Dani Woolf (She/Her)

User Experience Specialist

CyberSynapse.io

CyberSynapse directly connects you and your GTM team with cybersecurity decision makers over video call, so you can get the deepest buyer insights to refine your products, sharpen your marketing, and accelerate your sales.

Co-Founder

The CyberNest

The CyberNest is a community-powered peer review and information-sharing platform for IT and cybersecurity professionals. Backed by an advisory board of leading cybersecurity experts, we deliver a private space for our community members to easily discover, review, rate, and share security resources with purpose-built tools for advanced collaboration and continuous learning.

VP of Marketing

Audience 1st

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.

Founder and CEO

Customer Marketing Alliance

Customer Research Certified | Masters

Nucleus Security

Director of Content Marketing

GiveIsrael.org

Community Volunteer

Cybersixgill

Director of Demand Generation

Guardicore

Digital Marketing Manager

Marketing Programs Manager

CloudShare

Senior Digital Marketing Manager

harmon.ie

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

My name is Dani Woolf. 

I've spent the last 15+ years running digital marketing and demand generation departments for high-growth B2B technology startups.

In 2018, I joined the cybersecurity industry and discovered the way marketing is executed in other verticals does not work in the security space.

I realized marketers talk about pursuing customer research but don't do it, foregoing customer-led growth models which burns through budget, stunts growth, and upsets buyers.

So, I created Audience 1st, a modern customer research agency, to help customer-obsessed go-to-market teams in growth-stage cybersecurity companies quickly and cost-effectively get access to true buyer insights, cut the guesswork, gain and retain loyal customers.

Want to chat? I’d love that. 🔥

Dani Woolf

I keep hearing from clients that analysts aren't giving them the deep insight they're paying for.

Why would they?

Think about the incentive structure for a second.

An analyst at a major research firm is covering an entire market segment. 

They're tracking dozens (sometimes hundreds) of vendors. 

They're fielding inquiry calls. 

Writing research notes. 

Updating frameworks. 

Preparing for conferences.

They don't have time to go DEEP on your buyer dynamics.

So what happens instead?

The information flow runs in the OPPOSITE direction.

Let that sink in.

The analysts are taking insight FROM YOU.

They're using your briefings to understand the market. 

They're asking about your customer patterns. 

Your win/loss data. 

Your competitive intelligence.

They're extracting your hard-won knowledge and synthesizing it into their frameworks.

Then they package that synthesis and sell it...to other vendors trying to understand the market, and to buyers trying to evaluate vendors.

Think about what this actually means:

You're paying for access to buyer insight. 

That's the value proposition. 

That's what justifies the $50K+ investment.

But the analyst is extracting insight from YOU to package and sell to others.

You're not the customer.

You're the product.

I broke this down in my latest spicy rant on Audience 1st here - have a listen: https://lnkd.in/g3muP5D9

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I've now had 1000+ conversations with CISOs and security leaders.In 30 days or less, I can connect cybersecurity companies directly with dozens of the target buyers they're trying to reach - surfacing their own proprietary buyer intelligence that no one else has.

Book a call with me to accelerate revenue with CyberSynapse.io buyer intelligence: https://lnkd.in/gmpjZcZq

Cybersecurity vendor? Learn more about CyberSynapse here: https://lnkd.in/gHNfq2FC

Security practitioner? Join The CyberNest specialized expert network to leverage your expertise, expand your network, and access paid research and advisory opportunities here: https://lnkd.in/gMk7FkQj

Co-Founder @ CyberSynapse.io | Host of Cooking with CISOs | VP of Marketing @ The CyberNest | CEO @ Audience 1st

Looking for my next role

I've had to take a career break due to several intercontinental moves last year and mass layoffs at the company where I held my last contract. 

This included living in Israel, Spain, England, and finally returning to the US (Bay Area) in December. I'm ready for my next full-time gig, and hope to stay with a great company for many years. 

Some HMs don't like that I've left a lot of employers after a year, but there’s good reasons for this. Most of my jobs have been for about 2 years, and my longest held job was over 5 years, which is actually my preference. 

Due to the job market, recent moves, and other factors, I’m open to relocation and contract positions.

Career Break

We-Bridge

Helped several AppSec and product security companies under the We-Bridge umbrella build their brand positioning, marketing infrastructure, GTM plans, and essential assets and campaigns needed to drive growth. 

Enjoyed working with colleagues in Israel, Korea, and the United States while living as a digital nomad in Israel, Spain, and the UK.

