B2B Marketing Shifts: Insights from the Lens of a Marketer and a CISO

Audience 1st

In this episode, Dani Woolf, CEO and Founder of Audience 1st, brings her 15 years of experience in tech marketing to the table. She shares her journey from working in-house as a marketer to running a qualitative customer research agency, driven by her frustrations and burnout in understanding the audience.

Anthony Johnson, CEO and Founder of Delve Risk, with his 25 years in cybersecurity, contributes his insights on the shifts in sales and marketing, including changes in content consumption, the rise of personal branding, understanding of buying behaviors, and the increasing role of AI in B2B sales and marketing.

Throughout the episode, Dani and AJ delve into various aspects of the industry, from the significance of brand visibility and trust in the evaluation process when choosing security solutions to the challenges faced by marketing teams in adapting to new tools and technologies. They also discuss the impact of the COVID-19 pandemic on events and the shift towards creating more memorable and impactful experiences for targeted audiences.

Key Takeaways:

• Content remains king, with a shift towards short-form videos, podcasts, and community-driven content creation.

• Personal branding plays a significant role in establishing trust with buyers in the cybersecurity industry.

• Marketers and sales professionals are adapting to the changing buying behaviors of customers, emphasizing empathy and personalization.

• The integration of AI in sales and marketing processes enhances automation and efficiency but requires a human touch.

• There is a growing trend towards unique and personalized experiences in regional events, focusing on quality interactions over quantity.

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