I Spent $70,000 on a Conference Booth and Got Zero Deals

We spent $70,000 on a conference booth at a SaaS event. Brought six team members. Burned two full days.⁣
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We got zero deals.⁣
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I've also spoken at events in Poland, Ukraine, Australia. Cool trips. Zero business. And that's the part most people don't want to admit because the travel feels productive and the booth looks impressive in photos.⁣
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But impressions aren't pipeline.⁣
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The real mistake isn't spending money on events. It's being sloppy about which events actually have your ideal customer in the room. I'll speak at HubSpot Inbound or a B2B SaaS conference because the audience matches. That's intentional. Flying somewhere because it's a marquee name or a cool city is not a strategy.⁣
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And booths specifically are a trap. They're expensive, passive, and they put you in a position where you're waiting for people to walk up to you. That's not how enterprise deals get done.⁣
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What I'm testing now is paying to speak at events where my ICP is actually concentrated. There's an event in Germany I'm in conversations with right now. Executives from Fortune 500 and B2B companies. The kind of room where one conversation can change your quarter.⁣
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Some of these events won't even take free speakers anymore. So the question shifts from "should I pay to speak" to "is this audience worth the investment."⁣
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That's a much better question to be asking. #shorts

Видео I Spent $70,000 on a Conference Booth and Got Zero Deals канала Eric Siu Highlights