Gong is a company that knows something about writing its own future. They created the Revenue Intelligence category, and have gone on to become the global leader in the space. Their solutions help a wide range of roles – from sales managers to CROs to people on customer success, product, and marketing teams – get at the unfiltered truth about customer interactions and deals.
Like any growing enterprise, Gong’s ultimate marketing and sales goals focus on driving more pipeline and higher conversion. To meet these objectives, they needed a platform that could deliver on two specific fronts: Conversational Marketing and scalability.
Conversational Marketing is a critical strategy for Gong because their audience’s lack of familiarity with Revenue Intelligence means they have to do a fair amount of work to educate their market. A Conversational Marketing platform is the perfect complement to their heavy investment in content marketing.
Experience is everything for Gong because a major portion of their growth is driven by referrals from brand evangelists. What Gong needed was a sales and marketing platform that could deliver customized bots, sophisticated integrations, and seamless ABM capabilities. In short, they needed a platform that could leverage their existing martech stack to enable the delivery of a highly relevant white-glove experience.
At the same time, Gong needed a platform that could help future-proof their business as they grew. In only 24 months, they had evolved from a Series A to a Series D company valued at $2.2 billion. They needed a platform that could handle their enormous website traffic load and scale quickly and easily to accommodate their expanding ABM efforts. “The pressure was on to scale our organization really, really quickly,” says Russell Banzon, Senior Director of Marketing. “We needed a solution to solve today’s problems, and tomorrow’s problems.”