SaaS companies attending SaaStr Annual and its European counterpart have experienced widely different outcomes from field marketing efforts, with some closing over $700,000 in revenue post-event while others reported no leads, according to SaaStr founder Jason Lemkin. The events, which attract more than 10,000 SaaS CEOs, founders, and VPs, remain a key marketing channel in 2026.
Lemkin highlighted that the success of field marketing at these events depends heavily on how well a company's VP of Marketing executes the strategy. Companies like Brex, Looker, IBM, Hook, and Stripe reported that field marketing at SaaStr events performed as well or better than other marketing channels. Conversely, similar companies attending the same events found limited value, underscoring the importance of aligning marketing efforts with internal expertise.
This disparity illustrates the competitive nature of SaaS marketing, where even similar products can experience vastly different lead generation results from the same event. The findings suggest that companies should tailor their marketing investments to their leadership’s strengths rather than adopting a one-size-fits-all approach. SaaStr’s role as a platform for connecting SaaS leaders continues to be influential in shaping marketing strategies within the sector.
Jason Lemkin shared these insights on September 4, 2026, via his Twitter account, emphasizing that field marketing can be highly effective but requires strong execution. SaaStr events remain a major gathering point for SaaS professionals, with over 10,000 attendees at each event, providing significant opportunities for companies that leverage their marketing capabilities effectively.