The New Rules of Corporate Swag: What SaaStr Taught Us About Connecting in a Hybrid World

Reflecting on the event marketing evolution that began at SaaStr 2024 — and how it’s shaping branded merchandise strategy today.

Remember the days of stuffing trade show bags with cheap pens and flimsy tote bags, hoping something would stick? If the trends that solidified at SaaStr Annual 2024 taught us anything, it’s that those days are officially over. As B2B SaaS leaders gathered in San Francisco, a quiet revolution was taking place at the booths. The conversation shifted from mass giveaways to meaningful connections, proving that corporate swag, when done right, is one of the most powerful tools in an event marketer’s arsenal.

In a world of tightening budgets and fierce competition for attention, the smartest tech companies are no longer treating branded merchandise as a simple line item. They’re treating it as a strategic investment in their brand narrative—a tangible way to communicate culture, sustainability, and value long after the conference floor has emptied.

From Landfill to Legacy: The Shift to Data-Driven, Desirable Swag

The core change we saw at SaaStr was the death of the “spray and pray” approach. Instead of ordering thousands of identical items, leading startups used data to deliver high-quality, targeted merchandise that people actually wanted to keep. This isn’t just about reducing waste; it’s about making every interaction count.

How did they do it? By letting attendees choose their own experience through opt-in digital portals. This simple shift accomplished three things at once: it eliminated unwanted inventory, gathered valuable engagement data, and made the recipient feel seen and valued. The result is a positive brand association, not a one-way ticket to the donation bin.

• Personalization became the standard: Companies like HubSpot and Notion used QR codes to let attendees select their preferred giveaway, from a premium travel hoodie to a high-tech accessory, ensuring true value exchange.
• Eco-consciousness was non-negotiable: Sustainable corporate swag dominated. We saw recycled cotton, bamboo, and ethically sourced materials not as a niche, but as the baseline expectation for any brand that wants to be taken seriously.
• Hybrid-ready delivery bridged the gap: The smartest booths offered post-event shipping, allowing their virtual attendees and distributed teams to receive the same high-quality onboarding kits and gifts as those on the ground in San Francisco.

Why Physical Merchandise Still Wins in a Digital-First World

In an era of endless Zoom calls and digital fatigue, a physical item can create a surprisingly powerful connection. When executed strategically, event swag delivers unmatched brand recall, sparks organic social media amplification, and reinforces company culture. At SaaStr, we saw brands using merchandise as a catalyst for engagement—think limited-edition apparel drops that earned LinkedIn posts or co-branded items that told a story about a valuable partnership.

“The brands that treat swag as a brand extension, not an afterthought, are the ones winning the post-event engagement battle. A great piece of merchandise starts a conversation.”

A well-chosen item becomes part of someone’s daily routine—their favorite coffee mug, their go-to work jacket, their trusted backpack. That’s an ROI that a banner ad simply can’t compete with.

Key Corporate Swag Trends from SaaStr That Are Defining 2025

The strategies on display were more than just a passing fad; they’ve become the new playbook for successful event marketing. Here are the key trends that have taken hold:

1. Sustainability as a Statement

Organic fabrics, recycled materials, and ethical manufacturing are no longer optional. Bay Area startups, in particular, have made responsible sourcing a cornerstone of their brand identity. Choosing eco-friendly trade show giveaways signals that your company’s values extend beyond its software.

2. Tech-Infused, Useful Merchandise

Generic gadgets are out. Smart, functional tech is in. We saw everything from NFC-enabled business cards built into smart badges to high-quality Bluetooth accessories. The rule is simple: if it doesn’t solve a problem or offer genuine utility, it won’t make an impact.

3. The Rise of the “Phygital” Experience

With teams more distributed than ever, leading companies ensured their swag strategy was inclusive. By offering seamless direct-to-home shipping for remote employees and virtual attendees, they transformed a simple giveaway into a team-building, culture-affirming moment that transcended geography.

4. Hyper-Personalization at Scale

Why give a sales leader a developer-focused t-shirt? Startups are now using attendee data and personas to suggest or offer curated swag bundles that align with an individual’s role, interests, or industry. It’s a small touch that makes a massive difference in perception.

Measuring What Matters: The New ROI for Branded Merchandise

How do you prove the value of a great hoodie? Savvy CMOs have moved beyond vanity metrics like foot traffic. They’re now measuring the true impact of their corporate swag programs by tracking:

• Social Media Engagement: Monitoring branded hashtag mentions and user-generated content featuring the swag.
• Lead Nurturing: Integrating swag redemption data with CRM platforms to create personalized follow-ups.
• Employee Advocacy: Tracking how often team members wear or use branded items, turning them into walking brand ambassadors.

This holistic approach reframes the conversation from cost per item to the long-term value of each brand impression and relationship built.