The Cyber Brain

The most accessible and comprehensive qualitative customer research resources and insights you'll find in the cybersecurity space.

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Deep ThoughtsDeep Thoughts

What I Learned Watching Wiz Run Circles Around the Cybersecurity Industry

I'm going to walk you through how Wiz pulled off massive success, and more importantly, what you and your GTM team can take away from it - without needing their multi-million dollar budget to do it. Take notes.

Dani Woolf

Buyer Pain PointsBuyer Pain Points

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Inside the CISO Mind: 7 Takeaways from Sitting as a Fly on the Wall of a CISO Panel

I’ve sat in too many conversations like these over the last few years. And this one reinforced just how misaligned many security vendors still are with the people they're trying to sell to.

Dani Woolf

Product UpdatesProduct Updates

We Do the Buyer Research. You Make the Right Moves.

This month, I put our messaging through the fire again. I asked our ideal customers in our community a simple question: “Which message actually resonates with you?” The overwhelming response was refreshing.

Dani Woolf

PlaybooksPlaybooks

Customer Research Playbook: Ideal Customer Profile (ICP) Discovery and Validation

This playbook is designed to help companies identify, validate, and refine their true Ideal Customer Profile (ICP) based on qualitative insights from real customers and prospects.

Dani Woolf

ToolsTools

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27 Buyer-Centric Micro Habits That Will Transform Your Life as a B2B Marketer

Here are 27 buyer-centric micro habits that, over time, will reshape how you market—and how your buyers respond.

Dani Woolf

PlaybooksPlaybooks

Justifying the ROI of Qualitative Customer Research: A Step-by-Step Guide for Product Marketers

Leadership often asks for hard numbers—conversion rates, pipeline growth, and revenue impact. But how do you quantify the impact of insights? Here's how.

Dani Woolf

All Posts

ToolsTools

+1+1

27 Buyer-Centric Micro Habits That Will Transform Your Life as a B2B Marketer

Here are 27 buyer-centric micro habits that, over time, will reshape how you market—and how your buyers respond.

Dani Woolf

Buyer Pain PointsBuyer Pain Points

+1+1

Inside the CISO Mind: 7 Takeaways from Sitting as a Fly on the Wall of a CISO Panel

I’ve sat in too many conversations like these over the last few years. And this one reinforced just how misaligned many security vendors still are with the people they're trying to sell to.

Dani Woolf

PlaybooksPlaybooks

Customer Research Playbook: Ideal Customer Profile (ICP) Discovery and Validation

This playbook is designed to help companies identify, validate, and refine their true Ideal Customer Profile (ICP) based on qualitative insights from real customers and prospects.

Dani Woolf

Product UpdatesProduct Updates

We Do the Buyer Research. You Make the Right Moves.

Dani Woolf

Deep ThoughtsDeep Thoughts

What I Learned Watching Wiz Run Circles Around the Cybersecurity Industry

Dani Woolf

WebcastsWebcasts

How to Accelerate Speed to Buyer Insights to Gain a Competitive Edge

For years, I second-guessed launches, taglines, content we created - because the stakes were too high to get it wrong. And then I realized something: I was looking in the wrong place for answers.

Dani Woolf

PlaybooksPlaybooks

Justifying the ROI of Qualitative Customer Research: A Step-by-Step Guide for Product Marketers

Leadership often asks for hard numbers—conversion rates, pipeline growth, and revenue impact. But how do you quantify the impact of insights? Here's how.

Dani Woolf

TemplatesTemplates

Template: Developing a Customer Research Plan That Delivers ROI

This template provides a proven framework for designing and executing an effective qualitative research initiative that delivers real ROI.

Dani Woolf

Customer InsightsCustomer Insights

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Why Security Teams Resist Full Tool Replacements—And What Vendors Can Do About It

Security professionals aren’t looking for new vendors to come in and tell them that their current stack is broken. They’re looking for solutions that work with what they already have, not against it.

Dani Woolf

Deep ThoughtsDeep Thoughts

Cybersecurity Marketing in 2025: Get Ready to Burn the Playbook (or Get Burned)

The cybersecurity marketing reckoning is here and marketers who refuse to evolve will be left behind.

Dani Woolf

WebcastsWebcasts

Introducing: The Confident Cyber Marketer Series

For years, I second-guessed launches, taglines, content we created - because the stakes were too high to get it wrong. And then I realized something: I was looking in the wrong place for answers.

Dani Woolf

Deep ThoughtsDeep Thoughts

How to Choose the Right Framework for Organizing and Analyzing Data

A good framework helps structure data, making it easier to see connections, prioritize key findings, and ultimately make better marketing decisions.

Dani Woolf