Wondering how to get real value from industry conferences? In this post, we share practical insights on choosing which events to attend or sponsor, avoiding common mistakes, and making the most of each opportunity to connect with the right buyers. It’s not just about quick wins—it’s about building long-term relationships. Check out our 2025 Event Calendar to see where we’ll be and start planning your strategy today.
Why We Value Industry Events
Nearly every day, founders and decision-makers ask us for guidance on whether to attend or exhibit at industry conferences. The questions often include:
- Which events are a good fit?
- Should we invest in a booth or sponsorship?
- Will this event lead to quality opportunities?
We certainly have an opinion on this. In-person trade shows provide significant benefits for businesses looking to connect with potential clients, partners, and industry experts. That’s why we track global work technology events, publish them on our website, and often join them ourselves. You’ll notice we mark the conferences we plan to attend (which may change depending on schedules).
We also owe a lot to the event organizers who invite us to share our insights and recognize us with complimentary badges or travel reimbursements. These gracious hosts help ensure that our wider community continues to thrive.
Common Mistakes in Event Strategy
Despite the advantages, we see too many hasty decisions from founders who assume that events work like a “vending machine” for quick leads. While you might stumble upon a lucky “bluebird” client who signs immediately, that’s the exception rather than the rule. B2B buyers typically have a more involved decision cycle, so pinning hopes on a single conference to deliver an immediate deal can lead to disappointment.
We’ve heard unofficial estimates that vendor turnover at major annual events can range from 25% to 50%. Some solution providers return year after year, but many do not. This revolving door often reflects unrealistic expectations and short-term thinking.
Key Questions to Ask Before Investing
When founders seek our input, we start with these considerations:
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Have you attended before?
Understanding the event’s audience and flow is essential before buying a booth or sponsoring.
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Will your buyers be there?
Confirm that attendees align with your ideal customer profile if lead generation is your main goal.
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How does this fit into your demand generation strategy?
A single event shouldn’t be your only plan for brand awareness or pipeline growth.
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Do potential customers recognize their problem—and your solution?
Make sure you can convey how you solve their challenges.
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How will you maximize value if you invest?
Whether you’re sponsoring a booth or simply attending, have a plan for pre-show promotion, on-site engagement, and follow-up.
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How will you stand out?
Consider your messaging, booth design, or speaking opportunities to separate you from other vendors.
The Right (and Wrong) Approach
Vendors who treat trade shows as purely transactional opportunities often leave disappointed. However, with a solid plan, well-matched branding, and cohesive follow-up, businesses that show up prepared usually see a strong return regarding relationships, visibility, and future deals.
Explore Our 2025 Event Calendar
Ready to map out your events strategy for the coming year? Check out WorkTech Advisory’s 2025 Event Calendar for a complete schedule of in-person and virtual opportunities. It’s a helpful tool to guide your decisions on where to network, learn, and invest.
Need More Help?
If you’re unsure how to make the most of trade show investments, we’re here to help. Our team provides guidance on aligning your event strategy with your broader growth goals so you can boost awareness and drive meaningful conversations with potential clients.
Pro Tip:
A well-planned approach delivers better results than hoping for quick wins. With the right preparation, each event you attend or sponsor can support your long-term growth strategy.
