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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
Without executive buy-in and understanding of risk, the CISO's hands are tied.
Everyone's chasing the same Gartner reports while their actual buyers are screaming different truths...
Sep 1, 2025
6 min read
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 10, 2025
9 min read
What happens when you mix the high stakes of cybersecurity with the high heat of the kitchen?
Jun 15, 2025
4 min read
Here are 27 buyer-centric micro habits that, over time, will reshape how you market—and how your buyers respond.
Mar 27, 2025
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.
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.
13 min read
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.
5 min read
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.
7 min read
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
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
This template provides a proven framework for designing and executing an effective qualitative research initiative that delivers real ROI.
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.
The cybersecurity marketing reckoning is here and marketers who refuse to evolve will be left behind.
8 min read
Feb 5, 2025
3 min read
A good framework helps structure data, making it easier to see connections, prioritize key findings, and ultimately make better marketing decisions.
Jan 30, 2025
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 5, 2024
15 min read
This playbook is designed to collect structured feedback from buyers who have participated in a sales demo.
Nov 21, 2024
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.
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
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
11 min read
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
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
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.
