Dani Woolf (She/Her)

User Experience Specialist

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

Barclays Accelerator Powered by Techstars

Mentor

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

My name is Dani Woolf. 

I've spent the last 14+ 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. 🔥

Who let the lights out?!? 🕎 

It’s been a ruff year, so we’re doubling down on pawsitivity for Hanukkah with the pups and a whole lot of holiday cheer! 

From our menorahs to our menor-awesome dogs, it’s a season to reflect, celebrate, and maybe sneak in a treat or two (latkes for us, bones and doggy donuts for them). 

Wishing you all a blessed holiday season full of light and love!

(Now, pardon me while I go shake off the 🐶 pun.)

Dani Woolf

Co-Founder @ CyberSynapse.io | Founder & CEO @ Audience 1st | VP of Marketing @ The CyberNest

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Yesterday was my wedding anniversary. 😍 

It got me thinking about what it really takes to build something meaningful in life.

It's damn is hard. 

Affecting change? 

Even harder. 

Especially when you’re operating solo or with a small team in business. 

I know because I’ve been there.

You’re the strategist, executor, cheerleader, and critic. 

There are late nights staring at screens, time sacrifices that hurt deeply, and financial sacrifices that make you second-guess everything. 

Add in the emotional toll of constant decision-making and it can feel like the weight of the world is on your shoulders.

I’ve been fortunate. 

I’ve had a partner by my side—not just in life, but indirectly in every challenge I’ve faced professionally. 

My wife doesn’t work in cybersecurity or marketing, but her support has been my secret weapon.

When I doubt myself, she believes in me. 

When I’m exhausted, she reminds me why I started. 

When I feel the pressure of “doing it all,” she’s there to remind me I don’t have to.

Running your own operation is admirable and brave. 

It builds resilience. 

But I’ll argue this: 

Having a strong support system—whether it’s a spouse, a mentor, a business partner, or a tribe—can multiply your impact. 

To anyone out there trying to affect change on their own: 

I see you and I applaud you. 

But don’t be afraid to lean on someone. 

It’s not a sign of weakness; it’s a sign of wisdom.

Who’s on your team? Who’s in your corner? Let’s celebrate them today.👇

The cherry on top to my weekend in DC?

Spending time with Dr. Chase Cunningham in the podcast studio to talk about legacy analyst models, sales demo misconceptions, operationalizing quantitative data, the value of peer-rated reviews, and the shit vendors do that pisses off buyers.

Thanks for coming out to chat!

Stay tuned for our upcoming back to back episodes on Audience 1st Podcast!

#cybersecurity #informationsecurity #marketing #sales #gtm

Incredible odds.

When I look back on this past year, these two words resonate deeply.

So much has happened.

Things I didn’t think could or would. 

Unexpected events, both heartbreaking and heart-mending.

And yet, here I am. 

Grateful for what I’ve accomplished, for the light I found even in moments I thought might swallow me whole.

This idea of overcoming incredible odds is the essence of Hanukkah. 

It’s not just about oil that miraculously burned for eight nights. 

It’s about resilience. 

It’s about defying the impossible. 

It’s about choosing light over darkness.

Because we do have a choice.

When life feels heavy, when the world seems cold, we can choose to see and be light. 

Or we can let darkness take over.

I’ll admit, choosing light isn’t easy. 

It takes courage. 

It demands hope. 

It forces you to believe in something brighter, even when the odds seem insurmountable.

But incredible things happen when you choose light.

That’s why the Jewish people have survived, endured, THRIVED for centuries. 

Outnumbered by darkness, we choose light. 

Again and again.

And as this year winds down and Hanukkah begins, I reflect on the light I’ve seen.

The kindness of others, the quiet victories, the sparks of hope that keep me going.

I hope, no matter what odds you’re facing, you find your light too.

Happy Hanukkah. 🕎 

Dani

Working in-house as a demand gen marketer, I had access to a loads of qualitative and quantitative data at one point.

MONTHS of customer calls, reports, surveys, and more.

But you know what happened to all of it?

It collected dust.

We spent so much money gathering this data. 

But then what? 

We didn’t know how to operationalize it, and it was costing us big time:

Missed opportunities.
Wasted effort. 
And the same avoidable mistakes, over and over again.

If we'd known how to TRULY turn that raw information into something actionable, we would’ve been in a much better spot, much sooner.

Too many organizations outsource all their strategic and customer insights to traditional research firms. 

