SaaStr 2023: The Ultimate Guide


Saastr 2023

SaaStr 2023 is on the way!

We are a quarter of a way through 2023, and the resurgence of in-person events is in full flow. Even though businesses and event managers have learned to appreciate the value of digital events after a pandemic and remote meetings rocked their event marketing strategies, nothing quite beats the importance of meeting prospects face-to-face. 

However, this resurgence of in-person events also means that marketing teams now have many events. They must be careful when evaluating and deciding which events are worth attending and paying for. One way of measuring the value of these events is determining which offers the best opportunities to connect with potential partners and generate B2B leads through networking possibilities and by choosing events that target issues closely tied to business operations. 

A subject that has revolutionized the way thousands of businesses operate is Software as a Service (SaaS). Many businesses deploy software solutions that are accessible online instead of requiring installation on computers. As enterprises adopt cloud-based solutions, companies can access software from anywhere, anytime, making it possible for businesses to scale their operations quickly and efficiently. 

With the growing importance of SaaS, it has become crucial for professionals to stay up-to-date on the latest trends and innovations in the industry. One of the best ways to gain industry insights, access to the newest technology, and contact with valuable networking opportunities are by attending SaaS events. 

SaaStr Annual is a standout event in the SaaS industry. Since its inception in 2015, the event has gone from having 1,500 attendees to over 15,000 and receiving surprise interventions from leaders, including Barack Obama. This guide will tell you everything about SaaStr Annual 2023 and how to leverage this event to drive leads and deliver a positive ROI.

What is SaaStr?

SaaStr is the world’s largest B2B SaaS community event. Over three days, the event attracts thousands of attendees yearly, including SaaS founders, executives, investors, and industry experts. The event will feature keynote speeches, panel discussions, and workshops covering various SaaS-related topics like marketing, sales, customer success, and product development.

Where Is SaaStr Going To Take Place? And When Is The Event?

The 2023 Annual SaaStr event will occur from September 6-8, 2023, at the 40-acre San Mateo County Event Center, 2650 S Delaware ST, San Mateo, California. The location is approximately 20-30 minutes from San Francisco. 

The first-ever SaaStr event was held at a single venue, the Westin St. Francis hotel in San Francisco. Today, the conference has become one of the largest and most prestigious events in the software-as-a-service (SaaS) industry, attracting thousands of attendees worldwide.

Who Goes To SaaStr 2023?

The SaaStr Annual conference is focused on Software-as-a-Service companies and professionals. The event unites thousands of attendees worldwide, including the largest community of SaaS founders, executives, entrepreneurs, industry experts, and investors. 

SaaStr is the largest community worldwide of SaaS executives, founders, and entrepreneurs. It also provides one of the highest concentrations of CEOs and VPs of Sales and Marketing at any non-vendor B2B event. 

In further depth, the conference brings together

  • 15,000+ in-person attendees
  •  2,500+ SaaS executives and founders
  • 250+ speakers from the best SaaS companies in the world
  • Thousands of VCs in attendance
  • 150+ industry-leading sponsor
  • 80% of attendees from $2m-$100m ARR
  • 52% of attendees from VP-level and above

SaaStr is committed to having the most inclusive community in Cloud and SaaS. This was demonstrated during the 2022 SaaStr Annual, where 60% of women and multicultural speakers were featured. Past SaaStr events have strongly emphasized providing the most representative attendee experiences possible.

What To Expect From SaaStr 2023. Is SaaStr 2023 Worth It?

As one of the largest and most well-known conferences for SaaS companies and professionals, SaaStr has the potential to be a worthwhile event for businesses interested in this sector. 

If you are interested in the SaaS industry or are involved in a SaaS company, attending SaaStr Annual 2023 can be a great way to learn about the latest trends and best practices. More importantly, the conference is an opportunity to connect with other professionals in the field. 

SaaStr 2023 will bring together leaders and experts from the technology industry to discuss multiple SaaS-related issues. This opens many opportunities to learn about the industry’s most recent developments and trends while receiving the newest insights from thought leaders and sharing the same space with peers and possible business partners. If you want to learn more about the SaaS industry, make valuable connections, and stay up-to-date on the latest trends and best practices, SaaStr Annual 2023 is the event for you. 

Why Should I Attend SaaStr 2023?

There are several reasons why businesses should consider attending SaaStr Annual 2023. Here are seven of them:

Priceless Networking Opportunities: SaaStr Annual brings together some of the brightest minds in SaaS, including executives, founders, investors, and thought leaders. Attending the conference provides marketers with multiple opportunities to connect with like-minded professionals, establish new relationships, and expand their networks.

