Creating A $2.2 Billion Revenue Intelligence Powerhouse with Udi Ledergor, CMO of Gong

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 the inbound and outbound motions that create thousands of MQLs every month for a $2.2 Billion B2B powerhouse.

Key Takeaways

• Ways the content marketing landscape is changing in our fast-paced, digital-first world
• How to build compelling content that reaches your audience on the channels they frequent most
• The three basic elements that every successful content machine must include

Quotes

• “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.”
• “Here’s the big secret: [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.”
• “I think 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. That's the right way to do it.”
• “I'd say 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 e-book like we did 10 years ago in content marketing, the only ones likely to read it are your competitors.”
• “The days where we could plan six months ahead for a content project are long gone. I think it's a joke if someone can plan a year ahead on their content calendar in this fast moving market. Either your content is stale or it's just completely detached from what's going on in the market. What plans could you have made six months ago that would be remotely relevant to your audience right now? You have to be a lot more agile than in the past to keep up. The companies that are keeping up, that are producing timely content that’s answering real time questions and solving problems quickly– they are moving quickly ahead, and the others are way behind.”
• “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.”

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