Company: Sideroom
Founder: Angkan Mukherjee
Website: https://sideroom.club/
About Sideroom
In 2024, global business-to-business companies spent an estimated $34.4 billion on trade shows and exhibitions, up from approximately $28.8 billion in 2019, according to Statista. The market is projected to reach roughly $40 billion by 2028.
Yet, most sales teams still approach a 20,000-person attendee list with a spreadsheet, a CRM export and a few hours before the doors open.
They know their best customers are somewhere in the room. They just don’t know who matters, what matters to them, or how to turn that meeting into pipeline.
Sideroom is the intelligence layer for conference-driven sales.
It helps B2B sales, partnerships, and BD teams identify the people worth meeting, start the right conversations and turn those conversations into pipeline.
Sideroom works across three stages.
Before the event, our AI matches a company’s specific ICP against proprietary data and signals from 10+ sources to identify accounts showing genuine relevance and buying intent, not simply companies that fit a category. It turns thousands of attendees into a ranked list of prospects worth pursuing.
Then, Sideroom acts on that intelligence. It generates highly personalised outreach based on real signals and books meetings directly into the sales team’s calendar. The goal is simple: more qualified meetings from the same conference spend.
After the event, Sideroom keeps the follow-up alive automatically, ensuring valuable conversations don’t disappear into a pile of business cards, LinkedIn connections and forgotten email threads.
Each stage has a measurable outcome: better targeting, more meetings and higher conversion into pipeline.
During the SBC Summit Lisbon campaign, Sideroom-generated outreach targeting attendees across 5,757 companies produced a 44% reply rate on pitched contacts. That result captures our core thesis: specificity at scale beats volume.
We are also building the longer-term intelligence layer for conference ROI. As Sideroom tracks meetings, conversions and pipeline generated across events, it creates a data set that tells revenue teams which conferences actually produce revenue and which simply produce noise. Over time, this becomes the foundation for smarter annual conference budgets.
Our initial focus is B2B companies in payments infrastructure, where a single qualified conference meeting can create a six-figure partnership or open an entire market. But the underlying market is much larger: any sales-led B2B company that relies on conferences to generate revenue can use Sideroom.
The company was incorporated in July 2026 and operates commercially from Barcelona. Sideroom has completed paid pilots and is onboarding its first enterprise clients. It is currently bootstrapped and preparing for a seed round at the end of 2026.
Sideroom was built by Angkan Mukherjee, an ESADE MBA and GTM operator who has worked across Singapore, the US, China and now the EU. Over eight years across fintech, LegalTech, Web3, market-entry advisory, and startup operations, he repeatedly saw teams spend thousands on events without knowing whether that spend translated into revenue. He built Sideroom to solve the problem he had experienced firsthand.
Conferences already contain the customers. Sideroom makes them findable, reachable and measurable.
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