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© Copyright 2018, JK Research LLC Marketing Sanity Check™ Gong.io |November 2018 Dario Priolo
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Page 1: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

© Copyright 2018, JK Research LLC

MarketingSanity Check™

Gong.io |November 2018

Dario Priolo

Page 2: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

About JK Research (www.jkresearch.com)

2

We are a full-service marketing agency focusedexclusively on companies that offer human capital and sales enablement solutions.

We bring over 20 years of experience selling and marketing into these industries. It’s what we know, what we love, and what we do all day every day. Our focus enables us to serve you better.

• We understand your market• We understand your customer• We understand the buying and selling process, and• We understand what marketing activities work and what doesn’t.

Our knowledge, experience, and capabilities help save you time and money and deliver a better result.

We work with technology companies, consulting and training firms, and testing, assessment, and analytics companies. Some of our clients are best-known brands in their category and others are early-stage start-ups. We work with large, multinationals but with many founder-owned firms too.

We offer our clients one-off campaigns and specialized support in areas of content, video and web development, through to complete outsourcing with marketing automation.

© Copyright 2018, JK Research LLC | www.jkresearch.com

Human Capital

Sales Enablement Technology

Sales Training & Consulting

Page 3: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Why?

3

Our Marketing Sanity Check™ helps you see the market from your buyer’s perspective.

The assessment helps you to better understand how your marketing compares relative to your competition and what the best in class are doing differently. This insight helps you to more objectively identify and prioritize marketing improvement opportunities. This is essential in a rapidly evolving, competitive marketplace

© Copyright 2018, JK Research LLC | www.jkresearch.com

Page 4: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: How?

1. Google rankings

2. Traffic benchmarks

3. Website - Relevance

4. Website - Credibility

5. Website - Findability

6. Website - Messaging

7. Website - Blog

4

Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement.

8. Website - Resources

9. Website - Contact form

10. Advertising

11. Social Media

12. Marketing Tech Stack

13. Events

14. Follow-up

14 Dimensions Examined

© Copyright 2018, JK Research LLC | www.jkresearch.com

Page 5: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Gong.io: Who are they and why should you care?

• What does Gong.io do?− Conversation intelligence software records and

analyzes sales rep’s phone calls, emails and web conferences with customers

− Algorithm picks apart what’s working, what’s not and what the best reps do differently

− Spreads these best practices across your sales teams to learn, apply, and be more successful

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• Why should you care?− Secured $28.1M in funding

o Norwest Venture Partners, Cisco Investments

− Rapidly growing head count – last 12 months

o 99 Current employees (up 68%)

o 20 Sales people (up from 8)

o 10 Biz Dev people (up from 7)

− Acquired ONDiGO, April 16, 2018

o AI Powered sales intelligence platform

− Highly visible at events and on social media

− Recently named a “Rising Star” on Forbes Cloud 100 List

© Copyright 2018, JK Research LLC | www.jkresearch.com

Page 6: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Google Rankings

© Copyright 2018, JK Research LLC 6

Page 7: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Google Rankings

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Page 8: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Google Rankings

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Page 9: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Google Rankings

© Copyright 2018, JK Research LLC | www.jkresearch.com 9

Page 10: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™ – Web traffic

© Copyright 2018, JK Research LLC | www.jkresearch.com 10

Page 11: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Web Site - Relevance

Home Page –First Impression• Modern, fun brand• Easy to navigate• High quality• Clear call to action• Video was helpful but a

bit “over the top”

© Copyright 2018, JK Research LLC | www.jkresearch.com 11

Page 12: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Web Site - Credibility

Customers Page

Customers Page – First Impression• Excellent use of video – very compelling• Excellent use of testimonials• Good logo treatment

© Copyright 2018, JK Research LLC | www.jkresearch.com 12

Page 13: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Web Site - Findability

Product Page

Product Page – First Impression• Good application of personas• Very enticing, good high-level overview• Nice to see the mobile app• Pricing page takes you to a Contact form

© Copyright 2018, JK Research LLC | www.jkresearch.com 13

Page 14: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Website - Messaging

© Copyright 2018, JK Research LLC | www.jkresearch.com 14

Page 15: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Website - Messaging

© Copyright 2018, JK Research LLC | www.jkresearch.com 15

Page 16: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Website - Blog

Blog

Blog – First Impression• Weekly publishing cadence• Probably not the #1 blog on the Internet for sales!• Most recent articles written by Chris Orlob – never a good thing

− Lots of “7 Ways”, “7 Skills”, “7 Ideas” –type articles− Low quality, not very insightful, not much substance− Don’t Drop the Ball on Follow-Up: Announcing Action

Items by Gong.io− This “Unfair Advantage” Is the Secret Behind Top-Notch

Sales Teams− 7 Ways to Accelerate Sales Onboarding− “Insanely” Short Sales Cycles Have This Key Ingredient− Sales Books: The Top 54 Every Sales Pro Should Read− 7 Sales Skills You Can Dramatically Improve Using Gong.io− 7 Sales Training Ideas That Will Transform Your Team Into

