In a post-pandemic world of AI-generated content, hyper-automated outbound, and Slack threads you can’t keep up with, what role do in-person events still play? How do GTM leaders in SaaS evaluate success when sponsoring or attending a trade show? What does ROI look like beyond the surface metrics?

Measuring event ROI: It’s not just pipeline

While pipeline generation remains a strong driver (think booked demos, qualified meetings, lead nurture), it’s far from the only reason people show up. In our latest video (see below), we asked SaaStr attendees: “How do you measure ROI from this event?” and the answers covered more ground than expected:

• Pipeline activity – Booked meetings, new leads, or warming up existing ones

• Learning – Getting a pulse on the market, especially around AI and emerging tools

• Relationships – Building meaningful connections, reconnecting with customers and peers

• Brand presence – Increasing awareness and recognition, especially when exhibiting

• Content creation – For many teams (ours included), events are a goldmine for organic content

🎥 Watch the video to hear how SaaStr 2025 attendees define ROI (in their own words):

Beyond metrics: Why IRL matters more than ever

We’ve all grown numb to automated emails and templated outbound. They’ve become the wallpaper of SaaS. In contrast, live events break through.

In real life, we become remarkable again. Offline is the new differentiation.

There’s something uniquely energizing about being in a room full of people building the same future. Conversations are more honest. Gut feelings sharper. The noise of AI chatter actually fades a bit when you can look someone in the eye and ask what tools they’re actually using and why. Seeing the people behind the logos makes brands more human, more credible, and ultimately, more memorable.

How to make the most of your next event

You can go in with badge scan targets and sure, that matters. But don’t stop there. Here’s how to maximize ROI:

• Be curious. Take advantage of official meetups and networking tools to connect intentionally.

• Do your homework. Research attendees ahead of time and reach out proactively.

• Participate. Organize a dinner, share your takeaways on LinkedIn or through your newsletter, interview speakers, start a conversation in the coffee line.

Events create opportunities not only for leads, but for attention, positioning, and trust. If you show up fully, they pay off in more ways than one.

How do you measure success at events like SaaStr? We’d love to hear it!