When I stepped into my role as head of content at Gong, I didn’t come with a decade of marketing experience. I came with a sales background and a whole lot of time spent chasing leads. That experience turned out to be my unfair advantage.
Here‘s what I knew from the trenches: Most people aren’t ready to buy when you reach out. Most of them don‘t care about your product, at least, not yet. They’re not waking up hoping for another cold email or wondering if they should check out one more demo page. They’re busy doing their jobs.
That mental model led me to a question that changed everything. What if we could earn attention before someone was in-market? What if, instead of trying to “capture demand,” we could create it?
That’s what we set out to do at Gong. And, we did it by flipping the typical SaaS playbook on its head.