How to Achieve Extraordinary Results When Building Your Brand

Overview 

Udi Ledergor shares his experiences – including successes and failures – while building the Gong brand. He offers insights and suggestions on creating a content strategy that adds value to customers’ lives.  

Guest

Udi Ledergor is the CMO at Gong and a 5-time VP Marketing with 20 years of industry experience heading world-class marketing teams for public and private companies in B2B tech.

He is also the author of The 50 Secrets of Trade Show Success.

Reference

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Intro

Billy Bateman 0:00   

All right, everyone. Welcome to digital conversations. I’m your host, Billy Bateman. And today I’m joined by a man that needs no introduction. CMO at Gong.io Udi Ledergor. Udi, how are you doing today?  

Udi Ledergor  0:12   

I’m great. Really excited to be here.  

Billy Bateman 0:14   

Yeah, yeah, man really excited to have you. And, and, and have this conversation. So, before we get into it, you know, for those that don’t know you, would you mind just introducing yourself and tell them a little bit about Gong if they don’t know what Gong is?  

Udi Ledergor  0:30   

Sure. So, I’m Udi. As you said, I’m the chief officer, Chief Marketing Officer at Gong. This is my fifth time leading a marketing team for a tech company. Previous companies have been acquired or went public. And from fact, this is my third time working with my current CEO, Amit Bendel’s. So, we’ve worked together across three different companies.  

One was bought myself Salesforce one was bought by Infosys. And Gong is probably not going to be bought by anyone because we’re way too big for that. Gong is a revenue intelligence platform that unlocks reality to help people in companies achieve their full potential, whether it’s sales teams, or marketing teams, product teams, customer success teams, we help everyone who has anything to do with revenue. 

Billy Bateman 1:17   

Yeah, you guys do a great job. The first time I heard about Gong, my brother’s his sales rep at a sass company. Has always asking, hey, what tools are you using? And he’s like, well, I just got this this Gong thing like a month ago. And he’s like, at first, I was nothing, a little skeptical. But he’s like, it’s actually really good. It’s helped my calls quite a bit. So 

Udi Ledergor  1:37   

that’s a typical response that we get. Some company’s reps are initially a little, I don’t know, my boss is going to use this against me or never listen to every word I say. But they very quickly see that it’s really meant for them, it’s so you won’t have to enter notes into their calls.  

So, they can listen to other reps calls and learn from them. They can go back and see what they promised the customer or share their call with the customer and ask for feedback and get help. Companies who are really about helping the reps succeed and turn some of the maybe struggling ones into fantastic ones. They’re going to get a ton of value out of Gong. 

Billy Bateman 2:15   

Yeah, I agree. And when he changed jobs, he was like, pretty much I wanted my next company to have gone and they were using it. So okay, I love it. Man, Gong, if you haven’t checked it out, go check it out. It’s worth looking at if you’ve got a sales team.  

Rapid-fire Questions

We’re going to get into a new section or a new section here on the podcast. And you’re actually the first one that we need to go through this. We’ve done over 100 episodes, and we decided let’s change it up and add some new things. So, we’ve got our rapid-fire questions within Udi. We’ve got five questions here. So, I’m going to hit you with the moody and you just give me the answers whatever first comes to mind. So, number one, your favorite book. 

Udi Ledergor  2:57   

Can I pick two? So, work related is influenced by Robert Cialdini. If you’re in marketing or anything around marketing, you have to read that book. It’s not optional. Everyone on my team has to read it require reading, non-work related I really enjoyed Me Talk Pretty One Day by David Sedaris. He’s a hilarious writer and he writes about his years in France. Go read that one. If you need a good laugh. 

Billy Bateman 3:23   

Okay, I always love a good laugh. So, I have to check that one out. All right, next one favorite podcast 

Udi Ledergor  3:29   

that would have to be revealed the revenue intelligence podcasts cohosted by Sheena Madani and Devin Reed. They meet with revenue leaders every Monday and post the raw podcasts and they hear amazing things about what real life revenue leaders are dealing with how they’re growing their teams, and it’s worth a listen to anyone looking to climb the ranks in a revenue organization. 

