How Grammarly Unified Marketing and Support Operations with Zapier

When your company helps millions communicate clearly, internal efficiency is just as critical as external clarity. At Grammarly (now Superhuman)—an enterprise organization with over 1,500 employees—the Marketing and Support Operations teams found themselves managing a complex ecosystem of tools and data without enough integration or automation to sustain their growth.

Facing mounting manual work and data silos, Grammarly needed a way to connect its systems and automate tasks without adding technical overhead. 

The Problem: Manual Processes Slowing Down Growth

Grammarly's Marketing and Support Ops teams were bogged down by repetitive, manual processes across platforms that didn't talk to each other.

The Marketing team was running multi-channel lead generation campaigns through platforms like LinkedIn, but syncing that data into their CRM was inefficient and error-prone. Every lead had to be verified and routed manually—wasting valuable time and introducing risk to campaign performance and compliance.

Meanwhile, the Support Ops team struggled with repetitive workflows and communication delays. Support agents spent hours copying data between tools, manually tagging conversations, and escalating technical issues to engineering—all of which distracted from their main goal: helping customers quickly and effectively.

In both departments, the challenge was the same: how to build enterprise-level automation at scale without engineering support.

The Solution: Scaling Automation With Zapier

Grammarly needed a solution that went beyond automating individual tasks. They needed a solution that could help them reimagine how work flowed across the business. Zapier did exactly that. 

Zapier became the connective tissue between their tools, providing the flexibility both teams needed to connect their tools, automate workflows, and scale operations—all without writing a single line of code.

Marketing Operations: Streamlining Lead Management and Safeguarding Privacy

Grammarly's marketing team needed a scalable way to manage leads as campaigns grew. Their ad platforms and CRM weren't fully integrated, forcing the team to review, route, and upload leads manually—a process that couldn't keep up with demand.

With Zapier, the team built an end-to-end solution, connecting their ad platforms to their CRM. Here's how it works: When someone clicks a LinkedIn lead gen ad, Zapier dynamically routes the lead to the right campaign based on key details like company size and role. To keep data flowing smoothly, the team added built-in Zapier features such as randomized delays, queueing, and looping—making the automation both scalable and reliable.

The impact was substantial:

• 87% reduction in lead sync errors. 
• 31% improvement in overall marketing plan efficiency
• Faster response times from the sales team

Zapier also helped the team automate data privacy workflows. Opt-out requests, once handled manually, are now detected and fulfilled automatically—ensuring customer preferences are respected instantly and securely.

Support Operations: Scaling Efficiency and Speed in Customer Support

For Grammarly's Support Ops team, the challenge wasn't a lack of effort—it was the sheer volume of repetitive work standing in the way of responsiveness. Agents were juggling multiple tools, manually tagging conversations, copying data between systems, and chasing engineers for updates. The process technically worked, but it wasn't sustainable or scalable. 

Zapier gave the team a way to replace those manual steps with connected, automated workflows. Now, when an agent tags a conversation in Intercom, the data is automatically logged in the team's internal documentation system, keeping records current without any extra clicks. What once required hours of admin work now happens instantly in the background.

The gains were immediate and measurable:

• 1 hour saved per agent, every day
• 6 total hours reclaimed across the daily support rotation
• Sharper focus and fewer handoffs

The same automation-first approach transformed how the team handles engineering escalations. A single tag now triggers a Zap (what Zapier calls their automated workflows) that compiles the relevant details, shares them with engineering, and notifies the right people—all automatically. Updates flow back into Intercom through the same process, so agents always have the latest context without needing to chase it down.

These automations have turned a once time-consuming process into a fast, reliable system that scales effortlessly as customer demand grows—helping the team stay proactive, connected, and focused on what matters most: resolving issues quickly and keeping customers happy.

Building Scalable Operations Through Automation

Across marketing and support, Grammarly's teams saw automation as the key to building systems that could grow with them. With Zapier connecting their tools, they moved from one-off fixes to scalable, repeatable workflows that reduced manual work and improved visibility across departments.

By designing their own automations, the teams gained the flexibility to move quickly and experiment without relying on engineering. The outcome was clear: faster processes, cleaner data, and more capacity to focus on meaningful, customer-focused work.

Curious how Zapier could help your team scale automation and eliminate silos? Book a demo to see what's possible.