Role
Director of Digital Marketing
Company
Gong
Industry
Sales SaaS
Growth strategy for Gong
As the head of digital marketing at Gong, I led the team, defined the vision for our overall growth strategy and worked across the organization to implement a full-funnel marketing program.
These improvements drove measurable growth increasing year-over-year pipeline by 129% and SQL volume by 117%, respectively.
Our focus was delivering an ideal experience every stage of the customer journey using a combination of digital marketing channels to impact our overall inbound lead volume.
So what did we do?
- Scaled lead generation on LinkedIn Ads with an aggressive ad testing and messaging iteration to find “audience-to-ad” fit for key personas
- Completely revamped paid search strategy to leverage automated bidding models using pipeline data, delivering conversions across multiple offer types
- Partnered with B2B-focused digital agencies that had experience with our industry and companies at similar stages of growth
- Built new landing page strategy from ground up to ensure that every click had an ideal digital experience based on their source
- Optimizing the website and landing pages for conversion to improve the user experience and drive more conversions
- Continued to invest in an effective SEO strategy that targeted “problem-aware” that we were able to push towards product consideration experiences
- Increased lead velocity by implementing a growth program at each stage of the funnel that would remove friction in the buyer journey
- Redesigned key website pages to guide users to high-intent conversion points including demo, guided tour and pricing request
- Revamped our resource and blog experience to drive improved on page conversion rate with topically-related content offers
- Experimented with connected TV ads using CRM data to meet prospects across channels to deliver high-impact video creative
- Created Interactive product tours to showcase key features and functionality of the product, helping improve conversion rates across the website
- Partnered with leading content publishers and newsletters to consistently reach new audience, accelerate product discoverability and distribute high-value content
As an experienced marketer knows, success with growth is a combination of factors including an amazing team, aligned goals across the organization, experimenting with new things and a little bit of luck!
