In this episode, Udi Ledergor, Chief Evangelist at Gong and author of Courageous Marketing, explains why bold creativity is essential for startups competing in crowded B2B markets.

Udi shares the principle behind Gong’s rise from zero to hundreds of millions in revenue: “different is better than better.” From fuchsia branding and a bulldog mascot to running Super Bowl ads as a startup, he shows how courageous marketing helps companies punch above their weight.

The episode also explores practical ways to create standout content, foster experimentation, and turn customers into passionate fans, even on a limited budget.

Guest Introduction

Udi Ledergor is Chief Evangelist at Gong and author of the bestselling book Courageous Marketing. He served as Gong's first CMO, helping grow the company from zero to hundreds of millions in revenue whilst achieving a multi-billion-dollar valuation. Over his 20-year career, Udi has led marketing teams at successful companies, advised startups, served as a board member and angel investor, and mentored hundreds of marketers.

Key Topics

Different is better than better: Why startups should stop trying to incrementally beat competitors at their own game and instead do something completely different to get noticed
Punching above your weight: How small startups can use guerrilla marketing tactics like out-of-home advertising to appear much bigger than they are when selling to enterprises
Creating raving fans as a company-wide operating principle: Why marketing can't own brand alone, and how every employee at Gong works to create raving fan experiences for customers, candidates, and partners
Building a culture of experimentation: The importance of fostering an environment where teams can take calculated risks, fail safely, and learn from both successes and flops
Gong Labs content marketing: How Gong created original, data-driven content by analysing millions of sales calls to position themselves as the most informed voice in sales effectiveness
Category creation strategy: When it makes sense to create a new category (and when it doesn't), illustrated through the De Beers diamond engagement ring marketing campaign
Bold visual identity choices: The decision to use fuchsia pink and purple with a bulldog mascot in 2018 when all B2B competitors were using corporate blue
Startup advertising on a shoestring budget: Creative approaches to billboard advertising, Super Bowl commercials, and other typically expensive channels that small companies can leverage

Resources & Links

People Mentioned:

Chris Orlob - First content hire at Gong who created most early Gong content independently.

Devin Reed - Former Gong sales rep who transitioned into leading Gong’s content marketing.

Kyle Lacy - CMO referenced for using AI to eliminate obvious ideas and push creative thinking.

Michael Lewis - Author and podcast host whose show drove inbound interest for Gong.

Francis Gerety- Copywriter behind the “A Diamond Is Forever” campaign, cited as a category creation example.

Companies & Platforms Mentioned

Gong - Revenue intelligence platform
Gong Labs - Data research and insights
De Beers - Diamond company referenced for category creation example

Books & Resources

Courageous Marketing - a practical playbook for B2B marketers to drive impact and accelerate career success.

Contact & Credits

Host: Shahin Hoda

Guest: Udi Ledergor

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

Standing Out in B2B Marketing Without a Big Budget with Udi Ledergor