Grippi

A SaaS marketing tool for agencies was flying blind on usage — no reliable picture of which features drove retention or how agencies moved from trial to paid — with marketing and product data living in separate places that never lined up.

Approach

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  Built the marketing APIs and internal analytics infrastructure from the ground up

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  Set up GA and GTM for marketing with PostHog for product analytics, tied together so a lead could be followed from first touch to in-product behavior

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  Instrumented core product actions, trial-to-paid funnels, and retention and feature-adoption cohorts

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  Built internal marketing MCP servers so customers and internal teams could query their data conversationally through AI instead of waiting on a dashboard

Outcomes

• ↑

  Conversational data access through the MCP layer drove a large increase in client acquisition

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  Single trustworthy view of usage powering product and marketing decisions

Stack & Tools