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Q&A with Udi Ledergor, Chief Marketing Officer at Gong

Udi Ledergor, Chief Marketing Officer at Gong, took this challenging position after running a highly-successful marketing consulting business for two years. Prior to that, for nearly two decades, he served as VP Marketing at 4 different companies, leading world-class teams across a wide range of industries.

Standing out by being better than everyone else is hard to pull off. A different approach, which often works better, is choosing to zig when everyone else zags.



MEDIA 7: Could you please tell us a little bit about yourself? What prompted/interested you to pursue a career in marketing?
UDI LEDERGOR: I used to be a Product Manager, bridging the gap between the company’s R&D team and its customers. Almost 5 years into the PM role, I came to the realization that I enjoyed the outbound marketing part of my role more than the product requirement-writing part of it. At that point, I decided to pursue a career in marketing and began my transition into a full-time marketing role.

M7: What strategies and tactics have you put in place or would you like to put in place to help drive revenue at Gong?
UL: Sales & Marketing alignment is key to Marketing making sales easier. At Gong, we have a well-oiled inbound and outbound marketing engine, which creates thousands of sales-qualified opportunities each quarter. Our top channels for engaging our audience of sales professionals include our LinkedIn page, our enthusiastic list of email subscribers, and our highly-engaged audience at our virtual events. To complement our digital channels, we supplement them with a good dose of out-of-home advertising, television (you did catch our Super Bowl commercial, right?), and other mediums not often used in B2B Marketing.


Sales Enablement is a key consideration when creating and training on new messaging, pricing & packaging, competitive intelligence, and case studies.



M7: Every marketer is chasing the golden combo of personalization and privacy. How do you strike a balance between both?
UL: Our marketing communications are always authentic, even when they are automated. We write as we speak – like humans. We share information we’d enjoy consuming ourselves. If it adds no value – we don’t send it. Our virtual events and social media strategy strike a healthy balance of education and entertainment, otherwise known as edutainment. This works because at the end of the day we’re all human beings. People buy from people they trust and like. There’s no such thing as a company buying from a company. There are always humans involved on both ends. Fostering those communications with trust and enjoyment is what pre-bakes future deals.

M7: What do you think is essential to stay competitive in a market that is going through constant digitalization?
UL: Obsess over your customers’ needs. Stay in close contact with your customers and monitor their changing needs. What worked 12 months ago might be outdated in today’s world. Needs constantly change so vendors must adapt. The moment you take your foot off the gas pedal and become complacent is the moment you start dying as a relevant, innovative company. Another complementary innovation source is keeping ahead of technological changes and trends, to figure out how they can benefit your customers when embedded in your product. But the main motivation to innovate should come from solving a real-world problem your customers are experiencing.


It is estimated that 70% of the buying research is done before your buyer reaches out to you for information and pricing. So it is Product Marketing’s job to get all of that information out there for buyers to find.



M7: What do you believe are the top three product marketing challenges in the post COVID-19 era?
UL: Product marketing is constantly challenged by balancing two streams of information: explaining what the product category does, for those newly introduced to the category and differentiating against the competition. This is important for those considering a specific solution in the market, who already know the basics of the category. You cannot ignore either of these audiences.

A second challenge is packaging and pricing your product in the way your customers want to consume it, even if it isn’t the company’s first choice for how they prefer to sell it.

The third challenge is getting all the information your buyer needs out into the public domain, easily discoverable by your buyers before they even reach your website. It is estimated that 70% of the buying research is done before your buyer reaches out to you for information and pricing. So it is Product Marketing’s job to get all of that information out there for buyers to find, especially in a post-COVID world, where buyers are less likely to meet with your sellers in person or even virtually.

M7: How do you ensure that your sales team understands and presents your products in an engaging manner?
UL: Sales Enablement is a key consideration when creating and training on new messaging, pricing & packaging, competitive intelligence, and case studies. Materials need to be as self-explanatory as possible, always updated in a single, easy-to-locate system, and training needs to be frequent to address new hires on the Sales team, as well as refresher training sessions for the entire team.

