How Grammarly scales marketing and support ops with Zapier

When you work in operations for a company powering communication for millions of users, efficiency isn’t just a goal, it’s mission-critical. 

At Grammarly (which has since rebranded to Superhuman), both the marketing and support operations teams play essential behind-the-scenes roles in scaling the company’s global impact. Megan Tsang, Marketing Operations Manager, and Shaina Torgerson, Support Operations Manager, are two of the people making that happen.

However, both teams faced a common challenge: numerous manual processes across systems that didn’t communicate with each other. “We needed a way to bridge gaps between tools without having to rely on engineering,” Megan said. That’s when they turned to Zapier.

Zapier provided Grammarly’s operations teams with the flexibility to build, scale, and automate workflows across departments, requiring no code or engineering support.

Marketing ops: Streamlining lead gen and ensuring privacy compliance

Fixing the broken link between ad platforms and CRM

The marketing operations team needed a reliable way to connect their ad platforms, like LinkedIn, with their Customer Relationship Management (CRM) tools. Without it, syncing lead data was manual, error-prone, and time-consuming. It wasn’t allowing them to scale campaigns, and therefore, revenue.

“Zapier already had the integrations we needed—and it filled the gap perfectly,” said Megan.

Here’s how it works now:

• When someone clicks a LinkedIn lead gen ad, a Zap is triggered.

• It reviews their demographic data, such as organization size and persona.

• Based on that info, the lead is routed to the appropriate campaign.

Zapier also helped them address technical limitations they were experiencing with their tech stack, like platforms with limited API call capacities. To address these limitations, Megan started using Zapier steps like randomized time delays, sync queues, and looping.

“With Zapier, we were able to cut our sync errors by 87%, and our plan efficiency improved by 31%,” said Megan. “Sales is definitely a lot happier and they get to leads faster now.”

Protecting user data and honoring global compliance

Megan was also on a mission to make it as easy as possible for customers to opt out of marketing communications, to ensure a positive experience with the brand. Even with best practices set up to allow customers to opt out, Megan noticed that the team would often receive written emails with requests to be opted out. This resulted in manual work for the team each time. 

“Sometimes we’ll get a request from a customer asking to be removed. Zapier lets us meet them where they’re at,” said Megan.

Instead of someone manually going and removing those individuals from Grammarly’s email lists, Megan built a Zap that detects opt-out requests emailed to the support team. It automatically scans for identifying information, and triggers updates to ensure the user is unsubscribed, even if they’re not yet in the system. If the customer is ever added, the system automatically enforces the opt-out.

This not only reduced manual work but also improved privacy and trust.

“It’s faster for the customer and it’s also better from a data privacy perspective. Fewer people need to have eyes on sensitive data,” Megan said. 

Support ops: Saving hours and escalating issues with confidence

Reducing repetitive work with smart tagging

Like other organizations, Grammarly’s support operations depend on clear documentation and fast internal communication to resolve customer issues quickly. However, Shaina realized that support agents were spending hours manually transferring data between systems, which took time away from them actually helping customers. 

To remove this manual work, Shaina built a Zap to support the team.

“Now, our customer champions just add a tag to a conversation in Intercom. Zapier sends that data to the doc we use for decision-making. Boom, it’s done,” said Shaina. 

The time savings added up fast. Each customer champion now saves about an hour per day, and with six reps on call per day, that reclaimed time is critical.

“That’s six hours a day of regained productivity. More importantly, it reduces context switching, which can be really mentally taxing,” Shana said. “We can focus on helping customers—not data entry.”

Escalating issues faster and improving cross-team communication

Another issue Shaina recognized was slowing down the support ops team was dev escalations. Before Zapier, support agents had to manually input issues into a doc and ping engineers directly. 

With Zapier, Shaina built a Zap that simplifies into one small step for the support ops team. Here how it works:

• A support agent hits the ‘dev escalation’ tag in Intercom which triggers the Zap

• All of the critical info needed for that escalation is pulled from Intercom and documented for the engineering team

• The engineering team receives a notification letting them know of a new escalation

“Now, an engineer can jump in right away,” said Shaina. 

Zapier even powers a reverse flow, allowing engineers to post internal notes back into Intercom, providing support agents with instant updates. without Slack threads or meetings.

The result? A seamless loop between teams and better outcomes for customers.

“We see over 90% CSAT, and a big reason is that we can now resolve high-impact issues so much faster,” said Shaina. “That’s a win for everyone.”

Results at Grammarly, by the numbers:

• 87% reduction in lead sync errors across paid campaigns

• 31% improvement in plan efficiency for marketing operations

• 6 hours per day saved for the support ops team by removing manual data entry

• Dev escalations handled instantly with automated internal communication

• Over 90% CSAT due to faster, more reliable support workflows

Building for scale, without engineering roadblocks

Across both departments, one theme emerged repeatedly: Zapier enables Grammarly to move faster.

“With engineering, it’s always ‘what sprint will this be a part of?’ With Zapier, I can just block off an hour and figure it out myself,” said Megan. 

That speed to value has made it easier to experiment, say yes to more stakeholder requests, and scale operations without new headcount or budget requests. 

“We’ve been able to scale our operations while staying lean,” said Shaina. “Zapier lets us do more without needing more people.”

Beyond the day-to-day impact on how the team operates and solves problems for their customers, automation has also had a personal impact on the Grammarly team. 

“Zapier has had a huge impact on my career,” said Shaina. “It helped me grow into an operations leadership role and build systems that scale. I can’t imagine doing my job without it.”