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Grammarly increases plan upgrades by 80% with sales and marketing AI.

Lead scoring and insights-driven AI enhance sales and marketing trust for smoother selling.
3 min read

Grammarly increased conversions to its upgraded plans by 80% with AI-based lead scoring. Now, higher-quality leads help build trust between marketing and sales to close opportunities faster.

About the Company

Grammarly is the world’s leading AI writing partner, trusted by over 30 million people and 70,000 professional teams. From instantly creating a first draft to perfecting every message, Grammarly helps people at 96% of the Fortune 500 get their point across — and get results — without compromising security or privacy.

The Challenge

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. Marketing would then send about 400 organic marketing qualified leads (MQLs) to sales each month. 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.

How Salesforce Helps

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. Now, Grammarly does it in just 30 days.

We’ve increased our conversion rates between marketing and sales leads, and it’s really built trust between the two teams.

Kelli Meador
Senior Marketing Operations Manager, Grammarly

Automated email sends increase relevance, leading to just a 0.04% unsubscribe rate.

Instead of manually building email lists based on open rates, Einstein Engagement Frequency now does the work automatically. The tool can even predict when to email prospects based on what they’ve already received and when. Better email relevance and frequency have led to an unsubscribe rate of just 0.04%, whereas the industry standard is about 2%. 

When Grammarly wants to launch a high-volume email campaign, the Signature Success Plan provides proactive monitoring. This alerts the team to any abnormal send behavior that could affect data security or sender reputation. This has led to a 50% increase in email deliverability.

Slack improves internal and external collaboration.

As new leads come in, Slack helps keep sales and marketing in sync. Automated workflows alert sales to newly qualified leads or partner opportunities. Because Slack and Salesforce are connected through the Account Engagement for Slack app, reps immediately receive a notification when a new lead comes in. They can then ask questions like “Why was this lead assigned to me?” directly in the channel.

Other channels like “Top Accounts” keep reps informed and give teams a space to celebrate wins like closed deals. 

Slack integrations help Grammarly teams do everything from taking Zoom calls to ordering food through third-party apps. Slack integrates with more than 2,600 apps, minimizing the need for users to toggle between tabs. 

Communicating with partners and other external contacts is also easier in Slack. A custom bot allows Grammarly to easily upgrade an account in minutes without leaving Slack. Team members can even schedule messages to people in different time zones for business-hour sending without disrupting workflow.

Tableau improves sales planning with easy-to-filter dashboards.

Dashboards make it easy for sales and marketing to filter for Grammarly users who work at the same company or who’ve recently spent time on the website. Tableau shows everything from where the users originate (for top-of-funnel planning) to how many sales accepted leads turned into an opportunity (for bottom-funnel planning). 

Grammarly teams can even send Tableau dashboards right in Slack for discussion and follow-up.

The Salesforce Difference

What Grammarly appreciates most about Salesforce is how easy it is to bring different teams together in one place on the Einstein 1 platform — without complex coding. Now, lead data in the sales funnel is accessible to sales and marketing team members who need it, making it easier to see where the next best opportunities are. Instead of manually sharing disjointed data or fixing problems between apps, Grammarly can spend that time improving customer experiences. 

“When I was first introduced to Salesforce, it just made sense. It was intuitive. We don’t have to be tied to coding or the complexity that other CRMs can bring,” said Kelli Meador, Senior Marketing Operations Manager. 

80 %
increase in plan upgrades
days to close, down from 60-90 days
8 %
increase in sales accepted leads