The Playbook for Courageous Marketing/Udi Ledergor - Gong, Super Bowl Commercial, Magic ~ Spark of Ages Ep 35

Spark of Ages

Udi Ledergor, Gong's Chief Evangelist and former CMO, reveals how courageous marketing strategies helped propel Gong from startup to multi-billion dollar company status while redefining the B2B marketing playbook.
• Creating bold B2B marketing that stands out requires courage and rejecting "boring practices" that yield ordinary results
• The "punching above your weight" strategy helped Gong appear much larger than it was, allowing early access to enterprise customers
• Gong's Super Bowl commercial hack: buying regional ads in tech hubs for under $350K instead of spending $20M on national spots
• The 95-5 rule: most marketers only target the 5% ready to buy, while Gong created value for the other 95% through Gong Labs content
• Breaking B2B visual identity norms by rejecting "Series A blues" for bold fuchsia and purple with a bulldog mascot
• Building psychological safety within marketing teams encourages innovative ideas and calculated risk-taking
• Udi's background as a magician influenced his marketing approach: complex work behind the scenes creates simple, magical experiences
• Marketing's ultimate goal is making sales easier – creating alignment across teams and driving measurable business results
• Finding courage to take strong, bold points of view in marketing requires leadership that celebrates creative experimentation
You can find Courageous Marketing: The B2B Marketer's Playbook for Career Success by Udi Ledergor available everywhere books are sold starting April 10th.
https://www.amazon.com/Courageous-Marketing-Marketers-Playbook-Success/dp/B0DZQLTW45
What does it take to transform B2B marketing from forgettable to phenomenal? Udi Ledergor, reveals the bold strategies that helped drive Gong from early-stage startup to multi-billion-dollar powerhouse with over $300 million in ARR.
Udi shares the genesis of his new book "Courageous Marketing: The B2B Marketer's Playbook for Career Success," distilling two decades of hard-won wisdom into actionable insights for marketers at every stage. The conversation explodes with practical, counterintuitive approaches that challenge the status quo of B2B marketing.
The discussion dives deep into building memorable brands through distinctive visual identity creating content that serves the 95% not yet ready to buy, and fostering a culture where marketing teams feel safe taking calculated risks.
Whether you're a marketing veteran or just starting your journey, this episode delivers a masterclass in breaking free from "boring practices" to create marketing that drives real business results while genuinely connecting with audiences. Ready to inject some courage into your marketing?
Udi Ledergor: https://www.linkedin.com/in/udiledergor/
Udi was Gong's first marketing hire as their CMO. He's the mastermind who helped define the revenue intelligence category and create Gong's iconic, human-centered brand. He's led marketing at five B2B startups and is known for his bold approach to branding and storytelling that puts people first. When he's not evangelizing for Gong, Udi wears many hats as an author, speaker, mentor, angel investor, and board member. He is passionate about startups, storytelling, and creating unforgettable

Website: https://www.position2.com/podcast/
Rajiv Parikh: https://www.linkedin.com/in/rajivparikh/
Sandeep Parikh: https://www.instagram.com/sandeepparikh/

Email us with any feedback for the show: [email protected]

Chapters

1. Meet Udi Ledergård, Gong's Chief Evangelist (00:00:00)

2. Birth of Courageous Marketing Book (00:05:46)

3. Punching Above Your Weight (00:12:35)

4. The Super Bowl Commercial Hack (00:18:08)

5. The Problem with Boring B2B Marketing (00:28:36)

6. Building a Culture of Marketing Courage (00:34:57)

7. The Spark Tank Word Association Game (00:42:19)

8. From Performer to Marketing Leader (00:49:36)

9. Final Thoughts on Courageous Marketing (00:52:45)