And it’s not working. 

Why? 

Because those firms aren’t designed to solve an organization's core problems.

They’re designed to churn out reports, not actionable solutions.

2025 is here.

And it's time to stop outsourcing your customer intelligence entirely. 

It's time to start building in-house capabilities and empowering the whole organization to get closest to the customer. 

Data isn’t the problem. 

Operationalizing it is. 

And until we stop treating research like a commodity, we’ll keep throwing money at the problem without solving it.

Ben and I broke this down in our episode on Audience 1st Podcast, linked in the comments below ⬇️ 

#b2b #marketing #gtm #customerresearch #audience1st #cybersynapse

I’m all too familiar with wildfires and evacuations what with living in Southern California most of my life.

It is scary and nerve wracking.

If anyone in my network has been evacuated and needs a place to crash, a good homemade meal, or supplies, DM me.

Stay safe out there. 🙌

Dani

The cybersecurity sales (and marketing) space is full of avoidable missteps that make security practitioners tune out. 

If you’re a vendor, it's time to stop making these common mistakes and start adopting healthier alternatives.

I talked to Amy Chaney about some of these mistakes on our latest episode of Audience 1st Podcast.

(Take a listen in the comments below ⬇️)

AND as a bonus, I’ve compiled the most useful shitlist (+ alternatives) you'll ever need.

Why? 

Because WHY NOT?

Dear Cybersecurity Vendors, Please Stop:
💩 Dropping buzzwords like “quantum,” “AI,” and “ML” without backing them up.
💩 Treating people as stepping stones to get to the CISO.
💩 Using sneaky sales tactics after being told “no”.
💩 Exploiting someone’s passion to sell your product.
💩 Blaming security pros for your product’s flaws.
💩 Guilt-tripping and using fear in follow-up emails.
💩 Scaring people into buying something they'll never use.
💩 Drinking to frat boy levels of drunk. It's not a good look.
💩 Sending calendar invites like you’ve already had a conversation.
💩 Ambulance chasing.
💩 Shitting on other companies for your gain.

Dear Cybersecurity Vendors, Try This Instead:
✅ Respect the “soldiers” and “lieutenants”; empower them.
✅ Quit selling false promises; no security is better than false security.
✅ Be transparent about how you solve security practitioners’ problems.
✅ Build genuine relationships; collaborate on problem-solving.
✅ Show how your solution eases their workload in a non-intrusive way.
✅ Work with buyers to understand the problem.
✅ Provide trusted sources for self-verification.
✅ Make information easily accessible so they can make informed decisions.
✅ Have honest, realistic conversations about their needs.

The cybersecurity sales game can be competitive, but that doesn’t mean it has to be sleazy.

By making these changes, vendors can foster trust, credibility, and, ultimately, more meaningful partnerships with buyers.

Implementing these alternatives can help you build stronger relationships and achieve better results without resorting to the common pitfalls listed above.

So, do me a solid:

Read it, absorb it, and use it.

Your buyers—and your business—will thank you.

#cybersecurity #marketing #sales #gtm #customerresearch #audience1st

As 2024 draws to a close, I find myself reflecting on the wins, the losses, and the lessons in between. 

Here are 25 things I learned this year:

1. Relationships > transactions. Every meaningful success I had this year was rooted in trust and connection.
2. You can’t rush authentic communities. They grow on trust and value, not marketing gimmicks.
3. Building something meaningful often feels slower than you’d like, but it’s worth the wait.
4. Security practitioners are some of the most honest and direct people I’ve ever worked with. And I love them for it.
5. The best ideas often come from sitting down with a cup of coffee and actually listening.
6. Sarcasm works wonders for breaking the ice on LinkedIn (and in life).
7. Crafting a killer hook is an art form. And one worth mastering.
8. Customer research isn’t just about insights; it’s about creating space for your audience to feel seen and heard.
9. Simplicity wins. Whether it’s in messaging, processes, or relationships, keep it clear and easy.
10. Vulnerability resonates more than perception of perfection ever will.
11. The cybersecurity industry is as complex as ever, but collaboration remains its greatest strength.
12. “No” is a complete sentence. And it can lead to better boundaries and outcomes.
13. It’s okay to pause and let something sit for a while. Decisions made out of haste rarely hold up.
14. Kids are tiny mirrors. Watching my daughter Kai handle challenges taught me more about resilience than any book or “influencer” ever could.
15. Great partnerships start with alignment, but they thrive on shared ambition.
16. Qualitative insights > vanity metrics. Always.
17. Celebrating small wins keeps the momentum alive during tough stretches.
18. Empathy is the ultimate business (and life) superpower.
19. There’s power in niche: niche content, niche podcasts, niche communities.
20. Growth doesn’t always look like climbing higher. It often means digging deeper.
21. It’s okay to evolve. What worked last year may not serve you this year. And that’s growth, not failure.
22. People remember how you made them feel, not what you sold them. Emotional connections are your biggest competitive advantage.
23. Done > perfect. Perfectionism kills progress. Ship it, learn, and iterate.
24. Your network is your lifeline. Surround yourself with people who challenge, inspire, and support you.
25. Rest is productive. Taking time off isn’t slacking; it’s refueling for what’s next.

