01The Sponsor ROI Problem
Events are one of the highest-leverage activities in business. Conferences, meetups, trade shows — they create density, surface opportunities, and compress timelines. Yet sponsors have no idea what actually happened.
The current state: sponsors write checks, get a logo on a banner, hope for leads, and leave with a stack of business cards they'll never follow up on. Organizers promise exposure but can't prove value. Everyone operates on vibes.
This is a measurement problem. Not a networking problem. Not a format problem. A measurement problem — and it's solvable.
02The Full Loop: Meetings → Outcomes → Follow-ups
Sponsor value at events happens in three stages. First, meetings — the conversations that happen on the floor. Second, outcomes — what those conversations produced (demos, intros, commitments). Third, follow-ups — what actually closes after the event ends.
Most sponsors only measure the first stage, if that. They count badge scans and call it a day. But badge scans don't close deals. The real signal is downstream — and nobody's tracking it.
"The sponsor who can prove ROI will out-bid the sponsor who's guessing."
Diaminate tracks the full loop. We capture meetings as they happen, log outcomes in real-time, and follow the thread through to close. Sponsors get a clear picture of what worked. Organizers get proof that their events deliver value.
03Event Intelligence as a Category
We call this Event Intelligence — the systematic capture and analysis of what happens at events. Not sentiment. Not surveys. Actual meetings, actual outcomes, actual follow-ups.
This matters because events are becoming more expensive and more competitive. Sponsors are demanding accountability. Organizers need to differentiate. The era of "trust us, it was great" is ending.
The teams that adopt Event Intelligence will win more sponsors, retain them longer, and build events that compound in value over time. The ones that don't will watch budgets shift to channels with better measurement.
04What We're Building at Diaminate
At Diaminate, I'm building the infrastructure for Event Intelligence. We help sponsors and organizers capture meetings, track outcomes, and measure follow-ups — end-to-end.
The product is currently in pilot with select partners. We're working with event organizers and sponsors who understand that measurement is the unlock — not bigger booths or flashier swag.
I also run Cursor meetups in Calgary and Toronto — builder-heavy rooms that serve as real-world testbeds for measuring sponsor outcomes. What converts, what follows up, what's worth funding.
05Work with Us
If you're an event organizer tired of guessing whether sponsors got value — or a sponsor tired of writing checks without proof — let's talk.
We're looking for pilot partners: events where we can deploy Diaminate, prove the model, and build case studies together. Early partners get hands-on support and help shape the product.