Three Proven Ways to Identify High-Value Conferences for Thought Leadership

Every successful company wants to place their executives in high-profile speaking opportunities. It’s a key part of building a brand and being perceived in the industry as a thought leader. Additionally, organizations also want speaking slots at conferences to help with business development needs including securing partnerships, new customers and strategic investments.

For many companies, the annual budget for sponsoring events, developing thought leadership to secure speaking opportunities and speaker travel can be huge. But how does a company choose the right opportunities and — more importantly — how do they measure the efficacy of the money they spend on events?

Event spend in 2021 was $42.7 billion in just sponsorships in the US alone, and the global events industry market is projected to reach $2.1 trillion by 2032. Although corporations reported the increase of virtual speaking in 2020 and 2021, they have not seen the same return on investment (ROI) as in-person events years prior. Event organizers have reported the same.

Additionally, 93% of senior-level business managers believe face-to-face meetings improve their ability to close deals. And through conversations with top tier conference producers, we’ve learned without the in-person business model, conference businesses will fold altogether.

Transitioning to a virtual event strategy in the last two years and now back to in-person events has forced teams to reevaluate where and when they invest their time and dollars. As we all refine our conference strategies and plan for 2024, below are three quick tips to help you identify high value opportunities to build brand equity at conferences:

1. Outline your company’s yearly corporate goals, identify your target audience, define your narrative and pillars and align with the conferences that meet those KPIs.

Before diving into the world of conferences, it's essential to clearly define your thought leadership objectives. Are you seeking to share your expertise, learn from industry leaders, or connect with potential collaborators? Knowing your goals will help you filter through the myriad of conferences and pinpoint those aligned with your aspirations.

Consider the audience profile of a conference before deciding to participate. High-value conferences attract a mix of industry professionals, decision-makers, and thought leaders. Ensuring that your target audience aligns with the conference attendees will enhance the relevance and impact of your thought leadership efforts.

Once you get clear on what messages you want to deliver to which audiences, and when, you're able to define a conference strategy that is aligned with your EOY corporate goals, rather than targeting events aimlessly.

2. Research your industry counterparts to learn their conference footprint. Learn what messages they’re sharing and where potential white space may be to extend your company’s message.

Let's face it: we're back to delivering thought leadership at in-person events. So why not take this opportunity to refine your pillars, and deliver what we call "intellectual currency" to an audience of your peers that's demanding better quality content from conferences right now? And to do so, a little market research first, goes a long way.

Identify thought leaders and key influencers within your industry. Explore their speaking engagements and conference participation. Understanding where your counterparts are active provides valuable insights into conferences that hold significance in your field. Social media platforms, professional networks, and industry publications are excellent resources for tracking their conference footprint.

Stay informed about industry trends and noteworthy conferences by regularly reading industry publications and thought leadership blogs. Publications often highlight key events, and thought leaders frequently share their conference experiences and recommendations, offering valuable insights into high-value conferences.

3. Compare the benefits and perks each conference will extend to your organization for your participation. This may include access to media or focus group market research opportunities with a particular audience.

How are you categorizing or tracking the conferences within your industry? Which events take priority? Knowing exactly what each conference offers for your participation as a speaker, sponsor or even audience member is crucial to determining which event pans out to be a one and done opportunity, and which may offer ways to extend value beyond just the event.

Examine conference reputation and history. A conference's reputation is a strong indicator of its value. Assess the history of conferences you're considering. Have they consistently attracted influential speakers? Do they have a track record of fostering meaningful connections? Conferences with a positive reputation are more likely to offer a high-value experience.

Networking is a cornerstone of thought leadership. Evaluate the networking opportunities offered by conferences, such as dedicated networking sessions, roundtable discussions, and interactive workshops. Conferences that prioritize networking foster an environment conducive to building valuable professional relationships.

You’ll also want to evaluate the speaker lineups. A stellar speaker lineup is a hallmark of high-value conferences. Scrutinize the list of speakers to ensure a diverse and influential group. If respected thought leaders and industry experts are participating, it's a positive sign that the conference is curated with care and likely to offer valuable insights.

While cost is a consideration, view conference attendance as an investment in your thought leadership journey. Assess the overall value a conference offers in terms of learning, networking, and potential opportunities for collaboration. Sometimes, a slightly higher investment in a high-value conference can yield substantial returns.

We all know the value of participating in conferences. The exposure a company gets from having an executive deliver a keynote address, as well as colleagues gathering to network and learn from each other. But the cost is high and optimizing how budget and executive time are allocated is essential, especially now that we exit the pandemic and return to in-person events. Keeping these three tips in mind can help companies maximize the impact of their brand-building and thought leadership initiatives.