Why Public Companies Should Participate in Startup Events

Startups are often at the forefront of technological innovation. They’re driven by a strong entrepreneurial spirit, agility, and a focus on solving unmet market needs. Startup events like Tech Week, SXSW, Slush, Afrotech, and TechCrunch Disrupt are hotbeds for networking, collaboration, and discovering emerging technologies. These events unite entrepreneurs, investors, industry experts, and other key stakeholders, providing a unique platform for exchanging ideas, exploring potential partnerships, and staying updated on the latest trends.

This is why, at Amplitude, we have recognized the value of participation in startup events. Our presence at these events allows us to connect with promising startups, showcase our platform, and build relationships within the tech ecosystem.

Supporting startup events can take various forms, from financial sponsorship to hosting events or simply being present and engaging with the community. While participating in startup events requires time and resource investment, the benefits often outweigh the costs.

In this article, we’ll outline five major benefits public companies can enjoy from participating in and/or supporting startup events.

1. Access to cutting-edge innovation

If you’d like to keep your finger on the pulse of the latest tech innovations, attending startup events is a must. These events bring together some of the most exciting new players in the industry who are pushing the boundaries of innovation in fields like artificial intelligence (AI), cybersecurity, fintech, and health tech. Participating in these events and engaging with these startups gives you firsthand access to groundbreaking technologies reshaping the industry.

First, it gives you the opportunity to identify emerging trends. Startups often use these events to pioneer new and exciting technological innovations. Connecting with startups at events can lead to strategic partnerships, joint ventures, or technology integrations that enhance your product offerings and expand your customer base. This means you’re better positioned to stay ahead of competitors and differentiate yourself in the market.

Inside the Amplitude office during SF Tech Week's AI x Product Fireside Chat with Amplitude Co-founder and Chief Architect Jeffrey Wang (front) speaking alongside Sprig Co-founder and CEO Ryan Glasgow (middle). Conversation moderated by Amplitude Director of Competitive Strategy, Francis Wilson.

2. Networking and building strategic partnerships

Networking and relationship-building are a few of the biggest reasons people attend conferences and events. It’s an excellent opportunity to get into a room with potential funders, clients, or industry peers. Public company representatives will find that attending startup events provides all these benefits.

By participating in or supporting startup events, your company opens up new lines of communication with a diverse group of professionals, including entrepreneurs, developers, investors, and industry leaders. At the same time, your presence signals to new businesses that you can provide value.

It’s also a great way to develop follow-up relationships. Invite people to contribute to your blog or get them to speak at an upcoming webinar you’re hosting. Moreover, you can provide value to attending startups by helping them connect with potential clients or venture capitalist funders.

Finally, it’s a great way to show startups the value your product can offer them. Our attendance at these events gives us a unique opportunity to sit down with people one-on-one and learn more about their analytics needs and the pains they’re experiencing with their current solutions. In turn, we offer guidance and advice and explain how Amplitude can help.

One barrier we find when trying to reach startups is that, as a large public company, we’re often seen as expensive. Being able to sit down and chat with people allows us to present the different tiers we offer, as well as the opportunity to offer extended free trials.

3. Enhanced market position and brand visibility

Active participation in prominent tech events is a strategic move to boost your organization’s image and establish yourself as a forward-thinking leader in the tech industry. It’s a great way to show that you’re committed to innovation and growth. This enhances your brand reputation and helps you attract potential clients or collaborators seeking cutting-edge solutions.

Although your company has moved on from the startup phase, remaining active in the field through sponsorship and participation helps you remain in the startup conversation along with the industry's newest, hottest, and freshest startups. Your attendance, participation, and branding presence are great ways to validate your commitment to the market segment.

4. Talent acquisition

Participating in startup events is a highly effective strategy for public companies seeking to attract top talent into their organizations. Startups are often staffed with highly skilled and motivated individuals, and all of this talent is on display during startup events.

For public companies, startup events offer a unique opportunity to connect with these talented individuals and showcase their company culture. By demonstrating a commitment to innovation and growth, public companies attract top talent seeking challenging and rewarding career opportunities.

Sponsoring or participating in startup events enhances a company’s brand reputation and visibility within the tech community. This can attract passive candidates who may not be actively seeking new opportunities but are open to exploring exciting roles at innovative companies.

The ample opportunities for networking and relationship building at startup events can lead to referrals, informal interviews, and, ultimately, successful hires.

5. Driving industry growth and community engagement

Startup events foster a sense of community and play a big role in contributing to the growth of the tech and startup ecosystem. By backing these events, publicly traded companies like Amplitude show a commitment to nurturing the next generation of tech innovators and leaders. This participation promotes inclusivity and diversity and sends a powerful message about the importance of industry collaboration.

Participating in startup events reflects our dedication to creating a more equitable and welcoming tech ecosystem. This benefits both individual professionals and the broader industry.