This episode features an interview with Karl Van den Bergh, CMO at Gigamon, a company that helps IT organizations better secure and manage their hybrid cloud infrastructure.

In this episode, Karl talks about shifting from a lead-based model to a demand unit model, the impact of investing in brand when budgets are tight, and balancing awareness with demand. He also talks about his approach to content, creating something that stands out and that people either love or hate.

Key Takeaways:

• Transitioning from a lead-based model to a demand unit model can better align with complex B2B buying processes because it allows for more accurate targeting of entire buying committees.
• Maintaining brand investments during economic downturns is a way to seize opportunity to win market share. Companies that continue to invest in brand awareness during tight budgets will emerge stronger when the market recovers.
• Leveraging humor in campaigns, and embracing that some people will love it and some will hate it, is more memorable and can have better results than content that blends in.

Quote: 

• “We said, look, I'd rather put something out there that people either love or hate, as long as it's done, again, it can't be offensive, but people love or hate. I'd rather have something that stands out than something that's bland that no one would object to. And sure enough, as I said, it way outperformed benchmark.”

Episode Timestamps: 

*(04:30) The Trust Tree: Shifting from a lead-based model to a demand unit model 

*(20:26): The Playbook: Put out content people will love or hate 

*(38:06) The Dust-Up: Authentic Dialogue

*(39:47) Quick Hits: Karl’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Karl on LinkedIn
• Learn more about Gigamon
• Learn more about Caspian Studios