Sprint 1

Now streaming on demand

The United States is one of the world’s largest markets for event technology. It’s also one of the most difficult to break into. The industry is fragmented, buyers are hard to pin down, and the technology landscape is crowded. Understanding the contours, competition, strategies, and channels makes it easier and faster for technology companies to differentiate, go to market, and thrive.

Launch Shift Go is a two-week, online course to help event-technology executives and entrepreneurs land softly and advance quickly in the U.S. business-to-business meetings, conferences, and tradeshows industry. If your firm is looking for growth opportunities, planning to launch, seeking to shift your current sales and marketing approach, or thinking about raising venture capital, enroll today.

Learn how to survive and thrive in a course designed specifically for event-technology providers.

Are You:

An Event Tech Startup with market growth ambitions but limited marketing funds?
An Event Tech Company seeking a solid U.S. go-to-market strategy and needing to establish priorities?
An Event Tech Company with the need to re-assess and pivot with your current U.S. marketing strategy?
An Event Tech Innovator with a napkin idea, seeking potential strategic partners?
An Event Tech Company in need of validation on whether you're doing it right or missing out on opportunities?

If so, this is your chance to learn from five of the most prolific and knowledgeable experts in event-technology strategy, business development, and venture capital. Get resources, blueprints, and practical advice from leading voices in the industry.

Launch Shift Go provides event technology firms with a foundational understanding of the U.S. business-to-business event-technology ecosystem. It illuminates a path for market penetration and sustainable growth.

You'll learn about

STATE OF EVENT TECHNOLOGY IN THE U.S.

Landscape overview
Technology maturity scale – old vs. new
Technology growth areas
Total addressable market (TAM) for event technology

PRODUCT POSITIONING

Competitive analysis
Targeted messaging
Positioning process

INDUSTRY EXPOSURE

Events
Associations
Competitions
Trade press entry
Marketplaces
Hashtags

LISTENING POSTS

Groups
Influencers
Podcasts
Publications, including event-tech-focused coverage, editors, columns
Reports/research/data resources

INDUSTRY VERTICALS

For-profit
Corporate
Association

SALES FUNNEL AND DEMAND GEN

Marketing and Sales Funnel
Finding event tech buyers
Key pain points for 2022-23 events
Unlock your buyer’s journey, committee, and window
Converting leads to pipeline to purchase

PROSPECT ENGAGEMENT

Perfecting the online demo
Elements of good collateral
Addressing RFPs

PARTNERSHIPS / AFFILIATE PROGRAMS

Typical partnership configurations for event technology
What works to achieve ROI and what is doomed for failure
How to best leverage partners

RAISING CAPITAL AND M&A

Venture capital firms currently investing in event technology
How the process of raising VC works
What a successful pitch deck contains
When to accept VC, self-fund, or sell

Testimonials

Launch Shift Go is an invaluable source of direct expert knowledge and access to the event tech landscape. This workshop provided us with insights from veteran insiders and has massively accelerated our understanding of how to move forward and has provided us with a solid foundation on how to grow our business. I highly recommend this workshop for anyone that is new to event tech and/or is looking to grow their company.

The best part about Launch Shift Go? Access to incredibly knowledgeable and talented professionals who know event tech inside and out. Even for someone like me, who's been in the space quite a while, there's so much to learn. I loved the mix of very tactical advice on things like demand gen and sales outreach, along with all the priceless tips on navigating the space - who to follow, how to partner and so much more. The biggest challenge? Taking action on all the amazing advice! Definitely worth the investment.

I found the Launch Shift Go workshops very valuable. They provided guidance and examples of how to refine marketing messaging, and provided valuable insight on the event-tech industry.

As a founder, I wear so many hats in the business that it's easy to get overwhelmed by the details and lose perspective on what I’m trying to achieve. Launch Shift Go was super useful because it gave me clarity on what to do, as well as some practical tips on how to do it. I now have a much clearer sense of how to approach our marketing strategy and sales processes, and a newfound confidence in our demand generation strategy.

When Dahlia+ puts something together, I always listen! They have their finger on the pulse of the event tech market and when this workshop was proposed to us, I jumped on it, particularly because the timing was perfect with our new Chief Marketing Officer starting that week. She participated and found the program extremely beneficial in fast tracking her understanding of the current landscape and future insights.