How Community Managers Can Use Gong to Identify High-Propensity Customers for Advocacy Programs

·Jun 22, 2026 04:45 PM·

Hi everyone 👋🏻 After a bit of internal cat herding, I was able to get approval for a Gong license. It's been a while since I was last deep in the platform (about a year), so I'd love to hear from other CM folks on how you're leveraging Gong to support your programs. I'm primarily interested in understanding how to use the immense data in Gong to surface high propensity customers who may be fit for future advocacy programs at scale. Right now so much of our outreach efforts are high-touch, 1:1 conversations with sales reps... I know there are ways we can use Gong to help us scale and proactively identify folks who may be a fit for case studies, G2 reviews, etc., but I'm not sure where to start. If anyone is open to chatting, please reach out — happy to meet at your convenience. Thanks for considering 😊

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14 comments

· Sorted by Oldest

Carissa Mallory
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Following this thread!
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Heather Quitos
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If you can, have your admin set up some smart trackers to help flag good calls (using a detailed prompt that you create that identifies what types of positive sentiments you're looking for) - I've used it in past roles to identify customers talking on calls specific metrics or goals they've achieved or general sentiment. You can have Gong look through these trackers on a daily/weekly basis and email you any findings. They're not perfect but I would usually find a good use case or quote each week through those trackers.
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Emily G.
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Thank you Heather Quitos! Do you have any prompts that you've used that have been helpful / tips to surface strong positive sentiment? We did something similar at my last gig. It was a bit hit or miss as we used key terms like "love [PRODUCT]" but it would return results where the customer would say, "We love [product], but we can't renew for [reasons XYZ]." 🤦🏻‍♀️
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Lauren Stefano
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Following! I've also struggled to get the prompt right, and to have it differentiate between true customer love and general politeness. I can't seem to stop things like 'have a great weekend' from showing up as examples of strong customer sentiment
💡1
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Heather Quitos
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(edited)·
This community had a great chat about trackers someone gave a really detailed explanation on prompts you can use (Justine Woo was that you who shared gong smart tracker examples? disregard if not 😄). I think it's an older chat so I can't find the thread, unfortunately! I thought I had my previous trackers saved on a personal laptop but I can't find them (which is a bummer, as I have it as an item to implement them in my new job lol). But as an overview, the more specific you can be, the better that Gong will be, e.g. "Identify customer calls where the customer speaks about specific metrics they used to see success with [our product]. Do not include sentiment that the account manager provides. For example, the customer [saved time, reduced overhead costs, kept things under budget, etc]. Do not use generic positive sentiment that does not call out specific metrics or a specific product use case. Do not include calls that are specifically focused on renewal conversations/motions. Exclude beta customer conversations." etc. etc.
Emily G.
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Tysm Heather Quitos!!
Emily G.
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And congrats on the new gig ❤️
❤️1
1
Deja Darrington
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I love Gong! We recently moved from Gong to Momentum last month, but one of my biggest Customer Marketing use cases was building an advocacy discovery workflow in Gong. A few Gong features that were especially helpful: • AI Briefs – I built Customer Reference AI briefs that automatically pulled sentiment, use cases, product adoption, ROI, advocates, and risk signals from calls so we could quickly determine if an account was reference-ready. • Conversation Folders – Organized calls by themes and/or product use cases to create a searchable library of customer stories and proof points. • Smart Trackers – Set up trackers to automatically surface signals like migration stories, ROI mentions, product launches, customer wins, and churn risk. • Search – Used keyword searches to quickly validate customer claims, pull quotes, and find relevant use cases across accounts. • Slack Integration – Routed tracker alerts into Slack so our team could proactively identify opportunities for references, reviews, case studies, webinars, and speaking opportunities. The biggest shift was moving from a reactive “Who can do a case study this month?” process to an always-on advocacy discovery engine that gave us more independence from manual sourcing while still keeping Sales and CS aligned. Working on building this now in Momentum. Happy to compare notes if helpful!
Emily G.
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Deja Darrington this is a treasure trove of info — THANK YOU 🙏🏻
💚1
Erica Benton
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If you have UserEvidence, their Gong integration is 💣.com for surfacing great quotes from calls. We just launched the integration last week and are already seeing a significant increase in speed for customer approval on testimonial quotes as well as the ease of locating high-potential advocates for deeper engagement.
Katie Geoffroy
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Emily G. Hiiiii - I run Customer Advocacy at Gong so obviously I have a lot of insights of how I use it😆 It seems like there's a good amount of interest about this, so going to connect with Mary about setting up a webinar!
👍2
Emily G.
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·
Great to meet you Katie Geoffroy! Sounds great, would love to learn from you 🙏🏻 I'm also learning that my company's IT team have a lot of restrictions on my license — which I'm trying to change — but I don't think there's a whole lot of features/functionality I can leverage with my current access settings. Hopefully I'll have that updated by the time we huddle. Thanks so much for coordinating!
Katie Geoffroy
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·
Of course! Happy to show main best practice functionality that can get you started
❤️1
Mauro Perez-Gaona
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(edited)·
Hi Emily, so cool you got Gong approved and going, It's a FANTASTIC tool for any customer marketer. To make the most of it, the key is whether capture, validation, and activation are three connected steps or three disconnected owners. Gong will solve the capture. Someone still has to review what surfaced, decide whether the account is actually reference-ready, and route it to the right ask before the moment goes cold. So while you start playing with Gong's features, I would also define "reference-ready" as a short checklist by advocacy activity type, because a good G2 candidate and a good speaker candidate need different validation criteria and next steps. Also consider putting a shelf life on flagged accounts (two weeks or so) so stale signals don't just accumulate.

