Crafty: Engineering a Scalable Lead Generation Engine
🔍 About Crafty
Crafty is redefining workplace culture through innovative food and beverage programs that create office environments worth the commute. Founded in 2015, their expert team leverages the proprietary Crafty Platform to deliver unrivaled office pantry solutions to some of the world's leading brands, including DraftKings and Robinhood.
With their mission to "craft a better workplace," Crafty combines technological innovation with exceptional service to help companies foster employee connectivity and productivity—ultimately attracting and retaining top talent. Their centralized platform enables operational efficiencies and budget optimization while creating memorable workplace experiences that strengthen company culture.
🧩 The Problem
Despite having a compelling offering for the post-pandemic return-to-office movement, Crafty faced significant growth challenges:
- Limited lead generation beyond traditional BDR/sales activities
- Lean in-house marketing team without bandwidth for comprehensive digital campaigns
- No established, scalable system for consistent lead flow
- Untested digital acquisition channels leaving potential growth opportunities unexplored
💡 Solution
T Minus Studios implemented a data-driven digital acquisition strategy:
1. Market Intelligence Foundation
- Comprehensive industry research identifying competitor positioning, keyword opportunities, and market gaps
- Competitive digital analysis to benchmark performance and uncover immediate lead generation opportunities
- Keyword ecosystem mapping to identify high-intent, conversion-focused search terms
2. Programmatic Advertising Engine
- Omnichannel campaign architecture deploying coordinated messaging across multiple platforms
- Geographic targeting precision focusing budget on Crafty's highest-potential markets nationwide
- Advanced tracking implementation via Google Tag Manager to capture attribution data and conversion paths
3. Continuous Optimization System
- Keyword performance analysis identifying terms with lowest cost-per-lead and highest deal velocity
- City-specific budget allocation to maximize ROI in high-performing markets
- Ad schedule optimization to target decision-makers during peak engagement periods
- Bid strategy refinement to secure optimal placement while maintaining efficiency
📈 The Results
Our partnership with Crafty delivered exceptional performance metrics:
- 56% of all form submissions and demo requests driven by our digital campaigns
- 38% of high-intent website activity attributed to our acquisition channels
- Supported 800% revenue growth in 2021 during their post-pandemic pivot
- Contributed to successful $10M Series A funding round led by Tribeca Venture Partners
- Established foundation for scaling to their total $46.9M raised across multiple rounds
Beyond the metrics, our campaigns provided Crafty with invaluable market intelligence about their ideal customer profile, messaging resonance, and geographic opportunity zones—insights that informed their overall growth strategy and technology roadmap.
🤝 Connect with Crafty
Looking to elevate your workplace experience with innovative food and beverage programs? I'd be happy to introduce you to the Crafty team to explore how their platform can help create an office culture that attracts and retains top talent.