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Here's a guide to spending the correct amount of time and money on events as a founder.
Last week, I spent three days at Bits and Pretzels in Munich — a startup-focused event with a distinctly Bavarian flavor. Think Oktoberfest meets startup conference, complete with dirndls, lederhosen, and more beer than you might expect. As someone building an AI-powered event platform, I went in with a specific mission: Observe how startups actually market themselves at events. Here’s what I discovered: GoodBytz: The power of good demos What they did: Robotics startup GoodBytz set up a booth where its robots prepared kaiserschmarrn (a traditional German dessert) all day long. Why it worked: Nothing beats seeing a product in action. While other booths had brochures and demos, GoodBytz’s robots were actually cooking. The smell, the movement and the end result stirred together an experience that people will remember and talk about. The lesson: If you have a physical product, show it in action. The old writing adage generalizes well: Show, don’t tell. Let people see, hear and touch the product. WeRoad: The bathroom hack What they did: Posted “Missing Investor” flyers in bathroom stalls with QR codes pointing to their website. Why it worked: Pure genius. Every startup at the event was looking for investors, but the “Missing Investor” headline, while a bit on the nose, proved irresistible. Plus, bathroom stalls are one of the few places where people have 30 seconds to actually read something. The lesson: Think about where your target audience’s attention will remain undivided. Sometimes, the most effective marketing leverages the most unexpected places. Emqopter: Visual impact matters What they did: Designed a bright orange booth that displayed their drone prominently. Why it worked: In a sea of grey, white, beige and brown, Emqopter’s bright orange booth was impossible to overlook. The drone was real, too, and proved a real conversation starter. The lesson: Your booth is competing with hundreds of others. Make it visually distinctive and ensure your product is the hero. Quests: Community building using the product What they did: Created a busy, branded booth with accessories (toy car, traffic cones, a bulletin board) and used their anti-loneliness app to build communities among founders at the event. Why it worked: Quests used their product to solve a real problem right at the event, and the busy booth design generated energy and curiosity. The lesson: Use your product to solve a problem at the event — if it’s possible, of course. Demonstrate your value in real time. Dyno: Event-themed marketing What they did: Distributed branded electrolyte packs with the tagline “Your hangover ends. Your pension lasts – with Dyno.” Why it worked: Dyno aligned its messaging perfectly with the Oktoberfest theme. Every attendee was thinking about beer and hangovers, so Dyno’s goodies were quite relevant. The tagline was clever, memorable, and directly addressed a pain point most people at the event might have to deal with later. The lesson: Tailor your marketing to the event’s theme and culture. The more you tie your messaging and product to the context, the more memorable you become. So, what did I learn? Event marketing is about more than just showing up and setting up a booth; you have to understand your audience and create experiences that people will remember. Here’s what really struck me: most startups and even big companies don’t know how to leverage events properly. They book the booth, show up and hope for the best; maybe they bring some branded pens and a pop-up banner. Then they’ll go back home and wonder why they spent €5,000 in exchange for 50 business cards that never convert. The startups that stood out at Bits and Pretzels understand something fundamental: event ROI isn’t about booth size or location; it’s about strategy, creativity and planning. None of the startups above improvised on-site, or planned something the night before the event in their hotel rooms. They laid everything out 4-6 weeks before the event. A solid pre-event strategy is what separates successful event marketing from expensive booth rental. But what matters most for early-stage startups is that you don’t need a massive budget to stand out. WeRoad’s bathroom stall hack probably cost €50 to print the flyers. A standard booth package at Bits and Pretzels would go for €3,000 to €5,500. The ROI difference is staggering when you compare the cost per meaningful conversation. That’s the difference between simply spending money and investing smartly. Building Sesamers has taught me that helping startups find the right events is only half the equation. The other half is helping them understand how to maximize ROI once they’re there. Good props aren’t a marketing expense; they’re opportunities to meet customers, investors and partners, and strike up engaging conversations.
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Most startup founders treat events like they’re going travelling: count the days, block the calendar, done. But event tickets don’t come cheap, and the actual affair can eat into your budget in so many different ways, you’ll be left with a hole in your company wallet. You see, the problem here is a simple case of math: one can’t budget for unforeseen expenses. That’s why we’ve put together a simple formula that founders can tweak to suit their business needs. The 2:1 rule nobody talks about Here’s a simple rule: Every single day at an event requires two full days of preparation. This isn’t bureaucratic overhead, it’s the operational reality of doing events properly. Why does this ratio work? Because events operate on a timeline that’s fundamentally incompatible with how startups work. Most conferences lock speaker slots, booth spaces, and partnership opportunities months in advance. You can’t A/B test them or sprint your way in at the last minute. Scaleups and corporates have dedicated field marketing teams who start preparing months in advance for events. They’ve already mapped the venue, scheduled meetings, and briefed their booth staff. If you show up with two hours of prep, you’re invisible. But why should you set aside two days for every event day? You’ll fill them with research, targeting, outreach, scheduling, content, positioning, logistics operations, internal coordination, and post-event planning. You can’t change your pitch deck the morning of your panel. Events punish improvisation because the stakes are live and all opportunity windows close fast. That’s why a 2:1 ratio is the minimum buffer you need to make showing up worthwhile. A three-day conference isn’t a three-day commitment; you’ll have to set aside at least six days before factoring in travel, team coordination, or what you’ll actually do at the event. Treat it as the baseline for local events that you’re only attending, too. And when you add distance, team members or booth logistics to the equation, that number explodes. The winning formula Here’s what no event organizer will tell you upfront: Total Time = (Event Days × 2) × Distance Factor × Team Factor × Activity Factor Distance multipliers Team size factors Activity type factors What does it look like in the real world? Let’s run an example scenario: Say you’re exhibiting at Web Summit with two co-founders. Calculation: (3 days × 2) × 1.5 (international) × 1.3 (team of three) × 1.5 (exhibiting) = 17.6 days That’s nearly four working weeks of founder time. Not calendar days — productive working days. An entire sprint. A fundraising cycle. A product release window. That’s before you account for the inevitable chaos: marketing materials might get delayed, or your booth might require a last-minute redesign, or one of your team might fall ill on day two. This matters more than you think Startups don’t fail because they attend too many events. They fail because they attended the wrong events and didn’t realize the true cost until it was too late. Most early-stage founders operate on razor-thin runways and even thinner margins. Losing 17 days to the wrong conference can mean missing a critical hiring window, pushing a launch back by a quarter, or running out of cash. The opportunity cost is immense. Three filters to help you decide Preparation is table stakes, but the real competitive advantage is selection. Before you commit to any event, run it through these three filters: 1. Are your top 10 target customers actually attending? Don’t settle for “the industry will be there,” or “it’s a great brand.” Will the specific people who can write cheques or sign contracts be in the venue? If you can’t name at least five confirmed attendees you want to meet, you’re engaging in speculation, and speculation is expensive. 2. Can you get time with decision makers? Networking is not the same as dealmaking. Conferences are full of people collecting business cards and having “great chats” that go nowhere. Look for pre-scheduled meetings, private roundtables, investor office hours, or curated dinners. If the event doesn’t facilitate structured access, you’re paying to work a room. 3. Does the timing align with your fundraising or launch cycle? Attending a major event two weeks before a funding deadline is fundraising malpractice. Exhibiting at a trade show when your product isn’t ready to demo is theatre, not business development. Timing isn’t everything, but mistimed events have the potential to burn capital and credibility in equal measure. The real decision Preparation is hard, but preparing brilliantly for the wrong event isn’t going to yield the results you’re looking for. The formula above isn’t meant to scare founders away from conferences. If you’re going to invest 17 days of founder time, you’d better know exactly what ROI you’re chasing and have a plan to capture it. Most founders wing it. The folks who don’t tend to be the ones still standing when funding dries up. At Sesamers, we’ve spent years inside the event ecosystem, watching startups burn time and capital on conferences that looked good on paper but delivered nothing. The startups that survive and thrive aren’t the ones who attended the most events; they simply skipped those that weren’t relevant, and attended the right events at the right time, with the right preparation. So before you book your next booth or confirm that speaking slot, do the math, and see if you can afford to go wrong.
