Gong, an AI-powered platform that captures and analyzes customer lifecycle data, has reached more than 4,000 clients and become a billion-dollar company. Rather than trying to position itself as a solution in an established market category, the company created a new one (revenue intelligence) and framed itself as “the undisputed leader.” Gong uses AI to define the key points and best next steps for its customers, which helps them get value quicker instead of wasting energy organizing the data manually. It was one of the first SaaS companies to leverage its team's personal brands to propel growth - this cultivated a sense of unity within the industry and resulted in massive marketing reach on LinkedIn.

Gong has a two-part SEO content strategy that targets bottom-of-funnel, high-intent keywords via the marketing site and top-of-funnel, low-intent keywords via the blog. This is a common strategy and the brand is executing well on the marketing site, but the blog is being wasted on informational content that doesn't convert. Gong should create blog content on comparison/alternatives and jobs-to-be-done, which would bring in more qualified traffic.