Ahhh … Income Intelligence.
We love that phrase.
Heck, Gong has been within the Income Intelligence recreation because it began in 2019.
However what precisely is Income Intelligence and why it’s a necessary instrument for any B2B firm to be utilizing? And the way can groups apart from gross sales profit from actionable buyer information and insights?
Let’s begin from the highest.
What’s Income Intelligence?
Income Intelligence is the brand new approach of working primarily based on buyer actuality as a substitute of opinions.
Income Intelligence is what we do right here at Gong; we created the class!
Be at liberty to browse our product web page for the total breakdown, however the quick model is that this:
Gong captures and analyzes buyer interactions and alerts you to dangers and alternatives throughout your small business.
Our Income Intelligence software program helps with:
- Teaching: Share your high performers’ playbooks with the whole crew so everybody can cost towards closed-won.
- Onboarding: Get your new reps on top of things and shutting offers sooner than you possibly can say “closed-won.”
- Strategic Initiatives: Launch wildly profitable merchandise, packages, and initiatives which are adopted, tailored, and strengthened.
Feels like a superb resolution for gross sales groups, proper? Undoubtedly, however it’s not JUST for gross sales (as evidenced by the title of this web page).
Simply For Gross sales? Nope. Right here’s How Advertising and marketing Groups Can Win Extra With Income Intelligence
Income Intelligence certainly, 100%, surely on the earth, helps gross sales groups.
However … different groups can profit from the information and perception (aka, Income Intelligence) Gong supplies. Particularly for advertising groups, Gong helps to:
✅Hear the voice of the client
✅Perceive what occurs to leads within the funnel (Demand Technology groups)
✅Monitor how new messaging is touchdown within the discipline (Product Advertising and marketing groups)
Let’s overview just a few workflows which are confirmed to get extra about of Gong’s Income Intelligence platform..
Advertising and marketing Workflow #1: Discover related conversations to reply your questions
Entrepreneurs have questions … questions that require solutions.
However the place do you discover the solutions to your burning questions? Prospects. Prospects. People which are (or might be quickly) utilizing your services or products. They’ve the solutions!
These solutions can present actually good content material -— weblog posts, articles, LinkedIn posts, eBooks, and so forth.
You’ll need to spend your time on the Gong Calls web page to search out these related conversations.
The Calls web page is sort of a massive search engine for all of your prospect and buyer calls.
So let’s say you need to see how your clients are speaking about one in every of your rivals … you simply kind in that competitor’s identify within the “phrases” discipline and hit enter.
BOOM.
Now you can see a subset of when somebody talked about that competitor. Bonus: We additionally present a development over time (uncooked quantity or share of mentions). From the high-level graph, you possibly can shortly determine, effectively, tendencies — are mentions going up, down, or staying regular?
Dig into the main points a bit, and Gong will show exactly the place within the name that competitor was talked about (we even coloration code the mentions for buyer vs. inner worker).
That is the place it will get enjoyable.
Superior search. We don’t actually care when somebody from our crew talked about the competitors, simply when our buyer talked about them.
Even deeper? Filters. Solely overview mentions …
- In a selected interval (quarter, month, week, final 30 days, customized)
- In a specific stage within the funnel (discovery, assembly, presentation, and many others.)
- And so forth.
And now it’s time to share. Don’t maintain all of that intel to your self. Share the whole name or only a snippet the place the competitor is talked about — your name (no pun supposed). You too can share this name with individuals in your group or with these at one other firm.
You possibly can even depart feedback (to your self, a crew member, or another person) on explicit name snippets. We discover customers typically depart themselves notes in particular areas inside a name to simply discover them later (suppose hashtags).
After you have discovered what you’re on the lookout for, it’s time so as to add ‘em to the library.
Advertising and marketing Workflow #2: Create a library of aggressive calls
It’s time to create (or add to) the library.
