Samaaro + Your CRM: Zero Integration Fee for Annual Sign-Ups Until 30 June, 2025
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Key Takeaways(TL;DR)
1
Before:
A 120+ event ABM program ran on six disconnected tools, with post-event leads reaching sales up to a week later.
A 120+ event ABM program ran on six disconnected tools, with post-event leads reaching sales up to a week later.
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After:
Every event runs from one platform, and registrations and attendance sync into the CRM the moment they happen.
Every event runs from one platform, and registrations and attendance sync into the CRM the moment they happen.
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The Difference:
Samaaro sat on top of the team's existing Dynamics 365 and Marketo stack, unifying events without a rip-and-replace.
Samaaro sat on top of the team's existing Dynamics 365 and Marketo stack, unifying events without a rip-and-replace.
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Bottom Line: Lead activation drops from a week to under 30 minutes, launches run roughly 70% faster, and attendance climbs 12% per event.
Overview
A global software testing and developer experience platform, serving 30,000+ enterprise engineering and QA teams across 100+ countries. Its ABM function, built three years ago, ran a calendar of 120+ events a year spanning three motions: one-to-one executive sessions at named accounts, one-to-few pod-level roundtables grouping 75 to 125 accounts under a single CSM, and one-to-many virtual webinars for top-of-funnel reach. Across in-person and virtual formats, events sat at the centre of the company’s enterprise demand generation, driving named-account expansion alongside its established product-led growth motion.
Industry
Enterprise SaaS / Developer Experience & Software Testing
Solutions Used
Event marketing platform, Dynamics 365 CRM integration, Zoom integration, Marketo handoff, multi-channel guest communications (email + WhatsApp), QR-based check-in, real-time lead routing, cloneable event templates, geography- and event-format-specific team access controls, campaign-level and people-level reporting
When an ABM program matures into a revenue channel, the operational stack built for a leaner motion starts to crack, and the gaps show up first in the moments that matter most: the hours immediately after an event ends.
As the program scaled, every event was stitched together across a fragmented stack of point tools, connected through manual handoffs and downstream enrichment. Pulling data, sending invites, hosting, capturing attendance, enriching contacts, and waiting on the operations team to compile the final attendee list often stretched to days, sometimes a full week
The Challenge
- A Fragmented Stack with No Single Source of Truth – Email and outreach ran on Marketo, registration data flowed into Dynamics 365, virtual events were managed on Zoom, landing pages were built on WordPress, in-person attendance was captured on Excel, and post-event enrichment relied on ZoomInfo. Each event required manual reconciliation across systems, a workflow that compounded as the calendar grew denser.
- Delayed Lead Handoff During the Highest-Intent Window – Post-event attendee lists were processed downstream by the operations team, typically reaching sales reps anywhere from a couple of days to a full week after the event ended. Leads were at their highest intent immediately after engagement, and the lag was a window the team could not afford to lose.
- Manual Workarounds and Cross-Team Dependencies – Field In-person attendance was captured on Excel and enriched downstream through ZoomInfo, creating data hygiene gaps that flowed into the CRM. Every new event also required a landing page built by a separate operations team on WordPress, with launch timelines dictated by another team’s bandwidth.
- Reporting That Stopped at the Event Level – Each tool reported on its own slice: registrations from Marketo, attendance from Zoom or Excel, sequence performance from Dynamics 365. The campaign-level visibility, channel attribution, and individual engagement journeys leadership was asking for required manually stitching data across systems.
The Samaaro's Solution: A Unified Event Operating System Across All ABM Motions
Samaaro consolidated the entire ABM event engine, across in-person and virtual formats and across all three event motions, onto a single platform. From event setup through post-event reporting, every step of the guest journey was unified and connected natively into the team’s existing revenue stack.
What made the solution unique?
1) A Unified Operating System Across In-Person and Virtual Events
The team managed one-to-one, one-to-few, and one-to-many events from a single workspace, regardless of format. Whether the event was a virtual webinar, an executive session at a customer office, or a pod-level roundtable, the setup, communications, attendance capture, and reporting flowed through the same platform.
2) Real-Time CRM Sync That Eliminated the Post-Event Handoff Lag
Registrations, RSVPs, attendance, and engagement signals flowed directly into Dynamics 365 the moment they happened, replacing the multi-day operations handoff with a live data flow. Sales reps could begin outreach within minutes of an event ending, capturing leads at their highest intent.
3) Native Integration with the Existing Revenue Stack
Samaaro integrated natively with Zoom for virtual events and with Dynamics 365 and Marketo for the team’s existing CRM and nurture workflows, so the marketing team continued running drip campaigns and follow-up cadences in the tools they already trusted, while the ABM team gained a single layer above it that orchestrated the event itself.
4) Instant On-Site Check-In via QR Code
For in-person events, every confirmed attendee received a QR code via email and WhatsApp. On the day of the event, the team scanned each guest at the venue, capturing attendance instantly and pushing it into Dynamics 365 in real time, replacing manual Excel lists and post-event ZoomInfo enrichment.
5) Multi-Channel Guest Communications Across the Entire Journey
Invites, confirmations, reminders, and post-event follow-ups went out automatically across email and WhatsApp, handling the full guest journey without manual triggers, and delivering the kind of reminder cadence that lifted attendance rates materially.
6) Cloneable Event Templates That Removed Cross-Team Dependency
Once the team set up the first event in a series, every subsequent event could be cloned in minutes, with branding, registration forms, communication templates, and integrations carrying over intact. The dependency on a separate team to build a new WordPress landing page for every event was removed.
7) Geography- and Event-Format-Specific Access Controls Across Teams
With multiple ABM sub-teams operating across regions and event motions, Samaaro enabled role-based access scoped by both geography and event format. Members of the roadshow team saw only roadshow data, one-to-one CSM-led sessions stayed within the CSM’s pod of accounts, regional admins worked within their geography, and program leadership held visibility across the entire calendar. The right data stayed with the right teams, and the operational risk of cross-team data leakage as the program scaled was removed.
8) Campaign-Level and People-Level Reporting in a Single View
Beyond event-level reports, the team now had campaign-level dashboards showing total registrations across the program, channel attribution, and email and WhatsApp performance, alongside individual journey tracking that showed how a given target account engaged across multiple events over time.
This solution wasn’t just an event tool. It became the operating system for the team’s entire ABM event motion.
Results & Measurable Impact
Real-Life Impact: From a Stitched Stack to a Unified Event Engine
The ABM team moved from a stitched stack to a single source of truth for every event they ran. Leads flowed into Dynamics 365 in real time, sales reps began outreach within minutes instead of days later, and new events launched without waiting on a separate team. A lean ABM team ran a denser calendar without adding headcount, finally giving leadership the program-level visibility they had been asking for.
The Bigger Picture
Across B2B SaaS, ABM event programs have moved from a periodic motion into one of the highest-converting channels in the modern marketing mix. As they have scaled, the operating complexity behind them has scaled too, and stacks built for a leaner motion start to strain. The shift maturing ABM teams are making today is from event tooling to event infrastructure: a single operating system that treats events as a growth channel, connects natively to the revenue stack, and delivers the leadership-level visibility that program-led marketing now runs on.
👉 Running a high-cadence ABM event program? Let’s talk about how Samaaro can simplify it for you. Talk to our team
