Hacking events for Startups

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Founders: Stop wasting time (and money) at the wrong events. The right mix of conferences and meetups can unlock customers, investors, and talent — but only if you’re strategic. In this guide, we break down how to pick the right events, budget smart, and actually measure ROI so every event moves your startup forward.
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Written by Stéphane PaillardJul 4, 2025

Stéphane Paillard is the Chief Business Officer of Sesamers
Original article: https://sesamers.com/events/the-definitive-founders-guide-to-event-strategy/

Hacking Events for Startups

How Founders Can Actually Win at Startup Events

Most founders treat events like lottery tickets: buy a booth, show up, hope for magic. But events are not magic. They’re systems. And if you approach them with the right strategy, they can be one of the most effective growth channels for your startup.

Here’s what works:

  1. Define Your “Why”
    Don’t go because “everyone’s at Slush.” Go because you need investors, customers, or talent — and set KPIs before you even book the ticket.

  2. Balance Big & Small
    Yes, Web Summit gets you visibility. But your next customers or hires are probably at that 200-person industry meetup. A strong mix is 1–2 big tech events, 1–2 industry trade shows, and 3–4 niche/local events each year.

  3. Budget Beyond the Booth
    Travel, hotels, your team’s time, and follow-ups often cost more than the booth itself. Start with smaller budget across 6–10 events and track ROI per event.

  4. Think International (Carefully)
    Don’t just show up in the U.S. with the same playbook you used in Stockholm. Research the local ecosystem, send a small team first, and learn before scaling up.

  5. Don’t Bet Everything on One Big Show
    Consistency beats a one-hit wonder. Showing up regularly builds trust, credibility, and pipeline.

  6. Measure, or It Didn’t Happen
    Track leads (MQLs/SQLs), investor meetings, media mentions, traffic spikes, and revenue. Cut events that don’t deliver. Double down on the ones that do.

👉 The founders who win with events don’t just “attend.” They run experiments, measure results, and improve over time.

To learn more about event preparation and get deeper insights, visit sesamers.com