How Gripped Increased Qualified Pipeline for Word-of-Mouth Marketing SaaS Herdify
“Very impressed with the people. There are lots of agencies out there, but the team at Gripped knows their stuff, are proactive and provide great data driven insights giving you confidence on what's happened and future plans. ”
About Herdify
Herdify is a SaaS platform that helps challenger brands and charities harness the power of word-of-mouth to explode their growth. Using AI to identify offline brand conversations (where 2 in 3 discussions actually happen), Herdify enables companies to acquire better customers faster without increasing ad spend. As a fast-moving startup refining their positioning and ICP, they needed a marketing partner who could adapt quickly while delivering consistent lead generation results.
The Challenge
Herdify was facing the classic early stage challenge: they needed more qualified leads to fuel their growth, but as a lean team focused on product development and customer success, they lacked the internal capacity and specialised expertise to build and optimise their own demand generation engine.
Insufficient lead volume to hit growth targets
Herdify wasn't generating enough qualified leads to support their ambitious growth plans. Product demos and trial signups were inconsistent, making it difficult to build predictable pipeline. They needed a systematic approach to demand generation that could deliver steady flow of opportunities while they focused on building their product and serving customers.
As a SaaS company, their growth depended on consistent lead flow feeding their sales pipeline. Sporadic marketing efforts weren't cutting it. They needed someone who could set up the infrastructure, run the campaigns, and optimiae performance without constant hand-holding from their leadership team. The stakes were high: without predictable lead generation, they couldn't hit their growth targets or prove traction to investors.
Evolving ICP during early growth phase
Like many early-stage SaaS companies, Herdify's ideal customer profile was shifting as they learned more about which customers got the most value from their word-of-mouth marketing platform. This created a challenge: they needed to start generating leads now, but their target audience definition might change as they gathered more product-market fit data. Most agencies would struggle with this ambiguity or resist making changes mid-stream.
The evolving ICP also meant their messaging needed to stay flexible. What resonated with their initial target might not work for the refined audience. They needed a partner who wouldn't get frustrated by pivots and could adapt strategy quickly based on new learnings about which customer segments converted best and achieved the strongest outcomes with Herdify's platform.
Limited organic visibility and content gaps
Herdify's organic presence wasn't driving meaningful results. Their website wasn't ranking for terms potential customers were searching for, and they lacked the consistent content production needed to build authority in the word-of-mouth marketing and customer advocacy space. This left them overly dependent on outbound efforts and paid channels, which wasn't sustainable long-term for a SaaS company with ambitious growth targets.
Creating high-quality content that actually ranks and converts requires dedicated resources and SEO expertise. Between product development, customer onboarding, and business operations, Herdify's team couldn't produce content at the volume and quality needed to compete with established players in the marketing technology space. They needed someone who could develop a content strategy, execute it consistently, and optimise for both search engines and conversion.
How Gripped supported Herdify
To address these challenges, Gripped implemented a comprehensive demand generation strategy combining paid search, content creation, and ongoing optimisation to drive qualified leads while adapting to Herdify's evolving positioning.
Demand Generation Workshop and Strategic Planning
Started with a thorough consultation process to understand Herdify's product, target audience, and growth goals. Rather than jumping straight into execution, we took time to map out the buyer journey for word-of-mouth marketing software, identify the best channels, and create a demand generation roadmap that aligned with their expansion targets.
This workshop approach meant we built strategy together rather than imposing our standard playbook. We understood their unique positioning around AI-powered offline conversation tracking and shaped our approach to highlight what made Herdify different from traditional marketing analytics platforms or social listening tools.
Paid Search Campaign Setup and Optimisation
Launched targeted Google Ads campaigns focused on capturing prospects actively searching for word-of-mouth marketing solutions, customer advocacy platforms, referral tracking software, and related terms. Built campaign structure around Herdify's key use cases and audience segments, with ad copy that spoke directly to challenger brands and charities looking to scale growth without increasing ad spend.
Continuously optimized based on performance data, testing different audience segments and creative approaches to identify what drove the highest quality leads. Made proactive recommendations on where to shift budget and which messages resonated best with their target buyers. Regular optimisation meant cost per lead decreased over time while lead quality improved.
Content Creation and SEO Strategy
Developed a content plan targeting keywords potential customers were searching for, focusing on topics around word-of-mouth marketing, offline brand conversations, customer advocacy, and growth strategies that didn't rely on paid advertising. Created high-quality content that demonstrated Herdify's unique AI-powered approach while also being optimized to rank in search results.
Produced content consistently to build momentum and authority in the word-of-mouth marketing space. Each piece served a specific purpose in the funnel, from awareness-level educational content about the power of offline conversations through to bottom-of-funnel resources comparing different approaches to tracking and scaling word-of-mouth. The content strategy complemented paid efforts by capturing organic demand and providing nurture assets for lead generation campaigns.
Ongoing Data Reviews and Strategy Consulting
Maintained regular communication with Herdify's leadership team, providing detailed reporting on what was working and what needed adjustment. These weren't just data dumps but strategic conversations about how to improve performance and where to focus efforts for maximum growth impact.
When Herdify refined their ICP during the engagement, we adapted quickly without resistance. Adjusted targeting, messaging, and content focus to align with the new audience definition. This flexibility meant Herdify could evolve their positioning based on customer data and market learnings without disrupting their lead generation momentum.
The Results
37%^
Increased lead volume from product demos and signups, qualified leads over six months.
£273k
Revenue increase representing real growth impact from improved demand generation.
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