You need not attend.
Simply go to the event website and find the speaker and attendee list.
These people are inherently biased towards buying your new product.
Because they care enough about their jobs and professions to travel and interact to develop and share new ideas. (Not always the case, but more times than not.)
Use that as a call list.
You can even say, “Hi Bill, I saw you’re speaking at the Blah Blah Enterprise Software for the Cloud conference next month. Because I won’t be attending, I’d like to share a few ideas with you either before or after the event related to your talk. Are you available on Tuesday for a call?”
Now, you’re in a sales process with this person/company.
As a start-up, you need early adopters, plus these types of people are out circulating in the industry, which means you can use them as case studies and for references down the road when you hit the fat part of the market.
Want to get a copy of my book?
Get it here: www.startupselling.co