WTF Did I Just Read? Tech Sales & Marketing Edition

18. Horror Stories of Ransomware and Blaming Users

In this episode of WTFDIJR, Chris and Dani are uncovering:
The nuances of email outreach, the frustration with ineffective and insincere marketing tactics, and the challenges of managing an inundated inbox. The episode includes discussions on the importance of integrity in communication and the opt-in/opt-out dilemma in email marketing.
Key Takeaways:
Fear-based Narratives: Dani and Chris critique this approach for its fearmongering nature as an attempt to compel action from potential clients and its tendency to blame users for security breaches, instead advocating for a more balanced and educational approach to discussing cybersecurity threats.
Challenges with Email Marketing: They express frustration with the overwhelming amount of irrelevant and impersonal marketing emails. They criticize generic outreach tactics and emphasize the need for genuine and targeted communication.
Opt-In/Opt-Out Dilemma: The episode explores the ongoing internal battles many companies face regarding opt-in versus opt-out email marketing strategies. They advocate for a more respectful and customer-centric approach, emphasizing the right of recipients to choose their level of engagement.
Can-Spam Law and Compliance: Dani and Chris discuss the Can-Spam Act and its implications for email marketing. They express skepticism about its effectiveness in regulating unwanted emails and propose stricter adherence to its guidelines by marketers.
Importance of Integrity and Honesty: They underscore the need for integrity in marketing communications. They suggest that marketers should be upfront about their intentions and avoid over-the-top flattery or deceptive tactics to gain attention.
Engagement with the Audience: The episode includes discussions on how to respectfully engage potential customers through email. Dani and Chris recommend personalizing outreach, providing clear value, and respecting the recipient's time and interest.
Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/
Victim of a crappy marketing or sales message?
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.

17. Forgive The Intrusion But I Didn’t Even Do The Bloody Research On You

In this episode of WTFDIJR, Chris and Dani are uncovering:
The importance of empathy in sales and marketing in the cybersecurity industry. They emphasize the need for thoughtful communication and understanding one’s perspective, whether it's a CISO or a vendor. The episode includes live interactions with audience members seeking advice on approaching cybersecurity professionals effectively.
Key Takeaways:
Emphasizing Empathy in Communication: Dani and Chris stress the need for sales and marketing professionals to empathize with their audience, particularly when reaching out to CISOs and other cybersecurity professionals. Understanding their challenges and needs is crucial for meaningful engagement.
Avoiding Generic Outreach: They criticize the 'spray and pray' approach, where salespeople send mass, untargeted messages without considering the recipient's specific needs or role. Chris suggests that messages should be concise, contextual, and relevant.
Building Relationships: The episode highlights the importance of building relationships rather than just focusing on immediate sales. Establishing trust and understanding with potential clients can lead to more effective and fruitful interactions.
Live Audience Interaction: Chris and Dani engage with live audience members, providing specific advice on how to approach cybersecurity practitioners. They discuss the importance of personalizing outreach and avoiding jargon or acronyms that can be confusing or off-putting.
Consideration for Accessibility in Cybersecurity: A discussion on the need for making cybersecurity tools and training accessible to all, including those with disabilities, underscores the broader theme of inclusivity in the industry.
Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/
Victim of a crappy marketing or sales message?
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.

16. It’s Time To Look In The Mirror: The C-Suite’s Responsibility In Cybersecurity Sales

In this episode of WTFDIJR, Chris and Dani are uncovering:
The ethics and practices of how CISOs, CIOs, and other executives should engage with vendors. The episode centers on the ethical responsibilities of C-suite executives in their interactions with vendors, highlighting the need for honesty and straightforwardness in these relationships. TIt also emphasizes building relationships based on trust and integrity, rather than just focusing on products.
Key Takeaways:
Building Relationships Over Products: Chris stresses the importance of building trust and relationships with vendors rather than just focusing on the products they offer. He believes that a good working relationship is key to effective cybersecurity solutions.
Rejecting Entitlement and Opulence: Dani and Chris criticize the practice of extravagant wining and dining by vendors as an ineffective way to secure sales. They suggest more humble and genuine forms of interaction, like coffee meetings or informal gatherings.
Importance of Vendor Diversity: Chris emphasizes the importance of vendor diversity, stating that he looks at a company's board and leadership team as part of his decision-making process.
Vendor Interaction Etiquette: They suggest a mutual 'Hippocratic Oath' for CISOs and vendors, promoting a respectful and honest interaction framework.
Listener Questions and Engagement: Dani and Chris engage with a listener's question about balancing technology quality and personal relationships in sales, providing insights into how CISOs like Chris make purchasing decisions.
Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/
Victim of a crappy marketing or sales message?
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.