M7: What is your marketing mantra to stand out in an overly saturated MarTech space?
UL: Different is better than better. What that means is that standing out by being better than everyone else is hard to pull off. A different approach, which often works better, is choosing to zig when everyone else zags. If you’re doing something different from everyone else, you’re already winning in that space. That gets noticed. We also pay special attention to sincere communications, which never sound like an impersonal corporation but always like a helpful friend you’d go to if you had a question. I believe this is the future of all B2B marketing.

ABOUT GONG

Gong enables revenue teams to realize their fullest potential by unveiling their customer reality. The patented Gong Revenue Intelligence Platform™ captures and understands every customer interaction, then delivers insights at scale, empowering revenue teams to make decisions based on data instead of opinions. Over 1,500 innovative companies like Zillow, Slack, PayPal, Twilio, Shopify, Hubspot, SproutSocial, Zoominfo, Outreach, MuleSoft, and LinkedIn trust Gong to power their customer reality. With Gong, customers experience improved win rates, increased deal sizes, and accelerated employee ramp-times. Gong is a private company headquartered in San Francisco. Follow Gong on LinkedIn and learn more at www.gong.io

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GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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NextRoll Named a Market Testing Grantee for Google’s Privacy Sandbox Initiative

GlobeNewswire | January 09, 2024

NextRoll, the San Francisco-based marketing technology company delivering products for ambitious marketers to grow their businesses, today announced its status as a market testing grantee for Google’s Privacy Sandbox initiative. This initiative represents a groundbreaking shift in online advertising, replacing traditional third-party cookies with innovative solutions prioritizing privacy among Google Chrome users. As a trusted tester and collaborator, NextRoll will play a crucial role in shaping the future of secure and personalized online experiences. NextRoll’s participation in the Google Privacy Sandbox initiative signifies an expansion from its previous role within the World Wide Web Consortium (W3C), where it was deeply involved in providing commentary on and proposing solutions for Google’s privacy-first enhancements, a portion of which were ultimately incorporated into the final Protected Audience API. NextRoll is now poised to take an even more hands-on approach by actively testing Google’s newly introduced application programming interfaces (APIs), including verifying the effectiveness of the Protected Audience, Topics, and Attribution Reporting APIs in the first half of 2024. NextRoll is proud to be named a Privacy Sandbox Market Testing Grantee receiving grant funding for engineering and testing-related work to meaningfully contribute testing metrics that are material to the Competition Markets Authority (CMA) review. “NextRoll has always been committed to doing right by our customers and all web users. Our dedication to privacy has been unwavering, even in the era of third-party cookies,” said Andrew Pascoe, vice president of data science engineering at NextRoll. “Now, as the industry evolves, we are thrilled to advocate for solutions that guarantee privacy across all market participants and reinforce our organization’s dedication to fostering a secure online environment.” NextRoll is a leader in adapting to the transforming industry and privacy standards, and acts as a trusted partner and advisor in helping customers navigate digital marketing in a privacy-first space. With Google Chrome moving in the same direction, NextRoll customers gain an early advantage in high-performing advertising through a new approach compared to competitors. About NextRoll NextRoll is a marketing technology company delivering products ambitious marketers use and rely on to grow their businesses. Powered by machine learning and integrated data platforms, NextRoll's technology serves tens of thousands of businesses globally through its two business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, and AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote-friendly company headquartered in San Francisco with additional offices in New York City, Dublin, and Sydney. To learn more, visit www.nextroll.com.

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Gong enables revenue teams to realize their fullest potential by unveiling their customer reality. The patented Gong Revenue Intelligence Platform™ captures and understands every customer interaction, then delivers insights at scale, empowering revenue teams to make decisions based on data instead o...

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Using market segmentation theory to select target markets for sun protection campaigns

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