Publicis Sapient hosts events all over the map — literally and figuratively. They work across the globe to reach various audiences spanning the entire buying journey. Their bread and butter: in-person sponsorships and adjacent events at large, premier industry events, like Adobe Summit and Dreamforce.
The team would spend days hosting ancillary events at these large, tech-focused conferences with goals of building brand awareness, generating new leads, and nurturing their existing customers. And when you’re a technology company, checking your guests in with a piece of paper and pen just won’t cut it.
“That’s when we saw a need to have better data,” said Vickie. “We’re a technology company. We shouldn’t be checking people in manually at our events.
“So, we worked with one of our web developers to create a homegrown event check-in and badge-printing tool, but it would break often. And if we were on-site with a technology issue, there was no support team to help us. Eventually, our web developer left and we knew we had to fill this gap.”
And even though checking guests into events manually was a pain point, there was an even bigger burden on the team: access to accurate, usable attendee data in a timely manner.
“After checking people in, we’d have to clean up that list,” said Vickie. “Then, we’d format it for our marketing operations team so they could upload it into a Salesforce campaign and manually mark everyone who attended.”
All of this manual, time-consuming work meant an increased chance the data wasn’t clean and delayed follow-ups.
“Our post-event emails would be delayed by a day or two,” said Vickie. “It was causing a ton of work for my team, as well as our marketing operations team.”