Billy Bateman 3:55   

Awesome. Awesome. It’s a good one. Next one, one product you can’t live without. 

Udi Ledergor  4:00   

I guess slack. I mean, I just use it all the time all day. Just can’t stop. 

Billy Bateman 4:07   

Okay, okay. And then what was your first job? 

Udi Ledergor  4:11   

So before going into tech, I was in entertainment. I was a magician for several years doing magic shows and everything from kid’s birthday parties to malls. And I played the piano was anyone who follows me on LinkedIn probably knows I did the hotel circuit and wedding receptions and you name it. 

Billy Bateman 4:34   

Awesome. That sounds like fun. How do you make the transition from doing that into tech? 

Udi Ledergor  4:42   

So, I was in the military for four years as most folks in Israel are for a few years and after that I bought, I landed my first job in tech that had something to do with the rocket system I specialized on in the military.  

And a couple of jobs later I found that the closest thing to my love for showmanship and entertainment is actually marketing. Because we put on the show, we are the face of the company, we do the events, we do the website. That’s, that should be entertainment. If your website and social media are not entertaining, you’re doing it wrong. 

Billy Bateman 5:14   

Awesome. I like it. I like it. And then the last question, one marketing play, you would never sacrifice 

Udi Ledergor  5:22   

amazing content that really provides value that is the core of any winning b2b marketing strategy, and we know how to do it. 

Building the Gong Brand

Billy Bateman 5:31   

I love it, man, you guys do put out a lot of great content. So now that we’ve got that done, let’s hop into the meat of the conversation. What I wanted to talk to you about is, you know, you guys have done an amazing job building a brand at Gong. I mean, if you’ve been in, in SAS or b2b sales and marketing for the last couple years, if you haven’t heard of Gong, and at least figured out a little bit about what you guys do, you probably just not paying attention and got your head, you know, buried in the sand or something.  

So, I want to talk to you about how you guys have built this brand, because you’ve done a great job, everything from a Superbowl commercial, you got your mascot, bro the dog? So, let’s start with this. You know, you were I think you were marketing hire number one, is that correct? They’re gone? 

Udi Ledergor  6:21   

That’s correct. That’s correct. I found a company when there were about a dozen people. Most of them engineers geeing out on their code and meet our CEO called me and said, look, we on boarded 12 beta customers, and 11 of them became ping customers within three months, because they didn’t want us to shut this off. I think we need to start marketing this thing. Can you come help? So that’s when I joined. 

Billy Bateman 6:44   

Awesome. So, when you joined, you know, didn’t have a brand, really at that point. Now? What did you think about as you were helping to build that brand? What are the first things that you’re like? Okay, let’s start here. 

Udi Ledergor  6:59   

I think the two main elements that I used to, to build this brand are one, our own raving fans. And this is something that I can’t take credit for, because the core of our raving fans is created by the product. And once they’re using the product for a while by the customer success team. That is that is what makes everything in the company infinitely easier. 

If you’re an early-stage startup and you’re wondering, oh, can I just bring some brilliant marketer and build this Gong like brand, no focus on your product, make your customers happy, that will do 10 times more than the best marketer can do. And I’m serious, you have to get that elusive product market fit where the customers are raving about your product, they’re talking about it without you asking them. If you’re at that stage, then you can bring in marketing that can come in and amplify those raving fans, which is what we’ve been doing.  

You know, when did five years ago, we had we had literally a dozen customers. I mean, I was traveling to I think it was sastra that year or something. I quickly got him a tripod for his iPhone and a neck mic and a lamp. And I said, look, you’re going to meet all of our customers there, I need to take a three-minute video of each telling how much they’re enjoying the product. Then he came back with 12 customer testimonials.  

