Grammarly's marketing focused on SEO, content marketing, social media, and email in its early days. After receiving funding, it began to heavily invest in paid advertising, including branding and awareness campaigns, while also expanding its social media presence. The brand's freemium model, which creates a low-friction entry point, is a perfect example of product-led growth.
The 'Don't Make Me Think' growth lever focuses on reducing cognitive load. Grammarly increased upgrade rates by 10-20% through personalized pricing based on onboarding data, while Blinkist boosted free trial sign-ups by 20% with clearer trial terms. These examples show how minimizing friction and guiding users intuitively can enhance feature adoption, speed up product value realization, and improve retention, creating a self-reinforcing growth loop.