WTF Did I Just Read? Tech Sales & Marketing Edition

28. Brutally Honest Reflections [And Controversies] From Black Hat

In this episode of WTFDIJR, Chris and Dani are uncovering:
The struggles of balancing professional and personal life, especially as parents, to the complexities and logistics of attending tech conferences like DEFCON and Black Hat. They also scrutinize marketing approaches, such as fear-based selling and incentivizing conversations with gift cards, discussing how these tactics can be perceived as insincere or even unethical.’
Key Takeaways:
Challenges of Tech Conferences: Chris and Dani discuss the logistical nightmares and the importance of planning and coordination in attending multiple conferences like DEFCON, Black Hat, and others.
Critique of Sales Tactics: The episode critiques certain sales tactics, such as using fear as a motivator (referencing a specific outreach email) and offering financial incentives for meetings, analyzing why these might be counterproductive.
Importance of Authentic Connections: Dani and Chris underscore the value of genuine connections and understanding the needs and contexts of potential clients, rather than relying on generic or aggressive sales techniques.
Reflections on Industry Practices: There's a broader reflection on the state of tech sales and marketing, urging professionals to consider more ethical and effective ways of communication and outreach.
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27. WTF Did I Just Read? LIVE From Black Hat 2023

In this LIVE, IN-PERSON episode of WTFDIJR, Chris and Dani are uncovering:
Their experiences at Black Hat USA, the dynamics of the cybersecurity community, and the importance of human connection in the tech industry. The episode highlights the challenges faced by security practitioners and vendors in creating genuine, respectful relationships in the context of conferences and sales engagements.
Key Takeaways
Challenges of Networking at Conferences: The aggressive nature of some sales approaches at conferences like Black Hat can be off-putting. Respectful and human-centric engagement is more effective and appreciated.
Building Genuine Communities: Successful community building in the tech and cybersecurity sectors requires active, respectful engagement and maintenance. It's not just about setting up a platform but nurturing genuine interactions.
Mental Health and Work-Life Balance: Chris and Dani discuss the importance of taking time for oneself, especially in high-stress environments like tech conferences.
Observations from Black Hat: The atmosphere of Black Hat was described as familiar but with repetitive themes and approaches by vendors.
Advocacy for Respectful Sales Practices: Examples of positive vendor interactions were shared, showcasing how respectful, and human-centric approaches can lead to better relationships and potential business opportunities.
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26. The CISO Chipped His Nail Polish + Know-Before-You-Go-To-Black-Hat

In this episode of WTFDIJR, Chris and Dani are uncovering:
Their experiences with vendor booths, mass media marketing in cybersecurity, and etiquette for engaging with security practitioners at events like Black Hat. The episode also touched on personal anecdotes and the importance of self-care during intensive conferences.
Key Takeaways:
Approaching Vendor Booths: Simplicity and authenticity in booth design catch attention. Overly complex or buzzword-heavy booths are likely to be ignored. Booth engagement should be meaningful and respectful, avoiding aggressive sales tactics.
Technical Expertise On-Site: Booth personnel should be able to answer technical questions, explaining products beyond surface-level features.
Mass Media and Marketing: Cringe-worthy or disrespectful campaigns can harm a company's image. Authentic involvement of a spokesperson or celebrity in the company or product they are endorsing adds credibility.
Post-Conference Engagement: Follow-ups should ideally happen two weeks after the conference, allowing time for attendees to settle back into their routines. Business cards are still relevant; digital alternatives like QR codes are less favored.
General Conference Etiquette: Respect and understanding are key. Recognize that many attendees are there for networking and learning, not necessarily to be sold to. It's important to balance professionalism with fun. Overindulgence or inappropriate behavior at conferences can damage professional relationships and reputations.
Personal Experiences and Anecdotes: Chris and Dani shared their personal experiences from past conferences and their plans for upcoming events, emphasizing the value of networking and building relationships in the industry.
The Importance of Self-Care: Attendees should prioritize self-care during conferences, including adequate rest, hydration, and mental breaks.
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Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

25. Emotional Drivers, Stressors, Worries, and Fears In And Out of Work

In this episode of WTFDIJR, Chris and Dani are uncovering:
The need for authenticity and thoughtfulness in these professional engagements. A significant part of the conversation revolves around the emotional aspects of decision-making in security and tech industries, with Chris sharing insights from his experiences.
Key takeaways:
Authenticity in Vendor-CISO Relationship: Dani and Chris stress the importance of genuine, respectful engagement between vendors and CISOs. They argue that authentic interactions are more likely to yield fruitful relationships and successful business outcomes.
Understanding Your Audience: The episode emphasizes the value of researching and understanding the person you're contacting. This approach not only improves the quality of interactions but also demonstrates respect and consideration.
Value of Human Connection: Central to the episode is the idea that humanizing business interactions is key to building meaningful and productive relationships in the tech industry. Dani and Chris underline that seeing each other as individuals, rather than just business prospects, can significantly enhance professional engagements.
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Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

