SaaStr began in 2012 as a simple attempt via a WordPress blog and a few answers on Quora, to help share Jason M. Lemkin’s learnings of going from $0 to $100m ARR with the next generation of great SaaS and B2B entrepreneurs. Since then, it's become the largest community of SaaS founders and entrepreneurs on the planet.
Gretchen DeKnikker, COO of SaaStr, will discuss why live events are a core part of SaaStr's strategy of cultivating a community of enterprise software enthusiasts and how they measure event success and ROI. In this session, you will also learn how SaaStr grew its flagship event, SaaStr Annual, to a mega center of gravity for SaaS professionals - projected at 10,000+ attendees in 2017.
3. SaaStr is definitely the largest community
of people who like enterprise software on
the planet. It’s a great community of people
trying to build companies and learn from
one another. It’s pretty amazing to see.”
AARON LEVIE
CEO, COFOUNDER & CHAIRMAN / BOX
“
@saastr #liveMKTG@gretchende
5. About us
FOUNDER / ADVISOR
Jason is a 2x founder, 1x VC, and constant SaaS enthusiast
Started SaaStr as a simple blog in 2012
Jason Lemkin
@saastr #liveMKTG@gretchende
6. COO
Startup junkie, 1x founder, 5x early employee
Joined SaaStr in 2014
Gretchen DeKnikker
@saastr #liveMKTG@gretchende
10. 2015 2016 2017
10,000 attendees
3 days, 4 stages
200+ speakers
5,000 attendees
3 days, 2 stages
100+ speakers
- and a dance crew
WHAT IS SAASTR ANNUAL?
2,000 attendees
1 day, 1 stage
20 speakers
@saastr #liveMKTG@gretchende
11. Learning via blog - but
one voice, one direction1
Gathering in person - more
voices, connecting with others2
@saastr #liveMKTG@gretchende
3
Education platform - packaging
lessons for every stage of journey
HOW THE CONFERENCE INTEGRATES
16. Single owner/single metric - or disaster
The details really matter
It ain’t software
Process, but not for process sake
WHAT WE’VE LEARNED, SO FAR…
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1
2
3
4
18. HOW DOUBLEDUTCH HELPS
We can’t trust our opinions…1
2
3
4
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There’s soooo much more we can do
We need to do speaker prep
…but we can’t necessarily trust theirs either
20. METRICS
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A good metric…
A GREAT metric also… 3
4
Has an object basis
attendees per company, returning attendees by month
Aligns individual goals with overall plan
single owner, everyone has a number
1
2
Begins with a number
# of ticket sold, % of speakers confirmed
Has a time basis
per week, by October 10th
*adapted from LUXr Lean Startup Workshop
22. WHAT DO WE DO WITH THE DATA?
HOW DOES IT SHAPE DECISIONS?
Agenda - attendee profiles shape content
Expenses - what we can add and when
Revenue - scenario planning, fixed vs variable costs
Attendee Experience - managing venue constraints
Hiring - who we’ll need when
@saastr #liveMKTG@gretchende
24. HOW WE MEASURE SUCCESS AND ROI
A mix of quantitive…
• Sponsor renewals - closed $1m in sponsors within 60
days of the event - but also new 40% were new logos
• Return attendees - 1000 tickets within 90 days - but
also new, 35% return/65% new (only 50% can be
return)
… and qualitative feedback
@saastr #liveMKTG@gretchende
27. WHAT CAN WE STILL DO BETTER?
Diversity - have to be committed.
Processes - the right-sized tools that scale
Advisory council - speakers and sponsors
Editing ourselves – a year to plan is a long time
@saastr #liveMKTG@gretchende