Case Study

Growing self-service pipeline by adopting offline conversion tracking


increase in self-service pipeline


decrease in cost per trial

This article was first published on ThinkWithGoogle, a Google website offering unique insights, ideas, and inspiration to the marketing community.



Quantive (formally Gtmhub) is a multinational startup that helps companies achieve their goals through Objective and Key Results (OKR) software. Over 2020, the company has grown by nearly 400% with 800 new customers ⁠— almost 75% of them self-service users.

Services & Platforms

  • Offline Conversion Tracking
  • Automation
  • Product-Led Growth
  • Google Ads


COVID-19 pushed the startup to focus on a self-service model. At the time, the cost-per-trial was too expensive, mostly due to a high cost-per-click for targeted keywords in Search. So Quantive set out to find quality trial users at a low acquisition cost— ideally at a cost per trial 50% below what they were then generating.


With the help of VertoDigital, a performance agency skilled in B2B lead generation, Quantive (formally Gtmhub) mapped its trial-to-sale journey.

Since Quantive didn’t have much historical customer data as a startup, they turned to other business metrics ⁠— like platform engagement and usage metrics ⁠— to define their ideal clients. The teams looked at the different actions the users took within the Quantive SaaS platform ⁠— like the number of times they logged in over a week (the higher the number, the more engaged the user), how many goals and OKRs they created (the more, the better), and whether they invited teammates to use the platform ⁠— to identify the profile of an engaged user (and likely future customer).

The teams identified the pre-sale user signals that made the users more likely to convert, with a plan to leverage these signals together with offline conversion imports and Smart Bidding.



growth in self-service pipeline


lower cost-per-trial

Don’t just take our word for it

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.

Testimonial Item

Seth Elliott

then CMO, now COO Quantive (formally Gtmhub)

Neo4j Case Study

Growing qualified B2B leads by 157%
with Performance Max campaigns

OfficeRnD Case Study

B2B software company OfficeRnD achieves
47% organic traffic growth with VertoDigital

Set on Succeeding?

 We have a strategic plan and we are ready to help you claim your way to growth