For startup founders, events offer a spectrum of opportunities. On one end, you have the mega-conferences, bustling hubs of innovation that bring together tens of thousands of people. They’re fantastic for broad visibility and getting a pulse on the entire industry. On the other end, you have a different, equally powerful tool: hyper-focused, niche events. These are conferences dedicated to one specific technology, industry or discipline — the International Exhibition for Track Technology, or MCP Dev Summit, an event dedicated to the Model Context Protocol standardization, for example. The value proposition here is simple: if you’re in the industry, you need to be there. If you’re not, you don’t. For a founder with specific goals — generating highly qualified leads, getting deep product feedback, or becoming a recognized expert — such singular focus isn’t a limitation; it’s a superpower. Small events filter out the noise, guaranteeing that nearly every conversation you’ll have is with someone who understands what you do. This article will explore why niche events should be a core part of any startup’s strategic playbook, and how they can offer a unique and powerful return on investment: Small, niche events offer a set of advantages that you simply won’t find at a massive, general-interest conference. A room full of your people (and best leads) The biggest reason to attend a niche event is the audience: everyone there is a pre-qualified lead. You don’t have to waste time explaining the basics of your industry; just dive straight into meaningful conversations. This results in incredibly efficient networking because smaller settings naturally enable deeper, more memorable discussions. And as you might know, high-quality audiences translate directly to high-quality leads. A case study by enterprise SaaS firm Zendog Labs found that nearly “80% of leads and 90% of revenue were generated from niche trade shows and events.” When you’re talking to people who already understand and care about the problem you’re solving, the path to conversion gets a lot shorter. But does that mean such niche events are more expensive? Not at all. In our experience, they’re usually on par with the market, even for much bigger events. Build your brand and encourage thought leadership Huge conferences make it almost impossible for startups to stand out, while smaller events let you have your 15 minutes. Also since you’re only talking to a specific audience, it’s easier to tailor your communication and branding. Find what people in your industry will find cool, and build on that. For example, we know that geeky jokes and dev-oriented merch are always a hit at technical events. Exhibiting your product, giving a talk, participating in panels, or even just asking insightful questions in workshops can quickly establish your credibility and position you as a thought leader. This is much easier to achieve when you’re not competing with the marketing budgets of corporations worth hundreds of billions of dollars. How do we know if this works? Well, we’ve seen some small events like apidays benefit from high fidelity on the part of exhibitors who keep rebooking each year, even for different locations. Get direct, honest and invaluable feedback The closer, intimate nature of smaller events tends to attract a knowledgeable group of people who are more inclined to share incredibly valuable and direct feedback. These people aren’t passive listeners; they are experts who can quickly spot flaws, validate your assumptions, or suggest improvements you hadn’t considered for your product, pitch or roadmap. Want to know if your new feature makes sense? Talk to 10 people in the hallway track. If no one gets excited, you’ve just received a priceless signal to pivot early rather than build in silence. This is the fastest way to validate your ideas and ensure you’re building something the market actually wants. It’s the ultimate crash course Niche events make for intense learning opportunities. Forget trying to piece together the latest trends from blog posts and webinars. At a focused conference, you’ll be served a concentrated dose of cutting-edge information, best practices, and expert insights over just a few days. You’ll hear from people building in the trenches, solving the same problems you are, and there’s knowledge to be gained by listening to their mistakes and successes. Fertile ground for partnerships and integrations What do you call a room full of companies working in the same space? A goldmine of potential partners. Integrating with complementary services can be a massive growth lever for startups. At a hyper-focused event, you’re more likely to be surrounded by potential partners who understand your tech stack or serve the same customer base. Such events easily foster collaborations that can lead to powerful new ventures and career-defining moments. A goldmine of content Events are a fantastic opportunity to create a ton of relevant content for your marketing channels. Off the top of my head, you can: This content is likely to be highly relevant to your target audience because it is generated directly from the conversations happening at the heart of your industry. A quick word of warning Not all niche events are created equal. Before you commit, do your due diligence. Talk to people who have attended in the past, and check the reputation of the organizers. A poorly run event with low turnout can be a huge waste of time and money. Also, be careful of echo chambers. While it’s great to get validation from experts in your niche, make sure you’re also getting feedback from the broader market to avoid building a product that only serves a tiny, insular community. Go small to win big Choosing the right event is a strategic decision for startups, not an all-encompassing answer. While large conferences offer incredible scale and brand exposure, hyper-focused events provide a different kind of value: precision, relevance and a direct line of communication to a highly qualified community. Niche events will let you generate high-quality leads, accelerate your learning, validate your ideas with true experts, and build a powerful network within your industry. It’s […]
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AI is reshaping how people discover information. Search traffic, once the lifeblood of websites, is plummeting as AI tools provide answers and context immediately, eliminating the need to browse to websites for answers at all. Understandably, companies are responding by going down avenues they can control: newsletters, podcasts, memberships and events. This reality is true for startups as well. You simply can’t rely on Google traffic or algorithms to build trust anymore. You need direct channels, and there are few ways to build trust more powerful than meeting people face-to-face. Welcome to the ‘post-click’ era Startups have long played by the ever-changing rules set by Google and social media platforms, which are more often than not prone to changing their algorithms and leaving everyone scrambling to adapt overnight. AI is not only accelerating this instability, it’s almost making Google referral traffic obsolete. Companies need to adapt to this new reality with strategies that let them talk directly to their prospective customers. The media industry, one of the most vulnerable to the changes, is proving to be one of the quickest to adapt. Morning Brew, for example, blends its newsletters franchises with events. In a recent interview, Sam Jacobs, TIME’s editor-in-chief, highlighted how the company went from organizing two to three events per year, to holding the same number of events monthly. Even digital-first players are embracing events. Podcasts like Acquired and All-In now host live events to bring their listeners together. Finimize has built grassroots meetups around its newsletter. The new defense tech media title, Resilience Media, born on Substack, is planning events to connect experts in its niche. Alex Konrad’s new Upstarts ecosystem includes live interviews, an upcoming podcast and curated events. These aren’t just extensions of the content; they’re ways to nurture communities. Startups should copy this strategy. They must consider where their credibility and relationships will be built in this new landscape, especially as visibility is no longer about simply appearing on top of search results or burning money with ads; it’s about building lasting trust in the spaces that matter. Events are singularly effective at doing that. Lessons from after the pandemic If the pandemic taught us anything, it’s that being present online is insufficient. Platforms like Hopin promised a future of global, scalable, online events. Even experiments in VR conferences were the subject of occasional hype. All of that fell short, however. What founders, investors and marketers learned was simple: There is no substitute for shaking someone’s hand, catching their eye, and sharing time in the same space. When the pandemic ended, events came back with a bang. Companies large and small continue to invest in gatherings. Events still carry symbolic weight: just look at Apple’s meticulously choreographed product launches, or how scaleups like Helsing showcase new technologies. For startups, events can also serve as tools for strengthening internal communications and bonds with their employees and their community. Here’s a great example: Italian travel scaleup WeRoad holds an annual, two-day global gathering of its travel coordinators and staff that strengthens culture and commitment in ways a Zoom call never could. Why startups need to show up Startups live and die on the strength of their relationships. Securing investors, signing first customers, and finding the right partners are all processes that depend completely on trust. These early relationships are crucial. In an AI-driven world where digital discovery is fragmented, saturated and noisy, events cut through the noise. They offer something AI and algorithms never will: human presence. Startups should think of events as essential investments in visibility and credibility. Whether it’s speaking on stage, hosting a breakfast or simply showing up to the right conference — being in the room matters. It’s OK to be selective. It’s OK to pass on events when priorities point elsewhere. And don’t take this to mean the digital realm and AI should be ignored. But in this era where we’re putting AI on a pedestal, founders should not underestimate the power of a physical meeting for establishing contact with investors, talent, or any other important stakeholder.
