A Founder's Guide To Conferences

You know that feeling when you come back from a conference completely energized? You’ve got a pocket full of business cards, pages of notes, and your mind is buzzing with ideas.

But then a few weeks go by…and you realize you didn’t really follow up on any of those promising connections or conversations.

Lame.

We’ve all been there. Conferences can be an amazing way to grow your business and generate new opportunities. But only if you go in with a plan to maximize your return.

Today, I’m going to share my five-step process for ensuring you get serious ROI from any conference you attend.

This isn’t just about working the room – it’s about being intentional before, during, and after the event.

Which Conferences To Attend

First up, you need to choose the right conferences.

Don’t just sign up for any ol’ event in your industry. Do your research to find the ones that your ideal clients are likely to attend.

Here’s the key though: Only where you think you’ll have access to them!

Usually this means smaller conferences, or local meetups over giant tech conferences where there’s a ton of structure.

This precision in your conference selection saves you time and boosts your potential for high-quality leads. It’s all about getting in the right room.

Outreach and Pre-Network

Next, you need to lay some groundwork for serendipity.

Hop on that event app or LinkedIn and start connecting with other attendees and speakers.

I like to start doing this about a month out from the event, and want to have all of my meetings set 1 week prior to the event. By then everyone’s dance card will be filled up.

A quick intro message can go a long way to set the stage for an in-person meeting at the conference.

I like to set up appointments in one of 4 slots throughout the day:

• Coffee – don’t go for the whole breakfast unless you know someone…it’s a big ask
• Booth – if your event has booth time everyone’s going to be roaming around not knowing what to do. Set up something during that booth time to meet up.
• After Sessions – there’s usually a time around 5:00 that’s after the sessions and before dinner. Grab your favorite beverage then.
• Drinks – this is where the magic happens. Stay up as late as you can, but be responsible. You’ve got a coffee appointment tomorrow with a prospect.

Don’t Sell

Now we’re getting to the good stuff – actually being at the conference.

Here’s where most people mess up by just blatantly trying to sell, sell, sell to anyone who will listen.

That’s not how you want to play it.

Instead, engage authentically by asking about their business challenges and goals.

Have a real conversation and build some trust.

If you can provide value upfront through your expertise, they’ll be way more curious to learn about your solution. It’s a total mindset shift from “selling” to “serving”.

Get On Stage

One of the best ways to increase your visibility and position yourself as a thought leader?

Host a panel or workshop yourself. This draws an engaged crowd who wants to hear what you have to say.

Just being up on that stage instantly elevates your credibility. It’s an amazing opportunity to strut your stuff.

This doesn’t even have to be organized by the conference. You can do this ad-hoc on the side.

Have your company sponsor a happy hour at a bar one evening. Will cost a few hundred bucks in drinks, but give you a pedestal to talk from.

Following Up

But here’s where most people drop the ball: the follow up.

You’ve got to strike while the iron is hot after the event.

Send personalized messages that reference your specific conversations and include a call to action to explore working together.

I love to do this with Loom. Shoot a 2 minute video to each person you want to reconnect with.

Don’t just let those hot leads get cold!

My experience shows that people who connect in-person at conferences are far more likely to convert because they got to experience your expertise firsthand.

There you have it – my five-step system for maximizing ROI from any conference:

• Choose the right events
• Do pre-outreach
• Engage authentically
• Increase visibility through speaking
• Effective personal follow up

Put in the work before, during, and after the event, and you’ll be amazed at the types of opportunities that can come from a single conference.

It’s not just about showing up – it’s about being intentional and strategic to truly maximize your return.

Give it a try and let me know how your next conference goes!