- No systematic approach to keep track of champions job movements from their 15K customers and re-engage them in the new job
- Contact data in CRM not updated regularly, leading to wasted efforts in ABM
- Lack of accurate contact coverage in ABM accounts impeded Litera marketing leadership from launching new campaign
- Litera used Boomerang to increase ABM accounts contact coverage by 20% by tracking buyers who moved out as well as new buyers that moved into those accounts
- Litera used Boomerang to find that 33% of ABM account contacts had missing information and used Boomerang to enrich them automatically
- With the help of Boomerang Account Tracking, Litera was able to launch a strategic sales campaign targeting Small Law firms within 1 month
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Challenges
Gupshup, a pioneer in Conversational Engagement since 2012, serves 45,000+ customers across 60+ countries. With AI and LLMs going mainstream, Gupshup was reinventing their offering for the post-AI era with a multi-modal agentic platform and pre-built AI Agents to help customers drive growth through AI-powered interactions.
The marketing leadership team wanted to launch a strong customer marketing campaign to promote these new AI offerings. However, when analyzing their customer contact records, they discovered critical gaps that would derail their strategy:
🎯 Lacking Critical Mass of Targets for the Campaign:
The average number of contacts across accounts was in the low single digits.
👥 Missing Key Stakeholders and Decision-Makers:
Many accounts with past opportunities did not have all the stakeholders that the team had interacted with.
This is the business problem that Boomerang helped Gupshup marketing team solve.
"We realized we had a fundamental problem - our customer database was incomplete. We couldn't run effective marketing campaigns when we were missing so many key contacts and decision-makers from our existing accounts."
-Ritika Sehgal, Sr. Director of Marketing, Gupshup
Solution
Gupshup implemented Boomerang Discover to systematically solve their contact database challenges and build a foundation for scalable customer marketing.
Key features of Boomerang Discover:
- Deep integration with Google Workspace and Salesforce CRM
- Ability to manage the individuals / groups whose calendar data is to be scanned (typically, leadership and customer-facing roles)
- Ability to control privacy settings on handling private meetings and calendars
- Configurations to control frequency, historical look-back, seniority filtering etc. to ensure that the quality of the marketing target list is not compromised
- Periodic scanning of new contacts engaged across the Gupshup teams
- Workflows for enrichment and de-duplication to keep CRM data clean
- Implementation time of less than 10 days including configurations and workflow testing
"It was a remarkably quick cycle from signing up with Boomerang to actually seeing a meaningful spike in the contact coverage, which is the pressing problem we were out to solve. Speed to value is very important for a fast-growing business like ours."
-Ritika Sehgal, Sr. Director of Marketing, Gupshup
Impact
🕒 Time to Impact:
Within 2 weeks of implementing Boomerang, Gupshup increased the contact coverage by 3.5x for accounts that were enriched, to get to the critical target group volume.
🎯 Lacking Critical Mass of Targets for the Campaign:
With Boomerang, Gupshup was able to increase the average contact coverage per account by 5x across the accounts that were enriched with new contacts.
👔 Missing Key Stakeholders and Decision-Makers:
10% of the contacts newly created by Boomerang were executive stakeholders (VP and above) who were currently missing in their marketing database.
🤖 An Ongoing System to Keep the Coverage High:
With the Boomerang Discover product, Gupshup was also able to institute a programmatic approach to add to their database all new customer stakeholders that engage with the team. This is an autonomous approach to keeping their customer marketing database always accurate and complete.
“Boomerang AI plugged right into our data enrichment needs and started delivering results almost instantly. We saw a noticeable boost in contact coverage and lead quality within days. It saved our team hours of manual work and helped accelerate outreach efficiency at scale."-Arun Kumar M, Demand Gen and Ops, Gupshup
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