Udi Ledergor is the Chief Marketing Officer at Gong, the leading Revenue Intelligence Platform. As a 5-time VP of Marketing, Udi brings 20 years of experience heading marketing teams. Udi has helped several B2B companies grow faster by optimizing and transforming their marketing efforts. He is also the author of The 50 Secrets of Trade Show Success.
This episode features an interview between Ian Faison and Udi Ledergor, CMO of Gong. A 5-time VP of Marketing, Udi has 20 years of experience heading marketing teams and is an expert in helping B2B companies grow faster by optimizing and transforming their marketing efforts.
On this episode, Udi discusses the synergy between Gong’s demand gen efforts and brand plays, and lays out the content strategy that he uses to drive inbound and outbound motions that have created thousands of MQLs every month for a $2.2B B2B powerhouse.
The biggest mistake that brands make is they start with what they want to say rather than what their prospects or customers want to hear. By starting from the customer side and working back, you can give them what they want in a way that also serves your brand.
99% of our content takes less than five minutes to consume. We’ve found that with today's attention span, especially of busy executives, that type of content is hugely popular. If you're going to create a 40-page ebook like we did 10 years ago in content marketing, the only ones likely to read it are your competitors.
Here's the really simplified truth: we create darn good content, and we use that content to drive both our inbound and outbound motions. Then we create thousands of MQLs every month by looking at who's consuming our content and attending our events.
LinkedIn is my cheapest demand gen channel. We can get thousands of downloads in a day and that doesn't cost me a dime. It’s completely organic. That's why I love this channel. I know that the people are there because they want to be, I'm not chasing them. I could not live without that channel.
The days where we could plan six months ahead for a content project are long gone. Either your content is stale or it's just completely detached from what's going on in the market.
Become best friends with your CRO or VP of Sales. You have to put your ego aside and understand that you are there to make sales easier. You can't build the right demand gen machine if you don't understand exactly what your sales team needs. If you manage to make sales’ lives easier, you will have built a successful demand gen machine. It’s that simple.
(4:00) Udi’s Demand Gen Strategy
(6:12) Gong’s Marketing Team Structure
(16:56) Udi’s Uncuttable Demand Gen Budget Items
(22:17) Building a Successful Content Engine
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