How We Got Senior Engineers from Google, JPMorgan, & Airbnb in a Room
Four intimate technical workshops in six weeks. Here's how we filled the room with senior engineers and technical founders who actually fit the ICP.
In short
Four intimate technical workshops over six weeks. How we got senior engineers from Google, JPMorgan, Airbnb, and Snapchat in a room for CoralOS — four times — and turned attendance into a distribution pipeline.
4
Events in 6 weeks
~50%
ICP match rate
5–10
Attendees per event
01. Meet CoralOS
CoralOS operates as an orchestration layer for agents, bridging legacy APIs, authentication, and schemas into a simple framework — enabling developers to build multi-agent systems faster within a containerised, production-ready environment.
Growth is paramount for CoralOS, specifically developer adoption. The brief: consult on solution-based campaigns that compel technical users.
02. Project Objectives
We knew sign-ups wouldn’t cut it. We needed to position CoralOS in the areas where technical founders, senior architects, and CTOs actually look for answers.
ICPs:
- Developers at large enterprise companies
- Technical founders / founding engineers at high-growth startups
The challenge: Coral’s ICP are senior, time-poor, and ignore generic marketing. CoralOS needed personalised content with meaning and depth — supplying authentic conversations, not funnels.
03. How We Filled the Room
Acquisition: a multi-channel mix to source ICP-fit attendees.
In our experience, spreading across channels consistently improves ICP match. Different channels surface different signals.
- Partnerships with distribution channels (borrowed audiences / co-marketing)
- Community marketing (existing dev communities and networks)
- Outbound (direct, signal-led, targeted to named accounts and titles)
Event format matters: intimate events filter serious adopters.
Close, in-person workshops held in the Solana offices — deliberately exclusive, 5–10 individuals maximum.
Structure: under two hours where attendees surface their own problems first, followed by a workshop walking through the CoralOS product against those exact problems. Pre-created workshops that were easy to follow and well researched.
Leading with their problems — not a pitch — is what earns two hours of senior-engineer attention and frames the relationship as consultative rather than transactional.
Four events over ~six weeks:
| Date | Event |
|---|---|
| Apr 16 | Senior Engineers Roundtable (Kubernetes & AI Agents) |
| May 3 | Beer and Multi-Agent System Coding |
| May 16 | Beer and Multi-Agent System Coding |
| May 30 | Beer and Multi-Agent System Coding |
Co-hosts Roman Georgio, Caelum Forder, and Sahar Mor served as credibility signals — part of why senior people showed up.
04. Results
Senior engineers don’t like being pitched. Technical decision-makers are logical: delivering quality over quantity meant they could relate to others in the room.
One right person outweighs ten wrong ones.
- Attendance: 5–10 per event, by design
- ICP match rate: ~50% of attendees fit one of the two core profiles. We screened applicants, disqualifying and qualifying equitably
- Account quality: Senior Engineers from Airbnb, Snapchat, and JPMorgan. Technical founders, ex-Google, Series A and above
The most substantial signals came from repeat attendees, which led to referrals and warmer introductions to peers.
Against the objective: the room delivered what the brief asked for. Experienced practitioners who understood the problem, articulated their own version of it during the session, and left with a reason to keep engaging with CoralOS — ultimately developing the distribution pipeline.
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