How Gong turns its whole team into a channel. Many people, one moment, one color on the feed.

A brand account alone doesn't fill a feed.

Gong sells revenue intelligence software to sales and revenue teams. The company was founded in 2015 by Amit Bendov and Eilon Reshef. It chose to focus its social effort on one platform: LinkedIn, as Jonathan Costet, who built the program, described in HyperGrowth Partners.

A company page can publish every day and still reach mostly its own followers. People reach their own networks, and every employee has a different one.

LinkedIn takeovers.

Instead of one brand account posting into the feed, Gong had employees across every level and team post on LinkedIn on the same day, around one company moment. The moments were real things already happening inside the company:

Tens of these posts went live on the same day, so the momentum built on itself in the feed. Employees, who call themselves Gongsters, used Gong's purple in their profile pictures and cover photos, so all those personal posts read as one company, as Foundation documented. People started telling CMO Udi Ledergor that all they could see on their feed was purple.

Marketing enables. People post.

• Marketing isn't the only one posting. Its core job is to train and empower everyone else to post.
• Small, repeatable support. Drafting prompts, calendar reminders, content enablement sessions, and Slack messages to individuals and to whole teams.
• It starts in hiring. LinkedIn content and personal branding were part of the company values Gong hired for.
• Leaders have opinions. The executive team was trained to form opinions around their expertise, passions and hobbies, and took part in the content strategy.
• The company page earns its follows. In a separate push documented by LinkedIn, Gong made short, casual video its main format, made every post add value, and ran giveaways, including a holiday book giveaway where team members explained their picks.
• Content backed by data. Team members published data driven posts, such as Devin Reed's analysis of 304,174 emails.

“We're not selling on social media. We're providing value, and education.”Udi Ledergor, then VP of Marketing at Gong, in LinkedIn's case study

Reach the brand account could never get alone.

• The company page grew to more than 200,000 followers in just over two years.
• Reach in the millions. According to Jonathan Costet, CMO Udi Ledergor said Gong would never have built its “million-eyeball reach” without the takeovers.
• New voices. Some early ambassadors became micro influencers with tens of thousands of followers each.
• During the video push, company page followers grew 85% compared with the previous 30 days.

These numbers come from LinkedIn and from the people who built the program. We couldn't find published numbers on revenue from the takeovers.

Plan moments, not a posting schedule.

1. Start from moments you already have. A launch, a new hire, an event, the end of the year. Each one is a reason for several people to post on the same day.
2. Make marketing the enabler. A prompt, a reminder, a short session and a nudge in Slack. People post in their own words.
3. Build it into onboarding. A new hire's first week post is the easiest takeover to start with.
4. Give the feed one signal. One brand color in banners and visuals makes many personal posts read as one company.
5. Train leaders to have opinions. On what they know and care about, not on repeating the brand.
6. Start with the voices your buyers want to hear. You don't need every employee on day one. Add more people around your biggest moments.