An Event Ops App Built With Agents

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00:00:00 Why event operations need a better workflow

00:00:00 Gorgeous. Gorgeous. Okay, who here has ever been to an event? Raise a hand. All right, most of you. So I run a lot of events. I'm not a kick with events. I feel like everybody's sort of seen it because I'm realizing it's kind of the only place where you can actually connect to someone that's not AI slop and you can actually create a good connection. My name is Jen Igartua. I run a company called Go Nimbly. We're a RevOps agency. I started it 15, almost 15 years ago now.

00:00:37 [Client names and current relationships omitted.] I have worked with software companies for years, and I'm proud of that work.

00:01:05 And you guys can guess. But a big part of the way that I create community is through events. I also own a game company. So if anybody here likes games, I can give you games. I run a game company called Pillbox Games and I go to a lot of game conferences. And I had a big aha moment where I was like, oh, adults go to game conferences. It's legitimately like, it looks a lot like this group, honestly. And it's not kids, like very few kids go to these game conferences, they're expensive.

00:01:34 And I had a moment where I was like, oh, I can bring this to our market. So I now run a really big conference called RevFest and I go to my mom's conference. Last year, we did it at Cal State, yes. This year, we did it elsewhere. So I'm trying to like make it fun and make it right. We do free tattoos there. We have puppies, we have snakes, it's really fun. And I also run a supper club. So I have dinners that happen every month.

00:01:57 I also do online events. And one thing that may not come to you as a surprise

00:02:00 Invitations and follow-up

00:02:03 is that AI, or sorry, that events really suck to invite people to. It is like a very, very cumbersome, like essentially SDR process. I feel like I am a very expensive SDR and I'm on like LinkedIn all day inviting people. And the reality is I wanted to democratize that. I have a hundred person company. They know their clients better than me. Half the time I'm trying to do customer engagement. So I wanted to democratize that access. So on one hand, I was getting like, we don't know when this event is happening.

00:02:37 We don't know who should come. A lot of times it's nomination only. I actually don't want you to go ahead and invite. I might not have space for them. It's like, I really, really care about, pretty similar to the last thing that you got shown. I really care about people being similar to the people that they're in the room with because that's the thing they care about. So I'm pretty nifty. I think I'm kind of a nightmare to be honest. And then the second is like tracking

00:02:59 and sharing that is really hard. So how do I actually share who's coming? People want to know that their clients are going to be at a dinner, who they're meeting and what they're hearing about. And then the last thing is like the follow-up. If, especially for the founders of the room, but anybody that's supporting a go-to-market team, it's crazy how much emphasis is put on like, how much ROI am I getting on this event? But like, there's like zero process and follow-up afterwards. And it's like seven days before you get a list

00:03:22 of who came and what you're supposed to do. So I'm working really hard to get that to a place

00:03:25 Event app walkthrough

00:03:28 where it's a bit more democratized. So I built this application, I actually just went live with it like two weeks ago and it's internal. Like I'm not trying to sell this. This is like truly internal for our team. And yeah, it lives on top of Salesforce. So like I'm not recreating anything. In fact, this application literally does nothing. Like it is one of the dumbest things that exists in the realm of applications because it's just pushing information to other systems that are doing things. So it's creating campaign members

00:03:56 if you're familiar with Salesforce. It is sending emails via a Gong sequence. It is creating opportunities, but it's not posting it. There is no database here. It's just like on top of. I think it's prettier. I spent a little bit of time trying to make it as pretty as I could. And I also, it's got features that in Salesforce, we just kind of look really bad. Like for example, capacity, right? So I have this round table I'm doing. I've got 14 out of 16 people know that they can invite.

00:04:23 They can go into, you know, and see like who's coming. This is actual information. So I'm sorry, I didn't think about creating a dummy account. You know, some of these people, come meet them at the event. I can filter and see like who might top 100, if I've got open opportunities. This is really again to democratize this across my team. I want them to be able to know who's coming. I want them to be able to nominate. [Attendee name omitted], I'm going to pick you as a guinea pig,

00:04:47 but I can go in here and like. I'm going to invite [attendee name and company omitted] and I'm going to nominate them. This is what my team can do. They can go ahead and nominate. I can go in and approve it. It's like Slack alerts and things like that. It's really allowed me to build that list and be able to do that. The second thing that I'm doing is I've got a live view. It's very mobile friendly here, but I can see who's coming. I can come in here and I can click on them.

