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

ZeroInfoSec

ZeroInfoSec is my startup and place where I get to tinker on projects and offer bespoke InfoSec services for UK customers.

Contact me for information on ZeroInfoSec services.

Founder

spotit

At spotit I'm SOC Operations Guardian meaning that I serve the customers, protect the analysts, and uphold quality standards. (who doesn't love obscure Robocop references 😂)
Ownership of parts of the product stack keeps me mostly occupied but I do still get to handle SOME security incidents every day which I appreciate.
I've recently formed the SOC High Council where we ensure that SOC Operations, Engineering, and Product are aligned. The SOC High Council conducts big picture planning for the SOC, communicates with the rest of the company, and makes internal decisions.

Spotit has been a REAL blast! I've learned a tonne and expanded so much of my skillset.

A bit about the Spotit SOC:

Our in-house developed, high-tech SOC detects, analyzes, reports, and eliminates security threats and incidents. Your environment is constantly monitored and the Spotit SOC reacts to potential malicious behavior or threats. SpotIit's scalable SOC technology and methodology is designed for every environment type to respond to the continuous security challenges of every organization.

SOC Operations Guardian

Helping Organisations Secure Their Digital Assets and Protect Their Reputation | CEO, Founder at ZeroInfoSec | Information Security Consultant at spotit

James is a passionate entrepreneur and consultant who has been running ZeroInfoSec since 2019, providing bespoke cybersecurity services to customers. He studied PhD Mechanical Engineering at the University of Strathclyde and has multiple cybersecurity certifications from (ISC)², Audience 1st, and Palo Alto Networks.

He is also the SOC Operations Guardian at Spotit, where he serves the customers, protects the analysts, and upholds quality standards. He has formed the SOC High Council to align the SOC operations, engineering, and product teams, and to communicate and plan for the big picture. He has expertise in data ingestion, SIEM, SOAR, Kubernetes, detection engineering, and automation engineering.

taplio

The Battle

Dani Woolf

James Guthrie

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