PROBLEM
Grabyo is a leading cloud‑based video production platform that enables rights holders, publishers, and agencies to create and distribute broadcast‑quality live and short‑form video content at scale. As its global footprint expanded across EMEA, APAC, and the Americas, Grabyo required a CRM platform that could support scalable growth, align sales and marketing teams, and enable more targeted go‑to‑market activity.
Prior to Salesforce, Grabyo was using Copper CRM for sales and ActiveCampaign for marketing—resulting in fragmented data and limited insight.
Key challenges included:
- Limited CRM functionality
The existing CRM lacked the automation and process structure needed to support growth and efficient day‑to‑day operations. - Disconnected sales and marketing platforms
With sales and marketing operating in separate systems, teams lacked a shared view of customers and prospects. - Poor data visibility for global teams
Segmented platforms reduced access to accurate, up‑to‑date information across Grabyo’s international sales organisation. - Inability to leverage CRM data for account‑based marketing
Grabyo could not effectively use customer and engagement data to drive targeted marketing campaigns. - Restricted remote access
Limited CRM capabilities prevented teams from working effectively on the move, impacting usability and adoption. - User adoption risk during CRM change
A successful change‑management and training strategy was critical to ensure rapid global uptake of the new platform.
Grabyo needed a single, scalable CRM solution that unified sales and marketing, enabled sophisticated targeting, and supported a fully remote workforce.
SOLUTION
Cooper Parry Digital migrated Grabyo from Copper CRM and ActiveCampaign to a unified Salesforce platform, delivering Sales Cloud, Marketing Cloud Account Engagement (Pardot), and Advertising Studio.
The solution included:
- Salesforce Sales Cloud implementation
Sales Cloud became the central system for managing leads, accounts, opportunities, renewals, and upsell activity across global teams. - Standardised global sales processes
Consistent processes and data validation rules ensure accurate data capture and uniform ways of working across regions. - Marketing automation with Pardot
Pardot enabled Grabyo to engage prospects using highly targeted, data‑driven campaigns, aligning sales and marketing around a single source of truth. - Account‑based and targeted advertising
Salesforce Advertising Studio allows Grabyo to activate CRM data for personalised advertising campaigns, improving lead quality and conversion. - Mobile‑first CRM access
Salesforce Mobile enables users to update data, track activities, and run reports from anywhere—supporting remote and flexible working. - User adoption and success strategy
Focused training, bespoke “how‑to” content, and a clear change‑management approach ensured rapid adoption across global teams.
VALUE ADDED
The Salesforce solution delivered by Cooper Parry Digital enabled Grabyo to scale its operations, improve collaboration, and unlock the full value of its sales and marketing data.
Key outcomes included:
- Unified sales and marketing operations
A single CRM platform aligned teams globally and eliminated data silos. - Improved revenue performance
Standardised processes and better visibility contributed to a 25% increase in revenue. - More effective, targeted marketing
Account‑based marketing and CRM‑driven advertising improved lead quality, pipeline velocity, and marketing ROI. - Full CRM visibility on the move
Mobile access empowered teams to act quickly and collaborate more effectively worldwide. - High user adoption globally
Targeted training and enablement ensured users were confident and productive from day one. - A true 360° customer view
Sales and marketing teams now share a complete, real‑time view of prospects and customers from first click to closed deal.
