Episode Summary
A great product is easy to sell, says Chris Gaebler, CMO of Marketing at Guardicore, a data center and cloud security company.
On this episode of Tech Qualified with Justin Brown, Gaebler discusses collaboration with channel partners, the ways he maintains those relationships and the exploding creativity coming out of changes in the industry following COVID-19 restrictions.
“We’re a leading cybersecurity company. It’s an easy product or a solution to be a marketer of because it’s really good, so I would say it’s really fun to be a marketer in a company whose product is so good,” he says.
Chris was quick to come up with creative solutions for marketing during a pandemic and maintaining relationships at a distance. Chris believes marketers will be forced to push their creativity even further as the state of the world continues to evolve amidst the pandemic.
“I think we’re actually moving quickly beyond that to the post-COVID era kind of communication, which is like, what is the new value you can offer your customers?” he says.
Guest Profiles
- Name: Chris Gaebler
- What he does: A marketer in cybersecurity for 10 years, he currently works as the CMO of Marketing at Guardicore, where he’s focused on channel partner relations, content creation and customer success.
- Company: Guardicore
- Noteworthy: Chris finds that the marketing industry is going through a mini revolution with the restrictions COVID-19 has brought. And for him, in his job, the chance to be creative outweighs the extra work it has created.
Key Insights
- People buy from people they trust. Becoming a part of conversations with thought leaders and industry practitioners is free and an essential way to increase the value of your brand, says Chris. Customers are their best advocates — they can be a tremendous source of organic demand generation if you focus on customer satisfaction and customer success.
- At Guardicore — like at so many other companies — Chris says they have had to shift to virtual meetings and related methods, which has created a lot of extra work for his team. But he doesn’t see this as a negative. On the contrary, he finds that it really gets the creative juices flowing and that, in general, it’s causing a mini revolution in the marketing industry, pushing marketers to rediscover virtual options and get creative with them.
- Every time he wakes up, Chris is thinking about how something will work with their channel. Guardicore is very channel-oriented because it is a strong way for them to communicate with people who go directly to their channel partners. However, he knows he can't rely upon the channel to grow the Guardicore brand. That’s his responsibility. He has to personally make the Guardicore brand strong in the marketplace.
Episode Highlights
- Knowing why your brand excels
- Understanding the individuals behind the scenes
- Engaging in productive conversations
- A win-win with channel partners
- A smooth customer journey
- Seeing results is value