Before the event
1. Design - They built a stunning white-labeled Splash page.
2. Sales enablement - The marketing team shared the page with their sales team so they could personally invite prospects and clients to select a time to meet at the event. Invites went out via personalized email and, notably, text messages with a hyperlink to the landing page.
3. Custom RSVP form - The Splash form displayed a limited number of available meetings at specific time slots each day to create a feeling of exclusivity for those invited. This also helped keep the guest list manageable and prevented the space from getting too crowded. The RSVP form also included unique questions about product usage, which allowed the Sales Cloud team to understand what products their attendees were most interested in learning more about during their meetings.
4. Automated RSVP tracking - Once a meeting was booked, it was automatically added to the calendars of both the Account Executive and the person who requested the meeting.
5. Integrated with Salesforce - The Splash-powered event page and form were integrated with a corresponding Salesforce campaign, each person who received an invitation had their campaign status automatically changed to “Invited” and each RSVP was changed to “Attending”.
During the event
1. Mobile check-in - When attendees arrived, the Salesforce team used Splash’s mobile app to quickly check them in. This changed their status within the SFDC campaign to “Checked In”, which was crucial for tailoring post-event follow ups and tracking the impact of the event.
2. Real-time intelligence - The team took advantage of Splash text message alerts, an incredibly powerful feature that enabled their account executives to receive a text message when their clients checked in so that they could greet them with a drink, snack or coffee.
After the event
1. Measuring impact - Because the event synced directly with a Salesforce campaign, the marketing team was able to easily report on the value of opportunities that were "in the room" on a daily basis. In the coming months, the Sales Cloud team will re-run the campaign report to understand how the event impacted their sales funnel, including existing opportunities influenced by the event and new opportunities generated from it.