GTM 142: Why Most B2B Marketing Fails (And How to Fix It) with Udi Ledergor
Apr 15, 2025
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Udi Ledergor, former CMO of Gong and author of 'Courageous Marketing,' discusses the art of human-centric brand building. He dives into why traditional B2B marketing often fails and emphasizes the importance of bold strategies over playing it safe. He shares insights on hiring for potential, building a culture of healthy risk-taking, and the often-overlooked 95/5 rule. Udi also explains how to create memorable campaigns that resonate with both a core audience and the wider market, ultimately transforming buyers into loyal fans.
Successful B2B marketing requires prioritizing product-market fit before launching campaigns to ensure alignment with user needs.
Brands need to differentiate by embracing unique, bold marketing strategies rather than settling for conventional best practices to stand out.
Hiring for potential over experience fosters a more innovative marketing team capable of generating fresh and engaging ideas.
Deep dives
Importance of Product Focus
Building a great product that resonates with users is paramount in the startup world. Marketing and other aspects are secondary to ensuring that the product meets actual user needs and expectations. Many startups fail because they rush marketing efforts without first establishing a solid product-market fit, resulting in an inability to articulate their value proposition. When founders prioritize product development and customer feedback, they create a foundation that marketers can leverage to drive successful campaigns.
The Impact of Differentiation
In a crowded market where many companies offer similar products, differentiating oneself becomes crucial for success. Emphasizing uniqueness rather than incremental improvements can help brands carve out their own categories. Being memorable is vital; creating distinct campaigns can elevate a brand above competitors who adhere to conventional practices. Ordinarily executed campaigns often yield unremarkable results, so taking risks to be different can lead to greater recognition and engagement.
Challenges of Committee Decision-Making
Relying on committee decision-making can dilute the creative vision and result in uninspired marketing efforts. While seeking input from multiple stakeholders is essential in some contexts, over-involving people can lead to a vague consensus that excites no one. The best marketing ideas often come from individuals empowered to take risks and explore bold concepts. A streamlined decision-making process led by a small group fosters innovation and positions teams to develop eye-catching campaigns.
Understanding Buyer Behavior
Recognizing the distinct dynamics between buyers currently in the market and those not yet ready to purchase is vital for effective marketing. About 95% of the audience might not be in a buying position at any time, necessitating a dual marketing strategy—one that addresses the immediate needs of the 5% and another that nurtures the 95%. Firms must create value-driven content that engages the broader audience, even when they are not actively seeking a purchase. Establishing connections with these potential buyers prepares brands to reap rewards when they transition into the buying phase.
Hiring for Potential Over Experience
When building marketing teams, focusing on potential rather than years of experience can yield remarkable results. Hiring individuals who may lack traditional qualifications, but demonstrate creativity, adaptability, and drive can lead to a vibrant and innovative team dynamic. Such hires often bring fresh perspectives that challenge industry norms, resulting in bold and effective marketing strategies. Success stories of unexpected hires reveal that the right attitude and approach can lead to exceptional contributions, enriching the overall team's performance.
Udi Ledergor served as CMO during Gong’s rise from new SaaS startup to industry dominance. By building a playful, human-centric brand with a lighthearted tone, he captured buyers’ attention and dollars and turned them into raving fans. He helped Gong go from zero to hundreds of millions in revenue, while achieving a multi-billion-dollar valuation. His book Courageous Marketing is officially out and you can buy it below in the show notes.
Discussed in this Episode:
Why Marketing 'Best Practices' are broken for Brands that want to stand out.
Marketers need to consider the long game and remember the 95/5 rule.
When you should hire for experience versus potential.
How to foster a culture of healthy risk-taking with your team.
Highlights:
04:09 Udi's inspiration for writing his new book, Courageous Marketing.
06:02 The four most common reasons why marketing fails.
09:22 What marketers should be looking for when selecting a company to join.
13:55 The Problem with 'playing it safe' in B2B marketing.
23:07 How to market to both the 5% and the 95% of your buyers.
38:13 The Three Team Operating Principles for leading a bold and effective marketing team.
Sponsor: ZoomInfo’s GTM25 Virtual Conference—a free, half-day event on h
The GTM Podcast The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.
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