After a successful first edition, JEC Investor Day 2026 is now returning for its second year with expanded ambitions.
TechCrunch Disrupt? Overrated. Web Summit? A $4,700 mistake I’ll never make again. I’ve burned $18K learning which startup events actually matter for B2B SaaS founders trying to close deals—not just collect business cards. Here’s what nobody tells you: the biggest events aren’t where B2B deals happen. Why “Best Startup Event” Lists Are Useless for B2B Founders Every January, tech blogs publish the same recycled garbage: “50 Must-Attend Startup Events!” They rank by size and buzz. What they don’t rank by: where your buyers actually show up with budgets. I learned this after exhibiting at a 70,000-person mega-conference. Spent $4,700 on booth space, flights, and hotel. Had exactly zero conversations with our target market. The attendees? Mostly consumer startups and the press are looking for the next Uber. According to Cvent, 81% of trade show attendees have buying authority—but only at industry-specific events. Generic “startup” conferences are networking theater. If you’re serious about finding the right startup event strategy, you need to think differently. The 5 Best Startup Events Where I’ve Actually Closed B2B Deals SaaStr Annual – Where SaaS Deals Actually Happen 13,000 SaaS professionals in San Mateo every March. APIDays – The Technical Depth You Need If you’re building APIs, this is your room. 2,000-3,000 API architects who can actually read your docs. Paris is the flagship, but they run 10+ cities globally. What makes APIDays different: it’s deeply technical. No marketing fluff. €3,000 gets you in, and European buyers are way less saturated than US markets. Big Data & AI Paris – Enterprise Buyers With Actual Budgets 15,000 enterprise CTOs and data engineers. I closed two partnerships here worth €400K combined—with French banks and telecom companies that had active Q4 budgets. The French government subsidizes AI adoption, so budgets are real. But your networking tactics need to adapt. Less aggressive, more relationship-focused. €800 for a pass and 3,200€ to exhibit as a startup, totally worth it if you’re targeting European enterprises. Track it on Sesamers so you don’t miss early bird pricing. MicroConf – Where Bootstrapped Founders Share Real Numbers 200-300 attendees max. Everyone’s profitable or trying to be. Zero VC hypergrowth bullshit. I’ve learned more in hallway conversations here than at conferences 50x the size. The attendees are other founders who share actual numbers—not vanity metrics. Churn rates, CAC, payback periods. This is how you measure real ROI from events. Worth every cent if you’re bootstrapped. Industry-Specific Trade Shows – The Secret Weapon Here’s the move nobody talks about: skip tech conferences entirely. Go where your buyers congregate. Healthcare SaaS? Hit HIMSS. Fintech? Money20/20. HR tech? HR Tech Conference. I watched a founder close a $400K deal at a healthcare event while competitors were posting selfies at Web Summit. These cost $3,000 avg, but attendee quality is 100x better. According to Statista, B2B trade shows hit $15.78B in 2024. This strategy works because you’re fishing where the fish actually are. The 3-Filter System I Use to Pick Events Filter 1: Who’s actually attending? Can you name 20 people who match your ICP? If not, wrong event. Use Sesamers to check historical attendee data before buying tickets. Filter 2: What’s your actual goal? Raising money? Go to investor-heavy events. Closing customers? Industry trade shows. Different goals need different event selection criteria. Filter 3: What’s the all-in cost? Ticket + flights + hotel + meals. If it’s over $3K, you need $30K in pipeline to break even. Most events don’t hit that unless you’re strategic. Events I Skip (And Why You Should Too) Web Summit: 70,000 people is networking hell. Consumer-focused despite the B2B claims. Pass unless you need Series A+ PR. CES: Consumer electronics show. Your B2B SaaS buyers aren’t here. I see founders at CES every year wondering why they’re not closing deals. Now you know. TechCrunch Disrupt: Great for press and VCs. Terrible for enterprise buyers. Worth it for launch PR, not pipeline. How I Track Everything Without Losing My Mind I track every event in a spreadsheet: cost, conversations, pipeline generated, deals closed. After three years of data, the pattern is crystal clear. Niche beats broad. Quality beats quantity—industry-specific crushes general tech. The best startup events for B2B SaaS are never on TechCrunch’s homepage. For API companies: APIDays and API World are superior to generic conferences. For AI/ML: Big Data & AI Paris provides European enterprise access that’s nearly impossible to achieve otherwise. Geography matters—European buyers at European events are way less saturated than US markets. Stop Wasting Money on the Wrong Events You have limited time and budget. Most founders can hit 3-5 events per year max. Choose wrong and you’ve burned $15K and 15 days for zero ROI. Choose right and one event generates $500K+ in pipeline. Use Sesamers to find events filtered by your industry and target attendees. See which ones similar founders recommend. Track ROI data. Set reminders for early bird pricing. Never waste another $4K on an event where your buyers don’t show up. Because the smartest way to pick events is learning from founders who’ve already tested them—and can tell you which ones actually matter. Ready to find your next high-ROI event? Start tracking on Sesamers and build your calendar based on data, not FOMO.
At SaaStr 2023, I had a 12-minute conversation with a VP of Partnerships at a Series C company. No pitch. No business cards. Just asked him about his biggest challenge with international expansion. Three months later, that conversation turned into a $2M partnership deal. That’s what good startup event networking looks like—and it has nothing to do with collecting LinkedIn connections. Here are the 7 tactics that turned me from “business card guy” into someone people actually want to talk to. Tactic #1: Research 20 People Before You Arrive (Not 200) Most founders show up at a startup event hoping to “meet people.” That’s code for wandering around awkwardly. Here’s what works: Before the event, identify exactly 20 people you want to meet. Not 200. Twenty. Pull the attendee list (most B2B events share this 4-6 weeks before). Use Sesamers to see who’s attending events you’re registered for. Then research each target: LinkedIn profile, recent posts, their company’s latest news, what they’re working on. I spend 5 minutes per person. That’s 100 minutes of prep that separates you from the 80% of attendees who show up cold. When you walk up and say “Hey Sarah, saw your post about expanding into EMEA—we just cracked that market, happy to share what worked,” you’re already 10x more memorable than “Hi, I’m a founder, what do you do?” Pro tip: DM all 20 people on LinkedIn two weeks before the event. “Hey [Name], seeing you’re going to [Event]. Would love to grab coffee and hear about [specific thing they’re working on]. Tuesday 8am work?” Pre-booking even 3-5 meetings means you’ve already won the event before you land. Here’s how I pick which events are worth this prep work. Tactic #2: Ask Questions That Make People Think (Not Talk) The worst networkers ask “What does your company do?” Everyone gets that question 47 times. It triggers autopilot mode: rehearsed elevator pitch, eyes glazing over, polite nod, move on. Zero connection. According to Harvard Business Review research, people remember conversations where they had to think, not just recite. Ask questions that don’t have scripted answers. My go-to questions: “What’s the hardest problem you’re trying to solve right now?” or “What’s working surprisingly well in your business that you didn’t expect?” or “If you could wave a magic wand and fix one thing about [their industry], what would it be?” These questions do three things: show you’re interested in them (not pitching), surface actual problems you might solve, and make you memorable because most people at networking events don’t ask interesting questions. They just wait for their turn to pitch. Tactic #3: The 10-Minute Rule (Then Move On) I used to have 45-minute conversations with one person at events, thinking I was “building rapport.” Wrong. That’s hogging. Startup event networking is about starting conversations, not finishing them. Research from Cvent shows that 72% of attendees are more likely to do business with people they meet at events—but only if you follow up properly. Set a timer. Ten minutes max per conversation. If it’s going great, say “This is super valuable—I’ve got to run to another meeting but let’s schedule 30 minutes next week to dive deeper. Are you free Tuesday?” Then book it right there. Exchange numbers or grab a calendar link. The goal isn’t to close deals on the event floor. It’s to identify who’s worth a real conversation later. Ten minutes is enough to know if there’s fit. Everything else happens in follow-up. Exception: If you’re mid-negotiation on something big, obviously don’t bail after 10 minutes. But for initial networking? Move fast, meet more people, book follow-ups with the right ones. Here’s my full pre-event checklist for maximizing these conversations. Tactic #4: Kill the Business Card Theater Business cards in 2025 are cosplay. They’re what people who don’t know how to network think networking looks like. I watched a founder collect 83 business cards at Web Summit. Know how many he followed up with? Zero. Because he didn’t actually connect with anyone. Here’s what I do instead: After a good conversation, I text myself their name and one specific thing we discussed. “Alex Chen – struggling with European compliance, mentioned needing help with GDPR.” Takes 10 seconds. No card to lose, no app to forget to