We have 12 customers, they came back with 12 customer testimonials, and a week later than the one on the website. So, we’re this tiny startup with 12 customers. And I have 12 customer stories on the website. How amazing is that? Now, I didn’t do much. I just gave him a tripod on the neck mind. The product was so amazing that the customers were happy to talk about it and their experience with it. So that should definitely be your initial focus.  

No marketing tricks can substitute for that. Yeah, the second part is really creating a content strategy that adds so much value to our customers lives into our future customers live that they want to sign up for it. And they’re waiting for the next one the bar that we set theirs two actually.  

So, one bar is content that we would want to consume. If you’re creating something that’s a boring, I don’t know, product pitch or making up some industry trend to show how more and more companies are doing something that we happen to be selling. If you’re not going to read that and enjoy it nobody else’s. So just stop, create some that your customers are actually going to get value from and you would want to consume that’s number one.  

Two an even higher bar is can we create content so good that people are willing to pay for it? And that may sound ridiculous, like who’s paying for b2b marketing? Well, you’d be surprised. Every month or so we get an email from a college professor or sales enablement manager saying hey, I just read this great article and cheat sheet that you released.  

What would it cost me to license this because I want to teach all of my students this or I want to train all of my team on this and I need more copies of it. And of course, every time we get that we go cha Ching that is content so good that people are willing to pay for it. We never charge for our content. By the way, we always say, yes, just credit Gong and use it freely. But we love that validation that we’ve created content so good that people are reaching out willing to pay for it.  

Billy Bateman 10:19   

Dude, I love that, you know, you guys do put out a lot of great content. Yeah, I went to did a virtual event. I believe it was just a couple months ago that that I watched a few sessions out of and you guys do a great job. So, what the marketing leader like you’re, I think you’re right, if you don’t have a good product, like you’re not going to be able to create a great brand. Or you may be able to create a great variant for a short time, but you’ll be found out, 

Udi Ledergor  10:48   

You can food some of them some of the time you can’t fool all of them all the time, 

Establishing a Great Brand

Billy Bateman 10:51   

you’ll be found out you’re the greatest brand in the world can’t mask a horrible product. But what’s the most important thing you think the marketing leader can do is, you know, had a great product? What do you do next? We say, you know, is it? Is it just creating great content? Or what can you do to help get that brand established throughout the whole organization? 

Udi Ledergor  11:14   

So internal marketing is, I think, an underrated part of marketing. Some organizations, their marketing team is so secluded, or siloed, that they’re only looking outwards, trying to talk to customers, and they’re not harnessing the whole internal team that they have, when we want to sign up people for an event or we want to publish a press release or a new piece of content. 

I have 700 gongsters, which is what we call our employees, why would I not get them to post it and just get the fire started that way. And to do that, you’ve got to show them value internally. And we do. So, when I talk to my salespeople, I show them look, here’s how the LinkedIn feed algorithm works, we lose we use LinkedIn a lot, because we were selling to sales leaders say look at when the LinkedIn feed algorithm sees that a piece of content is published.  

And within the first hour or so say 30 or 50. people share it and comment on it. The LinkedIn algorithm goes, Oh, that’s, that’s a good piece of content for certain types of people. Now LinkedIn is trying to keep all of us like any social network on the network, they don’t want us to ever leave. So, they want to promote the good pieces of content, and they want to kind of hide the ones that nobody’s going to be reading, because that’s what makes you leave, right? If you’re bored, you’re going to leave.  

So, the easiest way to hack that is, hey, we’ve got 700 gongsters. What if 300 of us shared this piece, the moment it is published, then the LinkedIn algorithm goes, whoa, this is the best piece of content on LinkedIn all day. Let’s show this to everyone because it’ll probably keep them there. And it works every single time. It works every single time, you just get your employees involved. 

And I did this when it was just a dozen engineers. And I’m doing it now when we have 700 gongsters, you’ll see that when we do a fresh piece of content, one of those are marquee pieces. We don’t do this for every piece because folks would get tired. We do this for select pieces no more than once every week or so. But we put a calendar hole for everyone a gong saying, folks at 805 this piece is going to be live we need everyone to Like comment, tag a prospect on it that you think would find this interesting, and share this piece on your network. 

