Gong for Customer Advocacy

I use Gong a bunch for advocacy related things. Can you elaborate on what you're thinking about?

Can I ask how you're using it?

I'm trying to understand more about Gong's capabilities and how I can leverage it for customer marketing. Right now, calls are being recorded, but we really don't do much with Gong to leverage that data.

Cc

Couple ways:

• Case studies / testimonials: Gong's transcripts and AI-generated outlines/summaries are very strong. These are useful as launching pads for written case studies and to grab quotes for testimonials, written or video. Gong is helpful here for getting a sense of whether or not the quote would make a video testimonial as you can watch the person and see their enthusiasm (or lack of), tone, etc.
• Video scripts: Building on the first point, I often compile testimonial video scripts using Gong's transcript and video player. Again, great tool here for finding golden testimonials quickly (using transcript search, look for company name) and understanding how customer comes across on camera.
• Sourcing: When stakeholders need specific customers for specific things, Gong's search can assist. For example, I had a request to find customers that used our software for corporate hiring in addition to hourly-worker hiring. I was able to source a few customers by searching for phrases in Gong and reviewing the results that came up to understand if the context of what the customer was saying matched what I was looking for.

How are you finding the calls to pull from for case studies/testimonials?

Using the Gong search functionality. Which reminds me, their search is also great for finding specific phrases/sentiment (find customers talking about a specific product feature or other topic you want to make a video/write a case study about, find customers that are happy, etc)

If your sales and success teams are automatically recording every call with a customer in Gong, Gong can quickly become a treasure trove of information about your customers.

Smart trackers are super legit - eg creating keyword searches (w AI it’s way more advanced than simple keyword but the concept is still keyword/keytopic) around competitors to find/produce competitive evidence.

A couple of other use cases of Gong for CMA:

• Keyword functionality and tracking to support expansion or upsell/cross-sell motions
• Identify Product Advisory Council (PAC) members based on the feedback shared, priority segments for your business, etc.

We had a call with Angela Ferrante a few months ago (it's on Youtube.com/@cmaweekly) about using AI and she talks a bit about using Gong in the call. It might be a good resource for you.

Just a note to add that I did a little bit of team enablement to add any interesting call snippets to a Gong folder and that has worked decently to find non-tracker related sentiment.

To the points above, I've found Gong most useful when you have particular keywords to focus on (product names, brand narrative/phrases or competitive mentions).

Love the “random folder idea” of snippets that are noteworthy but just don’t fit into a bucket, !

We're looking into Laudable for Gong, which has a lot more capabilities than Gong by itself -- even Gong's Smart Tracker, although I don't have direct access to be able to create a Smart Tracker myself. or can Smart Tracker detect positive sentiment across all calls around a given keyword? For example, a specific feature of our product that we'd like to get a testimonial quote or mini case study on. As of now, there are over 2000 calls where a customer mentions this feature, but no way to filter the calls based on positive sentiment.

we have smart trackers for everything that really help me when it comes to audiences -

• happy customers (using trained AI)
• different upsell product mentions
• user conference mentions

Upvoting everyone on this thread. The keyword trackers in Gong are very helpful. At my last company, when I built out value engineering slides for my CSM's to use to articulate the value of our solutions to customers during EBRs, my inputs for the content came from customer calls. I had keywords and phrases like "define success" and "goals for implementation" tracked and that yielded good snippets.

This is really encouraging! Would any of you be open to a call to show off how you're doing this with Gong?

Oh I’d love that!!

For those who want to join, how is next Monday through Thursday (December 9-12), anytime between 3:00 and 5:00 ET looking for you? Hoping we can get at least a few who are actively using Gong for customer testimonials: and -and !

That time any day other than Monday works for me

I can do that time on Monday or Wednesday

4 pm et on 9th/10th work for me

Ha ha! Of course we won't arrive a single date that works for all. Monday we'll miss Cristina. Tuesday or Wednesday would miss either Tim or Amanda. Let's see if and weigh in.

I’m generally flexible, so I’d say set the call when the most folks can 100% attend and I’ll likely be able to make it work for me 😊

Thanks for including me, !!

10th between 1-4 MT would work for me!

love all of this! I'd love to join and discuss. I can share how we use Gong at Gong, but also would love to hear what others are up to 💜

I'll go for Wednesday. December 10 at 3:00 ET. Gathering everyone's email now from Slack and will send. If you're a Gong user, would love to see you demo how you set up a search or Smart Tracker. Realizing that there is a lot of very confidential information in Gong, I won't ask to record the call, and demoers may want to think about safe searches you can show to the rest of us.

Ty

Invite is for Tues. Is it supposed to be Tues or Wed?

I misspoke when I said Wednesday. Evan said the 10th, so that's actually Tuesday.

we're considering a switch to Gong so I'm very interested in this as well for next year! would love to be included on the call 🙏

Sure thing I just added you to the calendar invite. Let me know if you don't get it.

I got an auto decline because you're OOO

sorry about that! I accepted. we have a daily company-wide no meeting block during that time so it auto-declines

in case you need some customer proof on why to switch to Gong 🙂 https://app.userevidence.com/sites/gong-chorus-vs-gong

UserEvidence actually switched from Chorus a couple years ago as well - Gong just way more robust and intuitive. the pipe mgmt features are epicly good for sales leadership. they are always coming out with 🔥new features.

I’d love to be included as well though I’ll have to join late. We may be implementing Gong and I have the same questions about what is possible there vs what Laudable can do that Gong can’t.

Just added you 🙂

Hey all, chat is on Now!!

Will be joining a bit late

thanks! I mentioned I was only available at 4pm et today sorry to miss!

Also unfortunately can't make it, if anyone records it or takes good notes would love to see how it went!

Sorry 😞

Sorry I missed it, my conflicting meeting ended up going longer than expected unfortunately but I would also appreciate any notes! It actually would have been super helpful for something that’s just come up now!

So sorry I missed it too. I couldn't get off of my call

There is a recording that I believe will be shared.