When Content Becomes Paid-Quality

Everyone obsesses over product-market fit. But building a product isn’t enough. You need to make people believe. That’s how Gong looked like a billion-dollar brand when they were still doing $30M in ARR.

In this episode, I sat down with Udi Ledergor, ex-CMO and now Chief Evangelist at Gong, to unpack the secrets behind the most iconic B2B brand in the last decade—and trust me, no one else is this tactical.Here’s what we cover:

1. You don’t need a huge team. Gong Labs—a content machine that moved the entire sales community—was built by one writer and half a data analyst. One and a half people. That’s it.
2. Content is the highest-ROI growth lever. If you have to pay people to look at your content, it sucks. Udi drops the exact playbook Gong used to make content that got shared, cited—and invited onto stages.
3. Want to appear like a giant? Cheat. Gong faked being massive by renting a Times Square billboard for $500. Then they turned it into viral content. That same “punch above your weight” playbook landed them enterprise clients.
4. The Super Bowl ad wasn’t crazy—it was calculated. Udi reverse-engineered regional air time for 70% of Gong’s market, spent a fraction of what you'd think, and smashed pipeline records the same week.
5. Forget features. Spark feelings. Gong’s most viral post? A study showing reps who drop F-bombs sell more. It pissed people off and lit LinkedIn on fire. That’s how you win.

If you wanna build a brand that people remember, stop playing safe. The world doesn’t need another “best practice.” It needs brave marketers willing to bet big on originality.Bold marketing doesn’t cost more. Playing it safe does.Timeline :

00:00:00 - 00:01:00 : How gong became a billion-dollar brand (before the revenue)

00:01:00 - 00:04:38 : Punching above your weight: gong’s billboard strategy playbook

00:04:38 - 00:07:26 : The viral formula: what makes content spread like fire

00:07:26 - 00:11:26 : Gong labs content series: 1.5 people, zero excuses, maximum impact

00:11:26 - 00:14:20 : Why content > distribution: rethinking roi the gong way

00:14:20 - 00:17:19 : Turning content into pipeline: metrics, gating, and reciprocity

00:17:19 - 00:21:44 : From free to unstoppable: scaling organic marketing and thought leadership

00:21:44 - 00:27:04 : Super bowl ad on a startup budget: the story behind gong’s boldest move

00:27:04 - 00:35:21 : Going enterprise: how gong landed fortune 10 clients (and what changed)

00:35:21 - 00:49:38 : Retention, equity, and billion-dollar thinking as a non-founder exec

References :

• Courageous Marketing: The B2B Marketer's Playbook for Career Success by Udi Ledergor
• Kyle Lacy - CMO at Docebo
• Moneyball: The Art of Winning an Unfair Game by Michael Lew
• Crossing the Chasm by Geoffrey Moore - Classic business book about bridging early adopters to early majority
• Made to Stick by Dan Heath and Keith Heath - About principles of viral content and what makes things memorable
• The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell - About what becomes a trend and viral phenomena
• Influence, New and Expanded: The Essential Guide to the Psychology of Influence and Persuasion in Everyday Life by Robert Cialdini - Psychology book about persuasion, specifically reciprocity effect