Unlocking new perspectives from sales and revenue leaders.

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 presented 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 Gong team started their research by 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. Senior product marketing manager Elvis Lieban said, “The first interview was scheduled within 24 hours. 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.”