How Gripped Generated £1.3m in Pipeline for Crownpeak in One Quarter
“They’ve acted as a true extension of our team filling expertise and capacity gaps, bringing fresh ideas and keeping us focused on the activities that drive revenue. In just one quarter, their campaigns generated £1.3m in pipeline.”
About Crownpeak
Crownpeak powers global growth for influential brands through Fredhopper, their AI-driven product discovery engine, and FirstSpirit, their enterprise-grade content management system. Serving enterprise clients globally, they needed a digital marketing partner who could drive measurable pipeline growth while building brand awareness in competitive markets.
The Challenge
Crownpeak needed to build brand awareness and drive pipeline growth through digital channels while reaching their ideal customer profile more effectively. As a VP-led marketing team, they had the strategy but needed execution support and specialised expertise.
Limited brand visibility in target markets
Crownpeak struggled to reach their ICP through digital channels, resulting in missed opportunities to connect with enterprise buyers actively searching for product discovery and content management solutions. Their paid campaigns weren't generating enough qualified traffic, and organic visibility was limited in key search terms that mattered to their buyers.
Underperforming website conversion
The website wasn't optimised to help their target audience self-serve and convert, creating friction in the buyer journey and leaving qualified leads on the table. Enterprise buyers visiting the site couldn't easily find the information they needed to understand how Crownpeak's solutions solved their specific problems, leading to high bounce rates and lost opportunities.
Gap in marketing expertise and capacity
The internal team needed support across strategy and execution to maintain consistent campaign performance and content production at scale. They had ambitious growth targets but lacked the bandwidth and specialist skills to execute across paid social, search campaigns, technical SEO and content creation simultaneously.
How Gripped supported Crownpeak
To address these challenges, Gripped implemented a comprehensive digital strategy across paid channels, SEO, and website optimisation. Rather than just providing recommendations, we acted as an extension of Crownpeak's team, handling both strategic planning and hands-on execution.
Paid Social and Search Campaigns
Launched targeted campaigns on Google and LinkedIn focused on Crownpeak's ICP, using precise audience segmentation based on company size, industry, and job roles. We developed messaging that spoke directly to enterprise buyers' pain points around product discovery and content management, highlighting how Fredhopper and FirstSpirit solved specific problems these buyers faced daily.
Campaign structure focused on capturing buyers at different stages, from awareness-level content about industry challenges through to consideration-stage comparisons and demos. We continuously optimised based on what resonated with their target audience, shifting budget toward high-performing segments and refining ad copy based on engagement data.
Website and Conversion Optimisation
Redesigned key website pages and user journeys to reduce friction and help visitors self-serve. We rebuilt landing pages to match search intent more closely, so when someone clicked on a paid ad or organic result about product discovery, they landed on a page that immediately addressed that specific need.
Added clearer calls-to-action, simplified navigation to priority content, and created more intuitive pathways for different buyer personas. Made it easier for technical evaluators to access product specs and for executive buyers to understand business value. Each change was tested and measured to confirm it improved conversion rates before rolling out more widely.
Technical SEO and Content Strategy
Improved technical SEO foundations by fixing crawl issues, optimising site speed, and strengthening internal linking structure. This gave Crownpeak better visibility in organic search for terms their buyers actually used when looking for solutions.
Developed a content plan that addressed buyer questions at each stage of the funnel, from early-stage educational content about AI-driven product discovery through to detailed implementation guides and case studies. Created content that established Crownpeak as a thought leader in their space while also ranking for commercial keywords that indicated purchase intent. Every piece of content served a specific purpose in moving prospects closer to conversion.
Ongoing Strategy and Adaptation
Throughout the engagement, we maintained regular communication with Crownpeak's marketing leadership, providing transparent reporting on what was working and what wasn't. When strategies needed adjustment, we responded quickly with alternatives or clear justification for staying the course. This collaborative approach meant we could pivot when market conditions changed or when certain tactics weren't delivering expected results.
The Results
£1.3m^
In qualified pipeline who fit Crownpeak's ICP and represented real revenue opportunities
247%^
4.8x
Return on Ad spend from paid campaigns delivered measurable ROI with clear attribution to pipeline
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