Boom 300 gongsters, at least we’ll share the piece and then LinkedIn keeps propelling it and everyone sees it. And then more people, you know, by tagging people, that’s an easy way of, but you’ve got to do it in a tasteful way. Don’t be those spammers that tag 400 people on a post, that’s, that’s Yeah, I mark those as spam and I block those people.  

But if someone personally tagged me, and only me, or maybe a couple of other people and said, hey, Judy, this is what we talked about last week, I thought you’d be interested? Well, if you have 200 salespeople, and all of them have dozens of accounts are working on and you publish the right type of content for those accounts.  

They probably have someone they can tag that would be interested. And then you get those readers in and then they tag their boss or their teammate, and they go, oh, this is exactly what we were talking about. Of course, the content has to be great, right? promotion is a really important part, but you can’t hack your way out of a bad piece of content. 

Mistakes Made Along the Way

Billy Bateman 14:21   

Agreed. Agreed. So, what are some of the mistakes doing this but you’ve probably made a few mistakes along the way. What are what are some of those that you would mind sharing? 

Udi Ledergor  14:34   

Yeah, happy to find a few mistakes. Obviously, we make more mistakes or a lot of mistakes is the right word. We fail way more often we succeed but everyone likes talking and you definitely see the successes. So, some things that I think could have been done better. We have a we have a campaign the bonds last year during June it was, it was right after the murder of George Floyd.  

We happen to be running a reviews collection campaign that month. And what we did in the past that worked is we offered folks like, hey, go write a review about us in G two, or one of the other platforms, we’ll give you an Amazon gift card or something. That helps just drive people, if we don’t tell them what to write, we definitely have no control over that. That’s how the reviews platform work. 

But we can incentivize them to take three minutes to go do that. And we thought at that time that given everything that was going on, people would like to contribute to one of the Black Lives Matter, movements and organizations. We tie that we use campaign to Hey, if you write a review, we’ll donate 25 bucks in your name to this in this organization. And that backfired badly.  

Within an hour of sending that out. We got a handful, but I’ll explain why that’s important. We’ve got like six responses, that that were pretty bad. They’re like, Gong, this was very distasteful. And if you want to donate to Black Lives Matter, don’t ask me to do anything for you just go donate. This is not what we expect from Gong. This is offensive. They were absolutely right.  

I know that in any case, where you get a comment like that, or a handful of them. There’s probably 20 other people behind every one of those that did take the time to write back because they care. There are 20 others just deleted the emails and went, sheesh, these guys are idiots. And as soon as we saw that, it was just like six comments. Within an hour, we sent out an apology email, we donated several $1,000 to the organization that we were trying to collect money for.  

And we completely disconnected it. And we learned the lesson that in times of hypersensitivity like this, you’ve got to do what’s right for people, not what’s necessarily right for the company, or trying to promote your own self-interest in a time like this. So, we never stopped the business, we never lost the beat for we never skipped a beat for a moment, when events went virtual, we were the first to go virtual.  

We were always decisive and moving fast. And we were never the type of folks to sit back and wait. And that’s the easiest thing to do. Right? When the world is on fire. The easiest thing to do is that well, let’s just sit back and wait because I’m afraid to do anything. And I remember companies just shutting off their social media because I don’t know what to do. Should I be talking about my product now? Should I be using humor now.  

And we found ways to use humor nonstop, even during COVID. avoiding certain topics that we knew would be offensive, but joking about others. So, you know, we would never joke about the medical implications or vaccines or that area. But if there’s so many funny things happening with all of us working from home and having children and pets and spouses and partners and all that stuff, so there’s so much to joke about and lighten up the mood for everyone. Without You know, just don’t start your email with in these unprecedented times. And I hope this email finds you well, right. 