Products included: 

• Integrated pen testing and fuzzing (DAST) tool - for automotive & IOT security testing
• ASPM solution (SCA, SAST, DAST, SSCS) - for code & product security (automotive, MedTech, fintech)
• Automated SSCS (SCA, SCM, DAST) - for OSS & manufacturing security

Key achievements:

• Guided founders and key executives across 2 startups in refining their GTM strategy through on-going analysis of products, customers, and the market - leading to high-ticket leads such as Fortune 500 automotive manufacturers.

• Led the build or rebuild of several marketing and sales systems such as new websites built on WordPress or Webflow and integrated into HubSpot - including hiring and managing external vendors and writing website copy.

• Crafted a content and thought leadership strategy aligned with new product messaging and GTM objectives, while also taking the lead on execution ranging from drafting briefs to editing or writing articles and press releases.


* We-Bridge started out as a VAR under the former CEO of Beyond Security, who is now a VC. They later started building their own products and brought me on to repackage and build the GTM strategy.

Fractional Head of Marketing (Product Marketing Focus)

Check Point Software Technologies Ltd

Responsible for helping recently acquired product lines integrate into the cloud security business unit nicknamed ¨the rocket¨ due to maintenance of startup culture and accelerated growth via product incubation and cross-selling tactics. 

Products included: CloudGuard - WAF, Code Security, Posture Management, and CDR

Key achievements:

• Planned and implemented GTM strategies for 4 products in under a year - including sales decks, marketing assets, strategic campaigns, and niche events.

• Launched 2 new podcasts distinctly different from other Check Point programs in order to elevate the CloudGuard brand and bring in new audiences attracted to edgier, original content. 

Focus areas:

• Content and Product Marketing: Refined messaging and positioning for cloud security products, produced MOF/BOF content (blogs, landing pages, email campaigns), and developed sales collateral and support tools (playbooks, sales decks, demo videos, case studies, win-wires).

• GTM and Demand Gen: Worked closely with product incubation, product management, sales, and marketing teams to develop strategic campaigns and events such as integrated content marketing and ABM, partnership activities, and niche events. 

• Program Marketing: Launched 2 new podcast programs: 1) Check Point ReelTalk, a podcast for security folks who want less F-U-D and more F-U-N – where experts from inside and outside Check Point break down how security people, processes, and technology are portrayed in film and TV and how they relate to real world cyber events. 2) Guest opportunities on Audience 1st – a customer research and growth strategy agency to helping G2M teams and buyers understand each other and develop authentic relationships.

* I left Check Point after only a year, because I wanted to move to Spain as a digital nomad, and had the opportunity to offer services to my former employer at Beyond Security who is now a VC.

Product Marketing Manager, Cloud Security

Cider Security (acquired by Palo Alto Networks)

As the first marketing hire, I worked with the founders to build the infrastructure and content needed to transition the company out of stealth and make Cider synonymous with CI/CD security and DevSecOps.

Focus areas:

• Product Marketing: Worked with founders, product management, and sales to develop positioning, messaging, competitive analysis, and collateral such as one-pagers and pitch decks.

• Content & PR: Worked hand-in-hand with PR agency, researchers, and founders to integrate press releases with out-of-stealth launch and create diverse thought leadership to build demand.

• Infrastructure: Refined initial branding, built new company website (including writing copy), implemented a marketing automation system (HubSpot), designed marketing and sales funnel, and oversaw marketing activities’ alignment with business goals, KPIS, and budget.

• Event Marketing: Produced first niche company event.

* Reported to the CEO

*Acquired by Palo Alto Networks

Head of Marketing (Product Marketing Focus)

Beyond Security (Acq. by HelpSystems)

Came on board as a solo marketer and transformed the 20-year-old outbound sales model to inbound demand generation through strategic optimization of messaging, customer journeys, CRM automation, and partnership activities.

Products included: VM, XDR, SAST, and DAST solutions for managing security weaknesses in networks, applications, industrial systems, and networked software.

Key achievements:

• Saw an uplift in inbound leads after only a few months due to manually fixing CRO issues and improving sales workflows and automations.

• Increased inbound leads by 75% - with 50% converting into opportunities and 30% converting into new sales - all on a shoe-string budget.

• Repositioned legacy VM as an XDR - with IT/OT capabilities, expanded sales enablement tools, and built out content and partnership programs.

• Developed persona-based messaging to target automotive and industrial manufacturing, developers, and senior security leaders such as CISOs. 