You could need to add calls (or name snippets) to your library for just a few causes:
- Simply reference them later
- Share greatest practices
- Share not-so-best practices
That is so necessary for gross sales enablement, gross sales teaching, onboarding, and ongoing coaching. As well as, libraries may be useful when a brand new product is launched, or your crew is performing some beta testing.
The library additionally helps groups arrange analysis. Folders. Subfolders.
It’s so simple as clicking the “Add to Library” button. Simple! From there, select which folder you’d like to put it in. Group is important right here!
You possibly can even add a word to the decision you’ve simply positioned in your library folder. Or, if simpler, simply save the precise snippet.
Advertising and marketing Workflow #3: Use their phrases after which discover the WOW moments
Proper individuals on the proper time with the suitable message.
That’s advertising in a nutshell.
Gong can assist. We name it the “use their phrases” workflow.
The aim is to dig into numerous calls to raised perceive how clients are talking about completely different components of their job … the components your service or product is attempting to resolve for.
Instance: Let’s say your platform helped with gross sales teaching (wait, gross sales teaching is one thing Gong helps with!). On the Gong Calls web page, you’d kind “gross sales teaching” within the “phrases” discipline. Protip: Filter to solely present mentions from “different celebration” (aka, your buyer).
After you have the outcomes, it’s time to begin on the lookout for “attention-grabbing second” within the dialog. Scan the calls (and their respective snippets).
However extra attention-grabbing than attention-grabbing moments are WOW moments.
You possibly can search “wow” kind phrases (cool, wow, neat, wonderful, greatest”). In some cases, the prospect may very well embody the phrase wow. Instance: “I shared this with our CEO, and she or he was like, ‘Wow. That is actually cool. It is a actually wonderful platform.”
Searching for hints on what’s price sharing together with your crew << spend extra time on this content material and fewer on the boring stuff. Apparent, proper?
The flexibility to click on into any name to verify the specifics is simply icing on the cake.
And all this chatter is sweet fodder for a brand new piece of content material. Advertising and marketing win.
Here’s a actual instance that we used right here at Gong when our Collection D elevate was introduced. We created this 59-second “announcement” video that solely used actual buyer audio snippets.
Actual clients.
Actual demos.
“That is fairly superior. I’m about to offer you a hug.”
“Wow. That’s cool. That’s actually cool, man.”
“Oh wow … okay.”
“Nothing we’ve skilled earlier than.”
“I already see the worth of this, 30 seconds into the demo.”
“You could be getting marriage proposals from all of us. I‘m simply saying.”
“I’ve tears in my eyes proper now. It’s simply so lovely.”
That’s a marketing campaign you possibly can replicate.
Advertising and marketing Workflow #4: Competitor buy-back campaigns
The aim of a competitor buy-back marketing campaign is to usher in accounts which are just like yours however are at the moment utilizing a competitor.
When you can have a look at any recordings on the Gong Calls web page, you will get the best outcomes by including within the CRM filter of “Closed-Misplaced” (or no matter you name misplaced offers).
Subsequent: Export the information as a CSV and (look ahead to it … ) cross-reference this information with numerous different sources and get a reasonably definitive checklist of competitor accounts. Subsequent to breaking into your competitor’s system and stealing their buyer information (no, we don’t advocate for that), this “utilizing Gong to craft your competitor buy-back marketing campaign is the subsequent neatest thing!
You should have a very good indication of when to succeed in out (when is the renewal date?). Then it’s only a matter of what effort (and $$) you need to put behind your outreach efforts.
Your gross sales crew will thanks.
Prepared to check your Income IQ?
We’ve outlined Income Intelligence. We’ve shared how advertising groups can win extra leveraging the ability of Income Intelligence.
Now it’s your flip to share what you’ve absorbed.
Take our Income Intelligence Maturity Evaluation
After this “take a look at,” you’ll have a reasonably good sense of how far your organization has left to go to completely unlock actuality and maximize potential. This Income IQ evaluation will reveal alternatives throughout your offers, markets, and groups.
Let’s get began.