24. My Leadership Really Wants To Talk To You You -＞ Alien Conspiracy Theory

In this episode of WTFDIJR, Chris and Dani are uncovering:
The importance of understanding and adhering to different compliance frameworks, and the challenges of ROI measurement in cybersecurity investments. Chris and Dani discuss the need for vendors to provide realistic and targeted solutions, the role of frameworks like NIST in guiding cybersecurity efforts, and the importance of vendors aiding CISOs in 'moving the needle' rather than promising complete solutions.
Key Takeaways:
Realistic Vendor Approaches: Chris and Dani explain that vendors should avoid absolute claims about their products and instead focus on how they can assist in specific areas of cybersecurity frameworks.
Understanding Compliance Frameworks: The episode highlights the necessity for vendors to understand the specific compliance frameworks that their potential CISO clients are working within, such as NIST, PCI DSS, or HIPAA. This understanding can guide more relevant and effective product offerings.
Communication and Consistency: Both vendors and CISOs need to communicate more effectively and consistently. Chris and Dani suggest the creation of a CISO response playbook to standardize responses to common vendor approaches.
ROI and Cybersecurity Investments: Measuring the ROI of cybersecurity investments is complex. The focus should be on reducing the probability of incidents and improving recovery capabilities, rather than direct financial ROI.
CISO Challenges and Responsibilities: Chris mentions CISOs face challenges in prioritizing cybersecurity efforts and must often make tough decisions about where to allocate resources. They need to balance the needs of their organization with the capabilities and limitations of cybersecurity solutions.
Collaboration and Mutual Understanding: Chris and Dani mention the relationship between CISOs and vendors should be based on mutual understanding and collaboration, with both parties taking responsibility for effective communication and realistic expectations.
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Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

23. When Your ML Is Too Dumb To Come Up with New Email Intros

In this episode of WTFDIJR, Chris and Dani are uncovering:
The ethical considerations of using AI in marketing, the pitfalls of certain sales strategies, and the importance of research in sales processes. The episode concluded with an insightful discussion on different types of CISO roles and the growth of the BISO role.
Key Takeaways:
Role and Evolution of CISOs: The episode covers various types of CISO roles, including operational, strategic, and business-focused, underscoring the diverse skill sets required in these positions.
Importance of Business Acumen: For technical roles like CISOs, gaining business skills is crucial. This can involve attending business conferences, collaborating with different departments, and seeking formal education in business.
Future Readiness and AI: Ryan, a guest on the podcast, discusses the importance of future readiness in security, particularly in managing risk effectively and dealing with the influx of AI.
Data Provenance and AI: The reliability and manipulation of data used by AI models are questioned, emphasizing the need for clear policies and control definitions around AI implementation.
Challenges of Implementing New Tools: The episode discusses the resistance to change within teams, especially when it comes to adopting new tools or technologies, and strategies to address this.
Approaching Sales with Authenticity: Dani and Chris advocate for an honest, research-backed approach to sales, especially when dealing with budget cycles and potential business opportunities.
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Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

22. You’re Invited To Keynote, All Expenses On You!

In this episode of WTFDIJR, Chris and Dani are uncovering:
The ethics and practices surrounding conference speaking invitations. Chris shares his experience of being invited to keynote at the Cybertech Global Tel Aviv 2024 conference, only to find out that the organizers would not cover travel or speaking expenses. This led to a broader conversation about the expectations and norms in the industry regarding compensating speakers, particularly at for-profit events.
Key Takeaways:
Personal Experiences and Anecdotes: Dani and Chris share their personal experiences, including Chris’s recent travel challenges and adjusting to time zones. They also discuss their plans for upcoming events like Black Hat and reminisce about past events like Cyber Week.
Building Relationships in Sales: The episode highlights the importance of building genuine relationships in the sales process rather than resorting to transactional or aggressive tactics. They stress the value of understanding the client’s background, needs, and interests.
Challenges in the Industry: Dani and Chris discuss the challenges faced by salespeople who are often constrained by KPIs and lack the freedom or time to conduct proper research, which results in ineffective outreach and a lot of 'noise' in the industry.
Role of Social Media and Online Presence: Chris and Dani touch upon how a person's online presence, including social media platforms like LinkedIn, Twitter, and Facebook, can be used to understand them better and tailor the sales approach accordingly.
Decision Criteria for Purchases: The episode also covers what factors influence a cybersecurity practitioner’s decisions to purchase a solution, focusing on the right mindset, the product being appropriate for the current time, and the importance of human interaction in the sales process.
Ethics of Inviting Keynote Speakers Without Covering Expenses: Dani and Chris criticize this practice as unfair and potentially exploitative. They also highlight the need for transparency and fairness in how conference speakers are treated, especially in terms of financial and logistical support.
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Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

