Home > Companies > C-Suite On Deck > Q&A with Udi Ledergor, Chief Marketing Officer at Gong

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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Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.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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