How Zapier transformed core marketing processes with ChatGPT Work

At Zapier, the enterprise marketing team is using ChatGPT Work to build automated funnel optimization systems, enabling them to deliver more value to their sales team with less manual effort. ChatGPT Work operates autonomously, giving the enterprise marketing team space to focus on strategic, creative efforts.

“We can do things that we couldn’t possibly have done before, like performing QA/QC on thousands of leads every single month.”

—Angela Ferrante, Head of Enterprise Marketing

Building a system for automatic funnel optimization

Angela Ferrante, Head of Enterprise Marketing, found that Zapier experienced a high volume of strong inbound leads but a similarly high drop-off rate. Why? Answering the question required an intensive quality assurance (QA) and quality control (QC) process to figure out where in the funnel these leads were dropping off.

But with ChatGPT Work, Ferrante could automate a process so labor-intensive that it would have been effectively impossible to accomplish otherwise. “It has just transformed how we do work and what we’re able to do,” Ferrante explains.

Now, the enterprise marketing team can perform automatic QA/QC on thousands of leads every month. The difference is stark. “A single person looking at one dropped lead would take 35 to 45 minutes just to get a picture of what went wrong,” Ferrante says.

“With ChatGPT Work, we were able to create a system that determined all of the lead problems, patched all of the issues, and quantified the impact of this project to the tune of seven figures in pipeline we were then able to hand off to sales every single month.”

The system now delivers ongoing results, including an executive dashboard highlighting recurring issues in their lead pipeline and weekly trends.

“Within minutes, we have actual campaign assets ready to review and push out. ChatGPT Work can actually go into all the systems we use to build campaigns and do the building for us.”

—Angela Ferrante, Head of Enterprise Marketing

Freeing up time for creative work

Zapier’s marketing teams didn’t always have the time to use the creative energies they had on tap.

“ChatGPT Work frees up our team,” Ferrante explains. “The demand generation team, for example, can get more creative about campaigns and filter that work through ChatGPT Work, which will give them ideas for campaign optimizations.”

The team can work faster, delivering better results on tighter timelines. “Suddenly, the work is shrunk down, or the timeline is shrunk down,” Ferrante says. “The work moves so quickly from ideation to execution, and the execution is essentially on demand.”

As the marketing team produces more deliverables, they can also avoid getting bogged down in reporting. With ChatGPT Work, Ferrante says, “We were able to get reporting dialed in so that we can spend more time doing work instead of analyzing the results of the work.”

“It’s really been an unlock for our team, allowing us to focus on more strategic work,” Ferrante says. “We’re suddenly able to have a lot of work just happen on autopilot using ChatGPT Work.”

What’s next

Despite the benefits ChatGPT Work has already offered, Ferrante sees even greater potential in the future. “Some of the most impactful work, which will really transform the marketing team, is setting always-on loops, not just using prompts,” Ferrante says.

The eventual goal, Ferrante says, is to have a “shared brain” that uses context from meetings, call recordings, customers, and market insights. “We will have work happening on autopilot, and humans can be the tastemakers,” Ferrante says.