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From 1 to 100 IRL events in a year: The secret to getting engineers to demo

PostHog· by Daniel Zaltsman ·2026-09-09

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On "From 1 to 100 IRL events in a year: The secret to getting engineers to demo"

Scaling from 1 to 100 in-person events is a volume play, not a strategy, and it only works if you've solved the unit economics of getting engineers in front of your product. The real question PostHog cracked isn't "how do we do more events" but "how do we make each event so cheap and repeatable that we can afford to fail at most of them." For most companies trying to replicate this, the bottleneck won't be logistics—it'll be having a product engineers actually want to demo and a team willing to be on the road constantly. This matters because it suggests event strategy should start with "can we make this unit economic enough to scale," not "how many cities can we hit."

From the source: Since I joined PostHog in summer 2025, we've gone from doing 1 IRL event to over 100 in a year. Roughly 95% of those events involve speaking to…

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