SmartRecruiters
ATS / HR Tech
4× opps at 50% budget
SmartRecruiters: 4× opps, 50% less budget
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Strategy SaaS
Inbound Pipeline Growth
Pipeline Intelligence
420% self-service pipeline growth.
Mapping the trial-to-sale journey — and feeding ICP signals to Smart Bidding via offline conversions.
420%
self-service pipeline
75%
lower cost per trial
Initial target: 50%
— exceeded
The company
About Quantive.
Quantive (formerly Gtmhub) is a strategy execution platform that helps organizations connect strategy, OKRs, and execution across teams. The product sits inside the strategy and OKR software category — alongside Asana Goals, Lattice, and 15Five — and competes on its strategy-first approach combining OKRs with broader execution and AI-driven insights.
The buyer is the strategy and operations leadership: chief strategy officer, head of OKRs, COO, head of business operations. The sales motion combines self-service trial conversions for SMBs with named-account enterprise expansion — making conversion-rate optimization on the trial funnel central to growth.
The problem
The problem.
COVID-19 pushed Quantive to focus on a self-service model. Cost-per-trial was too expensive, mostly due to high cost-per-click for targeted Search keywords. Quantive set a cost-per-trial target of 50% below current. As a startup, they had limited historical customer data — meaning the bid algorithms had little signal to learn what a good trial looked like.
The work
What we built.
With our help, Quantive mapped its trial-to-sale journey. To define ideal client profiles, business metrics and platform engagement were analyzed. Key engagement indicators included weekly login frequency, number of goals and OKRs created, and teammate invitations to the platform. We identified pre-sale user signals that made users more likely to convert, with a plan to leverage these signals together with offline conversion imports and Smart Bidding.
The outcomes
What changed.
420%
self-service pipeline.
Self-service pipeline grew 420% as Smart Bidding learned to value high-engagement trials.
75%
lower cost per trial.
Cost per trial dropped 75% — far past the 50% target Quantive had set as success criteria.
Initial target: 50%
exceeded.
Achieved with limited historical customer data, by feeding pre-sale engagement signals to the bid algorithm.
The customer voice
In their words.
“We witnessed the true power of using our own data to improve the algorithms. Even as a new company, we were able to reach more high-intent customers while lowering acquisition costs. We're already planning for what we can do next.”
Seth Elliott
then CMO, now COO, Quantive
The services
Services behind the work.
Service 01
Inbound Pipeline Growth
Trial-to-sale journey mapping with engagement-signal modeling.
Service 02
Paid Search
Smart Bidding rollout fed by offline ICP-trial signals.
Service 03
Pipeline Intelligence
Custom engagement-quality definition (logins, OKRs, invitations) used as the bid signal.
Free · 5 business days · No commitment
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