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 adverts you scroll proper previous with no second thought.
Standing out takes guts, conviction, and, in keeping with Udi Ledergor, a complete lot of braveness. I not too long ago had the prospect to sit down down with Udi, Gong’s Chief Evangelist, former CMO, and the man who actually wrote the e book on brave advertising.
To nobody’s shock, our dialog was filled with daring concepts and some advertising truths that may make some individuals uncomfortable (which is precisely the purpose!).
The facility of constructing individuals really feel one thing
Considered one 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 couple of buyer who as soon as messaged their staff, 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 (find it irresistible or hate it) meant they have been doing one thing proper. Individuals seen. 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 of controversy, you’re enjoying it too protected.
Branding is not a Advertising and marketing factor — it is an everybody factor
Considered one 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 assist 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 must drive model alignment; it simply occurs.
Advertising and marketing and Gross sales: The last word energy couple
Let’s be actual. Advertising and marketing and gross sales alignment is a kind of issues each firm says they’ve, however few really pull off. Effectively, it appears Gong cracked the code. Udi and his former CRO, Ryan Longfield, constructed their partnership on 5 non-negotiables:
- Shared targets – Advertising and marketing bonuses tied on to income (no self-importance metrics right here)
- Widespread definitions – No extra “What even is an MQL?” debates
- One single supply of fact – So gross sales and advertising aren’t operating off completely different studies
- Actual relationships – Should you wouldn’t seize a drink together 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 really 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 on the lookout for 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 Endlessly,” solely 10% of engagement rings had diamonds. A decade later? 85%. And the kicker? De Beers by no means even talked about their firm title within the adverts.
They weren’t simply promoting diamonds. They have been promoting an concept. A brand new mind-set. A shift in habits. Gong has executed 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 may get individuals 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 will 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 ultimate thought: “Discover the factor you may be one of the best at, and personal it utterly.”
That is one thing we take into consideration always at G2 as a part of the Acutely aware Management framework. What’s our Zone of Genius? By leaning into what we do finest, we will attain our peak potential individually and as a enterprise – delivering the optimum experiences and options to prospects.
As all of us attempt to put the inspiration for greatness, one factor’s for certain—enjoying 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 individuals care.
Need extra insights from Udi? Take a look at his new e book, Brave Advertising and marketing.