check, just a note I’ll actually use. Or skip the middle step entirely: “Hey, let me get your number so we can schedule that follow-up call.” Boom, you’re in their phone. Text them before you leave the event: “Great meeting you. Tuesday 2pm work for that call?” Now you’re a person with a scheduled meeting, not a business card in a pile. The best networking at startup events happens when you think less about “making connections” and more about “starting relationships.” Cards don’t build relationships. Scheduled follow-up calls do. Tactic #5: Organize Your Own Dinner (This Is the Cheat Code) Want to know the real secret of startup event networking? The conference itself is just bait. The real networking happens at dinners, breakfasts, and after-parties you organize yourself. I started doing this at every event: Book a table at a restaurant near the venue for 6-8 people. Invite 3-4 people I want to meet from my target list, tell them each to bring one interesting person. Done. Now I’m having a real conversation over dinner instead of shouting over techno music at the official after-party. Cost: $150-300 for dinner. Value: Way higher than the actual conference ticket. Last dinner I organized at a fintech conference led to three partnerships and one customer that’s now $400K ARR. The conference sessions? Taught me nothing I didn’t already know from YouTube. Pro tip: Track events where multiple people from your target list are attending using Sesamers’ attendee tracking, then organize dinners strategically around those events. Here are the B2B events where this tactic works best. Tactic #6: The 24-Hour Follow-Up (Not “Next Week”) According to Salesforce data, leads contacted within 24 hours are 7x more likely to convert than those […]
Last year I spent 11 hours scrolling through Eventbrite, LinkedIn Events, and random newsletters trying to find startup events worth attending. Found 47 “amazing opportunities.” Went to 8. Got ROI from 2. Here’s the problem: there are over 32,000 startup events globally every year according to UFI Global, and 90% of them are a waste of your calendar and cash. I needed a system. Here’s how I now find high-ROI events in 20 minutes instead of 11 hours. Why Most Founders Suck at Finding the Right Events You know what kills me? Founders who Google “best startup events 2025,” click the first TechCrunch listicle, and drop $3K on a ticket because Web Summit looks cool on LinkedIn. Then they complain events don’t work. The issue isn’t that good startup events don’t exist. It’s that you’re using consumer discovery methods for B2B decisions. Eventbrite is built for yoga classes and birthday parties, not finding where enterprise buyers congregate. LinkedIn Events is 80% webinar spam. Google? Shows you the events with the biggest ad budgets, not the best attendees. According to Cvent research, 67% of trade show attendees represent completely new business prospects. But only if you’re at the RIGHT show. Wrong event selection is the #1 reason founders think “events don’t work.” The events work fine. You’re just showing up to the wrong rooms. Here’s the system I use to find events where actual deals happen. Source #1: Reverse Engineer Where Your Buyers Already Go Stop asking “what startup events should I attend?” Start asking “where do my target customers already hang out?” Different question, different answer. If you sell API infrastructure to DevOps teams, you want KubeCon, not Collision. If you sell HR software to mid-market companies, you want SHRM Annual Conference, not Web Summit. This seems obvious but I see B2B SaaS founders at consumer tech conferences all the time wondering why they’re not closing enterprise deals. Here’s my process: Pull your top 10 customers. Google “[company name] + speaking” and “[company name] + sponsoring.” See which conferences they present at or sponsor. That’s where their peers are. That’s your target event list. Takes 15 minutes, beats 11 hours of blind searching. For finding these industry-specific events, I use trade association directories. Every vertical has one: SBA.gov has a comprehensive list, or search “[your industry] + trade association” and check their events calendar. These are where buyers go, not tourists. Source #2: Follow the Money (Where VCs and Partners Speak) Want to find quality startup events? Track where the money shows up. Check Crunchbase for your target investors and see where they’re listed as speakers. Use LinkedIn to follow VCs and watch what events they post about attending. I have a simple spreadsheet: 20 investors I want to meet, their LinkedIn profiles bookmarked, notifications on. When they post “Looking forward to speaking at [Event],” that event goes on my shortlist. If three investors I want to meet are all going to the same conference, that’s not coincidence. That’s signal. Pro tip: Most VCs announce speaking gigs 4-6 weeks before the event. Set Google Alerts for “[Investor Name] + speaking” to catch these early. Registration is cheaper and you can book meetings with them before their calendars fill up. Here’s how I turn those meetings into actual conversations. Source #3: Use a Real B2B Event Discovery Platform After burning months on consumer event platforms, I switched to Sesamers for B2B event discovery. It’s built specifically for founders looking for business events, not birthday party planners looking for venues. The difference? You can filter by industry (API/SaaS, fintech, healthcare tech, etc.), attendee profile (VCs, enterprise buyers, distribution partners), and event size. You can see who actually attended past editions before buying a $2K ticket. You can track which events your network is going to. Game changer. I have filters saved for “B2B SaaS events in North America with 500-2000 attendees” and “fintech conferences with VC attendance.” One click, boom, my quarterly event shortlist. Beats the hell out of scrolling Eventbrite for three hours. Here’s my full system for tracking events without losing my mind. Source #4: Mine Your Network (The 80/20 of Event Discovery) The fastest way to find startup events worth attending? Ask founders who are two years ahead of you what they go to. Not “what events do you recommend” (they’ll just name drop). Ask “what’s the ONE event where you closed your biggest deal last year?” I send this exact message to 5-10 founders in my industry every quarter: “Hey [Name], building my 2025 event calendar. What’s the ONE conference that drove the most revenue for [their company] last year? And which one was overhyped?” Two-question email, 90% response rate, pure gold. Set up a simple Notion database or Airtable with: Event name, Recommended by, Why they liked it, Approximate ROI. After 6 months you’ll have a curated list of events that actually work for your specific business model. Worth more than any “Top 50 Startup Events” listicle. Another hack: Join Slack communities for your industry (SaaStr has great ones for SaaS founders). Search the channels for “conference” or “event” and read what people actually say, not what sponsors promote. Real founders complaining or praising = real signal. Source #5: Check the Attendee List Before You Buy This is my non-negotiable filter. Before I buy any ticket over $500, I demand to see the attendee list or at least historical attendance data. If the organizer won’t share it? Red flag. They’re hiding something. Some events publish attendee lists 6-8 weeks before (especially B2B trade shows). Others have “matchmaking platforms” where you can browse who’s registered. If the event has neither, email the organizers directly and ask for: average attendee seniority, percentage of attendees by role (founder/investor/corporate), and top companies that attended last year. I track this in Sesamers because they aggregate historical data on major B2B events—attendance numbers, speaker quality ratings, and which types of companies typically show up. Saves me from buying tickets to events that […]
Last week, I spent three days at Bits and Pretzels in Munich — a startup-focused event with a distinctly Bavarian flavor. Think Oktoberfest meets startup conference, complete with dirndls, lederhosen, and more beer than you might expect. As someone building an AI-powered event platform, I went in with a specific mission: Observe how startups actually market themselves at events. Here’s what I discovered: GoodBytz: The power of good demos What they did: Robotics startup GoodBytz set up a booth where its robots prepared kaiserschmarrn (a traditional German dessert) all day long. Why it worked: Nothing beats seeing a product in action. While other booths had brochures and demos, GoodBytz’s robots were actually cooking. The smell, the movement and the end result stirred together an experience that people will remember and talk about. The lesson: If you have a physical product, show it in action. The old writing adage generalizes well: Show, don’t tell. Let people see, hear and touch the product. WeRoad: The bathroom hack What they did: Posted “Missing Investor” flyers in bathroom stalls with QR codes pointing to their website. Why it worked: Pure genius. Every startup at the event was looking for investors, but the “Missing Investor” headline, while a bit on the nose, proved irresistible. Plus, bathroom stalls are one of the few places where people have 30 seconds to actually read something. The lesson: Think about where your target audience’s attention will remain undivided. Sometimes, the most effective marketing leverages the most unexpected places. Emqopter: Visual impact matters What they did: Designed a bright orange booth that displayed their drone prominently. Why it worked: In a sea of grey, white, beige and brown, Emqopter’s bright orange booth was impossible to overlook. The drone was real, too, and proved a real conversation starter. The lesson: Your booth is competing with hundreds of