“Top Gun” Reps− Gong.io + Outreach: Make Every Sales Call Better Than

Your Last One− 8 Ways to Absolutely Dominate Your Competition In Sales

© Copyright 2018, JK Research LLC | www.jkresearch.com 16

Page 17: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Website - Resources

Resources Resources – First Impression• Difficult to navigate Resources section• Content is inconsistent – some great, some really bad• Opportunity for more “buyer-focused” mid-funnel content• Inventory (rating out of 5)

• 9 Webinars (gated):• (3/5) Selling to the C-Suite• (3/5) What Separates Market Leading Sales Teams from the

Rest (Sponsored with Sales Hacker)• (3/5) How These Sales Leaders Increase Quota Attainment

Across their Teams (Sponsored with Sales hacker)• (4/5) Why Every Sales Trainer Should Have Conversation

Intelligence in their Tech Stack• 16 Guides (gated):

• (2/5) Nine Secret of Highly Effective Sales Conversations• (3/5) The Ultimate Guide to Winning Sales Conversations (this

is a compilation of blogs from 62 people – the asset is huge, but some of the content is very weak)

• (4/5) How to Choose a Conversation Intel Platform (mid-funnel content)

• (3/5) These 7 Words Sell• (2/5) The Cold Call Cheat Sheet• (2/5) Objection Handling Cheat Sheet• (2/5) Discovery Cheat Sheet• (2/5) Demo Cheat Sheet• (2/5) Discover Call Insights Deck• (2/5) Competitor Cheat Sheet

• 6 Case Studies (not gated): High quality • 20 Videos (not gated): High quality customer examples© Copyright 2018, JK Research LLC | www.jkresearch.com 17

Page 18: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Website - Resources

Sample GuideResources – First Impression• (The Ultimate Guide to Winning Sales Conversations (this is a compilation of

blogs from 62 people – the asset is huge, but some of the content is very weak)

• The best Gong.io content is when they leverage data and insights from their platform to support their point-of-view

© Copyright 2018, JK Research LLC | www.jkresearch.com 18

Page 19: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Website - Contact form

Contact Form – First Impressions • Very attractive form, creative ad unique• Information is detailed enough to probably weed-out tire kickers• Top navigation disappears• Attractive and effective confirmation page

© Copyright 2018, JK Research LLC | www.jkresearch.com 19

Page 20: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Digital advertising

PPC Scope and Budget• Gong spends less than $100 per month on Google paid ads• They purchase “gong”-related keywords so they show-up even

when people might be searching for an actual gong• This is considered very good practice given their brand name

© Copyright 2018, JK Research LLC | www.jkresearch.com 20

Page 21: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Social Media

LinkedIn Activity• 3,276 followers• Post Daily• Promote blog articles, event sign-ups and

recorded events• Average 30-40 likes and 1-2 comments

© Copyright 2018, JK Research LLC | www.jkresearch.com 21

Page 22: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Social Media

Facebook Activity• 1,343 followers• Post Daily – same content as LinkedIn• Promote blog articles, event sign-ups and recorded events

Instagram Activity• 189 followers• Post sporadically –

mainly presence at events

© Copyright 2018, JK Research LLC | www.jkresearch.com 22

Page 23: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Social Media

Twitter Activity• 4,060 followers• Post 1-5 times daily – same content as LinkedIn, but

also some more spontaneous posts• Promote blog articles, event sign-ups and recorded

events

© Copyright 2018, JK Research LLC | www.jkresearch.com 23

Page 24: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Marketing Tech Stack

© Copyright 2018, JK Research LLC | www.jkresearch.com 24

Page 25: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Events

Events• Strong presence at major sales

industry events

© Copyright 2018, JK Research LLC | www.jkresearch.com 25

Page 26: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Follow-up

Instantaneous Follow-up

© Copyright 2018, JK Research LLC | www.jkresearch.com 26

Page 27: Gong.io · Our Marketing Sanity Check™ utilizes experienced mystery shoppers and examines 14 critical dimensions of marketing, demand generation and sales enablement. 8. Website

Marketing Sanity Check™: Score Card

Criteria Score Comments

1. Google Rankings 8 Excellent use of 3rd party web sites to drive traffic

2. Traffic Benchmarks 9 Very high for a young company

3. Website – Relevance 8 It’s obvious “at a glance” what they do

4. Website – Credibility 8 Nice “Customer” page to bolster credibility

5. Website – Findability 9 Easy to find relevant information

6. Website – Messaging 9 Very creative and professional

7. Website – Blog 7 Best insights come from their conversation research

8. Website – Resources 7 Some useful but plenty of “me too” resources

9. Website - Contact Form 10 Very effective, progressive form with strong references

10. Advertising 8 No PPC, but good use of influencers

11. Social Media 8 Good presence, some redundancy

12. Marketing Tech Stack 8 Solid

13. Events 9 Present and active at

14. Follow-up 10 Very fast, included a link to select a time

Total Score 118 84%

*****Excellent*****

© Copyright 2018, JK Research LLC | www.jkresearch.com 27


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