Hey there,
In our latest Field Notes, we decode the event-led GTM motion, a key lever for B2B SaaS Go-To-Market—especially in a world where cold emails go unopened and LinkedIn DMs get ignored.
We spoke to two experienced operators who’ve turned events into a core part of their sales and marketing motion:
Prakhar Jain, Global Sales Lead at WhatFix – a B2B SaaS company, valued at over $900M.
Nishchal Dua, VP of Marketing at InFeedo – an HRTech SaaS company scaling across geographies.
Here are five takeaways that stood out for us.
🧪 Early-Stage? Start With Signal.
If you're under $1M ARR, skip the sponsorships or booths. Attend events to get market/competitor intel, run a focused virtual series, and test what resonates—before you scale your event spend.
🎯 Cut through the noise at trade shows
WhatFix launched a targeted campaign ahead of Dreamforce—including a giveaway—to sign-up prospects. Even before the event began, they had over 1,500 booth meetings pre-booked.
📉 Convert Doubts, Not Just Leads
InFeedo runs focused 1-hour sessions where late-stage prospects hear directly from an existing customer. No sales pitch—just candid feedback, results, and lessons. These “Power Hours” close deals that demos alone can’t.
🧠 Events can generate months of content
Both teams repurpose every event—cutting videos into short clips, posts, and newsletters. One event can feed multiple marketing channels when planned well.
💡 Event impact goes beyond direct ROI
Don’t just measure leads. Events also influence product adoption, brand perception, and customer advocacy. The right metric depends on the event’s goal.
Whether you're early-stage and experimenting with virtual masterclasses, or scaling with ABM-backed field events—this is your handbook for building a structured, repeatable event-led GTM motion.
Read the full article here 👉 https://blume.vc/commentaries/from-booths-to-boardrooms-mastering-event-led-gtm-for-b2b-saas
Team Blume