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Audience 1st is a modern customer research agency.

Audience research for cybersecurity companies.

Get the customer insights you need to connect with your buyers and fuel long-term, scalable business growth.

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Pick a time. Get 30 minutes on the house.

"I leaped into this industry without realizing that marketing would be drastically different for Infosec. A month in, I was frazzled and afraid to take action. Audience 1st has helped me get my footing.

Mary Peale
Head of Communications and Customer Success, Vonahi Security

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"Talk to your customers," they said...

But what if your cybersecurity buyers are a bit of a black box?

You want to grow your cybersecurity firm the right way: with your customers' feedback as your north star. But getting access to customers is much more challenging than you thought it would be.

Your buyers are busy watching their backs 360°, 24/7, 365 days a year, too.

Last time you checked, CISOs and other infosecurity decision-makers aren’t exactly lining up to talk to you. They have time-sensitive, critical things to do—like protecting their organizations.

So, how can you better understand your buyers if you can’t even get the time of day?


Get closest to your customers with guesswork
modern cybersecurity customer research programs

The best part is, you don’t have to do any of the heavy lifting.

Leave it to us to plan, facilitate, execute, distill, and deliver the data you need.

All customer research programs include executive briefings.

CISO Validation Panels

Validate an idea, trend, message, service or product with our CISO Validation Panel. Iterate using the post-research insights document we will provide you.

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1:1 Customer Interviews

Understand your target audience attitudes and opinions by conducting a one-to-one interview with an existing or ideal customer over a Zoom call.

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Facilitated Customer Advisory Boards

Enhance rapport, drive loyalty, and create strong advocates for your company's brand with your key customers by providing them a seat at the table. 

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The CISO Value Distillery

A Hands-On Heads-On Value-Amplification and Creation Workshop by Audience 1st

Join our personalized and comprehensive CISO-led training program to help your cybersecurity sales reps efficiently and effectively build relationships with buyers and make a bigger impact on the customer journey, one touchpoint at a time.

Now booking for 2023.

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Learn from real security executives

Get unfiltered and unbridled truth from C-suite security leaders—straight and unobstructed from the source.

Effectively communicate business value

Successfully translate product capabilities into business outcomes for your buyers better than before.

Successfully connect with buyers

Optimize conversation starters and improve connection rates by leading with curiosity and empathy.

Clark Barron

"I can't recommend this enough to my fellow cyber marketers and sales execs. I've been doing this a long time and in my opinion nobody has ever uncovered the truth and provided practical nuggets the way Dani and her cyber practitioner friends do.

Vicki Dean
Senior Strategic Sales Director, Supply Wisdom

Why work with Audience 1st?

  Connect with your customers quicker

Better understand cybersecurity buyers so you can turn them into loyal customers and scale growth.

  Enhance your customers' experience

Improve the experience your buyers have with your product, services, marketing programs, campaigns, and outreach messages.

  Save time and money by cutting trivial tasks

Discover which methods, channels and messages actually resonate with your buyers so acquisition is more predictable.

  Stand out against your competition

Be the first to hear from your customers of anomalies or differences in the marketplace you can take advantage of to stand out from your competition.

  Efficiently and more predictably acquire and keep customers

Building relationship capital with your customers establishes trust and credibility which can last throughout your entire career.

  Empower and align your team

Gain confidence and peace of mind that your team is armed with true insight that informs the highest-impact strategies and tactics.

Learn Why Customers Choose Us

Not sure which customer research service best fits your needs?

Book a complimentary chemistry call and tell us about your unique set of challenges.
We can create a custom research package with your resources, objectives, and company size in mind.
(And yes, even if you’re struggling with internal stakeholder buy-in.)

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Your cybersecurity company could be lightyears ahead of your competition

With buyer and customer research programs expressly designed for your needs.

Validate Your Marketing Messaging or Sales Outreach

Discover whether your messages resonate with your audience and what you can do to improve it.

Identify Pain Points and Challenges

Understand the bleeding-neck challenge and learn what keeps security practitioners up at night to help them find accurate solutions to their problems.

Understand Buyer Motivations and Goals

Learn what drives cybersecurity executives and practitioners to do what they do and the operational results they expect from purchasing security solutions.

Uncover the Buyers Journey

Discover the behind-the-scenes story at each phase of evaluation, resources cybersecurity buyers trust, and people who influence security practitioners during purchase.

Spot Anomalies and Market Trends

Gain a keen understanding of market conditions and trends, how that impacts buying decisions, and what you can do to leverage that against your competition.

Verify Internal Corporate Strategies

Train and align your front-line leadership team and make stronger business decisions with ongoing insights on topics critical to driving business growth for your organization.

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Take better action today

With these most useful cybersecurity buyer insights curated for you.

63 CISO Buyer Insights Curated for Cybersecurity Marketers

I interviewed 6 CISOs. That’s nearly 5 hours of buyer insights. And I curated 63 insights just for you. You're welcome.

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7 Outreach Tactics Cybersecurity Buyers Hate (+ The Alternative)

Get a sneak peak inside the inbox of a security professional. Flip the script on your worst marketing & sales messages.

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2022 Black Hat USA Vendor Booth Analysis: Buzzword Edition

Discover the top used buzzwords at Black Hat USA, the most prominent colors used, booth messaging that could be improved, and why.

Read More

Listen to brutally honest conversations with cybersecurity buyers.

Discover the things they hate that vendors do and what you can do about it.


"Dani Woolf is rapidly becoming the single source of truth walking database on marketing do's and dont's in cybersecurity." 

Allan Alford

Chief Information Security Officer

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Audience 1st Vault

🔓 Unlock unlimited, premium access to the Vault

The Audience 1st Vault is a private and safe space to connect with and learn from equally curious cybersecurity marketers, sellers, and practitioners.

✓ Access hundreds of rich cybersecurity buyer insights & discussions, packed with actionable advice from real security pros

✓ Get structured guidance and templates on how to prioritize and apply buyer insights

✓ Secure strategy sessions with CISOs to validate your work

+ more bonus, no-fluff content

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