Exhibiting our B2B SaaS at a 15k festival: How pivoting our pitch tripled engagement
Hey Indie Hackers!
I’m Victor, CTO of Sigilo Profissional (sigiloprofissional.com.br). We run a bootstrapped B2B SaaS in Brazil focused on employee satisfaction, eNPS surveys, and compliance channels.
Earlier this month, we took our booth to Hacktown 2026 (a major 15,000-attendee innovation festival). I wanted to share a key positioning lesson that dramatically boosted our booth conversion:
💡 The Positioning Pivot:
What we used to pitch: "We are an Anonymous Whistleblowing SaaS for legal compliance." The Problem: High initial friction. Founders and HR leaders viewed it as a bureaucratic requirement or a tool that only brings "trouble from under the rug."
What we pivoted to during mentorship: "We are a Workplace Climate & Culture Improvement platform (eNPS, pulse surveys), with an anonymous reporting channel to protect psychological safety." The Result: Immediate reduction in sales friction. Prospects immediately associated us with employee retention, happiness, and workplace culture, making it an investment rather than a cost.
📊 Our Event Metrics:
Qualified B2B meetings: 50+ in 4 days.
Printed flyers handed out: 500 (100% of our stock distributed).
LinkedIn growth campaign: 90+ new B2B followers captured via a Kindle giveaway at our booth (30% SP region, 33% tech hubs, 7% BH, 30% national).
Surprise Use-Case: A Pastor approached us to implement climate surveys and governance channels for his religious institution and affiliated non-profits.
Have you ever experienced a positioning pivot where the product stayed the same, but changing the core value narrative unlocked way higher engagement?
Victor Vieira | CTO & Co-founder @ Sigilo Profissional 🔗 LinkedIn: Victor Vieira
Pitch pivot = distribution pivot. Most founders obsess over product features but the booth pitch is the real product at events. Tripled engagement by shifting from "what it does" to "what breaks without it" — that's the acute pain hook. Curious: did you track how many converted post-event vs just took swag?
The tripled engagement makes the positioning change credible, but booth interest can still be a weak signal. Did the new “workplace climate” framing lead to more follow-up meetings, proposals, or buying conversations than the old compliance framing, or was the lift mainly at the booth?
Great question, Aryan! To be completely honest, we don't have a definitive answer on downstream sales conversion numbers just yet.
The narrative pivot happened right in the middle of the event. What we can say for sure is that it generated way more genuine interest in listening to our proposal compared to our outreach efforts before the festival.
Since we just got back from the event a few days ago, we are currently updating all of our marketing materials, landing pages, and decks to align with this new positioning. In a few weeks, we will have solid data on whether this pitch shift actually translates into signed contracts and MRR, validating our core hypothesis.
I will definitely share an update post here once we have those hard sales numbers!
How do you usually measure whether a positioning test is working before you get final sales data?
I'd look for a prospect bringing a colleague into the conversation or booking time to discuss their own team. Those are concrete steps you can learn from while sales take time. Hope the follow-ups go well.
The downstream contract and MRR data will be the real test of the positioning shift. If you’re open to it, what’s the best email to reach you on?
Spot on, Aryan! We are tracking those metrics closely right now.
You can reach us directly at contato@sigiloprofissional.com.br or feel free to connect on LinkedIn (Victor B Vieira). Looking forward to staying in touch!
Thanks! I’ve just sent it over.
Looking forward to hearing your thoughts whenever you have a chance.