How Samsara streamlines marketing and sales operations with Gumloop

Tens of thousands of customers around the world—in construction, transportation, warehousing, manufacturing, and logistics—rely on Samsara’s AI-powered platform to coordinate massive vehicle fleets, prevent accidents, streamline workflows, and reduce costs.

Before Gumloop, Samsara was spending $80,000 annually on a complex single-purpose app to manage their customer marketing programs. But sales reps still struggled to find customer references for deals, manual processes created bottlenecks across their sales org, and any changes to the system required engineering resources.

The Samsara Marketing Operations team turned to Gumloop to help streamline their customer marketing program, and  found that Gumloop could give them better functionality at a fraction of the cost. 

The team also discovered it offered far more than just a single solution to a single problem. Gumloop provided a centralized layer for AI automation orchestration across the organization: enabling teams to connect siloed systems to each other, while also implementing governance controls to minimize sprawl and maximize visibility.

How Samsara Uses Gumloop

Samsara has continued to find more and more use cases for Gumloop, replacing dozens of manual operations-focused workflows across sales, marketing, and finance. They’ve used Gumloop to integrate with Databricks, Salesforce, Airtable, Slack, and more.

Operationalizing customer reference management

“The natural language user experience and explainability of results has not only brought speed to the process, but also reduced managerial overhead for our customer marketing team and delivered more effective recommendations.” — Shelby Belak, Manager of Marketing Operations at Samsara.

Finding the right customer reference for the right prospect is difficult when you have hundreds of customer references spanning multiple industries. Enter “Reffy”, a custom Gumloop agent built by Samsara to help sellers find the best reference client for a prospect.

Now, when a Samsara account development representative needs a customer reference for a prospect, they can chat with Reffy. Reffy looks up a prospect in Salesforce, looks through Samsara’s database of approved customer references, and returns a list of potential reference customers. Each reference comes with a weighted score and reasoning for why this reference customer is a good match for the prospect. Sellers can continue to chat with Reffy to make adjustments or provide additional context.

Thanks to Reffy, the sales team can get the right assets at the right time, faster and with less friction, and customer marketing can focus on getting more new customer case studies and references.

ADR management support

“Gumloop has given meaningful time back to our team while also providing an always-on resource to our ADR managers.” – Shelby Belak, Manager of Marketing Operations at Samsara.

The Samsara Lead Flow Optimization (LFO) team builds and maintains systems to ensure sales pipeline efficiency. They also regularly answer important, time-sensitive questions from Samsara’s account development representative (ADR) managers. The LFO team would often get similar questions in their lead flow tickets, so they developed a custom Gumloop agent, named “Lead Flow Buddy,” to act as a first responder for ADR managers’ urgent support needs.

Buddy is available 24/7 to automatically answer commonly asked questions (like “Why was this SLA missed?” or “How do I change routing if my ADR is going on vacation?”), provide style guides for sales enablement materials, and surface relevant videos and docs for self-service issue resolution. If Buddy encounters a complex issue that it can’t solve on its own, it also knows when to automatically escalate issues to human LFO team members.

With Lead Flow Buddy, sellers are better equipped to resolve common time-sensitive issues as soon as possible, while the LFO team can focus on building a healthier and more robust sales pipeline.

…and beyond

Customer reference management and scalable support is just the beginning. Samsara also uses Gumloop to:

• Monitor for compliance: managing email unsubscribe requests
• Automate contact sourcing: enriching Salesforce accounts with Clay, Apollo, and ZoomInfo and mapping them to functional personas
• Track ROI on marketing campaigns: mapping line items in business value assessments with Salesforce campaigns to identify where marketing spend was most effective
• Prepare for meetings: creating personal assistant agents that integrate email and calendar tools

"Gumloop turned our sales and marketing teams into builders, and saved us thousands of hours of manual work." — Ryan Schwartz, VP of Marketing Systems & Intelligence, Samsara

Samsara 🤝 Gumloop

The Samsara Marketing Operations team was looking to replace a single tool that solved a single problem. With Gumloop, they were able to find what they really needed: a whole new way of problem-solving. They can identify operational inefficiencies and rapidly prototype proofs of concept on their own, without requiring additional engineering resources or running into bottlenecks.