When assuming the role of head of content at Gong, the author leveraged their sales experience to innovate marketing strategies that focus on the majority of potential customers not actively buying. The critical insight was the realization that traditional marketing often targets the 5% of buyers currently in-market, neglecting the 95% not ready to purchase. To disrupt this norm, Gong adopted a top-of-funnel approach, prioritizing content that resonated with challenges faced by the audience, thereby establishing relevance and building trust before prospects are ready to buy.
When I joined Gong, we took a completely different path... our mission was to produce the most engaging sales content on the planet.
If you're only marketing to buyers when they're ready to buy, you're too late. The real opportunity is to win mindshare with the 95% who aren't ready yet.
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