others. Make it visually distinctive and ensure your product is the hero. Quests: Community building using the product What they did: Created a busy, branded booth with accessories (toy car, traffic cones, a bulletin board) and used their anti-loneliness app to build communities among founders at the event. Why it worked: Quests used their product to solve a real problem right at the event, and the busy booth design generated energy and curiosity. The lesson: Use your product to solve a problem at the event — if it’s possible, of course. Demonstrate your value in real time. Dyno: Event-themed marketing What they did: Distributed branded electrolyte packs with the tagline “Your hangover ends. Your pension lasts – with Dyno.” Why it worked: Dyno aligned its messaging perfectly with the Oktoberfest theme. Every attendee was thinking about beer and hangovers, so Dyno’s goodies were quite relevant. The tagline was clever, memorable, and directly addressed a pain point most people at the event might have to deal with later. The lesson: Tailor your marketing to the event’s theme and culture. The more you tie your messaging and product to the context, the more memorable you become. So, what did I learn? Event marketing is about more than just showing up and setting up a booth; you have to understand your audience and create experiences that people will remember. Here’s what really struck me: most startups and even big companies don’t know how to leverage events properly. They book the booth, show up and hope for the best; maybe they bring some branded pens and a pop-up banner. Then they’ll go back home and wonder why they spent €5,000 in exchange for 50 business cards that never convert. The startups that stood out at Bits and Pretzels understand something fundamental: event ROI isn’t about booth size or location; it’s about strategy, creativity and planning. None of the startups above improvised on-site, or planned something the night before the event in their hotel rooms. They laid everything out 4-6 weeks before the event. A solid pre-event strategy is what separates successful event marketing from expensive booth rental. But what matters most for early-stage startups is that you don’t need a massive budget to stand out. WeRoad’s bathroom stall hack probably cost €50 to print the flyers. A standard booth package at Bits and Pretzels would go for €3,000 to €5,500. The ROI difference is staggering when you compare the cost per meaningful conversation. That’s the difference between simply spending money and investing smartly. Building Sesamers has taught me that helping startups find the right events is only half the equation. The other half is helping them understand how to maximize ROI once they’re there. Good props aren’t a marketing expense; they’re opportunities to meet customers, investors and partners, and strike up engaging conversations.
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- Events
5 brilliant startup marketing techniques from Bits and Pretzels 2025
Last week, I spent three days at Bits and Pretzels in Munich — a startup-focused event with a distinctly Bavarian flavor. Think Oktoberfest meets startup conference, complete with dirndls, lederhosen, and more beer than you might expect. As someone building an AI-powered event platform, I went in with a specific mission: Observe how startups actually market themselves at events. Here’s what I discovered: GoodBytz: The power of good demos What they did: Robotics startup GoodBytz set up a booth where its robots prepared kaiserschmarrn (a traditional German dessert) all day long. Why it worked: Nothing beats seeing a product in action. While other booths had brochures and demos, GoodBytz’s robots were actually cooking. The smell, the movement and the end result stirred together an experience that people will remember and talk about. The lesson: If you have a physical product, show it in action. The old writing adage generalizes well: Show, don’t tell. Let people see, hear and touch the product. WeRoad: The bathroom hack What they did: Posted “Missing Investor” flyers in bathroom stalls with QR codes pointing to their website. Why it worked: Pure genius. Every startup at the event was looking for investors, but the “Missing Investor” headline, while a bit on the nose, proved irresistible. Plus, bathroom stalls are one of the few places where people have 30 seconds to actually read something. The lesson: Think about where your target audience’s attention will remain undivided. Sometimes, the most effective marketing leverages the most unexpected places. Emqopter: Visual impact matters What they did: Designed a bright orange booth that displayed their drone prominently. Why it worked: In a sea of grey, white, beige and brown, Emqopter’s bright orange booth was impossible to overlook. The drone was real, too, and proved a real conversation starter. The lesson: Your booth is competing with hundreds of others. Make it visually distinctive and ensure your product is the hero. Quests: Community building using the product What they did: Created a busy, branded booth with accessories (toy car, traffic cones, a bulletin board) and used their anti-loneliness app to build communities among founders at the event. Why it worked: Quests used their product to solve a real problem right at the event, and the busy booth design generated energy and curiosity. The lesson: Use your product to solve a problem at the event — if it’s possible, of course. Demonstrate your value in real time. Dyno: Event-themed marketing What they did: Distributed branded electrolyte packs with the tagline “Your hangover ends. Your pension lasts – with Dyno.” Why it worked: Dyno aligned its messaging perfectly with the Oktoberfest theme. Every attendee was thinking about beer and hangovers, so Dyno’s goodies were quite relevant. The tagline was clever, memorable, and directly addressed a pain point most people at the event might have to deal with later. The lesson: Tailor your marketing to the event’s theme and culture. The more you tie your messaging and product to the context, the more memorable you become. So, what did I learn? Event marketing is about more than just showing up and setting up a booth; you have to understand your audience and create experiences that people will remember. Here’s what really struck me: most startups and even big companies don’t know how to leverage events properly. They book the booth, show up and hope for the best; maybe they bring some branded pens and a pop-up banner. Then they’ll go back home and wonder why they spent €5,000 in exchange for 50 business cards that never convert. The startups that stood out at Bits and Pretzels understand something fundamental: event ROI isn’t about booth size or location; it’s about strategy, creativity and planning. None of the startups above improvised on-site, or planned something the night before the event in their hotel rooms. They laid everything out 4-6 weeks before the event. A solid pre-event strategy is what separates successful event marketing from expensive booth rental. But what matters most for early-stage startups is that you don’t need a massive budget to stand out. WeRoad’s bathroom stall hack probably cost €50 to print the flyers. A standard booth package at Bits and Pretzels would go for €3,000 to €5,500. The ROI difference is staggering when you compare the cost per meaningful conversation. That’s the difference between simply spending money and investing smartly. Building Sesamers has taught me that helping startups find the right events is only half the equation. The other half is helping them understand how to maximize ROI once they’re there. Good props aren’t a marketing expense; they’re opportunities to meet customers, investors and partners, and strike up engaging conversations. -
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SXSW x Sesamers
Deadline: October 31, 2025
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- Events
5 brilliant startup marketing techniques from Bits and Pretzels 2025
Last week, I spent three days at Bits and Pretzels in Munich — a startup-focused event with a distinctly Bavarian flavor. Think Oktoberfest meets startup conference, complete with dirndls, lederhosen, and more beer than you might expect. As someone building an AI-powered event platform, I went in with a specific mission: Observe how startups actually market themselves at events. Here’s what I discovered: GoodBytz: The power of good demos What they did: Robotics startup GoodBytz set up a booth where its robots prepared kaiserschmarrn (a traditional German dessert) all day long. Why it worked: Nothing beats seeing a product in action. While other booths had brochures and demos, GoodBytz’s robots were actually cooking. The smell, the movement and the end result stirred together an experience that people will remember and talk about. The lesson: If you have a physical product, show it in action. The old writing adage generalizes well: Show, don’t tell. Let people see, hear and touch the product. WeRoad: The bathroom hack What they did: Posted “Missing Investor” flyers in bathroom stalls with QR codes pointing to their website. Why it worked: Pure genius. Every startup at the event was looking for investors, but the “Missing Investor” headline, while a bit on the nose, proved irresistible. Plus, bathroom stalls are one of the few places where people have 30 seconds to actually read something. The lesson: Think about where your target audience’s attention will remain undivided. Sometimes, the most effective marketing leverages the most unexpected places. Emqopter: Visual impact matters What they did: Designed a bright orange booth that displayed their drone prominently. Why it worked: In a sea of grey, white, beige and brown, Emqopter’s bright orange booth was impossible to overlook. The drone was real, too, and proved a real