Selling an Event Management SaaS that Stands Out (From a Real Coaching Session).
Ever feel like your product is a game-changer, but the world just hasn’t caught on yet? That was the challenge for this founder, whose SaaS platform helps event teams keep guest communication flawless. Instead of relying on clunky PDFs or last-minute texts, his platform lets teams keep everything organized and up-to-date with attendees.
Here’s the breakdown of our coaching session and some practical, real-world advice that might help you if you’re in a similar boat:
Ditch Generic Outreach—Make It Visual and Personal
Challenge: This founder was doing what so many do—mass email sequences hoping for a reply. But with a crowded inbox, event managers just aren’t biting.
Solution: Create a memorable first impression by swapping those text-heavy emails for visual impact.
Here’s how:
• Include a short GIF or video in the email that highlights the platform’s value at a glance.
• Keep the email copy short and direct. Show, don’t tell. Lead with a visual and open/close with a question like, “Are you still handling event updates with PDFs?”
Takeaway: Personalization and visuals make emails hard to ignore. People respond to content that shows them what’s in it for them—and does it quickly.
Go for “Light-Hearted” LinkedIn Content—No Hard Sell
Where He Was Struggling: On LinkedIn, he was connecting but messages were getting lost, he wasn’t getting responses… he wasn’t getting the traction he wanted.
Our Fix: We ditched the salesy posts and went for humor and relevance instead. Event managers are constantly dealing with chaos, so we brainstormed ideas for light-hearted content that speaks to their world:
• Memes about last-minute event changes.
• Quick insights on industry trends, sprinkled with humor.
• Examples of “event manager nightmares” and how his platform solves them.
Your Move: Forget the direct pitch. Share relatable, light-hearted content that makes prospects stop scrolling. This builds rapport and gets you on their radar without feeling like a pitch.
Lower the Demo Barrier—Show Value First, Book Later
Pain Point: When people responded to his emails, they often went silent and ghosted him after he tried to schedule a demo.
Game Plan: We simplified the process by suggesting a quick 30-second video reply in response to interest. No scheduling needed—just a quick clip introducing the product and a link to book if they’re ready. The trick is to make the demo feel like a “bonus,” not a chore.
• Video should answer a specific question: “What do you do when an event is already underway, and you need to make a quick update to your attendees?”
• End with, “If this looks helpful, grab a time here to see how it can work for your team.”
Key Takeaway: Lower the barrier to engagement. Show, don’t ask—give value before asking them to book.
Explore Direct Mail for Bigger Leads
Problem: His target customers are often high-level corporate event planners, buried in emails and flooded with LinkedIn messages.
Our Creative Fix: For these larger accounts, we explored the idea of highly personalized direct mail—think handwritten notes, branded event countdowns, or even mini sample kits.
• Example: A branded calendar with upcoming event dates marked and a note that says, “Let us handle the last-minute surprises.”
Takeaway for You: Direct mail can be a memorable way to reach big clients. It’s unexpected and shows you’re willing to go the extra mile to stand out.
Build a Clear Customer Funnel—Start with Just One
Challenge: Leads were trickling in from multiple channels, but without a consistent flow, it was hard to predict revenue or scale efforts.
Our Solution: Focus on one target audience and build a clear funnel for them:
• Since agencies have been a source of referrals, let’s create a landing page tailored to event agencies with specific case studies and testimonials.
• Once that’s working, add a similar landing page for corporate event planners.
Your Takeaway: You don’t need every possible lead source all at once. Focus on building a smooth path for one customer type and scale from there.