Billy Bateman 18:21   

I love that you guys tried to do something, you know, and realized, hey, not what we need to be doing and just corrected it right away. Like, I mean, I’m not a customer. So, I didn’t get that email. But if I would have gotten the response, I’m like, cool, you know, like, 

Udi Ledergor  18:40   

Even though we only got like six complaint emails on the first email, an hour later, when we send out the apology email, I got dozens of responses saying, Wow, Gong. I didn’t really have the words to tell you what I felt about the first one. But I’m so glad you put this out and did the right thing. So that confirmed my suspicion that for every one person who took the time and found the words to send the complaint or 20 others who did not. 

Billy Bateman 19:03   

Oh, yeah, yeah, like anytime we get a bad NPS score. I’m like, dude, we know there are 10 other people that just didn’t give an NPS score, the field is going to go so we got to fix this. Okay, and then I want to ask you, you know, you see a lot of different companies and what they’re doing, are there any mistakes that you’re like, man, I see people do this all the time. And it’s probably not the right thing to do. And they could just adjust it a little bit and have a lot more success in building their own brands. 

Udi Ledergor  19:34   

Sure. I think the two most common mistakes that I see other b2b brands making are one, the tone of voice that they use. And you know, Gong is kind of famous for being this wacky, whimsical, very approachable brand. And it’s very, very, very deliberate. It’s about our bright colors and about the crazy dog who powers the chat on our website.  

At About the human voice that we use in our writing, it’s, it’s you’ll see sometimes bro a tree on our social media page on LinkedIn, and means and things that like a serious brand would never do. We’re not a serious brand, we take our work very seriously. We don’t take ourselves too seriously. And I think the mistake that so many brands make is that they confuse being considered a serious authority with being boring.  

You don’t have to be boring to be considered an authority, you don’t have to be stuffy, right? Why are people browsing through LinkedIn? Why are they scrolling? Because they want to be educated, they want to be entertained, they want to be distracted, and you can help them with all those things. If you’re shoving your 40-page white paper, you’re not helping them with any of those things.  

Why would they read it? If you’re sounding like? What do you think of big important branch and sound? Like instead of a helpful friend that actually wants to answer your customers questions or make their days better? Why would they follow your page? We’re growing at a crazy pace. Like, we have over 1000 new followers every week. on LinkedIn, it’s growing crazy.  

Why? Because people are tagging each other like, hey, dude, check out this just what we’re talking about. Or this, this funny joke is exactly what happened to us today at the water cooler, and they’re bringing in more and more people. And when we get all those followers, we’re about to hit 100,000 followers in a couple of weeks, when we get 100,000 followers, those are people where 90% of the time, we’re just giving them value. We’re not asking for anything back in return. 

But every so often, we can actually post a company announcement or a product announcement or get them to sign up for a webinar. And by then they’ve gotten so much value from us that they’re like, Sure, I’ll attend this webinar, because anything like what I’ve been seeing on the social feed, it’s going to be fun and great. And it will be you attended our events, you know, they’re fun and great so having that tone of voice that, you know, stopping stuffy that talk like you would bribe an email to your mother don’t think that you need to talk differently to your customers.  

Just be approachable and human. That’s the number one mistake. And the number two mistake is related to that. And that is the actual content, not just the tone of voice. But what’s in the content. If you keep starting with what my product team wants to say today, oh, we just announced version 2.4 point zero. And it’s so exciting because it’s got these two new bells and whistles. Nobody cares. Nobody cares. Create amazing content by starting with what will make my customers day better today. 

When COVID started, we heard on our own Gong calls that some of our sales people selling into SMB accounts, and never have to talk to a CFO to get they’re their quote approved. We’re suddenly being asked to talk to the CFO, because if you remember at the start of COVID, CFO locked down all investments and said, everything goes through me now. And we talk about a content team about three days to figure out if we’re hearing this on more and more of our sales calls. Then everywhere sales people are challenged by having to go through the CFO now and they were never trained to do that.  