00:05:13 Gosh, this is weird. There is a lot of client data, so I'm going to pick someone that's not a client. But I can come in here. If they had opportunities, they would have opportunity data. If I had previous information about them, it has summaries from Gong calls. I'm like, I should have thought of creating a dummy one. I'm sorry. But I have all that for somebody during the event. And they can come in here and be like, okay, I want to create an opportunity. I want to invite them to the next roundtable.

00:05:35 These are just custom data fields on the campaign that are in Salesforce. Again, this thing does nothing. And then it runs through and it's automated in other systems. But I have an ability to kind of write notes and do it on here. So, again, this is the big problem that it's solving. It's like, what's going on at the company? How do I invite somebody? How do I nominate? How do I know who's coming? And then how do I, during the event, actually execute on writing notes, etc.?

00:06:02 It is my theory that event applications, and I'm so sorry if you're in the space, like, man, event technology is like about to have the biggest tank of its life. Because something like this, for a large event, they want to, like, when I was looking at applications like this for RevFest last year, they want to charge you $100,000. Just to have a lead scanner and, like, technology to manage RSVPs. So I think this is pretty huge for that. The other thing, I will show you just for a second.

00:06:29 I do have, like, a printable view that I have here where it actually tells you everybody that's coming. I'm going to go really fast. And a really brief of, like, who are they? What's priority? What should you know about them? A sample question to ask them. And I'm also a phone nurse, so, like, I actually can assign these to the people going. So before the event, if you are one of the people coming to a dinner, I would say, okay, these are the four people I really want you to spend time with,

00:06:50 Building the app with agents

00:06:50 and here's a blurb about them. And after the event, I just put those notes on all of them, and then we decide whether or not there's an opportunity to create it. Sick, right? Awesome. The other, like, quick little thing I wanted to show you guys, because I am running out of time, is you should build this agentically. I have never clicked a button. I've typed. I've never clicked a button in an application. I actually don't even really know how to log in to actually develop it myself.

00:07:16 I am doing this, like, fully headless. And you can have a headless debate all day. I don't think I'm getting rid of Salesforce right now. Again, I'm building on top of it. Maybe it's a very expensive database for a while. But I do think that there is basically, like, my system of record, you know, right now a Salesforce organization is living in a bunch of different places. And, like, it could be as simple as, like, a Zapier event. There's definitely orchestration of moving data around. And then there's a web experience itself.

00:07:41 And when I think about building a system, I'm thinking about those three things separately, and they can live in different applications. And, like, when I'm building it itself, like, the agent's still doing all of this. Like, I don't think the process of building technology is actually, like, changing. It's just I'm not the one logging tickets, et cetera. But I'm not building this in Cloud and making it live. Like, I'm talking to my little agent. I'll show you in Slack. Like, I can go in here. So I can go in here.

00:08:09 There's a feature. I want to add a button on the account on the member view that opens to a link in Salesforce. And then there's this little guy. I hate his picture. I actually banned AI art. I don't even think I have this little guy's snogging. I do not like that his logo is an AI logo. But he's going to ask me things. So it's like, what workflow should this button support? Which account member, et cetera? I'm not going to answer all these questions, but I would answer it.

00:08:37 And it would create a PR. And it would assign it to another agent. So this is our, like, triage agent that just kind of is added to Slack groups and it's always adding. It's creating a PR. And it, like, ends up looking, like, truly. This is one of the ones that I created. I didn't type any of this. It then got assigned to Atlas. Atlas is the agent that actually builds the code. And then from there, it actually, like, got implemented. It closed the case. It submitted to Slack.

00:09:02 We reviewed and, like, literally shows us everything that it actually changed. So I'm not just kind of building this in cloud and saying go for it. I think this is, like, what we all should be heading to and implementing both across, like,

00:09:15 Questions

00:09:15 applications like this. But also old school, like, Salesforce development. Sweet. Okay. Do I have time for questions or not? It's okay. I talked a lot. I'm sorry. Yeah. One question. All right. Hey, what's going on? Let's see.

00:09:50 Okay. I'm good. Do you want to take a poll? Teachers that I didn't really go through. I have a suggested advice button. So, like, if I'm on an actual campaign and I want to nominate somebody, I can actually, like, I've told it the kind of people that I want to nominate. And so I can't have it. Oh, yeah. Suggested advice. I can tell it like who I want and intellectually go through it and like

00:10:28 tell me who it suggests. So that gives me the access to be like, these are the people that I want and I have the program manager for each of the existing accounts. Okay.

00:11:08 Thank you. Thank you.