Grammarly
Lifecycle Marketing & Demand Generation System
Developed a B2B lifecycle marketing system for Grammarly Business that combined CRM, educational content, and thought leadership into a more cohesive demand generation and customer engagement engine.
Challenge
As Grammarly Business expanded across professional and enterprise audiences, its CRM communications relied heavily on product updates and transactional messaging. The brand needed a clearer B2B content strategy that could better explain product value, support adoption, and improve conversion across different stages of the customer journey.
Solution
A more structured lifecycle communications system was developed across CRM and owned channels, combining educational content, customer stories, product education, and workplace-focused thought leadership into a more consistent B2B narrative.
Approach
Lifecycle messaging was reorganized around key audience moments, including onboarding, product adoption, feature discovery, and retention. CRM frameworks were refined to improve message clarity, segmentation, and content relevance, while editorial systems helped connect Grammarly Business more directly to workplace productivity, communication, and collaboration needs.