Applying the 95-5 Rule: How Gong Built Its Brand From the Ground Up

Embarking on my journey as Gong’s head of content, my foundation wasn’t traditional marketing. It was rooted in sales and lead-chasing. This unconventional background pivoted into my secret strength, aligning perfectly with the 95-5 rule for brand-building.

In my sales role, one insight became clear: only a small fraction of the audience is ready to purchase at any moment, echoing the 95-5 rule. Rather than pursuing those actively buying, why not cultivate interest among the 95% who aren’t?

At Gong, our mission redefined SaaS strategies. We chose to generate demand instead of merely capturing it.

Understanding the 95-5 Rule

The 95-5 Rule, as popularized by the Ehrenberg-Bass Institute, explains that only 5% of any target market is in buying mode. However, marketing typically focuses on this segment alone, often overlooking the potential of engaging the remaining 95%.

Our strategy at Gong diverged from conventional methods. Initially, we concentrated on top-of-funnel content without directly mentioning products, thus focusing entirely on understanding and solving the audience’s challenges.

Leveraging the 95-5 Rule to Boost Gong’s Brand

Deep Audience Understanding

Key to our strategy was deeply understanding our audience — their daily challenges and thought processes. By shifting focus from products to audience pain points, we became a relatable ally, building genuine connections.

• Identifying the audience’s pain points like creating pipelines and conducting discovery calls.
• Transforming these insights into engaging content that speaks their language.

Transitioning from Lead Gen to Audience Nurture

Transitioning into audience nurturing required a mindset shift. Gong embraced a media company outlook, crafting high-value content that truly addressed real-world problems. This involves focusing on storytelling, resonating emotionally with our audience. For example:

• Featuring relatable scenarios in content, making it engaging.
• Diversifying content formats like blogs, podcasts, and videos.

Building Brand Without Focusing Solely on Leads

Ultimately, focusing beyond mere lead generation and nurturing broader audiences transformed Gong’s brand presence. Embracing the 95-5 rule, we prioritized trust before transactions, growing our following exponentially and engaging audiences deeply. By valuing audience connections over immediate conversion, Gong established a robust and lasting brand reputation.

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