In this episode, Tye DeGrange is joined by Udi Ledergor to dive into Udi’s new book, "Courageous Marketing: The B2B Marketer's Playbook for Career Success," released on April 10th. Drawing from two decades of experience and insights from top CMOs, the book challenges traditional B2B marketing practices and encourages a bold, strategic mindset.
The conversation covers key themes like overcoming “death by committee,” prioritizing product-market fit over blindly following so-called best practices, and embracing a human-first approach — even in an AI-driven world. They discuss the power of bold branding (with examples like Gong’s distinct visual style) and the importance of tailoring strategies for both the 5% actively in-market and the 95% who aren’t — known as the “95.5 rule.”
Other highlights include building trust through authentic content and personal branding, using frameworks like RAPID for faster decisions in big teams, and leaning into courageous marketing that solves real problems and creates lasting brand impressions — even if they’re not always easy to measure.
What is Always Be Testing?
Always Be Testing explores the experiments, insights, and growth stories shaping the future of affiliate and partner marketing in B2B SaaS. Hosted by industry veterans, the show dives deep into real-world lessons from the people driving measurable impact at companies like Google, HubSpot, Ramp, Webflow, G2, and beyond.
Each episode uncovers what happens when today's most innovative marketers challenge assumptions, run smarter experiments, and build programs that scale revenue through meaningful partnerships. If you’re in affiliate, partnerships, or SaaS growth — this is your front-row seat to how the best do it (and what they’ve learned along the way