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

Media 7 | February 23, 2021

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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Q&A with Andrea Lechner-Becker, Chief Marketing Officer at LeadMD

MEDIA 7 | December 5, 2019

Andrea Lechner-Becker, Chief Marketing Officer at LeadMD is an experienced Marketing and Sales Executive with a demonstrated history of working in the marketing and advertising industry. Skilled in Business Process, Marketo, Sales, Customer Relationship Management (CRM), and IT Service Management, Andrea is also a strong business development professional and a storyteller. MEDIA 7: What inspired you to get into marketing? ANDREA LECHNER: Frankly, not having better options. I originally attended the University of Wisconsin-La Crosse thinking I’d major in Archaeology. I wanted to be Indiana Jones! But, after visiting the archaeology building – i.e. the cold, dark basement of the science building – where a girl sat to piece together pieces of an old Native American vase, I knew archaeology was not going to be the right path for me. And so, without being good at science and a major in art or art history was unlikely to pay my bills, I decided to go into “business”. I originally registered as a management major, but took my first marketing class and thought it was more interesting and switched my sophomore year. That was pretty much it. I’d never been involved in business classes or DECA in high school – I didn’t really know what to do or what jobs in marketing were even possible. I dumb lucked myself into it really. M7: As a storyteller, do you relate the brand to a story or story to the brand? AL: Both? Neither? I think there are stories in every brand, because there are people working on the brand and people engaging with the brand and people using what the brand creates. People, most often a single person, are at the heart of great stories. You can start with the “point” of the story you’re trying to tell. Say you have a software that help accountants better create reports for board meetings. It’s likely you’ll want to tell a success story about an accountant getting promoted to CFO in part because your software helped better communicate their work product to the board. You could have the idea for that and go looking for that story in your customers. OR, you could hear that story, and say, “That’s amazing!” and share it with customers, partners and internal people. Stories are all around us – the most important thing is to keep your ears and eyes open for finding them.

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Personalization is one of the key aspect of ABM, however it can be challenging when it comes to multi-channel messaging. Mark Ogne, CMO at MRP, sheds light on the transformation in B2B space, personalization in ABM and provides a vision for a substantial ABM strategy.

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Emplifi | September 29, 2022

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Apollo.io | September 27, 2022

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Gong

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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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