Money Matters: How to get the most value from in-person events

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In-person conferences and similar business events are happening with more frequency. But it's important to have a plan before you attend.They’re baaack!
After years of video calls and online conferences, the value of face-to-face interactions has become even more evident. Studies show that a whopping 82% of attendees prefer in-person events. Networking is more organic, conversations among sales reps and business leaders flow more naturally and the energy of live events fosters stronger connections and collaboration.
Additionally, hands-on opportunities like product demos, workshops and panel discussions are far more impactful in person, creating memorable experiences that drive deeper engagement. In fact, when it comes to discovering new products or services, 80% of attendees prefer in-person events.
As a new sales rep, that is a fantastic opportunity. Not every sales rep is the right fit for every event, which is why companies carefully select who attends. Sales reps chosen for events are often those who excel at building relationships, engaging with diverse audiences and confidently representing the brand.
However, if the in-person event environment is new, what should you know before you go?
Sales reps and managers must be clear on expectations to get the most value out of this concentrated networking opportunity. In this article, let’s briefly touch on key steps to prepare for attendance, what to expect during the event, where to focus your limited time and strategic follow-up practices post-event.
Pre-event
Set clear goals
Don’t let the star-studded guest lineup and frat party vibes fool you: Your attendance is laced with expectations from the Go-to-Market team back home, so clarifying some goals is important. Is the focus on lead generation, brand awareness or closing deals? Define personal objectives, such as the number of leads, meetings scheduled and demos delivered to determine success metrics up front and ensure that sales reps are clear on the ideal customer profile (ICP). This information will help reps prepare key talking points and product information for contacts.
Know the event agenda
Sales events are never short on workshops, keynotes, breakout sessions, happy hours, breakfasts and parties! Don’t expect to attend all of them — attend the ones that matter based on your goals. Familiarize yourself with event sessions and speakers. Which workshops or sessions will likely attract attendees that match your ICP?
Remember, time is money. Take advantage of the downtime before and soon after these sessions begin. These time blocks are ideal for scheduling a quick meeting over coffee before a session or arranging a time to meet at a happy hour.
Research attendees and companies
Networking before the event is an effective way to optimize this limited time. “I post on LinkedIn that I’ll be attending an upcoming event, and I ask my network who’s going,” said Susan Macomber, sales director at Fullcast. “Someone will often comment with suggestions on people I should meet.” Prepare a list of people to connect with and gather insights on their business needs.
During the event
Although rocking the karaoke and navigating a happy hour like one riding single at the local ski resort are strategic qualities, sales reps should also be well versed in the company’s offerings, adept at handling industry-specific questions and capable of identifying potential leads in real time. Stay focused on your ICP and use it to guide your schedule. Sometimes, the best crowds don’t align with your ICP, but that doesn’t mean there isn’t value in those connections.
“I ask if they know of any organization that might benefit from our platform and try to understand what they want out of their career and make a connection,” said Alyssa Suchy, senior sales director at Fullcast. “You never know where people are going to end up!”
Invite contacts to meet up in settings that play to your selling strengths. Breakfast at the hotel or drinks following a keynote speaker are great settings in which to talk. Also, listen for any buzz around a popular happy hour that people plan to attend. Most don’t require advanced registration, and it’s a great place to meet new people. “They are more casual and informal,” Macomber added. “People are more loose and open to talking more than, say, at an event where they are going to learn. The more rapport-building conversations you can have, the better.”
But be careful. Keep the conversation on THEM. Reps sometimes focus too much on selling instead of listening. Pushing a product without understanding the prospect’s needs can come off as insincere and damage potential relationships.
Macomber likes to engage in ongoing discussions via LinkedIn to keep the conversations flowing and encourage attendees to connect. “I might post about how awesome Day 1 of the event was or invite people to a happy hour we may be hosting or attending that night,” she said. “After the event, I may post about what a great time I had and talk about the leaders I met with and the challenges they are facing.”
Post-event
Prepare a follow-up plan
A strong follow-up plan is essential for team members attending an in-person event because it turns conversations into opportunities and ensures that the effort invested in the event delivers results.
“Don’t let those valuable connections fade away,” warns Spencer Ricks, marketing manager at Fullcas. “Follow up with everyone you meet within a week of your event to keep the momentum going. A personalized email or social media message can go a long way.”
Whether sending a thoughtful email, scheduling a meeting or sharing relevant resources, a structured follow-up bridges initial interest, closing a deal from this event or setting the stage for a future opportunity. For example, after attending an in-person event, Macomber will reach out to the facilitator for an attendee list.
“Sometimes they provide one, sometimes they don’t, but I always ask,” she said.
This information can help GTM teams identify key industries, roles and companies to optimize content strategies and target keywords that resonate with your ideal audience. “Additionally, it allows for personalized marketing campaigns, from pre-event outreach to follow-ups, boosting engagement and conversion rates,” said Megan Ross, SEO manager at Fullcast. “Leveraging the attendee list strategically can also enhance retargeting efforts, nurture leads effectively and amplify your brand’s visibility in the right circles.”
In-person events offer incredible opportunities to connect, learn and grow — if approached with the right strategy. By understanding what to prepare ahead of time, navigating the event with clear priorities and executing a thoughtful follow-up plan, sales reps can turn these gatherings into powerful tools for building relationships and driving results.
J’Nel Wright is a content writer at Fullcast, a Silicon Slopes-based end-to-end RevOps platform that allows companies to design, manage and track the performance of their revenue-generating teams.