The show must go on!
SaaStr is the largest community of founders, execs, and entrepreneurs in the software as a service (SaaS) industry. Each year, the company hosts the SaaStr Annual conference in the San Francisco Bay area, an event that brings together 12,000+ industry leaders for 300+ interactive sessions and countless networking opportunities.
In this case study, we’ll explore how SaaStr leveraged an outbound SDR program to increase sponsorships at SaaStr Annual.
Outbound becomes a necessity
SaaStr, like many companies with solid brand, product, and marketing teams, had relied mostly on their content engine and demand gen team to generate sponsorship leads. This was – and still is – the main strategy for SaaStr, but, like any company with ambitious growth goals, they needed to supplement with an outbound funnel.
So, SaaStr decided to bring us in and test outbound for the first time.
From ideation to launch within weeks, not months
With only four months to go before the SaaStr Annual 2018, SaaStr needed pipeline – and fast! We immediately went to work and implemented an end-to-end process that combined the right mix of tools, messaging, and people to run an effective outbound SDR operation.
Because SaaStr is a well-known brand and community, it took a little longer than usual to co-create copy with marketing. The project finally went live after 2.5 weeks of collaboration, which is still lightning fast in this industry!
Measurable outbound that pays for itself
SaaStr’s outbound program was a huge success, resulting in more sponsorships than prior conferences. The data doesn’t lie, either:
- Open rates between 60-80% at scale.
- Replies above 15%.
- 25+ meetings per month on average.
- 100+ meetings in approximately 4 months.
- 10 net new sponsorships.
- 7x ROI.
And, that’s why CEO Founder Jason Lemkin said:
“InsideScale helped us go outbound for the first time before our 2018 SaaStr Annual. The results were impressive, so we invited them back to help with our 2019 event.”
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