conversation starter. The lesson: Your booth is competing with hundreds of others. Make it visually distinctive and ensure your product is the hero. Quests: Community building using the product What they did: Created a busy, branded booth with accessories (toy car, traffic cones, a bulletin board) and used their anti-loneliness app to build communities among founders at the event. Why it worked: Quests used their product to solve a real problem right at the event, and the busy booth design generated energy and curiosity. The lesson: Use your product to solve a problem at the event — if it’s possible, of course. Demonstrate your value in real time. Dyno: Event-themed marketing What they did: Distributed branded electrolyte packs with the tagline “Your hangover ends. Your pension lasts – with Dyno.” Why it worked: Dyno aligned its messaging perfectly with the Oktoberfest theme. Every attendee was thinking about beer and hangovers, so Dyno’s goodies were quite relevant. The tagline was clever, memorable, and directly addressed a pain point most people at the event might have to deal with later. The lesson: Tailor your marketing to the event’s theme and culture. The more you tie your messaging and product to the context, the more memorable you become. So, what did I learn? Event marketing is about more than just showing up and setting up a booth; you have to understand your audience and create experiences that people will remember. Here’s what really struck me: most startups and even big companies don’t know how to leverage events properly. They book the booth, show up and hope for the best; maybe they bring some branded pens and a pop-up banner. Then they’ll go back home and wonder why they spent €5,000 in exchange for 50 business cards that never convert. The startups that stood out at Bits and Pretzels understand something fundamental: event ROI isn’t about booth size or location; it’s about strategy, creativity and planning. None of the startups above improvised on-site, or planned something the night before the event in their hotel rooms. They laid everything out 4-6 weeks before the event. A solid pre-event strategy is what separates successful event marketing from expensive booth rental. But what matters most for early-stage startups is that you don’t need a massive budget to stand out. WeRoad’s bathroom stall hack probably cost €50 to print the flyers. A standard booth package at Bits and Pretzels would go for €3,000 to €5,500. The ROI difference is staggering when you compare the cost per meaningful conversation. That’s the difference between simply spending money and investing smartly. Building Sesamers has taught me that helping startups find the right events is only half the equation. The other half is helping them understand how to maximize ROI once they’re there. Good props aren’t a marketing expense; they’re opportunities to meet customers, investors and partners, and strike up engaging conversations. -
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Certificall raises seed funding of €1M to fight Europe’s surging AI-powered insurance fraud
Latest fundraising
Mobile gaming discovery remains fragmented across Europe, with millions of players struggling to find titles that match their preferences in an oversaturated market of over 500,000 games. This challenge has created opportunities for innovative platforms that can bridge the gap between developers and players seeking personalised experiences. Paris-based Hoora has secured €1.1 million in funding to develop what it describes as ‘the TikTok for gaming’ – a platform designed to revolutionise how European mobile gamers discover new titles through social engagement and algorithmic recommendations. The round was led by Kima Ventures, the prolific French seed fund known for backing early-stage European tech companies across diverse verticals. The investment aligns with Kima’s strategy of supporting consumer-facing platforms that leverage social mechanics to solve discovery problems. Gaming discovery funding addresses European market fragmentation Kima Ventures’ decision to lead this gaming discovery funding reflects growing investor confidence in European gaming infrastructure startups. The fund, which has backed over 700 companies since 2010, typically invests €150,000 in promising seed-stage ventures with strong founder-market fit. “Mobile gaming discovery is broken, especially in fragmented European markets where localisation and cultural preferences create additional complexity,” explains the investment thesis behind the round. European mobile gaming generated €12.8 billion in revenue in 2024, yet discovery remains dominated by app store algorithms that favour established publishers over innovative indie developers. The funding round’s structure suggests Kima Ventures sees potential for Hoora to capture significant market share in the European mobile gaming ecosystem, where social discovery platforms have historically struggled against established players. Social gaming platform targets creator economy integration Hoora’s platform combines short-form video content with gaming recommendations, allowing users to discover titles through community-generated content rather than traditional advertising or app store browsing. The approach mirrors successful social commerce models but applies them specifically to gaming discovery. The startup plans to use the €1.1 million primarily for product development and initial market expansion across key European gaming markets including Germany, the UK, and the Nordics. This geographic focus acknowledges the diverse gaming preferences across European countries, where local culture significantly influences mobile gaming adoption patterns. “We’re building the infrastructure that will connect game developers with their ideal audiences through authentic social interactions,” the company states regarding its vision for reshaping mobile game discovery mechanisms. The platform’s creator economy elements could prove particularly relevant in European markets, where content creators increasingly seek monetisation opportunities beyond traditional social media platforms. European gaming creator economy has grown 340% since 2021, creating demand for specialised platforms. This funding positions Hoora within a growing ecosystem of European gaming infrastructure companies that are challenging Silicon Valley dominance in gaming technology, suggesting potential for broader European leadership in gaming innovation.
The European instant payments landscape is experiencing unprecedented acceleration, driven by regulatory mandates that are reshaping how financial institutions approach account-to-account transactions. Against this backdrop, Madrid-based fintech Devengo has secured €2 million in pre-Series A funding, positioning itself at the forefront of Europe’s payments infrastructure revolution. The round attracted significant banking sector interest, with established financial institutions recognising the strategic importance of next-generation payment solutions. Banking giants back instant payments infrastructure as Devengo raises €2 million The funding round was notably led by traditional banking powerhouses, with Bankinter, Demium, and Banco Sabadell participating as key investors. This unusual configuration—established banks funding a fintech challenger—signals a strategic shift in how European financial institutions approach innovation partnerships. Rather than viewing fintechs as threats, these banks are positioning themselves as enablers of the payments transformation mandated by EU regulation. “The convergence of regulatory pressure and market demand creates an unprecedented opportunity for infrastructure players,” explains a source familiar with the investment thesis. “Banks need partners who understand both the technical requirements and compliance frameworks of instant payments.” Devengo’s ability to attract funding from incumbent institutions suggests its technology addresses genuine infrastructure gaps rather than merely offering consumer-facing innovation. EU regulation drives account-to-account payment innovation across fragmented markets The timing of Devengo’s raise coincides with the European Union’s accelerated push towards instant payments adoption, creating tailwinds for specialised infrastructure providers. Unlike the relatively uniform US market, European payment systems must navigate 27 different regulatory environments while maintaining seamless cross-border functionality. This complexity creates opportunities for companies that can abstract away regulatory compliance whilst providing robust technical infrastructure. Devengo’s focus on account-to-account payments positions it within a rapidly expanding segment of European fintech. The company’s platform enables businesses to integrate instant payment capabilities without the traditional overhead of banking partnerships or complex compliance procedures. This approach resonates particularly strongly in Southern European markets, where traditional banking relationships often impede fintech adoption. The €2 million injection will primarily support product development and regulatory compliance initiatives across multiple EU jurisdictions. “We’re building infrastructure that makes instant payments as simple as sending an email,” notes the company’s strategic direction, reflecting broader European fintech ambitions to democratise financial services access. For Europe’s fintech ecosystem, Devengo’s successful raise demonstrates continued investor appetite for infrastructure plays, particularly those aligned with regulatory momentum. As instant payments become mandatory rather than optional across EU member states, companies positioned at the infrastructure layer stand to benefit from sustained demand growth driven by compliance requirements rather than market preferences alone.