21. Cyber Week, Acronym World, and Direct Conversations

In this episode of WTFDIJR, Chris and Dani are uncovering:
How cultural backgrounds, especially in regions like Israel, influence the way sales and marketing communications are conducted. The directness and bluntness common in Israeli culture are highlighted as beneficial in the tech industry. Chris also shares his experiences at Cyber Week, discussing the variety of topics covered and the unique format of the event. He also mentions the cultural exchange and breaking of barriers witnessed during the event.
Key Takeaways:
Importance of Human Interaction: Emphasizing the need for genuine human interaction, the Dani and Chris discuss how impersonal tactics like automated messages or using children in sales videos can be ineffective and potentially unethical.
AI in Sales and Marketing: They talk about the use of AI in personalizing sales approaches and caution against the misuse of AI, such as repurposing content without proper acknowledgment, which can border on plagiarism.
Cold Calling and Sales Tactics: The episode criticizes certain sales tactics, like using local numbers for cold calls, which can be perceived as deceptive. It also highlights the annoyance caused by unsolicited calls, particularly when they disrupt personal time.
Role of Research in Sales: Chris and Dani advocate for the importance of doing thorough research before reaching out to potential clients. They challenge the notion that salespeople don't have the time or freedom to conduct proper research, emphasizing that effective sales strategies require effort and dedication beyond basic KPIs.
Pros and Cons of Different Marketing Strategies: They delve into various marketing strategies, discussing what works and what doesn't in the context of different cultures and industries.
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20. Dear CISO, Don’t Be An Arse. Adding Lobster Tail To Your Steak Is A Bullshit Move.

In this episode of WTFDIJR, Chris and Dani are uncovering:
The nuances of vendor and CISO interactions, focusing on the importance of authenticity and thoughtful engagement. They discuss how CISOs should conduct themselves during vendor-sponsored events, like dinners. They emphasize the importance of not exploiting these situations for extravagant meals or perks, which they consider unprofessional and entitled behavior.
Key Takeaways:
Authenticity in Vendor-CISO Relationship: Dani and Chris talk about the importance of authentic, respectful engagement in interactions between vendors and CISOs.
Personalization Over Automation: Chris explains that customized, thoughtful communication is preferred over automated, generic messaging.
Understanding Your Audience: The episode highlights that taking time to research and understand the person you're reaching out to can significantly improve interaction quality.
Professional Conduct: Chris explains that CISOs should maintain professional conduct in vendor engagements, avoiding exploiting situations for personal gain.
Effective Use of LinkedIn: Dani and Chris explain that LinkedIn outreach should be genuine, reflecting an understanding of the individual's profile and interests.
Value of Human Connection: The episode underscores that humanizing business interactions is essential for meaningful and productive relationships in the tech industry.
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Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

19. Dear Vendor, Let’s Face It. It Isn’t Working. Here’s Why.

In this episode of WTFDIJR, Chris and Dani are uncovering:
Chris’s approach to unsolicited vendor emails, explaining his "Dear Vendor" letters aimed at educating rather than merely dismissing vendors. His letter outlines why certain sales approaches aren't effective and suggest more respectful and constructive methods.
Chris shares a recent experience where a vendor responded negatively to his letter, escalating to a legal cease-and-desist letter. This incident not only brought internal scrutiny within Chris's organization but also led to a broader discussion about the effectiveness and ethics of current sales practices in tech.
Key Takeaways:
Constructive Feedback vs. Aggressive Sales Tactics: Dani and Chris highlight the need for a balance between providing constructive feedback to vendors and dealing with aggressive, unsolicited sales tactics.
Re-evaluating Vendor Engagement: The episode suggests rethinking how vendors engage potential clients, advocating for more ethical and effective communication strategies rather than spam-like approaches.
Community and Relationship Building: Dani and Chris point towards building a community approach and fostering relationships in the tech industry, rather than relying on impersonal, bulk communication.
Personal Reflection: Chris reflects on the personal impact of the incident, questioning the value of his efforts and the support from his organization, while also emphasizing the importance of not giving up in face of adversity.
Industry Responsibility: The episode concludes with a call to action for the industry to work collaboratively and respectfully, moving away from adversarial tactics.
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Victim of a crappy marketing or sales message?
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