Learning from Industry: The conference features an impressive lineup of speakers who will participate in expert-led sessions. These leaders will share their valuable expertise on various SaaS-related topics. Marketers can learn from successful SaaS gurus and apply their knowledge and strategies to their businesses. 

Stay ahead of Industry Trends: SaaStr Annual is an event that unites businesses and speakers that showcase the latest trends and developments in the SaaS industry. By attending this conference, marketers can gain a competitive edge by learning about the newest SaaS advances, trends, and practices that can transform their business. 

Product Demonstrations: SaaStr Annual is ideal for companies to showcase their products and services to a large audience. Marketers can attend product demonstrations and gain insights into the latest SaaS products and services, which can help them make informed decisions about their marketing strategies.

Career Development: SaaStr Annual allows marketers to develop their skills and knowledge in SaaS. Attendees can participate in workshops and breakout sessions focusing on specific marketing topics, which can help them advance their careers.

In-person market research: SaaStr 2023 attracts experts from many industries who manage or work with SaaS services. With thousands of organizations attending or participating, the conference is a perfect opportunity to see how your company measures against competitors and peers. You can spot the gaps in your marketing and business strategy by attending. 

Unmissable side events: SaaStr Annual 2023 will offer ample networking opportunities. However, taking advantage of the events after the main talks each day is advisable. To identify the most suitable events, companies should clearly understand their target audience and create a plan with the help of event intelligence.

By doing this, sales representatives and marketers can attend more focused and smaller gatherings, allowing them to connect with industry peers and potential partners who align with their business objectives. This approach offers greater opportunities to justify the investment in attending the event.

After compiling a list of 2-3 prospects for each side event, business representatives can focus on engaging with these potential clients, who are typically challenging to meet outside this conference. Building relationships with them during the event can result in potential leads.

How Much Does It Cost To Register For SaaStr Annual 2023?

If you are a B2B founder, an executive, an investor, or a marketer, SaaStr has different pricing tiers depending on the size of your company. All Access Tickets can provide several benefits, such as:

  • 50+ hours of actional content and tactical takeaways
  • 300+ speakers from leading SaaS and Cloud companies
  • Thousands of 1:1s on Braindate
  • Hundreds of interactive, expert-led roundtables capped at 20 participants to ensure that a real speaker and audience conversation takes place.
  • Dozens of workshops and deep dives from leaders in SaaS

The Early Bird tickets are already available. Here are the latest prices for the event.

All Access Ticket For Startups (Less Than $20m Annual Recurring Revenue – ARR)

If you are a founder, exec, or employee of an early-stage, privately held company, this discounted pass provides an all-access pass for all three days. This includes access to hundreds of sessions, networking opportunities, and more. Current price: US$999

Team Pack For Startups

These tickets are the same as the All Access Tickets for Startups but are less expensive when you purchase three or more for your team. They are also tied to the same terms and conditions. Current price: US$699

All Access Ticket For Big Cos Qnd VCs (Qbove $20m ARR)

If you represent a late-stage startup or company, provide services to startups, and have annual recurring revenue above $20m, these are the best tickets you can apply for. Users will also get an all-access pass for SaaStr 2023 and can visit all the sessions and networking activities. Current Price: US$1,199

Team Pack For Big Cos And VCs

This pack provides the same features and benefits as the All-Access Ticket for Big Cos and VCs but at a discounted price if you purchase three or more tickets for your team. Current price: US$899

Extra Tips When Registering And Buying Tickets

Some conditions should be clarified when registering for the event and purchasing tickets.

Badges Cannot Be Swapped

Due to increased health and safety protocols, badge swapping is prohibited at SaaStr 2023. A daily temperature and ID check will be in place to ensure compliance, so you cannot access the event with someone else’s badge. 

You Can Transfer Your Ticket

Before the conference, if you wish to transfer your ticket, you can do so. All you need to do is contact [email protected] with your order confirmation number and registration details (first name, surname, email address, company, and title) of who you would like to transfer your ticket. 

You Must Be Vaccinated To Attend The Event

Attendees can either test themselves before the event or on-site at SaaStr Annual. On-site testing will create a waiting time of around 20-45 minutes. Attendees will also have their temperatures checked and won’t be able to enter the venue with an elevated temperature. 

Review The COVID And Vaccination Procedures

Badge pick-ups will be available during all show days. Attendees must bring a valid photo ID, preferably a valid passport, a vaccine card or photo proof of verification, proof of negative COVID test within 72 hours, and an email confirmation with a QR code to help ensure a swift check-in. 

