CASE STUDY – GONG.IO
How Gong’s CMO evangelized the Revenue Intelligence category and promoted a new product among 1,000s of mid-market & enterprise sales leaders
Series E B2B SaaS
Mid-market & Enterprise Sales Leaders
ABOUT GONG »
The #1 Revenue Intelligence Platform For B2B Sales Teams
Through podcasts, Gong wanted to evangelize their category and promote their new product
As an established brand in the B2B SaaS world, Gong wanted to leverage podcast appearances to build more mindshare for Gong, evangelize the Revenue Intelligence category, and promote their new product, Gong Forecast.
The goal was to reach sales leaders in mid-market and enterprise companies who want to learn more about marketing/sales alignment and forecasting.
CAMPAIGN APPROACH »
Booking Gong's Chief Marketing Officer on sales-focuxed podcasts to reach relevant decision makers
What made Gong’s campaign unique was booking their CMO, Udi Ledergor, on podcasts listened to by sales leaders.
Traditionally, this would present an issue due to the expertise/podcast mismatch but with Udi’s world-class profile, we knew that with the right approach, this would be possible.
During the onboarding phase, we identified the main audience as mid-market & enterprise sales leaders and crafted 3 compelling topics that Udi was comfortable talking about.
Using the information from the onboarding call, we then found the best podcasts, crafted the campaign messaging, and built Udi’s profile page.
After the initial revision loop and approval from Gong’s team, we launched the outreach and secured multiple podcasts from the first phase of outreach. Because of our manual approach, previous relationships with podcast hosts, and Udi’s appealing profile, all email outreach resulted in above-average reply rates.
The podcasts we booked Udi on are often ranked as the best shows in the sales category. That allowed Udi to evangelize the Revenue Intelligence category, as well as promote Gong’s new product among 1,000s of sales leaders.
3 CAMPAIGN UNIQUES
CMO Talking To Sales Leaders
Although the speaker is a CMO, we needed to craft topics that would resonate with a sales audience.
Interviews On The Leading Podcasts
With Gong being famous in the B2B space, we secured bookings on the leading sales podcasts.
Team Support & Communication
Throughout the campaign, we worked closely with multiple people from Gong’s team.
Udi got invited onto 10+ podcasts in under 4 months
Impacting 1000s of sales leaders by becoming a guest on leading sales podcasts
A combination of Udi’s profile,our positioning and outreach resulted in a predictable stream of podcast invitations on Udi’s calendar.
Through the 10 interviews booked within 3 months, Udi reached 1,000s of relevant decision makers not only through podcasts but also through distribution on social media – mostly LinkedIn.
Podcast hosts created social media snippets to attract more listeners. So even without the distribution by Gong’s in-house team, Udi impacted new audiences, evangelized the Revenue Intelligence category, and promoted Forecast, Gong’s new product.
During all interviews, Udi talked about evergreen topics, so all episodes can (and will) support Gong’s content marketing efforts in the future.