By the time you implement “best practices,” they’ve become boring practices, and B2B sure doesn’t mean boring to business.
In this episode, Drew talks with Udi Ledergor (Gong), author of Courageous Marketing, the book that challenges B2B marketers to stop playing it safe. Together, they explore what it means to lead with creativity, confidence, and courage. Udi also shares how Gong earned attention by building an audience that wanted to engage, not just be targeted. With every executive, from the CEO to the CFO, invested in the story, marketing became a company-wide advantage instead of a department.
Three B2B Marketing Traps Udi Warns Against:
- Following industry best practices instead of breaking them
- Letting marketing own brand alone
- Hiring for experience over potential
Plus:
- The punch-above-your-weight framework that makes a startup look enterprise-ready
- Why brand must be led by the CEO and modeled across the exec team
- How to hire for curiosity, learning speed, and potential
- How to sell the 95–5 content mindset to your CEO and CFO
If you’re done blending in, this conversation will remind you why courage still wins in B2B.
Udi will be speaking at the CMO Super Huddle in Palo Alto on November 7th, 2025. All attendees will receive a complimentary copy of his book, Courageous Marketing, and can get it signed in the morning!