Courageous B2B Marketing

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: 

1. Following industry best practices instead of breaking them
2. Letting marketing own brand alone 
3. 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! 

Renegade Marketers Unite, Episode 486 on YouTube

Resources Mentioned 

• CMO Huddles 

• Super Huddle 

• The rest of the episode

Highlights

• [4:00] Stop following business best practices 
• [5:06] Stop making marketing own brand 
• [8:38] Stop hiring people with the right experience 
• [13:08] Udi’s “Punch Above Your Weight” framework 
• [18:24] Growing a social following 
• [21:09] B2B content that’s NOT boring 
• [29:07] Your job as a marketer is… 

Covered in the rest of the episode: What works at events & trade shows, when category creation makes sense and when it doesn’t, how to foster a culture of experimentation, and more.

Highlighted Quotes  

“I did a Super Bowl commercial for less than 5% of what people assume it would cost because instead of getting the national spot, I got a regional spot where my actual audience was.” —Udi Ledergor, Author

“That 95%, if we want to engage them and nurture them and have them subscribe and follow our content, we need to provide something valuable that doesn't involve selling our product.” —Udi Ledergor, Author

“If you say something so agreeable, so trivial, nobody has anything else to say about it, why would anybody share it or tag someone or comment on it?" —Udi Ledergor, Author

Full Transcript: Drew Neisser in conversation with Udi Ledergor