BONUS: Balance is a myth, but prioritizing what truly matters isn’t. You can’t do everything, but you can choose what (and who) deserves your energy.

2024 was a year of learning how to let go of the noise and focus on the things that bring real value.

To work, to my community, to my family, and to myself.

What about you? 

What’s one thing you’ll carry with you into 2025?

#reflections #growth #customerresearch #cybersecurity #audience1st #cybersynapse

Let me take you back to my early days in cybersecurity marketing:

I remember the frustration vividly:

Sitting in a conference room filled with C-level executives discussing market trends based on glossy reports from top-tier analyst firms.

It felt like we were looking through a keyhole at a vast landscape of customer needs.

I was desperate to understand what our customers were really thinking, but the insights were locked away, accessible only to a few “chosen ones.”

I’d ask questions like, “How do our customers FEEL about our product?” and get vague answers based on the latest analyst report, often lacking context.

One day, after another frustrating meeting similar to the one described above, I decided enough was enough.

I reached out directly to some customers and asked if I could chat with them.

What I discovered was enlightening: 

The nuances of their experiences, their emotions, their fears.

Everything we were missing to contextualize corporate strategy and tactics.

Those conversations changed my perspective and ignited my passion for DEMOCRATIZING customer research in the security space.

And it's why Ben and I built CyberSynapse.io.

Our buyer research platform enables cybersecurity organizations to easily access, conduct, and analyze customer research without the bottlenecks of traditional methods.

Here’s how we do it:

1. Centralized Access: Cybersecurity vendors have direct access to a trusted community of cybersecurity experts to get real buyer insights.

2. User-Friendly Frameworks: Our platform offers over 20 guided research playbooks that simplify the process, enabling anyone to gather qualitative feedback.

3. Real-Time Feedback: We integrate feedback loops that allow organizations to collect insights continuously throughout the customer journey.

4. Data-Driven Decisions: We cultivate a culture where decisions are based on genuine buyer data rather than assumptions, fostering empathy across departments.

5. Scalability: Our platform’s technology makes customer research not only accessible but also cost-effective, supporting growth without proportional increases in research expenses.

Democratizing customer research isn’t just a mindset shift. 

It’s a strategic movement toward understanding customers at the DEEPEST level, tied to priority business objectives, across the whole organization.

It’s about empowering people to listen, learn, and most importantly, ACT in ways that resonate with the real needs of the their customers.

Interested in learning more about CyberSynapse? Check out the link below or DM me ⬇️

#cybersecurity #gtm #customerresearch #marketing #sales #b2b

How do cybersecurity companies 2x or 3x growth if they know precious little about their customers?

Limited access to customers or relying on statistically insignificant insights can hinder strategic decisions. 

It’s not enough to have data specific to one organization or customer type.

We need a wealth of data points to drive decisions in marketing, sales, and product development. 

Collaboration across internal teams is key to making these insights actionable. 

But all too often, there's a resistance to involving clients in our decision-making processes. 

This fear is holding innovative companies back.

Embracing customer collaboration can unlock new dimensions of growth and innovation.

It's time rethink approaches to data and customers engagement.

I broke this down with Ben on our recent episode on Audience 1st Podcast, linked in the comments ⬇️ 

#cybersecurity #marketing #sales #gtm #customerresearch #audience1st #cybersynapse

Your direct customers aren't your best source of truth to optimize your GTM.

I get it.

Direct customers are valuable. 

They’ve already bought into your product, they know your service, and they’ve got feedback to share. 

But your current customers don’t always represent your ideal customers.