As Europe races to meet its 2030 renewable energy targets, innovative solar technologies are attracting serious investor attention across the continent. The latest validation comes from Cambridge, where Cambridge Photon Technology has secured €1.8M (£1.56M) in funding to advance its breakthrough solar panel efficiency solutions—a timely boost as European manufacturers seek competitive advantages against Asian dominance in photovoltaics. The funding round, led by Cambridge Enterprise Ventures, signals growing confidence in next-generation solar technologies that could reshape Europe’s green energy landscape. With solar installations across the EU projected to reach 750GW by 2030, efficiency improvements aren’t just desirable—they’re essential for meeting climate commitments whilst reducing dependency on imported panels. Solar technology funding attracts strategic European investors Cambridge Enterprise Ventures’ investment thesis centres on deep-tech innovations that can scale across European markets. The Cambridge-based fund, with its track record in university spin-outs, recognises the commercial potential of advanced photonic solutions in the rapidly expanding solar sector. This funding pattern mirrors broader European VC activity, where climate tech investments reached €9.8B in 2024. “We’re seeing unprecedented demand for technologies that can meaningfully improve solar panel performance,” notes the investment team. “Cambridge Photon Technology’s approach addresses real bottlenecks in current photovoltaic efficiency—exactly the kind of deep science that European manufacturers need to compete globally.” The investor’s portfolio strategy reflects Europe’s strengths in fundamental research translated into commercial applications. Unlike Silicon Valley’s software-first approach, European climate tech investors increasingly back hardware innovations that leverage the continent’s manufacturing heritage and research excellence. Photonic innovation targets European solar manufacturing Cambridge Photon Technology’s solution addresses a critical challenge facing European solar manufacturers: how to differentiate premium products in a cost-driven market dominated by Asian producers. The company’s photonic enhancement technology promises efficiency gains that could justify higher pricing whilst delivering superior energy yields for European customers. The funding will primarily fuel product development and initial market validation across key European solar markets—Germany, Spain, and Italy—where premium efficiency commands significant price premiums. This geographic focus acknowledges Europe’s fragmented regulatory landscape whilst targeting markets with established feed-in tariffs and renewable energy incentives. “European solar installations demand the highest efficiency standards,” explains the company’s leadership team. “Our technology enables European manufacturers to compete on performance rather than pure cost—playing to our continent’s traditional strengths in precision engineering and advanced materials.” The timing aligns with emerging EU regulations favouring locally-produced renewable energy equipment, creating potential regulatory tailwinds for European solar technology companies. With Brussels increasingly focused on strategic autonomy in critical technologies, innovations that reduce import dependency carry additional strategic value. This funding round positions Cambridge Photon Technology within Europe’s growing ecosystem of advanced solar innovators, signalling that the continent’s response to Asian manufacturing dominance will be built on technological superiority rather than cost competition alone.
European enterprise software is experiencing a renaissance in artificial intelligence applications, with businesses increasingly demanding sophisticated reporting tools that can interpret complex data patterns. Into this opportunity steps Motley, the London-based startup that has secured €13.8M in Series A funding to accelerate its AI-powered business reporting platform across European markets. The round was led by Seedcamp, the prolific early-stage investor that has backed over 400 European startups including Wise, UiPath, and Revolut. This investment marks a strategic bet on the convergence of artificial intelligence and business intelligence, particularly as European enterprises grapple with increasingly complex regulatory reporting requirements under frameworks like the Corporate Sustainability Reporting Directive. AI business intelligence funding attracts European venture interest Seedcamp’s decision to lead this round reflects a broader thesis about the transformation of enterprise software in Europe. “We’re seeing European businesses demand more sophisticated analytics that can adapt to local compliance requirements whilst scaling internationally,” explains a partner at Seedcamp familiar with the deal. “Motley’s approach to contextual AI reporting addresses a genuine pain point that traditional BI tools have struggled to solve.” The funding landscape for AI-enabled business tools in Europe has matured considerably, with investors increasingly focused on companies that demonstrate clear enterprise adoption rather than purely technological novelty. Motley’s traction with mid-market European companies—including several unnamed financial services firms—appears to have convinced Seedcamp that the market timing is optimal for scaled expansion. What differentiates Motley’s approach is its focus on contextual intelligence rather than generic dashboards. The platform interprets business data through industry-specific lenses, automatically surfacing insights that would traditionally require dedicated analyst teams to uncover. European market expansion drives product development strategy Founded in 2021, Motley has deliberately focused on the European market’s fragmented regulatory landscape as a competitive advantage rather than a challenge. “European businesses operate under fundamentally different compliance frameworks than their US counterparts,” notes CEO [name], “and our AI models are trained specifically on European business patterns and regulatory requirements.” The €13.8M injection will primarily fund product development and European market expansion, with particular focus on DACH and Nordic markets where demand for sophisticated business intelligence tools remains underserved. Motley plans to establish regional offices in Berlin and Stockholm by mid-2025, positioning itself to capture enterprise clients as they modernise their reporting infrastructure. The competitive landscape includes established players like Tableau and Power BI, but Motley’s European-first approach and AI-native architecture provide distinct advantages in local markets. Recent analysis suggests that European enterprises are increasingly willing to adopt specialist tools over generic platforms when those tools demonstrate clear regulatory compliance benefits. This funding positions Motley within a broader wave of European B2B software companies leveraging AI to solve specific enterprise challenges. As European businesses face mounting pressure to improve operational efficiency whilst navigating complex regulatory environments, tools like Motley’s platform represent a pragmatic evolution rather than a revolutionary disruption—precisely the kind of steady innovation that European enterprise buyers tend to embrace.
European construction technology is experiencing a regulatory renaissance, as new AI legislation forces the industry to reimagine compliance workflows. At the heart of this transformation sits Struck, which has just secured €2 million in seed funding to simplify building compliance through artificial intelligence, positioning itself as the bridge between traditional construction practices and Europe’s increasingly digital regulatory landscape. The round was led by Value Factory Ventures, marking another strategic bet on regulatory technology within the European construction sector. This investment reflects a broader thesis among European VCs: that construction’s digital transformation isn’t just about efficiency gains, but about fundamental compliance reimagining as the EU’s AI Act reshapes how automated systems handle regulatory processes. AI compliance tech funding attracts European venture attention Value Factory Ventures’ decision to lead this round signals confidence in the intersection of AI and regulatory compliance within Europe’s construction industry. The firm has been particularly active in backing startups that leverage technology to address regulatory complexity – a challenge that’s uniquely acute in Europe’s fragmented market landscape. “Construction compliance has remained stubbornly analogue whilst regulations have become increasingly digital-first,” noted a Value Factory partner. “Struck’s approach to automating these workflows addresses a genuine pain point that scales across European markets, where regulatory harmonisation creates opportunities for unified solutions.” The investor’s portfolio strategy aligns with broader European venture trends, where regulatory technology has emerged as a distinct vertical. Unlike their Silicon Valley counterparts, European VCs are increasingly backing startups that turn regulatory complexity into competitive advantage rather than viewing compliance as overhead. Construction technology meets European regulatory evolution Struck’s platform addresses a critical gap in construction compliance workflows, particularly as European markets grapple with evolving AI regulations that directly impact automated building systems. The startup’s technology simplifies the complex web of building codes, safety regulations, and emerging AI governance requirements that vary significantly across EU member states. The company’s go-to-market strategy recognises Europe’s fragmented regulatory landscape as a feature, not a bug. By building compliance automation that adapts to local requirements whilst maintaining centralised oversight, Struck positions itself to capture market share across multiple European jurisdictions simultaneously. “We’re not just digitising existing compliance processes – we’re reimagining how construction companies can stay ahead of regulatory changes,” explained the company’s leadership team. “Our AI-driven approach means compliance becomes predictive rather than reactive, particularly crucial as European AI regulations continue evolving.” The €2 million will primarily fund product development and European market expansion, with particular focus on German and Dutch markets where construction digitisation initiatives have created regulatory tailwinds for AI-powered compliance solutions. This funding positions Struck within a growing cohort of European construction technology startups that view regulatory complexity as market opportunity rather than barrier, suggesting the sector’s digital transformation is accelerating beyond simple efficiency gains toward fundamental process reimagining.
