GumGum is an artificial intelligence company with deep expertise in computer vision. Its mission is to unlock the value of images and videos produced everyday across the web, social media and broadcast television. Since 2008, the company has applied its patented capabilities to serve a variety of industries from advertising to professional sports.
The marketing team at GumGum throws more than 200+ events a year, ranging from large-scale global conferences to intimate VIP happy hours. Knowing how integral events are to pipeline acceleration, GumGum’s events program makes up the majority of their marketing budget.
To make their events program more effective and efficient, GumGum was looking for an event marketing solution that could seamlessly integrate with current systems, empower collaboration with the sales team, avoid data loss, and most importantly, track and measure an event’s influence on revenue.
The Salesforce integration enabled GumGum to sync their event data bi-directionally, so sales could make changes in Salesforce (add invitees or updates statuses), and have it automatically updated in Splash.
The GumGum team was able to save time by eliminating the use of Google Docs and manual systems. With Splash, they automated data capture and syncing, communication with sales, and all event promotion strategies from beginning to end.
Leveraging key event data in Splash and a powerful integration, GumGum could easily track and attribute every invitee, RSVP, and attendee in Salesforce, and measure an event’s ROI at a more granular level.
Splash’s intuitive and easy-to-use platform empowered sales coordinators to launch on-brand happy hours and dinners in their regions, which enabled sales to get more face time with their clients and allowed GumGum to more easily scale their events program — all without marketing support and with final approval alone.
After throwing their events on Splash, GumGum tripled their sales pipeline, doubled their revenue, and tripled the velocity of the sales cycle with the prospects who attended.
Powerful event data from Splash and the Salesforce integration enabled the GumGum marketing team to track event performance and investment, which allowed them to prove the value of their events program with robust ROI dashboards and ultimately, make smarter business decisions on events.
