After over a decade of running digital marketing for high-growth B2B technology startups, our guest, Dani Woolf, realized how marketing is managed in other vertical markets doesn't work in the cybersecurity space. It took her four years since she joined the cybersecurity industry in 2018, to create Audience 1st, a modern customer research agency built on four pillars: curiosity to truly understand audiences, empathy to listen first and identify cybersecurity buyers' pain points, provide insights that promote growth, and honest connection to establish authentic relationships with buyers.