SaaStr built a large community of enterprise software professionals organically over time by starting with a blog, growing their annual conference, and leveraging data and community feedback. They have grown from 500 subscribers and 2,000 followers in 2014 to 30,000 subscribers and 500,000 followers in 2016. Their annual conference grew from 2,000 attendees in 2015 to 5,000 attendees in 2016. They measure everything, use data to inform decisions, and gather qualitative feedback to continually improve the community and conference experience. They aim to further diversify, refine processes, and expand their offerings through initiatives like SaaStr Academy and SaaStr Fund.

1. How SaaStr Built an Energized Community
of Evangelists From Scratch
GRETCHEN DEKNIKKER, COO / SAASTR

2. WHAT IS

3. SaaStr is definitely the largest community
of people who like enterprise software on
the planet. It’s a great community of
people trying to build companies and learn
from one another. It’s pretty amazing to
see.”
AARON LEVIE
CEO, COFOUNDER & CHAIRMAN / BOX
“
@saastr #liveMKTG@gretchende

4. VPS
EXECS
VCS
@saastr #liveMKTG@gretchende
FOUNDERS
WE ENTERPRISE SOFTWARE

5. About us
FOUNDER / ADVISOR
Jason is a 2x founder, 1x VC, and constant SaaS enthusiast
Started SaaStr as a simple blog in 2012
Jason Lemkin
@saastr #liveMKTG@gretchende

6. COO
Startup junkie, 1x founder, 5x early employee
Joined SaaStr in 2014
Gretchen DeKnikker
@saastr #liveMKTG@gretchende

7. TWO YEARS
OF
GROWTH

8. 2014
2016 10,000
3M
VIEWS/
MONTH
1M
VIEWS/
MONTH
TRAFFIC
25,000
500
SUBSCRIBERS
30,000
5,000
FOLLOWERS
2,000
SAASTR ANNUAL
@saastr #liveMKTG@gretchende

9. WHAT IS
SAASTR ANNUAL?

10. 2015 2016 2017
10,000 attendees
3 days, 4 stages
200+ speakers
5,000 attendees
3 days, 2 stages
100+ speakers
- and a dance crew
WHAT IS SAASTR ANNUAL?
2,000 attendees
1 day, 1 stage
20 speakers

11. Learning via blog - but
one voice, one direction1
Gathering in person - more
voices, connecting with others2
@saastr #liveMKTG@gretchende
3
Education platform - packaging
lessons for every stage of journey
HOW THE CONFERENCE INTEGRATES

12. HOW DID WE
DO IT?

13. Measure E V E R Y T H I N G
HOW DO WE DO IT?
We have no idea what we’re doing1
2
3
4
@saastr #liveMKTG@gretchende
Most importantly…
The community

14. HOW DO WE DO IT?
Pick an outcome and work backwards
@saastr #liveMKTG@gretchende
4

15. WHAT WE’VE
LEARNED… SO FAR

16. Single owner/single metric - or disaster
The details really matter
It ain’t software
Process, but not for process sake
WHAT WE’VE LEARNED, SO FAR…
@saastr #liveMKTG@gretchende
1
2
3
4

17. HOW
DOUBLEDUTCH
HELPS

18. HOW DOUBLEDUTCH HELPS
We can’t trust our opinions…1
2
3
4
@saastr #liveMKTG@gretchende
There’s soooo much more we can do
We need to do speaker prep
…but we can’t necessarily trust theirs either

19. HOW WE MEASURE
EVERYTHING

20. METRICS
@saastr #liveMKTG@gretchende
A good metric…
A GREAT metric also… 3
4
Has an object basis
attendees per company, returning attendees by month
Aligns individual goals with overall plan
single owner, everyone has a number
1
2
Begins with a number
# of ticket sold, % of speakers confirmed
Has a time basis
per week, by October 10th
*adapted from LUXr Lean Startup Workshop

21. HOW WE
USE THE DATA

22. WHAT DO WE DO WITH THE DATA?
HOW DOES IT SHAPE DECISIONS?
• Agenda - attendee profiles shape content
• Expenses - what we can add and when
• Revenue - scenario planning, fixed vs variable costs
• Attendee Experience - managing venue constraints
• Hiring - who we’ll need when
@saastr #liveMKTG@gretchende

23. HOW WE
MEASURE
SUCCESS

24. HOW WE MEASURE SUCCESS AND ROI
A mix of quantitive…
• Sponsor renewals - closed $1m in sponsors within 60
days of the event - but also new 40% were new logos
• Return attendees - 1000 tickets within 90 days - but
also new, 35% return/65% new (only 50% can be
return)
… and qualitative feedback
@saastr #liveMKTG@gretchende

25. …AND QUALITATIVE FEEDBACK
@saastr #liveMKTG@gretchende

26. WHERE DO WE
STILL NEED TO
IMPROVE?

27. WHAT CAN WE STILL DO BETTER?
Diversity - have to be committed.
Processes - the right-sized tools that scale
Advisory council - speakers and sponsors
Editing ourselves – a year to plan is a long time
@saastr #liveMKTG@gretchende

28. SAASTR
WHAT’S NEXT FOR

29. WHAT’S NEXT?
SaaStr Academy
More events
Co-selling Space
SaaStr Jobs
SaaStr Fund
@saastr #liveMKTG@gretchende

30. WE’REHIRING!
jobs@saastrinc.com