into when and how vendors should interact with them for maximum impact.
Key Takeaways:
- Ineffective Sales Tactics: Chris and Dani emphasize the ineffectiveness of sales tactics that invo...
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