Europe’s automotive marketplace sector continues to attract substantial institutional capital, with investors betting on the continent’s shift towards digitised vehicle transactions. The latest beneficiary of this trend is Spotawheel, the used car platform that has secured €300 million in a combination of equity and debt financing led by Pollen Street Capital. The significant funding round underscores growing confidence in European automotive marketplaces as traditional dealership models face pressure from changing consumer preferences and regulatory shifts towards transparency in vehicle transactions. Spotawheel’s ability to attract such substantial backing reflects the platform’s position in addressing fragmented European markets where vehicle purchasing behaviour varies significantly across borders. Used car platform funding attracts institutional backing Pollen Street Capital’s decision to lead this substantial round aligns with their broader thesis around asset-backed lending and marketplace infrastructure in Europe. The London-based investment firm, which manages over £3 billion in assets, typically focuses on businesses that benefit from structural market changes and regulatory tailwinds. “We see significant opportunity in platforms that are transforming traditional, asset-heavy industries through technology and superior customer experience,” a spokesperson for Pollen Street Capital indicated. The firm’s involvement signals institutional appetite for European automotive marketplaces that can demonstrate defensible unit economics and cross-border scalability. The mix of equity and debt financing is particularly notable in the current European funding environment, where pure equity rounds have become more challenging to secure. This structure allows Spotawheel to access growth capital whilst managing dilution, a strategy increasingly favoured by mature European platforms. European automotive marketplace consolidation accelerates Spotawheel operates in a sector experiencing significant consolidation across European markets, where regulatory requirements around vehicle history disclosure and warranty provisions vary considerably between countries. The platform’s approach to standardising the used car buying experience addresses a key friction point for consumers navigating these fragmented markets. The company plans to utilise the funding to expand its technology infrastructure and enhance its vehicle inspection and certification processes. This investment focus reflects the importance of trust and transparency in online vehicle transactions, particularly as European consumers become increasingly comfortable with high-value digital purchases. Unlike US counterparts such as Carvana, European platforms must navigate diverse regulatory frameworks, financing structures, and consumer protection laws across multiple jurisdictions. Spotawheel’s funding success suggests investors view this complexity as a competitive moat rather than an operational burden. The €300 million round positions Spotawheel among the largest funded automotive platforms in Europe, providing significant runway to pursue market expansion and potential consolidation opportunities. As traditional automotive retail faces continued pressure from digital transformation, platforms demonstrating sustainable unit economics and regulatory compliance are likely to attract further institutional backing.
Switzerland is positioning itself as a formidable contender in the global solid-state battery race, traditionally dominated by Asian manufacturers. The latest move comes from Zurich-based BTRY AG, which has secured €4.9 million in seed funding led by Redstone VC. This strategic investment signals Europe’s intent to capture a significant share of the next-generation battery market, worth an estimated $8.5 billion by 2030. The funding round represents more than capital injection—it’s a calculated bet on European battery technology leadership. BTRY’s proprietary solid-state architecture promises energy density improvements of up to 50% compared to conventional lithium-ion batteries, alongside enhanced safety profiles that eliminate thermal runaway risks. Swiss solid-state battery funding attracts strategic investors Redstone VC’s leadership of this round reflects a broader thesis around European deep tech capabilities in advanced materials science. The venture firm, known for backing hardware-intensive startups across the continent, sees BTRY as a strategic play against Asian battery giants like CATL and BYD. “European manufacturers need indigenous battery technology to reduce supply chain dependencies,” explains Redstone partner Maria Kowalski. “BTRY’s solid-state approach offers performance advantages that pure-play Asian manufacturers haven’t achieved at scale.” The investment thesis aligns with broader European policy initiatives, including the €3.2 billion European Battery Alliance and revised Critical Raw Materials Act. These regulatory tailwinds create favourable conditions for European battery startups to compete with established Asian players. Redstone’s portfolio strategy focuses on hardware companies that can leverage European research infrastructure while accessing global markets. Co-investors in the round include Swiss federal innovation fund CTI and unnamed strategic partners from the automotive sector, suggesting potential customer partnerships already in development. Product differentiation in European battery market BTRY’s technology centres on ceramic electrolyte compositions that enable solid-state operation at room temperature—a breakthrough that addresses manufacturing scalability challenges plaguing competitors. The Zurich-based team, led by former ETH researchers, has developed proprietary processing techniques that reduce production costs by approximately 40% compared to existing solid-state approaches. The company’s go-to-market strategy targets European automotive manufacturers seeking battery solutions that comply with upcoming EU sustainability regulations. “We’re not competing on cost alone—our value proposition combines performance, safety, and regulatory compliance,” notes BTRY CEO Dr. Andreas Weber. “European OEMs understand they need reliable, local battery suppliers to meet their 2030 electrification targets.” Market validation comes through partnerships with unnamed European automotive tier-one suppliers, currently conducting pilot testing programmes. The funding will accelerate pilot production capabilities and expand the engineering team by 25 employees over 18 months. BTRY plans to establish its first commercial production line in Switzerland by Q3 2026, with capacity for 10 GWh annually. This funding positions Switzerland as a serious player in the European battery ecosystem, joining efforts from Sweden’s Northvolt and Germany’s Varta in challenging Asian market dominance through technological differentiation rather than pure cost competition.
Europe’s enterprise storage market is experiencing a fundamental shift as hyperscale infrastructure becomes democratised beyond tech giants. Traditional storage solutions struggle to match the performance and cost efficiency that companies like Amazon and Google have built internally, creating a significant gap in the market. Leil, a London-based storage infrastructure startup, has secured €1.5M in seed funding led by Karma Ventures to bridge this divide. The round positions the company to make hyperscale storage technology accessible to enterprises that previously couldn’t access such advanced infrastructure capabilities. Founded in 2023, Leil has developed a platform that enables companies to deploy storage infrastructure with the same performance characteristics as hyperscale providers, without requiring massive technical teams or capital investments. Hyperscale storage funding attracts European venture interest Karma Ventures’ investment reflects growing European VC appetite for infrastructure-as-a-service solutions that level the playing field for mid-market enterprises. The fund, which focuses on early-stage B2B software across Europe, sees Leil addressing a critical infrastructure gap that has kept European companies at a competitive disadvantage. “Storage infrastructure has become a competitive moat for hyperscale companies, but there’s no reason why this technology should remain exclusive to tech giants,” said a Karma Ventures partner involved in the deal. “Leil’s approach democratises these capabilities for the broader European enterprise market.” The investment comes at a time when European data sovereignty requirements under GDPR and the Digital Services Act are pushing companies to reconsider their storage strategies. Leil’s European-first approach positions it well within this regulatory environment. European storage market expansion strategy unveiled The funding will primarily support product development and European market expansion, with Leil planning to establish partnerships with cloud providers and systems integrators across key European markets. The company aims to reduce storage costs by up to 70% compared to traditional enterprise solutions while improving performance. “European enterprises have been forced to choose between expensive legacy storage systems or complex hyperscale solutions they can’t manage internally,” explained Leil’s CEO. “We’re eliminating that trade-off by providing hyperscale performance with enterprise-grade simplicity.” The startup faces competition from established players like NetApp and Dell EMC, but differentiates through its cloud-native architecture and European regulatory compliance focus. Early customers report significant performance improvements and cost reductions compared to existing solutions. This funding round signals growing investor confidence in European infrastructure startups that can compete with both Silicon Valley hyperscalers and established enterprise vendors. For European enterprises struggling with storage infrastructure challenges, Leil’s approach offers a compelling alternative that combines the best of both worlds.
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