Jenn Peterson
Conferences have become a major part of our strategy—in 2024, we attended 10, 2025 - we’re setting our sights on doubling that (20 planned...so far).
Why? Conferences offer an incredible way to connect with people, share ideas, and grow our business. But let’s be real: not all conferences are created equal. So, what makes a conference great for us? Here’s what keeps us coming back:
- Opportunities to Speak Having a speaking slot is a game-changer. It gives us the chance to go beyond quick booth chats and dive deeper with attendees, sharing our expertise and sparking meaningful conversations. Whether it’s a keynote or breakout session, speaking creates a platform to connect on a level that’s hard to achieve in a 30-second interaction at the booth.
- Booth Location Matters Where the booth is matters—a lot. When the expo is near speaking areas or high-traffic event spaces, there are more natural opportunities for engagement. Proximity equals visibility. Personally, I’m a fan of end-cap booths because they give you breathing room and visibility compared to being sandwiched between rows of others.
- Engaged Attendees The best conferences attract attendees who are truly there to learn, network, and engage—not just to collect prizes. It’s the people who stop for real conversations that make a conference worthwhile. Bonus points if the organizers themselves walk around, checking in with vendors and creating a welcoming atmosphere for everyone.
- Access to Decision-Makers Conferences that bring decision-makers to the table—or even attendees willing to make introductions—are gold. These connections move the needle on collaborations, partnerships, and deals. A good conference opens doors to meaningful opportunities.
- Standing Out in the Crowd We’re always asking, “Are we unique here, or just one of many similar vendors?” This taps into the Red Ocean, Blue Ocean strategy: are we in a crowded space, or are we breaking into new markets where we stand out? Conferences that let us differentiate ourselves are the ones where we thrive.
- Potential for Success At the end of the day, a great conference delivers value—whether through connections, idea-sharing, or tangible business opportunities. It’s about ROI: did this event create results that justify the investment of time, energy, and resources?
Finding the Right Fit
Not every conference will check all these boxes, and that’s okay. What’s important is aligning each event with our goals. From speaking slots to booth location and access to decision-makers, knowing what makes a conference work for us helps us focus on the ones where we can make the biggest impact.
As we set our sights on next year’s ambitious goal of attending 20 conferences, we’re committed to continuous learning, experimenting with new approaches, and thoughtfully reflecting on what worked, what didn’t, and how we can improve. Our focus will remain on building meaningful connections and deepening customer relationships.
AND at the end of the day, a good conference isn’t just about being present—it’s about being effective.