TLDR;
Gong, a revenue intelligence platform, leveraged a data-driven content strategy to establish itself as a leader in the sales intelligence space. Their approach focused on producing original research, thought leadership, and interactive content to attract and convert enterprise customers.
Core product: Revenue intelligence platform
Audience: Sales leaders, revenue operations teams
Buying persona: VP of Sales, Chief Revenue Officers
Key strategy: Data-driven content, thought leadership, diverse content formats
Key Strategies
Gong, led by CEO Amit Bendov, implemented a robust content strategy to carve out a significant presence in the competitive sales intelligence market. Their approach centered on leveraging data-driven insights, thought leadership, and diverse content formats to establish authority and generate high-quality leads.
One of the cornerstones of Gong's content strategy was their focus on sales data studies. By analyzing millions of sales calls, Gong produced original research on effective sales techniques. This not only provided valuable insights to their target audience but also positioned Gong as the most data-informed voice in sales effectiveness.
Gong also launched "Reveal: The Revenue Intelligence Podcast," featuring interviews with top sales leaders. This initiative helped them build credibility with senior sales leaders and provided another channel to share valuable insights with their target audience.
LinkedIn thought leadership played a crucial role in Gong's content strategy. CEO Amit Bendov and other executives regularly shared insights and tips on the platform, helping to build Gong's brand and establish personal connections with potential customers.
The creation of Gong Labs, a dedicated section on their blog for sharing original sales research findings, further solidified Gong's position as a leader in sales intelligence. This resource became a go-to destination for sales professionals looking for data-backed strategies to improve their performance.
Example of content:
Gong also developed interactive content, such as the Revenue Intelligence Maturity Assessment that allows sales teams to benchmark their performance. This approach not only provided value to their audience but also helped Gong capture leads and gather valuable data about their potential customers.
Besides blog post, gong leveraged on their resource center where you can find in-depth guides and templates for lead generation.
Examples of lead magnet in resource center:
The company's content wasn't just about sales techniques; it expanded to cover broader topics relevant to their target audience, such as revenue operations, sales leadership, and business growth strategies. This approach helped Gong attract a wider audience and establish itself as a valuable resource for overall sales and revenue optimization.
Gong's content strategy played a crucial role in their lead generation efforts. By providing high-value, data-driven content, they were able to attract and engage senior sales leaders, setting the stage for conversions to their platform.
Top Performing Content
Title | Est. Monthly Visits (US Only) |
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5k | |
1k | |
400 | |
400 | |
400 | |
300 | |
300 | |
300 | |
300 | |
300 |
Key Takeaways
Leveraging data-driven insights and original research can significantly differentiate a company in a competitive market.
Diverse content formats (blog posts, podcasts, social media, interactive content) help cater to different preferences and expand reach.
Thought leadership efforts by key executives can enhance a company's visibility and credibility.
Focusing on providing actionable, valuable content establishes authority and builds trust with the target audience.
Expanding topic coverage beyond the core product can attract a wider audience and position the company as a comprehensive resource.
Interactive content can serve dual purposes of providing value and capturing leads.
Consistently delivering high-quality, data-backed content can drive significant business growth, even in a short period.
Gong's content strategy played a pivotal role in their rapid growth. By positioning themselves as the most data-informed voice in sales effectiveness, building credibility with senior sales leaders, and generating high-quality leads through their original research, Gong was able to attract and convert enterprise customers effectively. Their success demonstrates the power of a well-executed, data-driven content strategy in driving business growth and establishing market leadership.