15. Name Dropping Clients And Stepping Stones

In this episode of WTFDIJR, Chris and Dani are uncovering:
The negative impact and issues with sales pitches that name-drop clients, pointing out how it can breach trust and discretion, and may even provide competitors with unwarranted insights. They emphasize the importance of respectful, humanized communication in the tech industry.
Key Takeaways:
Challenges with AI and ML in Sales: Dani and Chris discuss the inefficiencies and inaccuracies in AI-driven sales outreach, emphasizing the need for more nuanced and personalized approaches in sales and marketing.
The Importance of Research and Personalization: They underscore the necessity for sales professionals to invest time in understanding their prospects and tailoring their approaches accordingly.
Reflecting on CISO Behavior: The episode also touches upon the behavior of CISOs, suggesting that there should be mutual respect and integrity in vendor-buyer relationships. Dani and Chris propose discussing the characteristics of difficult CISOs in future episodes.
Human Element in Sales and Marketing: They reiterates the significance of maintaining a human element in sales and marketing, advocating for empathy and personalized interaction over generic and automated tactics.
Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/
Victim of a crappy marketing or sales message?
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.

14. Why The Heck Are You Sending This To The CISO?

In this episode of WTFDIJR, Chris and Dani are uncovering:
The misuse of tools like ChatGPT in creating spammy, non-personalized outreach and highlight the importance of humanized, respectful, and tailored communication in sales and marketing. The episode criticizes the use of automated email campaigns that lack relevance to the recipient's role, focusing on emails received by Chris that are not pertinent to his role as a CISO.
Key Takeaways:
ChatGPT in Sales and Marketing: Dani and Chris discuss the limitations and potential misuses of AI tools like ChatGPT in sales and marketing. They stress the importance of using such tools as assistants rather than replacements for human interaction and creativity.
Importance of Personalized Outreach: The episode underscores the need for sales professionals to conduct thorough research and personalize their communication to their potential clients' specific needs and roles.
Human Connection in Sales: Dani and Chris emphasize the value of approaching each sales interaction as if it were a face-to-face conversation, advocating for empathy, respect, and genuine human connection in sales interactions.
Responsible Use of Sales Tools: Chris and Dani advise against over-reliance on automation and AI tools in sales, recommending a strategy-driven approach where tools supplement rather than dictate sales tactics.
Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/
Victim of a crappy marketing or sales message?
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.

13. Laziness and Automated LinkedIn Processed to Reach Me as a Human

In this episode of WTFDIJR, Chris and Dani are uncovering:
The ineffective and often intrusive tactics used in tech sales and marketing, focusing on the over-reliance on automation and generic outreach methods. They highlight the importance of personalized communication and the necessity for sales professionals to evolve into trusted advisors rather than just transaction-focused individuals. The episode covers various aspects of effective sales approaches, including the value of understanding a CISO's priorities and respecting their time.
Key Takeaways:
Critique of Automated Outreach: Chris and Dani criticize automated LinkedIn processes and generic messages that fail to personalize or understand the buyer’s needs.
Earning Trust in Sales: Emphasis is placed on the need for salespeople to earn the title of 'trusted advisor' through understanding, respect, and valuable interactions, rather than assuming it from the outset.
Personalized Communication: The episode underscores the importance of tailoring sales approaches to the specific needs and current projects of potential clients.
Respect for Time and Boundaries: Dani and Chris call for salespeople to respect the busy schedules of cybersecurity professionals and to be considerate in their outreach efforts.
Empathy and Human Connection: The episode also touches on the importance of genuine human connection in sales, moving beyond mere transactional relationships.
Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/
Victim of a crappy marketing or sales message?
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.

