Owned events
A flagship event the company runs itself, used for pipeline, launches, and community.
Counts as evidence: A recurring company-run event described as part of marketing.
Who ran it
Zoom · Sales routed by deal size, land and expand · 2016 to 2020
Owned events SupportingZoomtopia, the annual user conference, was first held in 2017, and Zoom took part in more than 180 marketing and customer events in 2018.
Zoom · Enterprise platform and AI · 2021 to now
Owned events SupportingZoomtopia continues as a hybrid flagship event, and AI Companion 3.0 was announced there in 2025.
HubSpot · Naming inbound, then selling it by phone · 2006 to 2014
Owned events SupportingThe INBOUND conference had over 10,000 registered attendees in 2014, and its cost sat in sales and marketing as brand building.
HubSpot · Beyond search: owned media and answer engines · 2022 to now
Owned events SupportingINBOUND drew over 13,000 registered in-person attendees in 2025, and after fifteen years as the flagship event it became UNBOUND.
Salesforce · The End of Software, sold by phone · 1999 to 2004
Owned events SupportingLaunch events and sponsored marketing events were a named line from the start. The first Dreamforce, in 2003, had just over 1,000 registered attendees and 52 presentations.
Salesforce · AppExchange and the move to larger customers · 2004 to 2008
Owned events SupportingUser conferences and launch events were listed as a primary marketing activity, and Dreamforce reached 10,000 registered attendees in 2008.
Salesforce · Many clouds, Dreamforce, Trailblazers and acquisitions · 2009 to 2024
Owned events PrimaryThe 10-K calls Dreamforce the annual and largest event, large enough that its timing moves quarterly marketing cost. Registered attendance went from 10,000 in 2008 to more than 171,000 in 2019.
Salesforce · Agentforce, digital labor and consumption pricing · 2024 to now
Owned events SupportingDreamforce, Dreamforce to You, World Tours and the Salesforce+ streaming service remain listed marketing activities.
Atlassian · Starter licenses, Marketplace and Experts · 2009 to 2019
Owned events SupportingAtlassian Summit, a two-day user conference with over 2,500 users, and AtlasCamp, a developer conference for Marketplace vendors and Experts.
Atlassian · Free cloud editions and the server sunset · 2019 to 2022
Owned events SupportingSummit moved online in 2020 with over 16,000 unique viewers from 126 countries, and the flagship event later became Atlassian Team.
Slack · Direct sales layered on self-serve, then Enterprise Grid · 2016 to 2019
Owned events SupportingFrontiers, the annual user conference, is part of the sales and marketing program.
Figma · Paid plans, first sales rep, Community and education · 2017 to 2020
Owned events SupportingConfig, Figma's own annual conference, started in 2020 and brings thousands of designers, developers and product teams to San Francisco.
Figma · Platform seats, IPO and AI credits · 2024 to now
Owned events SupportingConfig drew over 10,000 attendees in 2026, and the company names it as a cause of seasonal swings in its results, since it is usually held in the second quarter.
Twilio · Developer-first self-service and pay as you go · 2008 to 2015
Owned events SupportingSIGNAL, an owned developer conference, was first held in May 2015, and the S-1 says Twilio planned to host it annually.
Twilio · Inverting the enterprise sales model · 2015 to 2018
Owned events SupportingSIGNAL continued as an annual customer and developer conference, with talks that tell stories with code given priority.
Twilio · Three motions, ISVs, and AI · 2024 to now
Owned events SupportingSIGNAL is named as a lever for the go-to-market motions, and it was where Twilio unveiled a revamped platform in 2026.
Datadog · Self-serve monitoring for DevOps teams · 2010 to 2015
Owned events SupportingDatadog exhibited and gave demos at cloud conferences, with engineers running the demos, because companies migrating to the cloud go to events to learn. Its technical leaders also spoke at events such as DevOpsDays and AWS re:Invent.
Datadog · Inside sales, enterprise team, and multi-product expansion · 2016 to 2019
Owned events SupportingDASH, Datadog's own user conference, was first held in New York in 2018, alongside regional, national, and global events.
