Marketing Personalization · Sales Automation
Manually gathered marketing leads aren’t ready for sales. Grammarly’s marketing operations team used to spend hours manually building email lists based on user open rates or perceived interest in upgraded plans.
Reported impact
Reported outcomes include Einstein 1 Marketing identifies quality leads, increasing conversions by 30%., Marketing ops now sends about 200 high-quality leads per month, resulting in a 30% increase in MQL conversion., and This has led to an 80% increase in customers upgrading their accounts..
Einstein 1 Marketing identifies quality leads, increasing conversions by 30%. Now, Account Engagement identifies multiple Grammarly users who work at the same company, predicting the potential need for a business account. Einstein Account Insights then scores the leads based on the number of users they have and how they engage with Grammarly resources. Sales can then view the scores without leaving the account record . Automation also routes leads to the best-suited salesperson. With Salesforce, Grammarly prioritizes quality leads over quantity. Marketing ops now sends about 200 high-quality leads per month, resulting in a 30% increase in MQL conversion. This has led to an 80% increase in customers upgrading their accounts. It previously took 60 to 90 days to convert and close those deals.
Operational data is captured in Salesforce workflows, analyzed in Tableau, and then fed back to teams making decisions about how to qualify leads, prioritize accounts, and coordinate seller outreach.
Einstein 1 Marketing identifies quality leads, increasing conversions by 30%.
Grammarly’s marketing operations team used to spend hours manually building email lists based on user open rates or perceived interest in upgraded plans.
However, the list often included spam bots or accounts that weren’t ready to convert, creating the need to generate higher-quality leads and optimize the sales team’s time.
Manually gathered marketing leads aren’t ready for sales.
Marketing ops now sends about 200 high-quality leads per month, resulting in a 30% increase in MQL conversion.
Marketing would then send about 400 organic marketing qualified leads (MQLs) to sales each month.
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Scoring methodology
Customer Reference Value measures usefulness as a customer reference. Evidence Confidence measures the quality and traceability of available evidence, not independent verification.
Traceability
Field coverage shows which facts each source supports. Dates are shown only when documented by the source.
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