Metrics that Measure Up: Event-Led Growth in B2B SaaS With Julius Solaris, Founder & CEO Boldpush Host: Ray Rike • Published: May 24, 2023

Episode Overview

This episode dives deep into the evolving role of events in B2B SaaS, with a focus on "event-led growth" as a go-to-market strategy. Drawing on Julius Solaris’s extensive experience in the events and SaaS industry, the conversation covers the history and future of B2B events, the interplay between events and community, tactical best practices for SaaS leaders, and the disruptive impact of AI on event strategies. Solaris offers actionable advice for SaaS companies of all sizes aiming to build communities and create impactful content while navigating a fast-changing landscape.

Guest Introduction & Background

• Julius Solaris introduces himself as a life-long "events person," sharing his journey from event marketing in Italy to founding and selling the EventMB media platform and an event technology startup. He highlights his leadership roles at Whova and Hopin (during Hopin’s billion-dollar hypergrowth), and his recent work as a consultant, researcher, and creator focused on the future of B2B events.

  "I've been in events most of my life...My first gig was marketing events for conferences in Italy. Then, I started writing about events and became media for the industry. I sold two businesses in the space." (01:16)

The Evolution of Events in B2B Technology

Historical Shifts and Disruptions

• Events as the First Budget Cut: During recession-like periods, events are typically the first to go, but their perceived value has shifted since the pandemic.

  "During a recession...events were the first to go. That has changed in how events position themselves." (03:35)

• Pandemic’s Transformative Impact: Virtual events became the norm during COVID-19, broadening accessibility and exposure while accelerating innovation in event tech.

  "The past three years have been the most disruptive for events...the biggest advertisement for the events industry ever. All these amazing events we could not attend...were free to attend online." (03:58)

• Hybrid and the New Normal: A strong swing back towards in-person events is observed, with record-breaking in-person activity and significant M&A in event tech.

  "We're out of the fastest growing month for the in-person events industry ever...there has been a lot of movement." (04:33)

Defining "Event-Led Growth" in B2B SaaS

What is Event-Led Growth?

• Solaris outlines "event-led growth" (ELG) as a go-to-market strategy with events at its core, moving beyond simple tactics to become an engagement and content engine for brands—especially relevant as social media channels face uncertainty and marketing content becomes commoditized by AI.

  "Event-led growth is a go-to-market strategy that sees events at the core of engagement, with the full spectrum of events." (06:38)
  "Events remain the most personal, human-friendly way of interacting with a brand." (07:20)

Events, Community, and Continuous Engagement

Events as Community Catalysts

• Events and communities are intertwined: professional associations, for example, organize around annual meetings. True, lasting communities form via regular touchpoints—events alone are time-limited; community platforms allow continuous interaction.

  "Professional associations...their business model is their annual meeting...communities form as a result of meeting all the time." (08:49)

The New Model: Always-On Engagement

• Hybrid strategies combine micro-events, ongoing education, and content, with focal in-person gatherings as ‘premium experiences’.

  "Can we create more touchpoints and then eventually meet in person? That becomes the premium experience." (11:06)

Advice for B2B SaaS Companies Building Community

• Invest in educational, relationship-building activities that generate long-term ROI, not just product marketing or trade shows.

  "We probably don't need more content. What we strive for...people want connection. If you create the opportunity for connection, then you're onto something." (12:43)

Event Formats: Micro-Experiences and Tactical Advice

The Pitfalls of Mega-Events & the Power of Micro-Events

• Large conferences like SaaStr can feel overwhelming and generic; personalization and intimacy are valued but hard to achieve at scale.

  "There's only so much you can do...at a certain stage you got to lose a little bit on customization, but you can create touchpoints through the year." (15:08)

• "Satellite" events—private dinners, small group meetups, micro-experiences—are rising in importance and can deliver more focused business value.

  "Invest all of your budget in creating a micro experience around the event because you have undivided attention." (17:02)

How to Start Building a Community/Led Event Program

• Begin with easily accessible virtual platforms (even Zoom calls), focusing on event design and engagement rather than flashy technology.

  "You can start from zero...it's an event design problem, not the platform. You can make Zoom calls super engaging if you want to." (18:04)

• Leverage the enormous content creation potential of these events: transcripts can yield hundreds of insights and repurpose-ables for ongoing marketing.

