Gong

A unified full-funnel strategy was introduced to support both acquisition and expansion motions. The team aligned closely with sales, finance, and RevOps to ensure digital programs were deeply connected to pipeline creation—not just top-of-funnel activity.

Strategic shifts included:

• Prioritizing intent-rich audience segments and scalable channel programs
• Developing KPIs centered on SQL velocity, opportunity creation, and win influence
• Consolidating campaign planning across content, digital, and ABM teams

Result: Inbound pipeline volume grew by 129% and SQLs by 117%, driven by coordinated execution and tighter GTM alignment.

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Paid Media: Reallocating for Scale and Efficiency

Paid media was restructured to improve both cost efficiency and lead quality across core platforms. The team deployed a performance roadmap that evolved from flat growth to one of Gong’s most efficient and scalable digital channels.

Key initiatives included:

• Optimizing budget allocation across paid search, social, and emerging channels
• Implementing modular testing frameworks to iterate on message-offer-channel combinations
• Launching net-new channels including YouTube, programmatic, and podcast networks

Result: Performance from primary paid media channels improved by 348% compared to the previous 4-year average.

Execution was grounded in weekly pacing, cohort analysis, and granular ROI modeling to ensure budgets were continuously reinvested in what worked.

Website Redesign & Conversion Optimization

The digital team led a comprehensive website overhaul, focused not just on aesthetics—but on performance. User experience was reimagined for clarity, speed, and conversion momentum.

Improvements included:

• Redesign of key pages with CTA-forward architecture
• Streamlined conversion paths from landing page to qualified form completion
• Personalization by traffic source and buyer stage to increase relevance

Result: Website conversion rates improved by 48%, generating record-setting volumes of sales-ready leads.

Design and UX decisions were informed by data from heatmaps, funnel analytics, and historical performance benchmarks.

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Enterprise ABM Campaigns for Strategic Accounts

To deepen traction in the enterprise segment, the team launched bespoke 1:1 ABM campaigns targeting strategic and key accounts. These campaigns combined digital activation with high-touch personalization across the buyer journey.

Key tactics:

• Custom microsites tailored to individual company pain points and roles
• Integrated outbound, digital, and gifting sequences
• Sales enablement materials designed in tandem with campaign assets

These plays unlocked high-value opportunities and increased meeting-to-opportunity conversion rates—proving that strategic ABM can be both scalable and personalized when built on shared insights.

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Forecasting Framework for GTM Planning

A strategic forecasting framework was developed to align digital performance data with quarterly pipeline targets, helping sales, marketing, and finance plan with greater confidence.

This system featured:

• Scenario-based forecasting linked to spend levels, conversion rates, and buyer behavior trends
• Clear attribution of pipeline contribution by channel and campaign
• Shared dashboards with GTM leaders for proactive adjustments and accountability

The framework improved decision-making by grounding strategy in data and forecasting performance several quarters ahead—not just reacting to past metrics.

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Brand Marketing Across New Channels

In addition to performance growth, Gong’s brand presence was expanded across TV, radio, and podcast platforms—opening new awareness and demand-generation opportunities.

The team:

• Developed and launched Gong’s first linear TV campaign
• Activated audio-based sponsorships aligned to key buyer audiences
• Maintained consistency in brand voice and message across all formats

These campaigns helped drive a measurable lift in direct traffic, branded search, and overall reach, proving that modern B2B brands can—and should—play in both performance and upper-funnel arenas.

Brand Marketing Across New Channels

In addition to performance growth, Gong’s brand presence was expanded across TV, radio, and podcast platforms—opening new awareness and demand-generation opportunities.

The team:

• Developed and launched Gong’s first linear TV campaign
• Activated audio-based sponsorships aligned to key buyer audiences
• Maintained consistency in brand voice and message across all formats

These campaigns helped drive a measurable lift in direct traffic, branded search, and overall reach, proving that modern B2B brands can—and should—play in both performance and upper-funnel arenas.

Brand Marketing Across New Channels

In addition to performance growth, Gong’s brand presence was expanded across TV, radio, and podcast platforms—opening new awareness and demand-generation opportunities.

The team:

• Developed and launched Gong’s first linear TV campaign
• Activated audio-based sponsorships aligned to key buyer audiences
• Maintained consistency in brand voice and message across all formats

These campaigns helped drive a measurable lift in direct traffic, branded search, and overall reach, proving that modern B2B brands can—and should—play in both performance and upper-funnel arenas.

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