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Courageous Marketing
In Courageous Marketing, I uncover why so much marketing today feels generic and forgettable—and show you how to make it bold, engaging, and impossible to ignore. If you want your company to stand out in a crowded market, playing it safe isn’t an option. Creativity and risk-taking aren’t just nice to have—they’re essential for survival.
“This book offers a smart, compelling argument for boldness in B2B marketing. Udi Ledergor lays out a clear, practical approach to standing out in a crowded field—without gimmicks or empty hype.”
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I share insights from my 20-year career in marketing, including my time as Chief Marketing Officer at Gong, where I built a playful, colorful brand with a drooling bulldog mascot—without a single stock photo of people shaking hands. These bold moves helped us dominate our category, win over customers, and earn industry awards.
This book is packed with real-world marketing strategies, lessons from my journey, and insights from marketing leaders at companies like Salesforce, Oracle, and Mailchimp. You'll learn how to:
This book is packed with real-world marketing strategies, lessons from my journey, and insights from marketing leaders at companies like Salesforce, Oracle, and Mailchimp. You'll learn how to:
- Create content marketing so good, people would pay for it
- Use guerilla marketing tactics to make your company look bigger than it is
- Successfully build a new product category (but only if you really need to)
- Orchestrate unforgettable event experiences
- Take a stand on big issues and make an impact
- Grow your marketing career, build a high-performing team, and impactfully align with your peers
Whether you're launching a brand, refreshing your strategy, or looking for new ways to capture attention and convert customers, Courageous Marketing will inspire you to think bigger, take risks, and create marketing that truly stands out.
“This book contains a blindingly different and important recommendation for marketers: Don’t stay clear of all risky situations. Rather, cultivate them selectively, armed with a well-resourced plan to channel them into major successes. Best of all, it tells us exactly how to develop such transformative plans.”
“Modern marketers are expected to make an impact on strategy, content, events, and brand campaigns, to name just a few areas. Courageous Marketing provides inspiration and practical advice on how to excel in each of these. Udi Ledergor also shares crucial steps you can take to advance your career in marketing and thoughtfully build an empowered team that acts as a force multiplier.”
“Great marketing stands out and sparks action. Courageous Marketing uncovers how winning startups build bold brands, ignite conversations with thought-provoking content, and transform customers into raving fans.”
“Courageous Marketing challenges the safe, conventional approach that keeps so many brands invisible. Udi Ledergor shows how daring strategies and thoughtful risks can transform not only your marketing—but also your career.”
“We need more courageous marketers to turn the tide on uninspiring B2B marketing. If you’re struggling with getting engagement on your content, events, or brand campaigns, this is a great playbook.”
“I don't know about you, but I'm tired of playing it safe. And there is no better person to teach us how to be bold than Udi. Why? He's lived it. This book cuts through the bllsht and shows us how to challenge the status quo and build brands people can't ignore. Don't stop. Don't question. Just buy it.”
“Creativity will forever be the most important ingredient to a successful marketer. This book gives you permission to take chances and stand out. Study it.”
“Finally, a marketing book that shows how to take risks to get outsized rewards. Udi Ledergor delivers a masterclass in building memorable brands with vivid examples and actionable frameworks. This is the guide I wish I'd had early in my career.”
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“As a VC, startups are always asking me for advice from top GTM leaders. Udi is my #1 go-to for all things marketing. His proven, modern approach is a game-changer for companies of all shapes and sizes.”
“Every CMO should read Courageous Marketing because it’s packed full of contemporary, practical marketing wisdom with real-life examples from well-known companies. Most importantly, it challenges CMOs not to end up in Davy Jones’ Locker at the bottom of the Sea of Sameness.”
