About Gong
Gong transforms revenue organizations by harnessing customer interactions to increase business efficiency, improve decision-making and accelerate revenue growth. The Revenue Intelligence Platform uses proprietary artificial intelligence technology to enable teams to capture, understand and act on all customer interactions in a single, integrated platform.
The Situation
Gong's product marketing team sought to interview Revenue and Sales Operations professionals for their new market development research. Participants were required to hold senior management or executive positions in companies from a specific set of industries while maintaining a workforce of 1,000 to 10,000 employees.
Historically, Gong has enlisted full-service research partners to facilitate their data collection and insights-gathering process. However, this approach presents several challenges for fast-moving teams:
- Costly investment: Outsourcing research to full-service firms increases expenses compared to conducting research in-house.
- Limited customization: External firms are not always able to tailor their research methods and data analysis to the nuance of specific business needs.
- Reduced control: Relying on research partners results in diminished control over the research process and data interpretation.
- Slower turnaround: Full-service market research firms can take longer to deliver results, as they juggle multiple projects and clients.
- Knowledge gap: By outsourcing research, in-house teams miss out on valuable firsthand insights that can only be gained through direct involvement in the research process.
Considering these drawbacks, Gong turned to Emporia, a self-serve platform designed for B2B companies seeking to streamline their research process. By leveraging Emporia's recruitment and scheduling automation tools, Gong aimed to reduce manual tasks, save time, and regain control over their market development research efforts.
The Gongsters
At the research helm were Victoria Chernova, Elvis Lieban, Mason Johnson and Phoebe Do. Their team led up an agile, qualitative Q1 insights collection sprint in just a few weeks. They were also delightful people to work with.
The Process
The Gong team started their research by first creating multiple projects and sub segmenting audience personas using Emporia’s proprietary sourcing engine. Gong specified various parameters such as location, management level, job title, company, company size, industry, revenue and more to find the right voices for their research.
Next, screeners were developed to further zero in on otherwise non-targetable criteria. Once the right candidates were identified, screened, invited and scheduled, the Gong team used the Gong platform to capture critical customer insights. *Chef’s kiss*
By leveraging Emporia’s agile research tools, Gong's product marketing team significantly closed the gap in time to insights. Elvis Lieban had this to say about his first interview:
“I think I had my first interview scheduled within 24 hours. In my experience, unless I'm emailing directly, I would never get a response that quickly. It would take weeks to line up candidates. I completed my research in basically half the time.”
The Result
In less than three weeks over 80 qualified candidates were identified, verified and available for multiple Gong projects running in parallel. Interviewed candidates held titles ranging from Head of Sales to CXOs responsible for organization-wide revenue operations.
Because of the Emporia platform’s simple recontact options, candidates can easily be tapped for future customer, competitor, product and market research – further driving down long-term research costs.
Where I think Emporia fits into our research strategy is by giving us another perspective. Our product and engineering teams do a really great job working with our existing customers: understanding and solving for their needs. Emporia allows me to find new audiences and conduct that initial research that helps set the stage for potential new customers, products and markets.
Elvis Lieban | Senior Product Marketing Manager
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