Demand Gen, RevOps Strategy & Execution

Overview

Grain allows distributed teams to record, organize, transcribe and clip videos and important moments to share with their peers. The platform transforms video meetings into an organization’s most valuable asset by creating one centralized and searchable video meeting workspace for teams to always stay in sync. Founded in 2018, Grain has generated over $20 million in Series A funding.

Challenge

Grain came to Matter Made with the goal of driving marketing efficiency while accelerating growth after experiencing issues growing seats in existing workspaces and building sales pipeline from a new pricing model. With a goal of driving over $2m in ARR for FY 2022, they needed support in building a PLG adoption model for existing and prospective customers and upselling freemium users into paying customers.

Solution

After auditing Hopin’s existing marketing campaigns to identify opportunities for growth, Matter Made commenced the engagement by developing a lead scoring framework to valuate and distribute leads, then set up conversion tracking and built out full-funnel reporting to get clear insights into building an optimal buyer’s journey. The team then piloted Hopin’s freemium product rollout and optimized paid campaigns for efficiency and effectiveness by launching both high and low intent campaigns to drive awareness and conversion.

Seeing a need to diversify and capture  more demand, Matter Made deployed a comprehensive content strategy for lead generation, while continuing to clean up conversion discrepancies and media inefficiencies throughout the account. After identifying Hopin’s top target accounts, Matter Made coordinated and orchestrated with Hopin’s Sales team to leverage intent data and launch an ABM campaign and developed an email nurture program to capture demand from target accounts.

Results:

350%

Trial sign-ups

30%

Customers

37%

Overall revenue

More case studies:

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