Timen: Grammarly was over-reliant on performance marketing before diversifying
Yuriy Timen · How to grow a subscription business | Yuriy Timen (Grammarly, Canva, Airtable) · Sep 1, 2022 · at 39:13
Former Grammarly Head of Marketing and Growth Yuriy Timen discusses the company's historical reliance on paid acquisition.
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“In the case of Grammarly, it was performance marketing, kind of over-reliance on performance marketing during, you know, part of the company's life cycle. And so it was like, okay, this thing is working. It's efficient. So you don't want to stop pouring fire on it. But you're also thinking, you know, months and years ahead, you know, what kind of risk does it open you up to? And so there is a scramble to fly. And Gravely has been successful there.”
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