Leveraging curated events to drive US-India startup GTM

This is an in-depth discussion on how US-India startups can use curated events to drive US GTM. It covers topics such as what type and stage of startups are most suited for leveraging an event-based GTM strategy, operating learnings around event design and planning, a deep dive into the CXO roundtable format, and tracking the ROI of these events.

Joining me for this discussion are Nivas Ravichandran and Nitya Baskar from the Marketing team of Spendflo, a SaaS spend management platform backed by Accel and Prosus. Before this, Nivas led marketing and partnerships for seven years for different products within Freshworks, while Nitya was at MadStreetDen.

TIME STAMPS:

(01:08) How do curated events fit into Spendflo’s US GTM strategy?

(04:19) At what stage do curated events start to make sense for a startup?

(07:37) Tactical learnings around event planning, scheduling, and coordination

(11:51) Deep dive into the CXO roundtable format

(17:27) Stories, mistakes, and faux pas from organizing 35+ CXO roundtables

(22:50) How to drive value for event attendees

(24:22) Tracking ROI of curated events

(29:47) Under-leveraged formats of GTM events

(33:01) Leveraging partners for curated events 

Connect with Nivas - https://www.linkedin.com/in/nivasravichandran/ and Nitya - https://www.linkedin.com/in/nityabaskar/  

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I am a venture investor focused on the US-India corridor. Feel free to reach out on LinkedIn (https://www.linkedin.com/in/soumitrasharma5/) and follow me on X (@soumitra_sharma).