Carissa Mallory
·
·
Following this thread!
➕3
Heather Quitos
·
·
If you can, have your admin set up some smart trackers to help flag good calls (using a detailed prompt that you create that identifies what types of positive sentiments you're looking for) - I've used it in past roles to identify customers talking on calls specific metrics or goals they've achieved or general sentiment. You can have Gong look through these trackers on a daily/weekly basis and email you any findings. They're not perfect but I would usually find a good use case or quote each week through those trackers.
❤️2
Emily G.
·
·
Thank you Heather Quitos! Do you have any prompts that you've used that have been helpful / tips to surface strong positive sentiment? We did something similar at my last gig. It was a bit hit or miss as we used key terms like "love [PRODUCT]" but it would return results where the customer would say, "We love [product], but we can't renew for [reasons XYZ]." 🤦🏻‍♀️
➕1
Lauren Stefano
·
·
Following! I've also struggled to get the prompt right, and to have it differentiate between true customer love and general politeness. I can't seem to stop things like 'have a great weekend' from showing up as examples of strong customer sentiment
💡1
➕1
Heather Quitos
·
(edited)·
This community had a great chat about trackers someone gave a really detailed explanation on prompts you can use (Justine Woo was that you who shared gong smart tracker examples? disregard if not 😄). I think it's an older chat so I can't find the thread, unfortunately! I thought I had my previous trackers saved on a personal laptop but I can't find them (which is a bummer, as I have it as an item to implement them in my new job lol). But as an overview, the more specific you can be, the better that Gong will be, e.g. "Identify customer calls where the customer speaks about specific metrics they used to see success with [our product]. Do not include sentiment that the account manager provides. For example, the customer [saved time, reduced overhead costs, kept things under budget, etc]. Do not use generic positive sentiment that does not call out specific metrics or a specific product use case. Do not include calls that are specifically focused on renewal conversations/motions. Exclude beta customer conversations." etc. etc.
Emily G.
·
·
Tysm Heather Quitos!!
Emily G.
·
·
And congrats on the new gig ❤️
❤️1
1
Deja Darrington
·
·
I love Gong! We recently moved from Gong to Momentum last month, but one of my biggest Customer Marketing use cases was building an advocacy discovery workflow in Gong. A few Gong features that were especially helpful: • AI Briefs – I built Customer Reference AI briefs that automatically pulled sentiment, use cases, product adoption, ROI, advocates, and risk signals from calls so we could quickly determine if an account was reference-ready. • Conversation Folders – Organized calls by themes and/or product use cases to create a searchable library of customer stories and proof points. • Smart Trackers – Set up trackers to automatically surface signals like migration stories, ROI mentions, product launches, customer wins, and churn risk. • Search – Used keyword searches to quickly validate customer claims, pull quotes, and find relevant use cases across accounts. • Slack Integration – Routed tracker alerts into Slack so our team could proactively identify opportunities for references, reviews, case studies, webinars, and speaking opportunities. The biggest shift was moving from a reactive “Who can do a case study this month?” process to an always-on advocacy discovery engine that gave us more independence from manual sourcing while still keeping Sales and CS aligned. Working on building this now in Momentum. Happy to compare notes if helpful!
Emily G.
·
·
Deja Darrington this is a treasure trove of info — THANK YOU 🙏🏻
💚1
Erica Benton
·
·
If you have UserEvidence, their Gong integration is 💣.com for surfacing great quotes from calls. We just launched the integration last week and are already seeing a significant increase in speed for customer approval on testimonial quotes as well as the ease of locating high-potential advocates for deeper engagement.
Katie Geoffroy
·
·
Emily G. Hiiiii - I run Customer Advocacy at Gong so obviously I have a lot of insights of how I use it😆 It seems like there's a good amount of interest about this, so going to connect with Mary about setting up a webinar!
👍2
Emily G.
·
·
Great to meet you Katie Geoffroy! Sounds great, would love to learn from you 🙏🏻 I'm also learning that my company's IT team have a lot of restrictions on my license — which I'm trying to change — but I don't think there's a whole lot of features/functionality I can leverage with my current access settings. Hopefully I'll have that updated by the time we huddle. Thanks so much for coordinating!
Katie Geoffroy
·
·
Of course! Happy to show main best practice functionality that can get you started
❤️1
Mauro Perez-Gaona
·
(edited)·
Hi Emily, so cool you got Gong approved and going, It's a FANTASTIC tool for any customer marketer. To make the most of it, the key is whether capture, validation, and activation are three connected steps or three disconnected owners. Gong will solve the capture. Someone still has to review what surfaced, decide whether the account is actually reference-ready, and route it to the right ask before the moment goes cold. So while you start playing with Gong's features, I would also define "reference-ready" as a short checklist by advocacy activity type, because a good G2 candidate and a good speaker candidate need different validation criteria and next steps. Also consider putting a shelf life on flagged accounts (two weeks or so) so stale signals don't just accumulate.