And if you’re building a GTM strategy based on the needs of the people who already said "yes," you might be missing a massive segment of buyers who haven’t said “yes” yet—or worse, have said “no.”

Here’s why this matters:

1️⃣ Customers know what they already like. 

They’ll tell you how to tweak or improve, but they rarely help you understand how to break into new markets or win over hesitant prospects.

2️⃣ Your ideal customer sees the gaps. 

They’re the ones who can tell you why they’re not buying. 

Why your messaging isn’t landing. 

Why your product doesn’t feel indispensable yet.

3️⃣ Customers will keep you comfortable. 

Ideal customers will push you to grow, adapt, and rethink.

It’s easy to get stuck in the feedback loop of happy customers telling you what you want to hear. 

But Growth comes from discomfort. 

It comes from talking to the skeptics, the fence-sitters, and the ones who don’t get your value yet.

When was the last time you sat down with someone who hasn’t bought from you? 

What did you learn?

I challenge you to stop playing it safe. 

Start validating your strategy where it matters most—with the people you wish were your customers, not just the ones who already are.

If you're running GTM for a cybersecurity vendor and want to connect with your ideal security buyers, DM me or visit CyberSynapse.io, linked in the comments ⬇️ 

#cybersecurity #marketing #sales #gtm #customerresearch #cybersynapse

As someone who’s spent years knee-deep facilitating qualitative customer research: 

I’ve seen how qualitative data can transform a team’s approach to marketing, sales, and product development.

I’ve also seen how easy it is to misuse or misinterpret it.

The insights that come from interviews, focus groups, and open-text surveys are some of the most powerful tools you can wield—when handled correctly.
But pitfalls are everywhere.

Let’s unpack the seven biggest mistakes I’ve encountered and, more importantly, how you can avoid them.

Pitfall #1: Mistaking Anecdotes for Insights
Pitfall #2: Asking the Wrong Questions
Pitfall #3: Failing to Validate Hypotheses
Pitfall #4: Ignoring Context
Pitfall #5: Focusing on the Wrong Customers
Pitfall #6: Overcomplicating Analysis
Pitfall #7: Failing to Close the Feedback Loop

Qualitative research isn’t about collecting as much data as possible.

It’s about collecting the RIGHT data, interpreting it carefully, and ensuring it informs actionable decisions.

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.

I promise you.

P.S. I broke this down in my latest article on The Cyber Brain by CyberSynapse, linked in the comments below ⬇️ 

#marketing #b2b #customerresearch #gtm #cybersecurity

Deep customer research isn’t just about collecting data—it’s about uncovering what really drives your business forward.

Over the past three years, I’ve been in the trenches, conducting interviews, analyzing feedback, and facing hard truths about what makes customer research effective.

These 18 hard-hitting truths aren't a collection of theories.

They're built on personal experience, trial and error, and lessons learned the hard way:

1. Shift Your Mindset to Become Truly Customer-Centric
2. Engage Directly with Your Customers for Unfiltered Insights
3. Take Accountability for Aligning Research with Strategic Goals
4. Focus on Meaningful Engagement Instead of Chasing Perfect Metrics
5. Embrace Feedback and Criticism as Catalysts for Growth
6. Expand Your Research to Include Diverse Audiences and Perspectives
7. Use Varied Research Methods to Uncover Deeper Insights
8. Get Creative and Conduct Effective Research on a Budget
9. Take the Initiative and Start Your Customer Research Now
10. Make Customer Research an Organization-Wide Responsibility
11. Leverage Simple Tools to Gather and Analyze Customer Insights
12. Ask Open-Ended Questions to Foster Deeper Conversations
13. Probe for Deeper Understanding with Follow-Up Questions
14. Master Active Listening to Build Stronger Customer Relationships
15. Pay Attention to Non-Verbal Cues to Understand Customers Better
16. Turn Research Insights into Actionable Strategies
17. Commit to Continuous Research for Ongoing Improvement
18. Adopt a Dynamic Approach to Stay Connected with Customers

I dug in deeper on these 18 in my recent article on The Cyber Brain by CyberSynapse, linked below ⬇️ 

Have a looky, will you?

#b2b #marketing #sales #gtm #customerresearch

Open article: 18 Hard Hitting B2B Customer Research Truths To Level You Up in 2025 by cyberbrain.cybersynapse.io

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.

18 Hard Hitting B2B Customer Research Truths To Level You Up in 2025

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