For the proof of vaccination, attendees must have either received a booster, a vaccination within the last 270 days, or a recovery certificate. All attendees must upload their proof of vax before 1st September. 

Proof of negative COVID tests is required within 72 hours of your first entrance to SaaStr Annual. The result can be from an at-home test or a lab test. If it is an at-home test, taking a photo of the negative result, time-stamped, with your ID is important. 

Can SaaStr 2023 Improve Business Plans?

Attending SaaStr 2023 offers attendees abundant valuable knowledge and insights to take away from the technology event. However, many marketers also view networking opportunities as a significant benefit. SaaStr Agenda and the San Francisco Bay Area provide an excellent setting for business deals and partnerships, with numerous venues and private parties in San Francisco offering additional opportunities for marketers, sales teams, and potential customers to connect and boost their businesses.

Given that marketers are typically held accountable for KPIs and must measure the success of their campaigns to justify the budget spending they cannot afford to leave SaaStr 2023 and the San Francisco Bay Area without generating leads. To achieve this, they must carefully plan and invest in researching and attending events that can provide a positive return on investment.

While it is possible to generate leads through meetings and key sessions during SaaStr, the sheer number of networking events available makes it likely that other opportunities to drive leads will also arise in the San Francisco Bay Area.

Attendee Data: Learn Who’s Attending And Prepare For It

By utilizing event intelligence, businesses can derive greater benefits from SaaStr Annual 2023 beyond just the already available meetings. 

Event intelligence combines data from previous events with real-time monitoring and predictive modeling using AI to anticipate future attendees and sponsors. These individuals may not necessarily attend SaaStr but could participate in other San Francisco Bay Area events.

By using this data effectively, marketing teams can gain valuable insights into who will be where and when, allowing them to plan which events to attend to achieve their goals and reach their ideal prospects. Marketers must adopt a data-driven approach to event marketing to fully capitalize on the range of opportunities available in San Francisco Bay and ensure that their attendance at SaaStr is a worthwhile investment.

With a clear map of who will be where marketing teams can make informed decisions about which events to attend to achieve their KPIs and connect with their target audience.

How To Prepare For SaaStr Annual 2023

Deciding to attend SaaStr Summit 2023 is an important step to growing your number of leads, but it requires preparation. Here are nine tips when preparing for your trip:

Set Objectives And Goals

Before attending the conference, it is important to define the goals and objectives that your marketing team hopes to achieve. This will probably include generating new leads, increasing brand awareness, or networking with industry leaders. Defining these goals will help your team stay focused and on track to ensure that attending the conference is productive. 

Plan Well In Advance For The Event

It is best not to leave anything for the last minute and to have an elaborate plan before you head to San Francisco Bay. This means having all the necessary papers and equipment in check. You should start arranging hotel and travel reservations as soon as your team knows who is going. The next step is to gather information about who will be attending events that interest you the most and prepare your pitch for when it is time to start networking.

Research The Conference

The SaaStr Annual Conference is a large-scale event, and it is important to research and familiarize oneself with the conference beforehand. This may include reviewing the conference schedule, keynote speakers, and exhibitors and identifying which sessions and activities are most relevant to the marketing team’s goals.

Create Marketing Collateral

Connecting with industry peers and colleagues at SaaStr Annual 2023 can significantly value your business. Consequently, it is best to develop marketing collateral for the conference, such as business cards, brochures, and branded merchandise. These items can help give a memorable impression and attract potential customers and clients. 

Bring A Coat

Due to the conference’s health and safety guidelines, nearly all of SaaStr Annual 2023 will occur outside. This can promote a safer gathering for in-person attendees and more space for all the stages, sponsors, and networking areas to leverage the 40+ acres around the San Mateo County Event Center. This requires dressing for the occasion. While there will be warm afternoons, the temperature can get a bit chillier in the evenings, so it would be wise to bring a sweater or a jacket for the day’s final hours. 

Pick A Suitable Place For Your Meetings

The San Francisco Bay area is an ideal place for networking, offering a variety of cafes and restaurants where individuals can meet and establish connections. For those who have the financial resources, investing in reputable private meeting spaces, like suites, can be another option to create a more professional and credible impression. The right setting can also help create a comfortable and relaxed atmosphere, encouraging open communication and collaboration between parties.

Use Event Intelligence To Identify The Best Side Events

As said before, there will be many chances to build your network at SaaStr 2023. To do so, however, you need to make the most of the small events that are taking place in San Francisco Bay. Shortlist your target audience, leverage event intelligence to create a detailed plan, and attend the smaller events that have the kind of audience you need to drive leads and develop quality partnerships. 

