Most B2B SaaS companies waste money on events. Here's how to decide if events make sense for your GTM strategy and how to measure true ROI.
Offline trust still matters. In fact, it matters more today. Events are part of the AI Trust Surface - they build corroboration that AI recognizes.If you want people to buy your product, they need to trust your brand. And trust builds fastest when people see you offline, talk to you and remember you. For B2B SaaS, offline presence is not expensive. It is often the highest ROI channel if you do it right.Let me break down exactly how to approach events.1. Attend Events: The Lowest-Cost, Highest-Learning StrategyIf you are early and have little money, simply attending is enough.What you get:Meet real users face-to-faceUnderstand pain points directlyGet early leads without spending on sponsorshipBuild your personal brand by talking about your productPost learnings on X and LinkedIn and tag peopleBuild relationships with speakers and sponsorsThis is the easiest way to start building offline presence. At Thena, many early conversations happened at meetups and community events where we paid nothing.If you are pre-PMF: attend. Do not sponsor.2. Sponsor Meetups: The Best ROI for Early-Stage TeamsIf you have a little budget, sponsor small meetups in your target market. This works particularly well for tools targeting developers, support teams, startups or specific verticals.Benefits:Cheap (usually $200 to $1,000)High signal in a small roomYou get stage time or a shout-outPeople remember youDirect conversations with your ICPEasy lead captureSponsoring meetups was one of the best early strategies in every company I worked with. It builds trust without burning money.3. Sponsor Larger Events: Only After PMFFounders waste money when they sponsor large conferences too early. If your messaging is not validated and your ICP is not clear, your booth will be ignored.Once you have PMF and a clear ICP, this becomes powerful.What bigger sponsorships give you:Visibility to thousandsStronger brand credibilityBetter booth trafficAnnouncement momentsEnterprise leadsThis is when offline presence compounds. At Branch and Thena, big sponsorships worked only after we knew our exact market.Post-PMF is the right time to invest heavily.4. Speak at Events: The Highest Trust BuilderSpeaking is the most effective form of offline brand building.Reasons:Instant authorityAudience sees you as an expertLeads come to youYou do not need a boothYour talk lives online afterwardsAt Branch, speaking drove more inbound than booths. At Thena, panels and talks gave credibility faster than any ad or organic post.To get speaking slots:Be active in communitiesPost consistentlyShow expertiseApply earlyShare insights publiclyIf you get one good talk, it pays for itself 10 times.5. Booths: Only If You Have a Clear ICP and a Conversion PlanBooths are expensive. Most founders do them too early. But when done at the right stage, they bring strong pipeline.Booths work if:Your ICP attends that eventYour messaging is matureYour product is readyYou have a pre-event and post-event planWithout these, booths are a waste.With them, booths convert well.A Shift Founders Must Understand: Personal Brand > Company BrandA decade ago, we focused on growing the company's social accounts. Today, that has flipped. People trust people more than logos.Your founder presence drives pipeline more than any booth.When attending or sponsoring:Post on X and LinkedInShare photosTag people you meetWrite quick insightsBuild your narrativeOffline presence feeds personal brand. Personal brand feeds inbound.Pair offline trust with a strong SEO and content strategy to maximize your inbound pipeline.My Simple RecommendationsIf you have zero budget:Attend meetups and events. Talk to people. Build relationships.If you have a small budget:Sponsor small meetups. Extremely high ROI.If you have PMF and budget:Sponsor larger events. Get a booth. Push brand visibility.At every stage:Try to speak. This is the highest leverage activity.Offline presence is not optional. In B2B SaaS, people buy from brands they trust. Trust builds faster offline than anywhere else.Want to scale your digital presence? Read my 90-day playbook for getting B2B SaaS leads from Google and AI search.FAQ: Are Events Worth It for B2B SaaS?1. Should I attend events if I have no budget?Yes. Attending is the best low-cost strategy. You meet real users, learn pain points, build relationships and generate leads without spending money.2. When should I sponsor my first event?Sponsor small meetups once you have a little budget and a clear ICP. This is the best ROI channel for early-stage teams.3. When should I sponsor large conferences?Only after you have PMF and a validated message. Large sponsorships work when you know your market and can convert booth traffic.4. Is speaking at events worth the effort?Yes. Speaking is the highest trust builder. One good talk can drive more leads than months of ads.5. Do booths actually work for B2B SaaS?Booths work if your ICP attends, your messaging is clear and you have a conversion plan. Without these...