  "From an hour event, I got 121 insights...without the Q&A. If you include Q&A you can get probably 200 insights in an hour." (18:56)

Virtual Events: Best Practices and Realities

Old Tactics Don’t Always Translate

• Virtual "trade show booths" saw little engagement. Success in virtual environments requires content-led, interactive activations—not passive, vendor-centric booths.

  "Trying to replicate that [physical] model online obviously didn't work...booths get very little traffic." (20:34) "They have to be content-led. That's where the biggest opportunity is." (21:54)

• Sponsors can succeed by facilitating discussion and becoming trusted moderators, not just pitching products.

  "I've seen incredible activations where the sponsor was just the moderator of a session between attendees." (22:35)

Moderation is Crucial for Virtual Participation

• The scale and success of virtual participation depend on clear expectations and skilled moderators.

  "Strong moderation is key...give clear instructions before you open up Q&A or the mics." (25:27)
  "Sometimes you literally have to talk over people and regain control." (25:30)

The Future of Events in B2B SaaS: Predictions & Trends

1. Technological Disruption & Role of AI

• The event tech stack will be transformed by AI, automating tasks and personalizing experiences.

  "The technology enabling events is going to change dramatically in the next year...with AI having a direct impact." (26:14)
  "ChatGPT, create a website for my event...that's going to change events dramatically." (26:52)

2. Real-Time, Live, and In-Person Interactions Gain Value

• As AI commoditizes text-based marketing, live and in-person interactions become critical trust and differentiation channels.

  "Live interaction...you can't fake that. Not yet. In person, we need to be there at some stage for million dollar deals." (28:00)

3. Content as the Business Model for Events

• The ability to record, repurpose, gate, and monetize content will be at the center of event strategies.

  "Recording a session means reselling...making that content into a million formats...that's going to redefine the whole model." (28:45)

• Businesses need to act like creators and media companies.

  "Your business needs to become a creator to a certain extent." (30:19)

Grassroots Event Movements

• New models include spontaneous, community-driven gatherings amplified by social media (e.g., the ‘Woodstock AI’ phenomenon).

  "5,000 people...for a show, and that happened in a week. The power that we have with social and content creators...is disruptive." (29:43)

Notable Quotes & Memorable Moments

• "Events were the first to go. That has changed." (03:35)
• "Events remain the most personal, human-friendly way of interacting with a brand." (07:20)
• "There's too much content out there. What we strive for is connection." (13:10)
• "Invest in creating a micro experience around the event… undivided attention." (17:02)
• "It’s an event design problem, not the platform." (18:12)
• "Content becomes the business model for events." (28:45)
• "Your business needs to become a creator to a certain extent." (30:19)

Further Resources & Recommendations

Must-Follow Industry Leader:

• Anthony Kanada, CEO of Audience Plus ("Every company becoming a media company"; recommended for all B2B marketers and event leaders.) (31:38)

Favorite Emerging Tool:

• Auto-GPT: “Searches the Internet and does tasks for you...borderline scary”—suggested for ahead-of-the-curve operators (32:41).

Career Advice for Early Professionals:

• Become an expert in and leverage emerging tools like AI for content and event leadership—even if you don’t become a technical expert, building practical proficiency is key to career acceleration. (33:57)

Follow Julius Solaris:

• LinkedIn: Julius Solaris
• Newsletter: insights.boldpush.com

Key Timestamps

• 01:16 – Julius Solaris: Background & Journey
• 03:35 – The Evolution of B2B Events Pre- & Post-Pandemic
• 06:38 – Defining Event-Led Growth
• 08:49 – Community & Events: Synergy and Differentiation
• 12:43 – Building Community via Connection (not just Content)
• 15:08 – Mega Events vs. Micro-Experiences
• 18:04 – Starting Practical Event Programs for SaaS Companies
• 20:34 – Virtual Event Realities: Engagement Tactics
• 26:14 – Predictions: AI, Real-Time Value, Content as Business Model
• 31:38 – Recommended Leader: Anthony Kanada
• 33:57 – Career Advice for Future Thought Leaders

This episode delivers in-depth, actionable insights for SaaS leaders—especially marketing, revenue, and event executives—seeking to use events and community to drive growth in a highly competitive, rapidly changing digital landscape.