Vendelux’s Playbook for Converting Enterprise Customers Without a Dedicated Budget Line
Creating a new software category is hard enough. But how do you sell it when there’s no budget line item for your solution? In a recent episode of Category Visionaries, Alex Reynolds revealed how Vendelux tackles this challenge in the event intelligence space.
Starting with Existing Budgets
Event marketing isn’t a small expense – Alex notes that it represents “24% to 40% of the B2B marketing budget.” But this substantial spending was precisely what created Vendelux’s opening. Instead of asking for new budget allocations, they found creative ways to work within existing event budgets.
“Oftentimes our event marketers will borrow money from their existing pie,” Alex explains. “Maybe they, instead of doing the platinum sponsorship, they’ll do the gold sponsorship, or maybe they have some money left over from an event that didn’t cost as much as they thought.”
Meeting Customers at Their Pain Point
Vendelux’s approach to conversion starts with timing. They’ve positioned SDRs in major trade show hubs like Vegas and London, where they can engage event marketers at their moment of maximum stress.
“They just spent the last two, three months preparing for the event and oftentimes they don’t feel as prepared as they want to,” Alex shares. This timing is crucial because it makes the pain point tangible – these marketers are actively experiencing the problems Vendelux solves.
Proving Value Through the Sales Team
One of Vendelux’s most effective strategies is helping event marketers hold sales teams accountable. “Oftentimes sales reps, of course they want to go to Vegas or Miami or Cannes, France, and they almost treat it like a free vacation,” Alex notes. “When we help marketers almost turn the tables and use data and insights to make sure that sales is doing their job, they love that.”
This approach creates immediate value by addressing a persistent pain point while simultaneously demonstrating the platform’s broader capabilities.
Building Internal Champions
The real growth comes after initial adoption. “All of a sudden the sales team says, ‘oh, I want to be on this platform. This seems great,'” Alex explains. This organic expansion happens because the platform demonstrates value to multiple stakeholders:
- Event marketers get better ROI data
- Sales teams get better lead intelligence
- Customer success teams can better plan customer meetings
- Finance gets clearer visibility into event spending
The Free-to-Paid Conversion Engine
Vendelux maintains a free tier with “roughly 7000 event marketers” who can access basic functionality. This community serves as both a proof point for enterprise buyers and a source of organic conversion opportunities.
The key is demonstrating value before asking for investment. As Alex puts it, “We start there, we show the results, and then they’re able to build on top of that.” This incremental approach allows them to grow their footprint within organizations naturally.
The Category Creation Play
Ultimately, Vendelux isn’t just selling software – they’re creating a new category. Alex draws a parallel to how Gainsight transformed account management: “In the same way that Gainsight took the account management function and essentially turned that into customer success… we see event marketing needing to go through a very similar transition.”
This longer-term vision helps justify initial investments, even without a dedicated budget line. By demonstrating how event intelligence can transform event marketing from a cost center into a strategic function, they’re creating a compelling case for eventual dedicated budget allocation.
The lessons here extend beyond event intelligence. For founders creating new categories, the path to adoption might not require immediate budget creation. Instead, success might come from:
- Finding existing budgets you can tap into
- Proving value within current constraints
- Expanding through demonstrated ROI
- Building toward category creation
Sometimes, the best way to create a new budget line is to prove you deserve one first.
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