Datadog · Usage optimization, enterprise scale, and AI · 2023 to now
Owned events SupportingDASH continues in New York, and Datadog launched more than 100 new capabilities at DASH 2026.
Snowflake · Scaling through clouds, partners, and developers · 2021 to 2024
Owned events SupportingSnowflake Summit, the annual user conference, is where partner integrations were shown, including Microsoft's in 2023.
Snowflake · The AI Data Cloud and agents · 2023 to now
Owned events SupportingSummit 2025, the seventh annual, was billed as the largest in the company's history, with Sam Altman as keynote speaker.
CrowdStrike · Modules, trial-to-pay, marketplace and channel · 2017 to 2020
Owned events SupportingFal.Con is the annual user conference. The September 2018 edition in Miami was announced as the second annual Fal.Con, with sessions for executives and IT professionals.
CrowdStrike · Platform scale and module depth · 2020 to 2024
Owned events SupportingFal.Con is where pricing and products launch: Falcon Flex was introduced at Fal.Con 2023 in Las Vegas in September 2023.
CrowdStrike · After the July 2024 incident: Flex and partner-first · 2024 to now
Owned events SupportingFal.Con 2024 in Las Vegas sold out with 6,000 attendees, and the first Fal.Con Europe opened with a partner summit of more than 400 participants.
Okta · Platform, land and expand, and the IPO · 2014 to 2017
Owned events SupportingCustomer stories are the centerpiece of Okta's marketing, and its annual customer conference, Oktane, drew over 1,600 registrations in 2016.
Okta · Public scale-up of the workforce engine · 2017 to 2021
Owned events SupportingOktane continued, Okta Showcase was added for product and feature announcements, and Oktane20 moved to a virtual-only conference in the spring of 2020.
Okta · Specialized sales, profitability and AI agents · 2024 to now
Owned events SupportingOktane remains a centerpiece of marketing, with customer stories, product announcements and labs, plus Oktane on the Road city events. The next Oktane is set for September 28 to 30, 2027 in Las Vegas.
Anthropic · Claude Code and the enterprise build-out · 2025 to 2025
Owned events SupportingAnthropic held its first developer conference, Code with Claude, on May 22, 2025 in San Francisco.
Anthropic · Partner network, three clouds, expansion · 2026 to now
Owned events SupportingCode with Claude became a three-city series in San Francisco, London, and Tokyo with livestreams. The event page says demand outpaced the room.
Replit · Enterprise through the product, marketplaces, and partners · 2025 to now
Owned events SupportingReplit held its inaugural owned event, Vibecon, in June 2026, calling it an experiment. One edition so far.
Wiz · Inside Google Cloud, still multicloud · 2025 to now
Owned events SupportingWiz held its first user conference, Wizdom, in New York in November 2025.
Notion · B2C2B: personal users carry Notion into teams · 2021 to 2024
Owned events SupportingA virtual annual conference, Block by Block, was in its second year in 2022. In 2024 Notion held its first in-person conference, Make with Notion, with over 1,000 guests.
Notion · AI in the business plans, enterprise sales, agent credits · 2025 to now
Owned events SupportingMake with Notion became a regional series, with more than 50 guest speakers at the 2025 European showcase and Notion Ambassadors leading sessions.
Stripe · Startups first, beyond payments · 2016 to 2019
Owned events SupportingSessions is an annual event to show users what is new and hear their feedback. In 2018 over a thousand people came to Sessions events in San Francisco, New York, Paris, and London.
Stripe · Multi-product platform for startups and enterprises · 2023 to now
Owned events SupportingSessions 2023 was more than three times the size of 2019, and Sessions 2024 ran breakout tracks for enterprises, platforms, and developers.
Shopify · Shopify Plus, Unite and merchant solutions take over · 2016 to 2019
Owned events SupportingUnite, an in-person partner conference, was first held in San Francisco in 2016 with more than 650 partners and was used to launch platform tools such as the Sales Channel SDK.
Shopify · Pandemic surge and a better developer deal · 2020 to 2022
Owned events SupportingShopify Editions, introduced in Q2 2022, is a twice-yearly product release showcase that presents new launches and improvements across the platform.
