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 look good on the website but are actually 80% students and job seekers. Here are the B2B events where I’ve verified strong attendee quality.
My 20-Minute Event Discovery Routine
Every Monday morning, I spend 20 minutes on event discovery. Not hours. Not passive scrolling. Focused work.
Minutes 1-5: Check Sesamers filters for new events in my saved searches. Anything interesting goes to “Maybe” list.
Minutes 6-10: Scan LinkedIn for posts from the 20 investors/partners I’m tracking. Any event announcements get researched.
Minutes 11-15: Check my Slack communities for event discussions. Look for threads with actual ROI data, not just “can’t wait to go!” hype.
Minutes 16-20: Review my “Maybe” list from previous weeks. Anything happening in 90 days gets decided now: buy ticket or delete. No more “I’ll decide later.”
This routine surfaces 2-3 high-potential events per quarter. That’s all you need. Once you’ve picked your events, here’s how to prepare so you don’t waste them.
The Brutal Truth About Finding Startup Events
Most founders overthink event selection because they’re afraid of missing out. FOMO is real, but it’s also expensive. You don’t need to attend 20 events per year. You need to attend 3-4 RIGHT events and extract maximum value from each one.
The best startup event for you isn’t on TechCrunch’s “Top 50” list. It’s the one where your top 3 dream customers, your target investors, or your ideal distribution partners are all in the same building for 48 hours. Everything else is tourism.
I learned this the expensive way: $47K spent on “top startup events” in my first two years. Generated $180K in revenue. Sounds good until you realize I spent the next year focusing on 5 niche industry events that cost $8K total and generated $2.1M in pipeline. Here’s how I track event ROI now so I know what’s actually working.
Stop trying to find startup events. Start finding the exact rooms where your business gets built. There’s a difference.
Find Your Next High-ROI Event in 5 Minutes
Ready to stop wasting time on the wrong events? Use Sesamers to discover B2B startup events filtered by your industry, target attendees, and business goals. See historical attendance data, save events you’re considering, and track which ones your network recommends.
Set up your filters once, check weekly, and never miss an event that actually matters to your business. While other founders scroll Eventbrite for hours, you’ll have your quarterly event calendar locked in 20 minutes.