How Marko Grew His SaaS to 300 Customers Using Conference Videos

If you’re running a SaaS company or an agency, Marko and I have a simple trick for you. It costs almost nothing, takes very little effort, and builds more trust than any ad campaign ever could.

Make videos at conferences. But not about yourself.

The setup

The evening before the ACA conference for HVAC companies, Marko and I walked through the exhibit hall while it was still quiet. No crowds, no chaos. Just rows of booths from every major player in the industry, from ServiceTitan to Built to Sell to Scorpion and beyond.

Most people show up to conferences, attend the sessions, grab some swag, and go home. We do something different. We use the exhibit hall as a content studio.

The strategy: promote your partners, not yourself

The key insight is counterintuitive. Instead of making videos about how great your own software or agency is, make videos about your partners, your clients, and even your competitors.

Marko made videos talking about how ServiceTitan is the 800 pound gorilla in the HVAC space. He made videos about Built to Sell, which is Lance Bachman’s company. Lance returned the favor, making videos saying “Marko’s the guy.” He made videos about lace.ai and other partners in the space.

That is the kind of trust people are actually looking for. Not another company telling you how amazing their product is, but other respected people in the industry vouching for each other.

Why this works

Think about it from the buyer’s perspective. When an HVAC contractor gets on a call with HVAC Quote, many of them have already seen Marko’s content.

They already know someone who is a client. A friend is already paying $350 a month to have quotes on their website. The sale is half made before the conversation even starts.

This is what most SaaS companies and agencies are missing. They all look the same. Same messaging, same pitch, same promises. The way you stand out is by building a web of trust with the other players in your industry.

The tactics

Here’s what Marko and I actually do at conferences:

Walk the exhibit hall the day before when it’s quiet. Shoot videos in front of partner booths and even competitor booths. Do walk and talk videos through the hall. Interview the leaders of other companies for short one minute podcast style clips. Grab the free candy while you’re at it.

The content doesn’t need to be polished. It just needs to be real. Marko, at 23 years old, has interviewed countless industry leaders this way. That is how you build authority fast.

The bigger picture

If you’re running a B2B company, conferences are your territory. The other businesses exhibiting there sell to the same type of companies you sell to. They’re out there running hundreds of demos. You’re out there running hundreds of demos. The question is how do you get it to amplify?

You want them to talk about your brand and you talk about their brand. It all works together.

Marko started HVAC Quote about a year ago. He now has over 300 clients. That growth didn’t come from just having great software. It came from building trust at scale through simple, authentic content that puts the spotlight on others.

The takeaway

You don’t need a massive budget or a production crew. You need a phone, a conference badge, and the willingness to promote the people around you. Make videos about your partners. Interview industry leaders. Show up the day before when everyone else is still at the hotel.

That’s the formula. Follow it, and maybe you can be the next Marko.

This article connects to BlitzMetrics processes including Digital Plumbing, one-minute video, SEO Tree. Each of these concepts has a definitive article that explains the full framework.