If there’s one factor B2B advertising doesn’t want extra of, it’s forgettable, protected, same-old-same-old campaigns. You already know those—the blue logos, the company jargon, the advertisements you scroll proper previous with out a second thought.
Standing out takes guts, conviction, and, in response to Udi Ledergor, an entire lot of braveness. I just lately had the possibility to take a seat down with Udi, Gong’s Chief Evangelist, former CMO, and the man who actually wrote the guide on brave advertising.
To nobody’s shock, our dialog was filled with daring concepts and some advertising truths which may make some folks uncomfortable (which is strictly the purpose!).
The facility of creating folks really feel one thing
One in every of my favourite moments from our dialog was when Udi mentioned:
“The worst response to your advertising isn’t hate—it’s indifference.”
Let that sink in. Gong embraces this philosophy totally. Udi shared a narrative a few buyer who as soon as messaged their crew, demanding to know: “Why the [expletive] is there a bulldog on my login display screen?”
As a substitute of panicking, Gong celebrated. As a result of that response (like it or hate it) meant they had been doing one thing proper. Individuals observed. And in a world overflowing with noise, that’s half the battle. In case your model isn’t sparking curiosity, conversations, or—sure—often a bit controversy, you’re taking part in it too protected.
Branding is not a Advertising factor — it is an everybody factor
One in every of my favourite moments got here when Udi challenged standard knowledge about model possession: “Model is just too vital to go away to advertising.”
At Gong, each single worker owns the model. It’s not nearly logos or colours—it’s about how they present up in each interplay. Their first working precept is “create raving followers,” and it applies to everybody, from gross sales to help to recruiting.
As a result of right here’s the reality: The strongest manufacturers aren’t constructed within the advertising division. They’re constructed into each Slack message, each electronic mail reply, and each LinkedIn remark. When everybody in your organization understands what you stand for, advertising doesn’t need to power model alignment; it simply occurs.
Advertising and Gross sales: The final word energy couple
Let’s be actual. Advertising and gross sales alignment is a kind of issues each firm says they’ve, however few truly pull off. Nicely, it appears Gong cracked the code. Udi and his former CRO, Ryan Longfield, constructed their partnership on 5 non-negotiables:
- Shared targets – Advertising bonuses tied on to income (no vainness metrics right here)
- Frequent definitions – No extra “What even is an MQL?” debates
- One single supply of reality – So gross sales and advertising aren’t working off completely different studies
- Actual relationships – In the event you wouldn’t seize a drink along with your gross sales counterpart, that’s an issue
- Deep integration – Entrepreneurs sitting in on gross sales conferences (as a result of, guess what? That’s the place the gold is)
When gross sales and advertising truly belief one another, magic occurs. And income follows. Whereas these alignment classes are particular to gross sales and advertising, they are often extrapolated and adopted by all departments in search of a greater connection and unified method.
Need to win? Personal your class
One of many wildest takeaways from our dialog was how De Beers utterly remodeled the engagement ring business—all with a single marketing campaign.
Earlier than “A Diamond Is Perpetually,” solely 10% of engagement rings had diamonds. A decade later? 85%. And the kicker? De Beers by no means even talked about their firm identify within the advertisements.
They weren’t simply promoting diamonds. They had been promoting an thought. A brand new mind-set. A shift in conduct. Gong has performed the identical factor in income intelligence. As a substitute of simply selling their product, they constructed the class—and now, they personal it.
If you will get folks to consider in a brand new class, they’ll naturally affiliate your model with it. And that’s the way you construct one thing that lasts.
Because the world’s largest software program market, G2 is the place the place new classes are created each month. Whereas each vendor might not be suited to launch a brand new class, they’ll lead, enter, or disrupt one – by constructing their model and driving innovation.
Discover your Zone of Genius
As we wrapped up, Udi left me with one closing thought: “Discover the factor you may be one of the best at, and personal it utterly.”
That is one thing we take into consideration continuously at G2 as a part of the Aware Management framework. What’s our Zone of Genius? By leaning into what we do finest, we are able to attain our peak potential individually and as a enterprise – delivering the optimum experiences and options to clients.
As all of us attempt to put the muse for greatness, one factor’s for certain—taking part in it protected isn’t the answer. As a result of should you by no means make somebody ask “Why?” you’re in all probability not making sufficient folks care.
Need extra insights from Udi? Try his new guide, Brave Advertising.