Gong
· 5 min readFull-funnel strategy drives predictable pipeline
Unifying performance, brand, web, and measurement across a global program budget during hyper-growth product & market expansion
At Gong, our team built and executed a digital growth marketing strategy that unified a program budget across all channels to drive record pipeline growth during a period of multi-product and international expansion. The goal was simple. Turn digital from a set of channel tactics into a full-funnel system where brand and demand reinforced each other, web conversion worked like a product, and leadership had clear ROI visibility to allocate budget with confidence.
$20M
Unified program budget
One strategy, one KPI system, and one operating rhythm across brand and performance.
129%
YoY pipeline growth
Delivered through an integrated multi-channel brand and demand strategy.
117%
SQL volume growth
Improved quality and velocity by aligning execution to pipeline outcomes.
32%
Website conversion improvement
Driven by a redesign and unified CTA strategy across core journeys.
Full-Funnel Growth Framework
Holistic LTV framework spanning awareness to retention
Building Growth During Hypergrowth
Paid media campaigns across search and social channels
High-converting landing pages with unified CTA strategy
Resource center driving organic traffic and engagement
Website redesign with streamlined conversion paths
The Challenge
Gong's growth required scale without losing precision. As products expanded and global demand increased, digital needed to do more than generate volume. It needed to produce predictable pipeline, support brand expansion, and provide measurement that leaders trusted.
- Digital programs were growing across channels, but needed a single strategy and KPI model tied to pipeline and SQL output.
- Brand investment was expanding into new formats and placements, but required tighter connection to demand outcomes and budget decisions.
- The website needed to convert like a performance engine, with clear CTAs and consistent journeys across traffic sources.
- Organic growth had upside, but required restructuring and SEO strategy to compound results.
- Attribution and measurement needed to work across brand and performance so ROI discussions were clear, not subjective.
The Approach
We treated growth like an operating system. Strategy, creative, channels, web, and analytics all had to connect to the same outcomes, with consistent benchmarks and a cadence that kept execution sharp.
Unified a full-funnel growth strategy across brand and demand.
We built a plan that integrated search, social, display, and paid programs with brand investments so we could drive near-term pipeline while also expanding reach and category presence. This included aligning channel roles by funnel stage, setting global KPIs, and building a shared operating rhythm across stakeholders.
Built a multi-channel brand advertising strategy that still respected performance rigor.
We expanded brand advertising with a deliberate strategy across brand TV, podcast placements, and select creator and influencer programs. The point was not "brand for brand's sake." It was to broaden reach and demand capture while maintaining measurement discipline and tying investment to business impact.
Aligned a high-performing team and agencies to execute against global benchmarks.
We aligned internal teams and agency partners around benchmarks, channel KPIs, and consistent execution standards. This ensured the plan was not just well-designed. It was executed predictably across regions and programs.
Improved web conversion with a redesign and unified CTA system.
We improved website conversion through a redesign that prioritized clarity, reduced friction, and standardized CTA logic across key pages and paths. This made web performance easier to manage at scale, and easier to optimize continuously.
Grew organic traffic through restructuring and search optimization.
We increased organic traffic by restructuring site architecture and implementing an SEO strategy designed to compound. This helped improve efficiency across the funnel by reducing dependence on paid acquisition alone.
Defined unified measurement and attribution to clarify ROI across brand and performance.
We defined and delivered a unified measurement and attribution approach that provided clear ROI visibility across brand and performance marketing investment. This enabled data-driven budget allocation decisions, and reduced friction in planning and forecasting discussions.
Key Achievements
- Built and executed a digital growth marketing strategy unifying a program budget across all channels to drive record pipeline growth during multi-product and international expansion.
- Delivered YoY pipeline and SQL volume growth with an integrated multi-channel brand and demand strategy across paid search, paid social, programmatic, brand TV, podcasts, and influencers.
- Aligned high-performing team and agencies to execute against benchmarks and global program KPIs.
- Improved website conversion through a website redesign and unified CTA strategy.
- Increased organic traffic through web restructuring and a search optimization strategy.
- Defined and delivered a unified measurement and attribution approach providing clear ROI visibility across brand and performance marketing investment, enabling data-driven budget allocation.
Key Takeaways
Predictable pipeline comes from orchestration, not isolated channel wins.
Channels only become a pipeline engine when strategy, creative, web conversion, and measurement operate as one system.
Brand and demand work best when they share a scoreboard.
Brand TV, podcasts, and influencer programs can create real lift, but only if measurement and attribution make ROI visible enough to guide decisions.
Web performance is a growth lever when CTA strategy is consistent.
Conversion gains become scalable when CTA logic and journeys are unified, not reinvented campaign by campaign.
Measurement unlocks speed.
When ROI is clear across brand and performance, teams move faster and budget allocation becomes an operating decision, not a debate.
Want to Learn More?
Explore additional examples of driving growth and building systems that scale.