Before working with Splash, the Sumo Logic team struggled to stand events up at the speed they needed. Their previous solution left their event teams frustrated and the marketing operations team bogged down with work. After engaging with Splash, the team gained the autonomy they were craving, allowing them to double their efficiency and host nearly 300 events in the last year.
Headquartered in Redwood City, CA, Sumo Logic unifies and analyzes enterprise data, translating it into actionable insights through its AI-powered cloud-native log analytics platform. This single source of truth enables Dev, Sec and Ops teams to simplify complexity, collaborate efficiently and accelerate data-driven decisions that drive business value.
Two years ago, Senior Manager of Marketing Operations Gina Morris was building every single event for her event teams.
Although their Marketo and Zoom setup was seamless, it lacked the efficiency they needed to keep up with their yearly schedule of events.
The field marketing and training teams were especially feeling the effects of the event process. They had their hands tied when it came to event design and weren’t able to easily make the updates they needed leading up to the launch of an event. Their Marketo landing pages and forms were locked down, making it difficult for the team to stand up events at the pace required to embrace the full potential of their programs.
When it came to in-person events, the field and training teams were creating written guest lists for Gina to import and track in Salesforce.
In Gina’s words, both she and the event teams were “drowning in building and creating events.”
Naturally, they set out to find a solution that increased their speed-to-lead and gave the team the autonomy they needed to deploy an event-led growth approach.
I was a team of one with a series of contractors. With 200 events happening, we were drowning in building those. On the flip side, the marketers had their hands tied when it came to the design on the page, updating logos, and all those tweaks that need to happen up until the day of the event. The time it took to add or change a simple logo or line was inefficient and frustrating on both sides.
Gina Morris, Senior Manager of Marketing Operations
Gina shared that a team member used Splash at a previous company and championed it when they started looking for new vendors.
When it came to the deciding factors, here’s why the team ultimately ended up choosing Splash.
With Splash Themes, Gina can put guardrails in place to ensure events are created correctly, while also giving the event teams the autonomy they crave to control their event content. Sumo Logic’s event teams feel so empowered, they now want to give other teams in their organization the same opportunity. Recently, they’ve started creating repeatable “event in a box” Themes that their sales team can use to host their own events.
"The main reason we got Splash was to enable quicker stand up of an event page and have the virtual component as well. It took the lift off of my team to do the entire build in Marketo because that's how we used to do it.”
As a senior manager of marketing operations, Gina had a special interest in making sure her team’s event technology could talk to the rest of their marketing ecosystem.
She found exactly what she needed in Splash’s native Marketo and Zoom integrations. In her words, “the Marketo integration is beautiful” and “requires minimal work” on her end. Meanwhile, the event teams can quickly stand up virtual events using Splash’s Zoom integration.
Everyone's happier. The marketers are happier because they have more autonomy over their event. They don't have to rely on us so much. My team's happier because the Marketo integration is beautiful –– it just pushes over the program. There's a couple of steps we do just to tie it all together. But it allows my team to scale a lot more too. Both sides are elevated with Splash.
Gina Morris, Senior Manager of Marketing Operations
Gina shared that Splash has allowed both her team and the events team to double their efficiency. In 2023, they hosted nearly 300 events.
"The field teams can make updates and tweaks as needed. The efficiency is more than double, which has been great."
Here are some of the other impressive stats from their program over the last year:
As Sumo Logic’s event strategy continues to grow, Splash continues to support them every step of the way.
Enabling the field and event teams with the ability to own the entire journey and stand up events quickly was just the first step. After that, they quickly unlocked sales-led events with their “event in a box” series.
Gina explained, “We use Splash for customer trainings and prospect events that are in-person and virtual to help strengthen relationships, increase deal velocity, and enhance community amongst our Sumo population.”
Now, they’re setting their sights on partner events. They’re launching a new program that enables partners to become certified in selling Sumo Logic.
Next? There’s no doubt they’ll continue to expand their business through the power of events.
The Sumo Logic team is proof that companies that have the right tools in place can successfully execute event-led growth strategies that drive their business forward.
Our Splash events are beautifully designed pages that are quickly customizable. We can stand up events within minutes and start promoting and gaining registrations within hours or less. With integrations, we can almost immediately track back the impact we have.
Gina Morris, Senior Manager of Marketing Operations
