Two hundred companies on May 4-6 attended a sold-out Procore Technologies Inc. user conference at the construction-management firm's headquarters in Carpinteria, Calif. Users lined up to learn about new releases.
"I wanted this to be different than any other conference by eliminating all the selling that usually goes on," says Tooey Courtemanche, CEO and founder of Procore. "Sometimes you walk out of a room where you've been pitched for an hour and wonder why you even went there." The approach must have worked because Courtemanche sold out in two days and had to expand attendance to 200 from 150 companies.