How do you justify and make a business case to the CFO. So, within 48 hours, they put out a cheat sheet for how to get past your buyer CFO. They publish that on LinkedIn and an email campaign. And it got 1000s of downloads in the first day that was published and quickly ranked, I think number two or three in our most downloaded assets, just by listening to what is happening in the market and what can be useful to our customers. So, stop starting by Okay, what is going on in my development lab that I need to deliver outside. Start by what’s going on outside that I can actually add value to that’s a great, great content. 

Bruno the Dog

Billy Bateman 23:53   

I love it, man. I remember that the CFO like everyone. Everyone is like yeah, we’re they’re not spending money or you got to meet with the CFO, even for small purchases. So, yeah. Okay, one thing I want to circle back you mentioned Bruno the dog. Yeah. How did Bruno the dog come to be? 

Udi Ledergor  24:14   

So, you know, about three years ago, we launched the current Gong brand, which will soon get an update, I have to say, and we knew that we wanted to build this dream sales team. So, we got the seven characters of different genders and races and ages. And we knew they have an office dog.  

We wanted to talk we have many office dogs that gone when we’re in the office, and we have seven dogs audition for that role. True story. We have seven dogs’ addition product such as a random dog that does not belong to any employee contract. We believe it’s an it’s an it’s an actor, dog, their parents like sign him up for commercials and appearances like that.  

And so, they were one of the seven and we unanimously voted for Bruno because he just had the right look and the he’s got this funny face and you just want to pet and cuddle and I have met him in person many times because we brought him over to holiday parties and blood drives and whatever we were doing that needed a friendly face.  

Even though our conference in San Francisco, we had a line of like 100 people standing to take a selfie with Bruno, he was sitting on that armchair that there was one feature on the website. Where do you see a b2b conference with a selfie station for a dog and 100 customers waiting in line with their phones to take a selfie with the dog? You know, you’ve built something right with that. 

Super Bowl Commercial

Billy Bateman 25:38   

Yeah, you’re doing something right at that point. And then last question, I want to ask you about your Superbowl commercial. You guys. I’ve never seen b2b. Super, you know, on the Superbowl, it’s usually all your consumer brands. But you guys had a had a spot on the commercial on the Superbowl. And how did that come to be? And what kind of return Did you guys see out of that? 

Udi Ledergor  26:04   

Sure. So, I think the reason you don’t see a lot of Superbowl commercials from b2b brands, there are a handful, if you go back a decade, there’s a handful of an it’s crazy expensive to its ridiculously hard to measure the impact of it.  

Billy Bateman 26:24   

Yeah.  

Udi Ledergor  26:24   

And most brands just want to play it safe and do what everyone else is doing. But if you will, and they call it best practices, right, which, which I have an issue with, because by the time something becomes the best practice, it’s just an ordinary practice. So, if you’re only doing your whatever Google and LinkedIn advertising and do the same thing as everyone else, how do you expect to have extraordinary results? How are you going to stand out if you’re doing the exact same thing as everyone else?  

So, we’re always looking at what nobody is doing. And then let’s go do that. So, nobody on our face was doing a Superbowl ad. So of course, I was intrigued when CBS reached out to me last year and said, hey, you want to do the Superbowl? And my initial reaction was, well, it’s probably too expensive. And I’m probably not at that stage yet. But you know what, at some point we will be I want to learn more. 

And the more I learned about it, I figured that with a few interesting hacks, I can actually solve a big part of the targeting challenge that you have with national television. So, the two main ways that we solve for that are one, rather than taking a national spot, which would have been a huge waste of money, because a national spot would reach potato growers in Idaho now, they’re great folks. But they’re never going to buy revenue intelligence.  

And so rather than spending my money on the potato growers in Idaho, I bought regional spots in very specific hubs like San Francisco, New York and Seattle, where I got coverage for about 80% of my customer base for a tiny fraction of the cost of if I had done a national spot. So that was one hack to help with geo targeting.  

And the second pack was in the creative itself. So, my challenge I was trying to solve was, you know, Super Bowl, basically a bunch of drunk people with a bowl of Doritos on their bellies sitting on their couch on a Sunday afternoon. How do I ensure that the sales leaders, which is the audience I’m going for, don’t use the bathroom during that commercial break? How do they know that this is a commercial nation sit in for this one is for them?  