12. FREE Security Reviews! Book Your Slot TODAY!

In this episode of WTFDIJR, Chris and Dani are uncovering:
The pitfalls and better practices in cybersecurity sales and marketing, specifically critiquing the tactic of offering unsolicited free security reviews. They delve into the challenges faced by cybersecurity professionals and the nuances in effective communication with them. The episode also explores evaluating tools and resources for cybersecurity, the role of research and analysis in decision-making, and maintaining professional boundaries and respect in the industry.
Key Takeaways:
Avoiding Ambush Marketing: Dani and Chris denounce tactics like unsolicited security reviews as ineffective and potentially intrusive.
Value of Tailored Communication: They emphasize the importance of personalized, relevant outreach to cybersecurity professionals.
Navigating the Sales Process: Insights are shared on how cybersecurity tools and content can facilitate or hinder the sales process, with a focus on providing useful and actionable information.
Respect and Professionalism: They stress maintaining respect for organizations and individuals in the industry, especially during crisis situations.
Importance of Collaboration: The episode highlights the significance of collaborating with researchers and analysts for effective content and campaign creation.
Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/
Victim of a crappy marketing or sales message?
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.

11. I Don’t Know You So Give Me 30 Minutes of Your Time The 1st Week of January

In this episode of WTFDIJR, Chris and Dani are uncovering:
Personal experiences and challenges faced in their roles, focusing on the importance of understanding the unique demands of cybersecurity professionals. The episode also delves into the implications of AI in cybersecurity and highlights the necessity of self-care in this high-pressure field.
Key Takeaways:
Customized Marketing is Crucial: Dani and Chris advocate for sales and marketing strategies that are specifically tailored to individual cybersecurity needs.
Deep Understanding of CISOs: They highlight the importance of sales pitches reflecting a deep understanding of the multifaceted CISO role.
Communication Clarity is Paramount: Effective cybersecurity sales messages should be direct and relevant, avoiding unnecessary complexity.
Navigating AI's Role: They delve into the challenges and opportunities presented by the integration of AI and ChatGPT in cybersecurity.
The Importance of Self-Care: Dani and Chris stress the essential nature of self-care for mental health and efficacy in the cybersecurity profession.
Questioning Ineffective Sales Tactics: The tactic of asking for a significant time commitment in the first interaction, especially during a busy period like early January, is critiqued for its lack of practicality and understanding of the recipient's schedule.
Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/
Victim of a crappy marketing or sales message?
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.

10. Football Fever and Spelling Mistakes + CISO AMA

In this episode of WTFDIJR, Chris and Dani are uncovering:
Reflections on CISO XC in Dallas
The value of getting in one room F2F with peers
A message from Chris to all security practitioners
The teardown
The problem with assumptions
Selling on an AI model to transcribe accurately English language, while using incorrect grammar and bad English
The buildup
Treat me like a human, not just another number
Spend time taking the narrative and have fun with a football-themed inbound message
Live Q&A with the audience
How to effect change efficiently and effectively in cybersecurity sales and marketing
The power of being curious to educate yourself on the world of the security practitioner
Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/
Victim of a crappy marketing or sales message?
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.

9. The “Out of the Box” Preemptive Bribe for a Meeting + CISO AMA

In this episode of WTFDIJR, Chris and Dani are uncovering:
Sending Milo healthy vibes
The importance of employers effectively giving resources to people who need mental health support
The teardown
Cutting and pasting attempt number 6
The issue with making basic (and bad) assumptions
The no-win situation
The beholden part
The buildup
Live Q&A with the audience
The solution to change isn’t to blast sales and marketing - leadership has to do their part to affect change
Before blaming everyone else, look in the mirror and see what you can do differently.
Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/
Victim of a crappy marketing or sales message?
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.