SaaStr · 2015-08-17
· 3944d
ROI Analysis: When Event and Tradeshow Spending Makes Financial Sense for SaaS
Jason Lemkin argues that despite high costs ($25k-$50k+ per event), major tradeshows and events are worthwhile investments for SaaS companies when properly targeted. The ROI depends on deal size, customer concentration at events, and treating shows as multi-touch sales and customer success investments rather than pure lead generation.
Metrics in this report
Additional Prospects for Nurturing
10-20leads
estimated range
From single major tradeshow for early-stage company
Booth Cost - Small Events
25,000-50,000$
range
Startup or mid-size company minimal booth setup
Percent of Seed Capital - Tradeshow Investment
5%
example
$50k event spend against $1m seed funding
Qualified Leads Generated Minimum
1customer
minimum
Per large, well-targeted event
Required Deal Size for ROI Breakeven
25,000$ annually
minimum
To justify $25k booth cost with single customer
Typical Event Investment - Enterprise Vendor
2,000,000-4,000,000$
all-in range
Large vendors at major shows like Dreamforce/RSA including sponsorships, booth, parties