Came across a very interesting report by High Alpha who have been active investors in SaaS.
79% of $20M–$50M ARR companies rate events as their #1 GTM channel.
I am curious, how much of your marketing spends are on events and are you seeing any ROI?
Yes but they need to be targeted in a very precise manner, we did 3 enterprise deals last year for someone selling a KTLO solution and they had to be present in the event with their space.
Thank you for pointing out this figure Aashish R.
One way companies use events is co-hosting: many tech companies (especially A-c start-ups) in the US pair with VCs to co-host an event.
The rationale behind this is that prospects are more likely to show up to an event if invited by a VC rather than by a company itself.