All Posts
Dive into our collection of past posts and rediscover timeless content.
Why Don’t B2B Tech Companies Treat Buyer Research the Way B2C and DTC Does?
If you look at the biggest consumer brands—Nike, Apple, Procter & Gamble, Netflix—they all have dedicated Consumer Insights & Strategy teams. Meanwhile, in B2B tech, “the customer” gets diffused across Marketing, Sales, Product, and the exec team. Which means...no one actually owns it.
Sep 12, 2025
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10 min read
Why Executive Understanding of Risk Defines Cybersecurity Buy-In
Without executive buy-in and understanding of risk, the CISO's hands are tied.
Sep 12, 2025
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10 min read
Why Are You (Still) Paying Gartner and Forrester to Lie to You?
Everyone's chasing the same Gartner reports while their actual buyers are screaming different truths...
Sep 2, 2025
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6 min read
Black Hat 2025: Why This Year Raised the Bar for Cybersecurity Events
Here are my field notes and findings on what the cybersecurity space got right this year at Black Hat and where the industry can still improve.
Aug 11, 2025
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9 min read
Why I Created a Cooking Show with the Hardest-to-Reach Cybersecurity Buyers
What happens when you mix the high stakes of cybersecurity with the high heat of the kitchen?
Jun 16, 2025
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4 min read
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.
Mar 27, 2025
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6 min read
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.
Mar 27, 2025
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6 min read
Buyer 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.
Mar 27, 2025
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13 min read
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.
Mar 27, 2025
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5 min read
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.
Mar 27, 2025
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7 min read
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.
Feb 27, 2025
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7 min read
Justifying the ROI of Qualitative Buyer 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.
Feb 7, 2025
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9 min read
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.
Feb 7, 2025
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9 min read
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.
Feb 7, 2025
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5 min read
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.
Feb 7, 2025
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8 min read
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.
Feb 5, 2025
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3 min read
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.
Jan 30, 2025
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8 min read
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.
Dec 6, 2024
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15 min read
Buyer Research Playbook: Improving Sales Demo Delivery
This playbook is designed to collect structured feedback from buyers who have participated in a sales demo.
Nov 22, 2024
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13 min read
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.
Nov 21, 2024
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5 min read
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.
Nov 20, 2024
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5 min read
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.
Nov 19, 2024
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11 min read
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.
Nov 18, 2024
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7 min read
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.
Nov 11, 2024
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5 min read
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.
Nov 11, 2024
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8 min read