Zappi
Zappi is the leading consumer insights enterprise platform designed for consumer-obsessed teams, infusing insights into every stage of the ad and innovation process.
EMPLOYEES: 201–500
ESTABLISHED: 2013
Increase in deal size
Qualified pipeline generation vs spend
Increase in website visits
the problem
Zappi’s marketing team was responsible for demand generation, product marketing, design, and corporate communications. The business was growing quickly, but its demand strategy needed to evolve with it.
The rate of growth from existing customers was slowing, while the opportunity to create new demand was becoming increasingly important.
The team knew they needed a more cohesive demand creation and capture strategy — and an expert partner who could challenge their thinking, help prioritize the right opportunities, and connect marketing activity more directly to pipeline and revenue.
This stays grounded in the existing Before Refine Labs content shown in the CMS.
the work
Refine Labs began by aligning the program around the metric that mattered most: qualified pipeline and revenue from declared-intent buyers.
The team dug into Zappi’s GTM data, including Salesforce, to understand how deals were actually being created and where the biggest opportunities existed.
That analysis led to a sharper ICP and a more focused demand strategy. Refine Labs helped Zappi tighten targeting, improve messaging, and concentrate budget on the audiences and channels most likely to generate qualified opportunities.
Demand capture was optimized around high-intent search, while demand creation focused on reaching the right buyers with messaging built around the problems Zappi could solve.
The teams continuously tested, learned, and adjusted the strategy together — using performance data to determine what was working and where to invest next.
Increase in deal size
Qualified pipeline generation vs spend
the RESULTS
The shift toward a more focused demand strategy produced significant improvements in both pipeline quality and revenue efficiency.
Zappi increased its average deal size by 3x.
At the same time, the program generated 7x qualified pipeline compared to spend, showing that the gains weren’t simply coming from increased investment.
Zappi also saw a 50% increase in website visits as its demand creation strategy expanded awareness among the buyers it wanted to reach.
The result was a more focused demand engine — one built around reaching the right audience, capturing genuine intent, and turning marketing investment into qualified pipeline and larger deals.
”
“Refine Labs did an excellent job challenging us both on our strategy, on our tactics. They were fast to say, this isn't working, we need to change things. Plus, they partnered with our sales team to drive success.”
Yvonne O'Brien
Zappi
·
CMO, Zappi
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