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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

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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

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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

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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

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18 Hard Hitting B2B Customer Research Truths To Level You Up in 2025

Discover the untold truths of B2B customer research in this practical guide. Learn real-world strategies to engage customers, act on insights, and drive business growth.

Dani Woolf

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What Does It Mean to Democratize Customer Research in a Cybersecurity Organization?

Who says customer research should be confined to a handful of analysts hoarding insights like they're state secrets? We say: unleash the power of knowledge! Everyone from marketing to sales deserves a VIP pass to the buyer's brain—because guessing what customers want is so 2010.

Dani Woolf

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10 Security Researcher Qualities Marketers Should Adopt

I've identified that adopting certain qualities of security researchers can transform marketing efforts for the better.

Dani Woolf

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Why We Quit Our Jobs to Develop a Cybersecurity Customer Research Platform

Behind the scenes of launching a product for cybersecurity GTM pros that should have been available years ago.

Dani Woolf