Shopify · Enterprise push, merchant solutions and AI channels · 2023 to now
Owned events SupportingEditions continues as the twice-yearly product release showcase, rolling out hundreds of updates every six months, and DotDev is an in-person developer event.
Gong · Naming revenue intelligence, selling to the CRO · 2019 to 2022
Owned events SupportingThe Revenue Intelligence Summit became the customer event, Celebrate. Gong ran a sold-out US roadshow in February 2020, a virtual conference that spring, and an annual conference, #celebrate20, with customer awards.
Gong · Revenue AI OS, enterprise expansion, marketplace · 2025 to now
Owned events SupportingCelebrate '26 in Las Vegas served as the launch venue for new products, with customer stories on stage.
Canva · Teams, classrooms and the workplace · 2020 to 2023
Owned events SupportingThe first Canva Create launched the Visual Suite of Docs, Websites and Whiteboards, and more than 1.5 million people tuned into the 2023 edition.
Canva · Enterprise rebuilt, pro tools and AI distribution · 2024 to now
Owned events SupportingCanva Create drew more than 3,500 people in person and 2.5 million online in 2024, toured in 2025, and Canva expected 6,000 at SoFi Stadium in 2026.
MongoDB · Atlas, usage pricing, and the licence change · 2016 to 2019
Owned events SupportingMongoDB World, the annual user conference, is named in the S-1 alongside MongoDB University as a brand investment.
MongoDB · Atlas becomes the business, sold with the clouds · 2019 to now
Owned events SupportingMongoDB World returned in person in fiscal 2023. By fiscal 2026 the 10-K names .local user conferences instead, many aimed at AI-native customers, and in-person events and digital marketing spend rose.
GitLab · Enterprise sales, partners, and the IPO · 2019 to 2021
Owned events SupportingGitLab hosts Commit, its annual user conference, plus Contribute for the community; both moved online during the pandemic.
Asana · Up-market and top-down sales · 2023 to 2025
Owned events SupportingThe Work Innovation Summit became a global first-party event series, and its largest edition yet was held in New York City in late 2024.
monday.com · Sales, partners and the Work OS · 2018 to 2021
Owned events SupportingThe first global conferences, Elevate, Unplugged and Global Partners Summit, launched in 2019.
Zscaler · Second product, land and expand, IPO · 2016 to 2020
Owned events SupportingZenith Live, Zscaler's own user conference, started in June 2018 and was named as a driver of higher sales and marketing spend in fiscal 2020.
Zscaler · The Zero Trust Exchange reframing · 2020 to 2023
Owned events SupportingZenith Live ran as a virtual two-day summit across the Americas, Europe, and Asia Pacific in 2021, built around training sessions to help organizations adopt zero trust.
Zscaler · Platform, flexible spend, and AI security · 2023 to now
Owned events SupportingThe 10-K names Zenith Live and a Public Sector Summit as programs to build the brand and engage new enterprise accounts. Zenith Live 2026 launched AI agent security products and carried partner sponsorship tiers.
Vercel · Deploy tool plus an open-source framework · 2016 to 2019
Owned events SupportingThe first owned event was backendlessConf_, a remote conference in December 2019 that drew 3,888 registrations.
Vercel · Vercel for frontend teams: free tier, Git integration, Next.js Conf · 2020 to 2022
Owned events PrimaryNext.js Conf became an annual owned event with a CEO keynote and sponsors. A June 2021 Next.js community event with the Google Chrome team drew over 65,000 people.
Vercel · Frontend Cloud for the enterprise: sales, partners, marketplaces · 2023 to 2024
Owned events SupportingNext.js Conf moved in person, with over 1,000 people in San Francisco and over 35 partner sponsors, and Vercel added its own product event, Ship, in New York.
Vercel · AI Cloud and enterprise AI governance · 2025 to now
Owned events SupportingShip went from over 1,200 people in New York in 2025 to London, Berlin, New York, Sydney, and San Francisco in 2026, with more than 2,700 at the San Francisco event.
OpenAI · ChatGPT goes free, then paid, then to work · 2022 to 2023
Owned events SupportingDevDay, OpenAI's own developer event, was the venue for its November 2023 model, API, and price announcements.