This episode features an interview with Karl Van den Bergh, CMO, Gigamon, a company that helps enable IT organizations to eliminate security blind spots, optimize network traffic and reduce tool costs, enabling them to better secure and manage their hybrid cloud infrastructure. 

In this episode, Karl talks about shifting from a lead 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.