Splash
Splash is a global event marketing technology company built by event marketers that empowers everyone within an organization to host event marketing programs and digital experiences at scale.
Increase in qualified (HIRO) pipeline
Decrease in cost per qualified (HIRO) opportunity
the problem
According to Kate Hammitt, Chief Marketing Officer, there was a lot of opportunity at Splash to create a holistic journey and transition to a modern demand strategy for how buyers buy today.
In the past, marketing focused on product features and conversion-based approaches. The results they were seeing were the same. Kate knew they had to transition to fuel their growth goals.
Demand creation was a newer concept for the team. Splash wanted a partner that could incorporate event-led growth into their demand creation strategy, so when buyers were ready to convert, Splash was the first brand they thought of.
the work
At the beginning of Splash’s journey with Refine Labs, optimizing capture and conversion was phase one. The team immediately found marketing-to-sales handoff opportunities. Declared intent conversion to meetings was very low due to a complicated process.
Splash quickly executed the Refine Labs recommendations and increased the meetings set from demos by 42%, resulting in a 28% increase in qualified HRO — high intent revenue opportunity, deal stage that converts at 25% or greater for the last rolling 6 months — opportunities.
Refine Labs then launched a demand campaign paired with self-reported attribution, allowing the team to quickly understand what’s working and what’s not. Based on a self-reported attribution analysis, the team launched a small experiment focused on former users, initial results were proven, so it was scaled to a larger campaign. It generated a 2.6X increase in HRO pipeline creation.
A typical channel mix drove significant results, so the Refine Labs team recommended shifting it down and removed other campaigns. The team is actively experimenting with YouTube to drive growth.
Optimizing the content and messaging was key for effective social media campaigns. The Refine Labs team provided creative analyses and reviewed sales calls to increase engagement and conversion rate. Over four creative cycles, Refine Labs increased the conversion rate by 125% on LinkedIn.
Over the past year, Splash increased their results by investing in a holistic demand strategy: create, capture, and convert demand, and the results speak for themselves.
Increase in qualified (HIRO) pipeline
Decrease in cost per qualified (HIRO) opportunity
the RESULTS
The results of Splash’s new demand strategy were significant. Since partnering with Refine Labs, Splash saw an 83% increase in HROs and an 80% increase in HRO pipeline.
The team improved how it captured existing demand by focusing Google Ads on high-intent buyers and refining its approach to paid search. At the same time, Splash invested in creating demand through LinkedIn, using target account lists and zero-click content to reach and educate the right buyers.
Together, these changes helped Splash generate more qualified pipeline while becoming more efficient with acquisition. Cost per qualified HRO opportunity decreased by 32%.
For Splash, the impact went beyond individual campaign metrics. The team built a more holistic demand strategy across demand creation, capture, and conversion — creating a stronger foundation for continued growth.
”
“Since the beginning of our time with Refine, we’ve had an 83% increase in HIROs. That’s an 80% increase in HIRO pipeline, which is the best opportunity generation Splash has had to date. It’s been really exciting for the whole organization.”
Kate Hammitt
Splash
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CMO, Splash
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