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Gravyty
Turning visibility into velocity: Gravyty’s MQL growth strategy
How Paid Media, SEO, and messaging improvements worked together to drive a 195% year-over-year increase in MQLs and set up scalable growth.
Accelerating the Funnel
With a suite of powerful products spanning fundraising, engagement, and student success, Gravyty operates in one of the most competitive corners of the higher-ed landscape. That means converting awareness into action isn’t just important, it’s critical.
Gravyty’s team engaged demandDrive to help bring order to a complex marketing ecosystem and focus their efforts around a single, scalable goal: growing high-quality top-of-funnel activity that leads to real sales conversations. Not just traffic. Not just clicks. But measurable, qualified pipeline.
The Challenge
Strong Brand, Stalled Progress
Gravyty had the core elements of a high-performing demand engine. The company enjoyed strong brand recognition, an extremely capable internal team, and proven products that met a real need in the higher-education market. But visibility alone wasn’t converting into consistent pipeline.
Despite active campaigns across both paid and organic channels, the overall funnel wasn’t functioning as a unified system. Key obstacles included:
- Fragmented execution across channels with little strategic alignment
- Unclear attribution models that made it difficult to track how leads became MQLs
- Inconsistent nurture depth, especially in paid social
- Limited integration between SEO visibility and lead capture efforts
Gravyty needed a connected strategy that did more than generate traffic. The funnel had to support conversion at every stage, turning top-of-funnel discovery into qualified demand. SEO efforts needed to feed directly into a performance engine that could capture, nurture, and convert.
The Solution
Build, Align, Accelerate
To turn visibility into pipeline, Gravyty needed more than better campaigns. The funnel itself had to be restructured around performance. Our goal was to unify execution, improve lead quality, and ensure that every channel played a clear role in generating measurable, qualified opportunities.
We focused on three core areas: boosting discoverability, increasing conversion velocity, and aligning efforts across the funnel.
Elevating Organic Visibility
Gravyty’s existing content library and brand strength provided a strong foundation. But visibility alone wasn’t enough. We refined the SEO and GEO strategy to go beyond rankings and position the brand to be surfaced in both traditional and AI-driven search experiences.
Efforts included:
- Reorganized on-page structure and internal linking to improve clarity, authority, and discoverability
- Implemented schema to guide both search engines and AI tools toward accurate, structured content
- Created targeted assets designed to match high-value search intent and generative query formats
This work ensured that organic discovery wasn’t just broad, but actionable. Visibility improvements directly supported MQL growth by feeding qualified traffic into a funnel designed to convert.
Revamping Paid Search
Paid search presented an opportunity to reach high-intent prospects already looking for fundraising and engagement solutions. After taking over Gravyty’s Google Ads program in Q3 2024, we rebuilt the account to focus on cost-effective, bottom-funnel lead capture.
We focused on:
- Prioritizing high-conversion keyword groups tied to urgent use cases
- Adding long-tail terms to scale reach while keeping cost per click in check
- Aligning landing pages with ad messaging and SEO content to create continuity
- Testing gated content and downloadable assets to generate mid-funnel leads
These updates delivered a 137% year-over-year increase in paid-attributed MQLs while laying the groundwork for future expansion into additional platforms.
Leveraging LinkedIn for Volume and Velocity
In Q1 2025, Gravyty brought its LinkedIn program under demandDrive management to strengthen lead generation among key decision-makers in advancement and engagement roles. Prior campaigns were generating volume, but lacked the creative focus and targeting necessary to drive meaningful results.
We restructured efforts to improve efficiency and scale lead acquisition by:
- Building and refreshing LinkedIn ad creative around downloadable resources
- Promoting gated assets that consistently attracted top-of-funnel interest
- Identifying which formats and messaging drove the strongest early engagement
These updates helped establish LinkedIn as a reliable source of high-volume leads. While deeper nurture and conversion strategies were still in development, the refreshed creative and clearer performance insights laid the foundation for more qualified pipeline generation ahead.
The Result
A Supercharged Funnel That Delivers
The integrated strategy produced measurable gains across every major channel. By aligning messaging, improving visibility, and restructuring campaigns around conversion, Gravyty saw real movement in both lead volume and funnel efficiency.
In Q2 2025:
- 45% of all MQLs were attributed to SEO and Paid Media
- Paid and Organic MQLs increased 165% year over year
- Organic-only MQLs rose 195% compared to Q2 2024
- Paid LinkedIn evolved into a scalable, nurture-powered MQL source
This growth was achieved not by simply adding more campaigns, but by improving how existing efforts worked together more efficiently. Aligning visibility, messaging, and follow-through generated tangible business outcomes rather than isolated wins.
Building a Funnel for the Future
With strong foundations in place, Gravyty now has a funnel designed for sustainable growth. Improvements across organic, paid, and platform strategy have been redesigned to create a system that not only drives demand more efficiently, but continues to scale with consistency and intent.
- SEO and GEO improvements continue to expand organic discovery and AI presence
- Paid Search delivers consistent MQL volume with plans to expand into Microsoft Ads
- LinkedIn campaigns are optimized for full-funnel performance and supported by ABM and retargeting
These results didn’t come from siloed wins or isolated tactics. They were the outcome of a connected strategy built to support the entire funnel. This same connected approach powers Gravyty’s organic and AI search presence, which you can read more about in our companion SEO & GEO Case Study.
By aligning demand capture with conversion, demandDrive helped Gravyty turn fragmented strategies and actions into an intelligent, coordinated engine for real, qualified growth.
Looking to build the same kind of momentum for your own team? Let’s talk.
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