Know Before You Go: The Empathy Codified Playbook for RSA Conference 2025

2025-04-25

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Most vendors won’t admit this, but we will: Your brand doesn’t have a messaging problem. It has a presence problem. And it’s why buyers leave RSA feeling numb, unseen, and unready to trust you. In this episode, Dani Woolf sits down with Zachary Hyde, someone she doesn’t always agree with, which makes this conversation one of the most honest and urgent before a major conference. Together, they break down why most GTM teams think they’re being empathetic but are actually performing a buyer-first fantasy while still cli...

Most vendors won’t admit this, but we will:

Your brand doesn’t have a messaging problem. It has a presence problem.

And it’s why buyers leave RSA feeling numb, unseen, and unready to trust you.

In this episode, Dani Woolf sits down with Zachary Hyde, someone she doesn’t always agree with, which makes this conversation one of the most honest and urgent before a major conference.

Together, they break down why most GTM teams think they’re being empathetic but are actually performing a buyer-first fantasy while still clinging to control.

If you're showing up to RSA Conference this year with a booth, a badge, and a team under pressure to "drive pipeline" - this is your mirror.

Listen before you land in SFO.

What We Cover:

Why vendors fail to empathize with buyers at conferences
How canned “empathetic marketing” actually erodes trust
Why emotional presence is a muscle to be consistently massaged
The difference between tone-matching and real psychological safety
Red flags buyers spot immediately and won’t tell you about
What to do this week to actually build trust at RSA (no fluff, no fake discovery)

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