You know, a lot of commercial they get to the point and the very last frame, like watching something that you don’t know, is this a perfume or shoe commercial? I don’t know. And then at the last spring to tell you who it is, I can’t be that guy. We have to tell them in the first frame that this is for you, Billy, you do not get up off the couch right now.  

And the way we solve for that is if you google the going Superbowl commercial, you’ll see it. The first five seconds of the commercial, have this nameplate that says VP of sales. And we’re zooming out of that. That’s how the commercial starts. And it’s the oldest trick in the book only I haven’t seen it used that way on television.  

I’ve seen it used on social media, I’ve seen it used in the email subject lines, right? If you’re a CRO, and you get an email, same, the three tips every CRO needs, you’re probably going to open that because like, oh, this is created for me. And if you see on LinkedIn, something like, you know, the two biggest mistakes CROs make, like, 

maybe I’m making one of these, I’ll take a look at that. But on television, I haven’t seen that targeting done in that way. And I’m like, if it works everywhere else, it’ll probably work on TV and guess what it did. So those are like two hacks that we use to really hone in on the targeting and get to the VPS of sales in the geographies that I was looking for. And then watch that.  

So that’s how that came to be. And when I when I took the ideas to my CEO, and then my CFO to like an even to my board because the amounts of money are still substantial. They need to approve it. They’re like, you know what? We don’t usually like the idea of mass marketing like Super Bowl b2b brands, but if anyone can pull this off the going marketing team probably can.  

So, they gave me some rope and gave me some money and said, Go do this. Let’s see what you can do. Now, you asked about results, we set up expectations that this will probably have some long-term brand awareness results. And we were, we were pretty sure that we won’t be able to measure anything in the short term, right? People are sitting with their, again, bowl of Doritos in front of the TV on a Sunday, you’re not going to see them all go into the website asking for a demo, right? That’s just not going to happen.  

And that’s why we were very pleasantly surprised when they actually did that. So, I was sitting in front of Google Analytics during the Superbowl day, looking at the second-by-second play, not at the Superbowl. What’s happening on my website, and every time the commercial went on, we ran like 12 spots that day, every time the commercial went on, you saw an amazing spike of traffic.  

Not a lot of it converted on the day of Super Bowl. Although we did get it was our best Sunday, everybody was still not a crazy number of demos. But if you look at the seven days that follow the Super Bowl, Super Bowl week, we broke all the previous records at Gong for inbound sales accepted opportunities. So, people did get off their couch, maybe not during the game, but the day later.  

And when they send out their computer, like oh, I still got that gong commercial in my head. Or they saw one of our ads on social that followed up on the Superbowl ad because we had a pretty big digital support campaign for that Superbowl ad. And then they went and asked for their demo. And we broke all of our inbound records that week. So, with that in my pocket, I made the CFO a fan. And we’re now in the process of getting ready for the next one, which is going to be bigger, so it can be done, folks.  

Billy Bateman 31:47   

Great I love it, man. I’m sure I’m sure sales Love you guys. In the next week or two. 

Udi Ledergor  31:54   

We Yes, we had to transfer some of the outbound SDR is temporarily into inbound just to pick up the phones. Because as I said, we broke all the records. We didn’t even have the capacity to schedule all those demos. 

Contact Info

Billy Bateman 32:06   

Udi. Thank you so much for joining us. And if anyone wants to reach out to you and continue the conversation, what’s the best way for them to contact you? 

Udi Ledergor  32:16   

The two best ways are connected with me on LinkedIn. I’m only on the only Udi Ledergor on LinkedIn. So, it shouldn’t be difficult to find me. And if you do have a sales team, you have to go to Gong.io and get your demo because that’s what the cool kids are doing. 

Billy Bateman 32:31   

Awesome. I agree. Go get it. It’s great stuff. Okay, thank you, Udi. And we’ll talk later  

Udi Ledergor  32:36   

Great chatting with you.