Case Study: Crunchbase saves 3–4 weeks of development time and gains behavioral user targeting with Heap

Crunchbase uses Heap to target users based on product behavior

Crunchbase, the leading platform for company, funding, and professional data, needed deeper visibility into how millions of users interacted with features like search, contributions, and follow so Marketing and Product could drive engagement and new product development. Traditional tools (Google Analytics and another provider) required heavy engineering support, slow tracking plans and QA, and delayed insights by 3–4 weeks—making it hard to segment users or define meaningful conversion baselines.

By adopting Heap’s automatic event capture and visual tools, Crunchbase gained a complete, shared dataset without custom instrumentation. The team quickly identified user cohorts and behavior patterns, iterated on product flows and messaging, built targeted campaigns, and established a single source of truth—saving weeks of development time and accelerating product and marketing decisions.

Crunchbase

Alexandra Mack

Director of Marketing