Event tech and B2B SaaS companies
Software teams selling to enterprises, inside or outside the events world, who need more meetings with real decision makers.
We help events and B2B software companies find their next buyers.
Event Tech Essentials is a Dubai-based growth advisory. For 10 years, our team has worked across MICE and event technology in the US, UK, Singapore, and the Middle East, on both sides of the table: the teams buying technology, and the companies selling it.
Brands we've worked with
Who we work with
Different teams, same goal: more of the right conversations with the right buyers.
Trade show and conference organizers
Teams that need to sell more stands, fill sponsor packages, and bring past exhibitors back year after year.
Enterprise event teams
In-house teams running big event calendars who want technology that actually gets used and proves its value.
What we do
Pipeline and meetings
B2B SaaSEvent tech
More qualified meetings with the people who sign. This is the work we're best known for.
- Account mapping and contact research
- Personal, high-reply outbound campaigns
- Meeting programs around major trade shows
Go-to-market and market entry
B2B SaaSEvent tech
Launch or grow in a new region with a clear plan.
- Market map and ideal customer profile
- Messaging that lands with local buyers
- Which shows to attend, sponsor, or skip
- Partner and channel introductions in the Middle East, Europe, and North America
Exhibitor and sponsor sales
Organizers
Help your sales team fill the floor plan and the sponsor list with the right companies.
- Target lists of likely exhibitors and sponsors, including companies at similar shows
- Personal outreach that opens stand and sponsorship conversations
- Rebooking campaigns for past exhibitors
- Sequences, scripts, and follow-up your team can reuse
Event tech selection
OrganizersEnterprise event teams
Choose the right tools for your events, without the sales noise.
- Review your current tools, gaps, and goals
- Build a shortlist and run fair vendor demos
- Plan the rollout so your team is ready on show day
Workshops and speaking
OrganizersEnterprise event teamsChambers and associations
Practical sessions on AI and data at events, beyond the hype.
- AI at events: from capture to real business value
- Proving event ROI to the C-suite
- Where MICE in the Middle East is heading
What clients say
Results from past engagements, and what founders and sales leaders say about working with us.
50%+of tier-1 pipeline sourced for clients
7 figuresof net-new revenue from that pipeline
25%+of a US event platform's yearly recurring revenue
4markets worked in: US, UK, Singapore, UAE
"Sanchit was instrumental in generating more than 25% of Eventene's annual recurring revenue. His ability to identify and connect with high-value leads, coupled with his exceptional communication and negotiation skills, made him an invaluable asset to our team."
"Sanchit is an expert in the event technology sector. He managed our outbound marketing efforts with great efficiency with very high response rates."
"He was responsible for our SDR function, growing the business significantly in his time with us through the use of email and lead generation."
"Sanchit is a great resource that helped us land numerous demos and fill the pipeline for sales. His knowledge about the events industry was particularly helpful."
"Be it mapping the market, scouting the right leads as per the buyer persona or developing sales opportunities, he aced it all!"
"I can only highly recommend Sanchit for his work ethic, and diligence, it has been a pleasure to have him on our team!"
Selected work
A few of the engagements we've delivered since 2019.
- 2024 to 2026flydubaiEvent solutions and services, Middle East
- 2024 to 2025BW Events TechEnterprise meetings program, Middle East
- 2023 to 2024CaptelloEnterprise meetings program, US and UK
- 2021 to 2023EventeneMarket research and business development, global
- 2020 to 2021ExpoPlatformMeetings with tier-1 trade shows and conferences
- 2019 to 2020ExpoPlatformMarket research and intelligence
About us
Event Tech Essentials FZCO is a growth advisory for the events and B2B technology industries, registered in the IFZA free zone at Dubai Silicon Oasis.
Since 2019, we've helped event tech platforms, trade show organizers, and enterprises find the right buyers, open the right doors, and choose the right technology.
We work across the Middle East, Europe, and North America, and we're active members of the business and events community in Dubai.
Sanchit (San) Arora
San has spent 10 years in business events and event technology. He started in MICE market research for Nottingham University Business School in Malaysia and England, then worked in event tech at Jublia in Singapore.
As Managing Director of Event Tech Essentials since 2019, he has led pipeline and go-to-market work for event platforms and enterprises across three continents.
Dubai Chambers member
University of Nottingham
San on LinkedIn
Community and volunteering
We give our time to climate action, education, and the business community in the UAE, including as a contributor to the UAE Green Agenda 2030.
Dubai Environment and Climate Change Authority
Advising on event technology.
Emirates Nature-WWF
Working with government, business, and universities to protect wildlife and support climate action.
COP28 UAE
Supporting the UAE's push for a greener future.
University of Nottingham
Connecting and supporting the university's alumni community in the UAE.
Scholastic
Helping children discover the joy of reading at Scholastic book fairs.
Dubai Chambers
Sharing expertise on AI and events at Chambers workshops.
Insights and speaking
Our view on where events and event tech are heading.
Workshop, Dubai Chambers
AI at events: why most teams don't see the value yet
Most event teams can already capture and transcribe content. The value comes from redesigning what happens next.
Industry newsWhat Informa buying Clarion means for event data
More than 100 event brands moving under one roof, and why the data playbook matters most.
Market dataDubai's MICE numbers, and what they say
A look at DWTC's 2025 results and why Dubai is building an event ecosystem, not just hosting shows.
Event ROIStop judging events by digital ad metrics
Live events drive brand recall and buying intent. The budget talk needs to catch up.
Contact us
Tell us about your goals. We'll get back to you within two business days.
- Office
- IFZA Business Park, Dubai Silicon Oasis, Dubai, United Arab Emirates
- Business hours
- Monday to Friday, 9am to 6pm (GST, UTC+4)