• Led post-acquisition integration and onboarding with marketing, operations, and web teams

Focus areas:

• Product Marketing: Worked closely with founders, solution engineers, and sales teams to translate technical features into value propositions and produce content around customer concerns such as how to use SAST and DAST for automotive security and important privacy and safety regulations such as the PCI DSS, CCPA, and ISO/SAE 21434. 

• Content Marketing: Wrote company communication, sales collateral, and documentation for product partners including: blogs, landing pages, press releases, boilerplates, lead-nurturing emails, newsletters, data sheets, slide-show decks, trade-show banners, and social media content.

• Leadership: Managed freelancers and agencies (writers, designers, developers, etc.) and worked with PR, analysts, partners, etc. to gain coverage in publications and promote revenue-building relationships.  

* Reported to the CEO

* Acquired by HelpSystems (Fortra)

Head of Marketing  (Product Marketing & Partner Marketing Focus)

SaferVPN (Acquired by J2 Global)

Drove content, PR, and social media strategy and wrote high-converting PLG-oriented product communication including app, website, and campaign copy.

Key achievements:

• Worked with performance team to redefine the ICP - moving away from those concerned about geo-blocking to digital nomads and travelers.

• Planned campaigns from A to Z and led creative and paid search teams - contributing to the highest performing campaigns in the company's history.


* Reported to the CPO

*Acquired by J2 Global, Precursor to Perimeter 81 acquired by Check Point Software

Inbound Marketing Manager  (Content Marketing & Growth Focus)

EyeCarePro.net

•Highlights include raising most clients to 1-2 search rankings for their primary keywords and above-average conversion rates — including one client who suffered for 2 years with a 2-3% conversion rate and stabilized at 6-7% under my hands-on management.

•Provided local, organic, and technical SEO and conversion rate optimization (CRO) to 250+ clients (60+ turnaround every 6 months) in the USA and Canada using WordPress and SEO tools 

•Onsite SEO included: content writing/editing, keyword and LSI placement, text formatting, image optimization, URL structuring, siloing and internal/external linking, canonicalization, redirecting 404s, adding structured data, speed tests, mobile and desktop design, sitemap submission

•Offsite SEO included: citations (business listings), social media marketing

•Analysis included: keyword research, competitive analysis, analytics review, GSC monitoring, rank checking, site audits 

• CRO included: copywriting and design for a better user experience and a higher likelihood of clicks to CTAS. 

• Reported to the team lead and managed 5 accounts owned by the CEO

SEO Account & Web Manager

5th Revenue

•Scripted, produced, and edited marketing videos using Adobe CC, freelancers, and stock media

•Managed budgeting, creative tools, and project deliverables from translators and freelance artists

•Researched, wrote, edited, and optimized SEO-driven content in a web-based environment using SEO tools, Google Analytics, WordPress, editorial calendars, and project management systems

•Designed website layout and updated websites using WordPress templates, HTML, CSS, hosting, and assistance from graphic designers and programmers

•Brainstormed with in-bound and out-bound marketing team to create and implement content marketing and social media strategies based on market research and data analysis

•Created and managed social media accounts

•Reported to the owner

Digital Content & Video Production Manager

Full Stack Marketer & Product Marketer | UX & Content Strategist | Neurodiversity & Mental Health Advocate | Digital Nomad & Remote Work Champion

I am a hands-on, full-stack marketer and product marketer with 10+ years of international marketing experience - including 7 years in cybersecurity and developer-focused products. Influenced by my training in the arts and tech, I have a passion for improving the customer journey and finding new ways to tell founder, product, and customer stories. 

I’ve been told I bring the X factor due to my creativity and ability to write any piece of content. But that’s just part of the story. I am a holistic thinker and investigator who likes to “take a peek under the hood” and improve foundational touchpoints before diving into large campaigns - including messaging frameworks, website UX, product listings, and sales assets. You’d be surprised how much a little clean up will improve your conversions and churn rates!

Competencies include: B2C/B2B SaaS, cybersecurity, dev tools, product marketing, content marketing, thought leadership, sales enablement, demand generation, copywriting, email marketing, public relations (PR), search engine optimization (SEO), conversion rate optimization (CRO), user experience (UX), branding and brand management, design guidance (including accessibility), website management, marketing automation, web analytics, project management, creative direction, video production, and, of course, marketing strategy and planning.

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Dani Woolf

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The Battle

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Engagements

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Dani Woolf's LinkedIn Performance

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