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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PlaybooksPlaybooks

Customer Research Playbook: Evaluating Cybersecurity Maturity of an Organization

This playbook aims to provide a structured approach to understanding the security maturity of a CISO’s organization.

Dani Woolf

Deep ThoughtsDeep Thoughts

7 Qualitative Data Pitfalls and How to Overcome Them

Every pitfall I’ve shared here is one I’ve stumbled into myself. The key is to recognize the missteps, adjust your approach, and keep learning. Because when done right, qualitative research isn’t just a tool—it’s your secret weapon.

Dani Woolf

Deep ThoughtsDeep Thoughts

Buying Meetings: Why GTM Teams Are Betting Big on a Losing Strategy

We don’t need more vendor pitches or "meetings set" for the sake of the metric. We need better conversations, deeper insights, and a hell of a lot more empathy. Here's why.

Dani Woolf

TemplatesTemplates

Template: Understanding Buying Committees

This template provides an in-depth framework for profiling and engaging the buying committee, ensuring a tailored approach to address each member's specific needs, motivations, and influence within the cybersecurity purchasing process.

Dani Woolf

PlaybooksPlaybooks

Customer Research Playbook: Improving Sales Demo Delivery

This playbook is designed to collect structured feedback from buyers who have participated in a sales demo.

Dani Woolf

Outreach TipsOutreach Tips

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Why You Shouldn't Be Engaging with the CISO

For all the time, money, and energy spent crafting campaigns for CISOs, the real decision-making often occurs elsewhere—within the technical teams or lieutenants tasked with evaluating and implementing solutions.

Dani Woolf

All Posts

Deep ThoughtsDeep Thoughts

Why Some Marketing Agencies Are Doing a Deep Disservice to Cybersecurity Marketers

In an industry built on trust, shallow tactics and tone-deaf campaigns are doing more harm than good. It’s time to call out the BS, demand better, and rethink what real cybersecurity marketing looks like.

Dani Woolf

PlaybooksPlaybooks

Customer Research Playbook: Improving Sales Demo Delivery

This playbook is designed to collect structured feedback from buyers who have participated in a sales demo.

Dani Woolf

TemplatesTemplates

Template: Understanding Buying Committees

Dani Woolf

Outreach TipsOutreach Tips

+1+1

Why You Shouldn't Be Engaging with the CISO

Dani Woolf

Deep ThoughtsDeep Thoughts

Buying Meetings: Why GTM Teams Are Betting Big on a Losing Strategy

We don’t need more vendor pitches or "meetings set" for the sake of the metric. We need better conversations, deeper insights, and a hell of a lot more empathy. Here's why.

Dani Woolf

Deep ThoughtsDeep Thoughts

7 Qualitative Data Pitfalls and How to Overcome Them

Dani Woolf

TemplatesTemplates

Template: Participant Screening Questionnaire

This template serves as a foundation to create a screening questionnaire that suits the unique requirements of your qualitative or quantitative research study, enabling the recruitment of the most appropriate cybersecurity participants.

Dani Woolf

Deep ThoughtsDeep Thoughts

What is Abstract vs. Precise Qualitative Data?

Understanding the why—what drives your buyers’ choices, frustrations, and interests—is the game-changing advantage that only qualitative data can provide. Yet, not all qualitative data serves the same purpose.

Dani Woolf

Customer InsightsCustomer Insights

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Why Cybersecurity Maturity Models Matter to GTM Teams and How Use Them Effectively

A maturity model isn’t just an assessment tool; it’s a roadmap that, if applied thoughtfully, can transform how we align solutions with customer needs and drive real business growth.

Dani Woolf

PlaybooksPlaybooks

Customer Research Playbook: Evaluating Cybersecurity Maturity of an Organization

This playbook aims to provide a structured approach to understanding the security maturity of a CISO’s organization.

Dani Woolf

Customer InsightsCustomer Insights

+1+1

"Ghosting" Customers? Why Only Reaching Out at Renewal Time Damages Trust and Limits Growth

Vanishing between renewals kills trust, fuels churn, and makes your brand forgettable. Here’s why reaching out only at renewal time could be the silent killer of your customer relationships—and what to do instead.

Dani Woolf

PlaybooksPlaybooks

+1+1

Customer Research Playbook: Understanding the Buyers Journey

This playbook aims to map out the complete buyer’s journey, from initial awareness to final decision-making. It will explore how potential customers discover, evaluate, and choose solutions, uncovering motivations and pain points at each stage.

Dani Woolf