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

Veracode

Senior Product Marketing Manager

FOSSA

Bishop Fox

Sonatype

Globalization Partners

Partner with VP of Marketing to establish and drive the marketing strategy and execution for a Global Employer of Record organization that helps companies make international hires in 150 countries. 
 
•	Spearhead inbound marketing programs including campaign development, digital marketing,  metrics and performance reporting
•	Support the Sales team with tools that enable them to win new business. 
•	Cultivate and manage relationships with key clients and go-to-market partners to understand pain points and create relevant campaigns addressing those
•	Responsible for lead strategy, targeting and campaign development from typical buyer to large, strategic "super deals” through direct sales and partner channels
•	Create, design and stage campaigns in marketing automation software
•	Write content for email marketing, campaign assets, sales scripts and proposals
•	Identify assets needed for each campaign and work with other team members to coordinate
•	Create KPIs and campaign goals, monitor progress and adjust based on performance
•	Directly contributed to revenue growth from $17M in 2015 to $40M in 2017 –  #6 and #33 on the Inc. 500 list of fastest growing, private companies for two consecutive years
•	Utilized AdWords and planned Search Engine Optimization (SEO) strategies to raise website traffic by 50% and increase database of engagement-gained subscriptions from 15k to over 50k in 18 months. Tripled the number of MQLs to the pipeline.

Marketing Director

iJET International

As a Product Management team member, assisted clients with threat minimization and risk mitigation by developing tailored, innovative response services products that would help them keep better tabs on the safety of global employees. Worked closely with Vice Presidents of Technology and Product Management, to create a product roadmap and development strategy to launch a renewed product effort.

•	Working closely with the VP of Technology, established standard operating procedures for Agile processes, development velocity and points assignments for development sprints 
•	Attended daily stand up meetings, addressed issues and reprioritized the queue when needed
•	Built and maintained client relationships by formally and informally gathering feedback on additional product features with the specific goal of client acquisition
•	Created quarterly product roadmap to showcase how features in development were profitable for the company and emphasize areas for continued focus
•	Worked with Marketing team to create product messaging and positioning by customer segment 
•	Wrote product collateral, training materials, sales tools and created product marketing campaigns by product line and customer segment
•	Trained and mentored junior Product Managers and integrated multiple product backlogs for quarterly planning meetings
•	Released mobile crisis safety-check product with an increase of 400% in revenue during the first year, despite a limited market audience

Senior Product Manager

High Street Partners

Create strategy for marketing programs, manage and deliver webinars, seminars, email marketing campaigns, strategic planning for integrating sales territory plans with overarching marketing plans. Also perform project management of software rollouts, process integration and product marketing.

Manager, Marketing Programs and Products

iJET Intelligent Risk Systems

Product strategy, pricing, prioritization and product marketing. Including creating product marketing materials, positioning statements and product statements of record. Managed a concurrent seven product rollout project

Product Management

Core Concepts Consulting, Inc.

Independent consultant assisting startup technology companies with go-to-market strategies, product positioning and product marketing to large defense contracting companies in the Homeland Security space. Projects included: business development, channel partner marketing, product marketing and positioning and technology research and scouting.

Owner

Senior Product Marketing Manager at Veracode

An innovative Senior Product Marketing Manager with over 10 years’ experience in marketing, product marketing and product management. In most of my roles, I have worked with SaaS platforms and products and am passionate about software security. When I'm not outdoors running or cycling, I can be found reading an embarrassing number of cyberthreat blogs.

taplio

The Battle

Dani Woolf

Elisa Velarde

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