Dani Woolf (She/Her)

User Experience Specialist

Founder & CEO @ Audience 1st | Content @ Nucleus Security | Customer Research Certified

Five years ago, I pissed off a CISO so badly in front of my CMO, he helped me build a $1M+ cybersecurity buyer intelligence business. That humiliating moment during a website messaging feedback session? Best career move I ever made. Here's the uncomfortable truth about B2B tech marketing most won't tell you:

Most marketers create buyer personas in echo chambers instead of interviewing real buyers to get direct buyer insights. They're selling to fictional characters while their actual prospects choose competitors.

I learned this the hard way when a CISO, my customer, publicly destroyed me for using a buzzword out of context. At that time, I'd never actually talked to a single security leader about their real problems.

Instead of defending my approach, I asked him for coffee to learn why I upset him. That conversation led to thousands of conversations with CISOs, security architects, and IT leaders who taught me what B2B marketers get dangerously wrong about technical and business buyers.

What I discovered:
→ IT buyers don't trust marketing because marketers don't understand them and their environments
→ The best "research" comes from actual conversations, not survey data
→ Skeptical IT buyers will tell you exactly what they need - if you ask the right questions
→ Authentic relationships beat aggressive outreach every time

Today I help B2B cybersecurity companies understand their skeptical buyers through:

🎯 CyberSynapse - Direct access to vetted IT decision-makers for buyer intelligence that actually drives revenue

🍳 Cooking with CISOs - A TV show that builds real relationships with technical leaders (yes, over actual food)

📺 YouTube/Content - Sharing what 1000+ technical buyers taught me about effective B2B marketing

Some of the most skeptical and hard-to-reach cybersecurity buyers have dubbed me the marketer they actually trust - and I teach other B2B marketers how to earn that same trust and credibility.

Ready to stop operating in the dark and start growing with confidence?

Visit the links in my Featured section to see how I can help.

Founder and CEO

I'm removing the barrier to customer insights for go-to-market teams in growth-stage cybersecurity companies so they can scale growth and retain loyal customers.

Dani Woolf

Cybersecurity Zero Trust Architect | Evangelist and Advisor | Podcaster | Visionary | Keynote Speaker | Awarded Dad | Outdoor Enthusiast

Evgeniy is built and wired differently. As a father of four, including twins, Evgeniy has mastered the art of remaining unflappable in adversity. This personal resilience translates into his professional ethos, where he has ascended from a firewall deployment engineer to the Vice President of Architecture at the Herjavec Group. His journey through the evolving landscape of cybersecurity provides him with a unique, panoramic view of the industry, enhancing his capability to lead and innovate across all its domains.
Evgeniy's passion extends beyond his day-to-day corporate roles. He is the co-founded  of two influential podcasts—one that delves into technical security architecture and another that offers cyber inspiration for business leaders. His engagement with the community continues as he moderates panels and conducts interviews, shaping the conversation in the cybersecurity industry.
He also serves as a board advisor to the Canadian Cybersecurity Network, the largest technology group in Canada. His creative spirit is showcased through his co-founding of a cybersecurity-focused ski and snowboard conference, which ingeniously merges lifestyle with professional engagement, thus captivating his audience.
Currently, Evgeniy runs his own cyber/media consulting services, drawing on his extensive industry knowledge and media expertise to navigate clients through the complexities of cybersecurity. His literary contribution includes a book on soft skills for technical sales, expanding his consulting services to include mentorship on these essential topics.
Whether you are here for his book, training, or consulting services, Evgeniy offers a wealth of knowledge and experience, ensuring invaluable insights tailored to the dynamic needs of the cybersecurity field.

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The Battle

Dani Woolf

Evgeniy Kharam

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