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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
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'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
The cybersecurity marketing reckoning is here and marketers who refuse to evolve will be left behind.
Feb 7, 2025
8 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
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
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
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.
Oct 22, 2024
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.
I've identified that adopting certain qualities of security researchers can transform marketing efforts for the better.
5 min read
Behind the scenes of launching a product for cybersecurity GTM pros that should have been available years ago.
Oct 21, 2024
12 min read
