GTM 142: Why Most B2B Marketing Fails (And How to Fix It) with Udi Ledergor

The GTM Podcast

Udi Ledergor served as CMO during Gong’s rise from new SaaS startup to industry dominance. By building a playful, human-centric brand with a lighthearted tone, he captured buyers’ attention and dollars and turned them into raving fans. He helped Gong go from zero to hundreds of millions in revenue, while achieving a multi-billion-dollar valuation. His book Courageous Marketing is officially out and you can buy it below in the show notes.

Discussed in this Episode:

• Why Marketing 'Best Practices' are broken for Brands that want to stand out.
• Marketers need to consider the long game and remember the 95/5 rule.
• When you should hire for experience versus potential.
• How to foster a culture of healthy risk-taking with your team.

Highlights:

04:09 Udi's inspiration for writing his new book, Courageous Marketing.

06:02 The four most common reasons why marketing fails.

09:22 What marketers should be looking for when selecting a company to join.

13:55 The Problem with 'playing it safe' in B2B marketing.

23:07 How to market to both the 5% and the 95% of your buyers.

38:13 The Three Team Operating Principles for leading a bold and effective marketing team.

Guest Speaker Links (Udi Ledergor):

• LinkedIn: https://www.linkedin.com/in/udiledergor/
• Gong: https://www.gong.io/
• Udi's Book, Courageous Marketing: https://mybook.to/courageousmarketing

Host Speaker Links (Sophie Buonassisi):

• LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/
• Newsletter: https://gtmnow.com/tag/newsletter/

Where to find GTMnow (GTMfund’s media brand):

1. Website: https://gtmnow.com/
2. LinkedIn: https://www.linkedin.com/company/gtmnow/
3. Twitter/X: https://x.com/GTMnow_
4. YouTube: / @gtm_now
5. The GTM Podcast (on all major directories): https://gtmnow.com/tag/podcast/

Sponsor: ZoomInfo’s GTM25 Virtual Conference—a free, half-day event on h

The GTM Podcast
The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.
Visit gtmnow.com for more episodes and other interesting content.

Chapters

1. GTM 142 - Udi Ledergor - Full Episode 1.1 (00:00:00)

2. Udi's inspiration for writing his new book, Courageous Marketing (00:03:08)

3. The four most common reasons that marketing fails (00:05:50)