Unlocking Courageous Marketing: Udi Ledergor’s Manifesto for Startups
At the vibrant Brand Tech Summit in Glilot, organized by Brand Academy as part of SHOW 2025, Ynet Global Studios had the privilege of engaging with Udi Ledergor, the Chief Evangelist and former CMO of Gong. In a compelling dialogue with Liron Glikman from The Human Factor, Ledergor unveiled insights from his transformative book, Courageous Marketing, delivering a powerful blueprint for early-stage companies eager to carve their niche in the chaotic B2B landscape.
The Importance of Bold Leadership
Ledergor kicked off his talk by sharing one of his most impactful professional hacks: the significance of choosing the right boss. He praised Gong’s CEO for empowering the marketing team to take creative risks—think adopting a quirky jeweled bulldog mascot and a playful branding approach that defies B2B norms. “Not everyone can pick their boss, but if you can, make sure they value marketing,” he advised.
For those operating under more rigid corporate structures, Ledergor suggested taking initiative by launching small pilot campaigns—even without permission. “Beg for forgiveness, not permission,” he quipped, emphasizing that even a modest $5,000 experiment could pave the way for more substantial projects if it proves successful.
Embracing Guerrilla Marketing
Next, the conversation pivoted to the exhilarating world of guerrilla marketing, a core pillar in Ledergor’s strategic toolkit. He reminisced about Gong’s regional Super Bowl ad in 2023—a calculated move that created the illusion of a national campaign at a fraction of the cost. “It made us look like we were a lot bigger than we were,” he noted.
This inventive approach extended to renting a Times Square billboard for mere hundreds of dollars, amplified effectively through social media channels. “Do a small offline campaign and then make it huge online,” he advised, aptly describing this tactic as the art of “punching above your weight.”
The Power of Exceptional Content
Content marketing was another subject where Ledergor’s passion shone through. Today, the B2B content landscape is saturated, and he urges marketers to strive for excellence amidst a sea of mediocrity. “There’s a sea of sameness out there,” he warned. His fundamental rule? Never allow the same individual to manage both product and content marketing.
“Start with the customer’s problems and work backward,” he declared, illustrating how exceptional content should be hyper-relevant, timely, and immediately applicable. “Don’t make me read a 40-page white paper,” he added. “Make it bite-sized so I can use it today.”
Conclusion: Fearless Marketing as a Necessity
The summit concluded with a resounding message: fearless marketing isn’t a luxury—it’s a necessity. Whether executing a spectacular Super Bowl stunt or crafting a succinct LinkedIn post, it’s the mindset that determines success. “You don’t have to be a big company to make a big impact,” Ledergor affirmed. With Courageous Marketing in hand and a wealth of unconventional success stories, Ledergor has redefined what strategic, scrappy marketing can achieve.
If you’re looking to delve deeper into Courageous Marketing, you can find the book here and explore further insights from Udi Ledergor’s journey on his LinkedIn. Embrace the courage within your marketing strategies and watch your startup soar!
