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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 software for any B2B firm to be utilizing? And the way can groups aside 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 based mostly 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 complete breakdown, however the quick model is that this:
Gong captures and analyzes buyer interactions and alerts you to dangers and alternatives throughout your enterprise.
Our Income Intelligence software program helps with:
- Teaching: Share your prime performers’ playbooks with your entire 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 bolstered.
Feels like a wonderful resolution for gross sales groups, proper? Undoubtedly, nevertheless 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 Groups Can Win Extra With Income Intelligence
Income Intelligence certainly, 100%, indubitably on the planet, helps gross sales groups.
However … different groups can profit from the info and perception (aka, Income Intelligence) Gong offers. Particularly for advertising and marketing 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 area (Product Advertising groups)
Let’s evaluate a number of workflows which are confirmed to get extra about of Gong’s Income Intelligence platform..
Advertising 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. Clients. People which are (or shall 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 wish to spend your time on the Gong Calls web page to search out these related conversations.
The Calls web page is sort of a huge search engine for all of your prospect and buyer calls.
So let’s say you wish to see how your clients are speaking about considered one of your rivals … you simply sort in that competitor’s title within the “phrases” area 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 proportion of mentions). From the high-level graph, you possibly can shortly establish, effectively, developments — 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 shade 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 evaluate mentions …
- In a selected interval (quarter, month, week, final 30 days, customized)
- In a specific stage within the funnel (discovery, assembly, presentation, and so on.)
- And so forth.
And now it’s time to share. Don’t preserve all of that intel to your self. Share your entire name or only a snippet the place the competitor is talked about — your name (no pun supposed). You may also share this name with individuals in your group or with these at one other firm.
You may even go away feedback (to your self, a crew member, or another person) on explicit name snippets. We discover customers typically go away themselves notes in particular areas inside a name to simply discover them later (suppose hashtags).
Upon getting discovered what you might be on the lookout for, it’s time so as to add ‘em to the library.
Advertising Workflow #2: Create a library of aggressive calls
It’s time to create (or add to) the library.
Chances are you’ll wish to add calls (or name snippets) to your library for a number of 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 will be useful when a brand new product is launched, or your crew is performing some beta testing.
The library additionally helps groups manage 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 crucial right here!
You may even add a be aware to the decision you’ve simply positioned in your library folder. Or, if simpler, simply save the precise snippet.
Advertising Workflow #3: Use their phrases after which discover the WOW moments
Proper individuals on the proper time with the correct message.
That’s advertising and marketing in a nutshell.
Gong will help. We name it the “use their phrases” workflow.
The objective is to dig into varied calls to higher perceive how clients are talking about totally different elements of their job … the elements your service or product is making an attempt to unravel 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’ll sort “gross sales teaching” within the “phrases” area. Protip: Filter to solely present mentions from “different social gathering” (aka, your buyer).
Upon getting the outcomes, it’s time to begin on the lookout for “fascinating second” within the dialog. Scan the calls (and their respective snippets).
However extra fascinating than fascinating moments are WOW moments.
You may search “wow” sort phrases (cool, wow, neat, superb, greatest”). In some cases, the prospect may very well embody the phrase wow. Instance: “I shared this with our CEO, and he or she was like, ‘Wow. That is actually cool. It is a actually superb platform.”
In search of hints on what’s value sharing along with your crew << spend extra time on this content material and fewer on the boring stuff. Apparent, proper?
The power to click on into any name to substantiate the specifics is simply icing on the cake.
And all this chatter is nice fodder for a brand new piece of content material. Advertising win.
Here’s a actual instance that we used right here at Gong when our Sequence D increase 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 provide 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 is perhaps getting marriage proposals from all of us. I‘m simply saying.”
“I’ve tears in my eyes proper now. It’s simply so stunning.”
That’s a marketing campaign you possibly can replicate.
Advertising Workflow #4: Competitor buy-back campaigns
The objective 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.
Whilst you can take a look at any recordings on the Gong Calls web page, you will get the simplest outcomes by including within the CRM filter of “Closed-Misplaced” (or no matter you name misplaced offers).
Subsequent: Export the info as a CSV and (watch for it … ) cross-reference this information with varied 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 smartest thing!
You’ll have indication of when to achieve out (when is the renewal date?). Then it’s only a matter of what effort (and $$) you wish 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 and marketing groups can win extra leveraging the facility 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.
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