#237: Strategy | Udi Ledergor (former CMO, now Chief Evangelist at Gong) helped turn Gong into one of B2B’s most iconic brands—and now he’s sharing how they scaled it to a multi-billion dollar valuation. In this episode, Dave sits down with Udi to unpack lessons from building Gong’s category, brand, and marketing engine (and why B2B marketing needs way more courage).

You’ll learn:

Lessons from building Gong from 0 to $100M in revenue
How to make B2B marketing not boring
How to measure and justify brand investments in marketing
Why you need to be more courageous with your marketing

Udi also shares stories from his new book Courageous Marketing, featuring specific plays and strategies any B2B marketer can steal.

Timestamps

(00:00) - – Intro to Udi
(07:33) - – Early career lessons and building a marketing role from scratch
(10:33) - – How Gong achieved early product-market fit
(14:33) - – The importance of picking the right company and founder
(16:33) - – Why Gong’s focus, clarity, and positioning stood out from day one
(18:43) - – Why Udi wrote Courageous Marketing and what it’s about
(19:33) - – What “courageous marketing” actually means
(22:33) - – Defining brand personality before visual identity
(26:17) - – Campaign breakdown: Times Square billboards, employee spotlights, and perception hacks
(29:37) - – The “punching above your weight” formula for early-stage brands
(33:07) - – How to measure soft ROI and prove brand impact
(36:37) - – Super Bowl ad, Michael Lewis podcast, and tying brand to pipeline
(41:22) - – How to budget for experiments and get CFO/CEO buy-in
(42:37) - – Building a courageous team: culture, process, and psychological safety
(45:37) - – Gong Labs: Turning product data into content with staying power
(48:37) - – Product + marketing alignment: the real unlock
(50:07) - – Where AI fits in the future of courageous marketing
(52:27) - – Udi’s book Courageous Marketing (and why you should go read it)

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Today’s episode is brought to you by Grammarly.

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Visit go.grammarly.com/exitfive to grab it.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

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B2B Doesn't Have to Be Boring with Udi Ledergor, Chief Evangelist at Gong

The Dave Gerhardt Show (from Exit Five)