How a Nationwide Event Series Accelerated SaaS Adoption and Customer Growth

One of the most effective strategies I’ve seen for driving market education and revenue growth is a nationwide touring event series. When executed with precision, these events become far more than customer engagement—they serve as a catalyst for product adoption, retention, and long-term growth.

Background: From Data to SaaS

In this case, a property-tech company faced intensifying competition as rivals commoditized its transaction-driven data product. To defend and expand market share, leadership made a pivotal shift: transforming into a SaaS workflow platform.

The challenge was clear: customers needed to understand the value of this new model, particularly as industry-wide regulatory and policy changes created both complexity and opportunity.

The Event Strategy

The solution was a half-day event series, rolled out across 20–30 U.S. cities each year. The format combined industry insights with product education in a structure designed for efficiency:

• 8:00 am – Check-in & Breakfast

• 9:00 am – Technical Industry Track

• 10:30 am – Networking Break

• 11:00 am – Market Update

• 12:30 pm – Closing Remarks

• 12:45 pm – Optional Lunch & Product Presentation

This approach delivered two key benefits:

1. Attendees gained immediate, relevant industry knowledge that justified their time investment.

2. The optional product session provided a natural pathway to adoption without diluting the thought leadership agenda.

Results That Spoke Volumes

The event series consistently outperformed expectations:

• 45–150 participants per city, representing ~75% of the company’s customer base by account revenue.

• Attendee accounts increased spending by 10%+ versus non-attendees.

• Zero attrition among participants, strengthening retention.

• Strong, repeatable ROI year after year.

Strategic Impact

By pairing market education with targeted product exposure, this event series became instrumental in enabling the company’s SaaS transition. It built trust, demonstrated value, and positioned the company as a thought leader in an increasingly competitive market.

Strategic takeaway: For companies navigating transformation, a well-structured touring event series is more than a marketing tactic—it’s a scalable growth strategy. Designed correctly, it not only educates the market but also creates measurable lift in both adoption and retention.