Leverage Attendee Data: Discover Who’s Attending SaaStr And Prepare For It 

Vendelux already has SaaStr 2023 attendee data with thousands of attendees, exhibitors, and sponsors going to San Francisco Bay for the event. This information lets you analyze the kind of audience who will be at the event. For now, the audience includes 40% of peers with professional seniority, 40% are C-suite executives, and 20% are VPs and Directors.

If done with preparation and attention to detail, attending the event can provide you with leads and partnership opportunities that can deliver a positive ROI.

Have An Evaluation And Follow-up Plan Ready

After the conference:

  1. Follow up with any leads or contacts made during SaaStr 2023.
  2. Take time to analyze and evaluate your team’s performance at the conference.
  3. Review the goals you set at the beginning, and determine if these objectives were met.

Here, you should identify where the team can improve for future events and refine your event marketing strategy. 

Tips When Traveling To SaaStr 2023

The San Mateo County Event Center is half an hour from San Francisco. Attendees can reach the venue from this city by taking Caltrain from downtown San Francisco. However, there will be a dedicated Uber/Lyft/rideshare drop-off at SaaStr Annual to make it easy to get in and out of the event for those staying in San Francisco or on the peninsula.

Travel Options

Here is a list of travel options to reach the San Mateo County Event Center. 

Parking, Rideshare + Shuttles

Parking: Attendee on-site parking is pre-assigned. You should use the parking pass received via email to park in the designated lot. Overflow parking is available at Crowne Plaza with ins-out privileges. 

Shuttles: A shuttle service will be provided to take attendees from Crowne Plaza to the event center. 


Here is a list of hotels that SaaStr recommends.

Courtyard San Mateo Foster City. This hotel is located about 20 miles south of San Francisco. It features modern rooms with free Wi-Fi, a fitness center, an outdoor pool, and a bistro-style restaurant. The hotel also offers complimentary parking and a shuttle to and from San Francisco International Airport. Prices start at $219.

DoubleTree by Hilton Hotel San Francisco Airport. This hotel, with spacious rooms and modern amenities close to the airport, has a room block reserved for the event. As a part of the SaaStr 2003 Group, you will receive complimentary basic Wi-Fi and reduced overnight parking: $25.00. Prices start at $199.

Crowne Plaza: Foster City-San Mateo. Adjacent to San Mateo, this hotel is conveniently located near several major highways and offers modern rooms and plenty of on-site facilities, including fitness centers and a swimming pool. The hotel also has a business center with meeting rooms. Prices start at $269. 

Hilton San Francisco Airport Bayfront. Located just minutes from San Francisco International Airport, this hotel offers great views of San Francisco Bay. The hotel also has pools, a spa, and business spaces and convenient access to major highways and the conference center. Prices start at $291.

Embassy Suites by Hilton San Francisco Airport Waterfront. Like other Hilton Hotels, the Embassy Suites offer spacious rooms and commodities, including a spectacular view of the Bay and close highway access. Prices start at $249. 

Summary: Careful Planning Can Make A Difference When You Go To SaaStr Annual 2023

The SaaStr Annual 2023 event is highly significant for many companies due to its strong sense of community and numerous opportunities for businesses to network and make valuable connections in the SaaS sector. This year’s event promises to offer new opportunities for collaboration, unique experiences, and insights on SaaS that can help companies drive innovation and technology to new heights.

However, attending such events requires financial and resource support from the company’s management, who will expect to see a profitable return on investment. To make the most of the event, marketers should take advantage of the face-to-face networking opportunities available in San Francisco Bay and the numerous after-parties and post-event networking events.

To achieve optimal results from attending the event, it’s essential to research the relevant sessions and identify all available networking opportunities, create a list of people to meet, and gather the necessary SaaStr 2023 attendance data to gain insights into the people and companies attending the event.

Event intelligence has become crucial for companies looking to generate leads and increase sales. By leveraging data and insights from events, companies can better understand their target audience, identify promising leads, and create more effective marketing strategies to increase sales, stronger customer relationships, and continued business growth.

By carefully planning and making the best use of insights, attendees can fully enjoy SaaStr 2023 and deliver optimal results, including lead generation opportunities and a positive ROI for their company.

Discover the Attendees & Sponsors Who Will be at SaaStr Annual 2023


Stefan Deeran

Co-founder and COO of Vendelux, the leading AI platform for event marketers and conference organizers.

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