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GTM 20: Branding, Negotiation, and Creating Raving Fans with Udi Ledergor
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“Once you state your price, in a very factual, unashamed way, shut the F up. Just by shutting up, you will either get the answer you were hoping for, or at the very least, you'll learn more than if you keep talking.”
-Udi Ledergor
Join me on this episode as I talk to Udi Ledergor. Udi Ledergor is the former CMO of Gong and the company's current Chief Evangelist. The insights he offers in this episode are invaluable for anyone interested in branding, content development, negotiating, or creating a devoted fan base.
In this episode, you will learn:
- How Udi Ledergor and Gong achieved 100x growth in a short period of time
- The hacks and strategies used to create a powerful brand presence on a limited budget
- The impact of providing an exceptional candidate experience even if they are not given an offer
- How to negotiate well
Highlights
- (0:49) Udi Ledergor: From Gong’s CMO to Chief Evangelist
- (13:49) Udi’s superpowers: Branding and Negotiation
- (14:58) How Udi secured a Super Bowl commercial with a modest investment
- (21:15) Marketing hack: Amplifying modest offline investments like billboards with digital
- (28:00) How to create raving fans
- (31:00) Content strategies: New, thought-provoking, and controversial create conversation
- (36:33) How to negotiate properly
- (41:00) Why you shouldn’t have pricing conversations over email
- (44:08) Getting noticed on LinkedIn: Bold, controversial, conversational content
- (49:03) How revenue leaders can succeed by going back to basics
Quotes
“Brand is way too important to leave it to marketing”
“We want to have the biggest booth. We want to have the longest speaking opportunity. We have to be on the biggest stage. And so we like going big, and we did this from the very early days.”
“Don't put out trivial content because that'll never build your brand in any meaningful way. Put together something that takes a stand, can be controversial or polarizing, if it calls for it, and then you have a chance of people talking about what you’re doing."
“Brand is an all-company sport. Everyone from the CEO to the support engineer have to take part in building the brand. Marketing can only be a steward and take the packaging for it.”
"Know your value, and don't be embarrassed about asking for it."
"When you put out an offer or a counter offer, you have to be prepared to walk away if someone calls your bluff."
"If you know you're worth X but someone is offering you half of X, you should just walk away."
“Once you state your price, in a very factual, unashamed way, shut the F up. Just by shutting up, you will either get the answer you were hoping for, or at the very least, you'll learn more than if you keep talking.”
“Most negotiations in life are not a one-time deal, whether it’s a life partner, children, business partners. You can’t build a long-term relationship if you know someone’s getting screwed.”
"Let the other side think about it: Embrace that awkward silence after you name your price."
Links and Sources
Udi’s LinkedIn: linkedin.com/in/udiledergor
Gong: gong.io
The GTM Podcast
Don’t miss The GTM Podcast dropping every Tuesday, discussing true stories and experiences, including trials and tribulations in the Go-To-Market world.
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