Each month, countless industrial conferences take place. While some companies thrive by embracing these opportunities, others hesitate, viewing them as mere networking events. Yet, conferences offer far more than the chance to connect over coffee, which is itself a good reason to attend a one.
In this guide, we’ll explore the full range of benefits conferences provide beyond networking and share practical tips to avoid common pitfalls, ensuring you make the most of every event.
Benefits of attending a conference
Whether you’re running a business, managing a product team, or creating content, conferences can be transformative. They offer opportunities to connect with your audience, refine your product, and gain fresh insights that drive growth.
From businesses’s perspectives
To better illustrate the business benefits of attending offline conferences, we spoke with our COO, Dmytro, who oversees all such events.
Expert
1. Understanding your users better
Conferences are an opportunity to connect deeply with your existing users.
Some users visit our booth just to share how much they love our product — music to our ears, we appreciate that. This moment feels completely different in person. Others ask questions or share feedback they might hesitate to raise online. These meaningful conversations reveal invaluable insights into what users value most about your product.
And sometimes, it’s just about warm, rewarding conversations that strengthen relationships.
2. Learning new ways to improve your product
Conferences can help you uncover gaps in your product and identify opportunities for growth. Users often share workflows or challenges you hadn’t anticipated, revealing areas where features might not be intuitive, convenient enough, or even missing entirely.
Real-time feedback not only highlights what’s working but also surfaces features your users wish you had. This kind of insight provides a clearer picture of their needs, helping you refine your product and prioritize enhancements to better meet their expectations.
3. Generating new leads
Contrary to what some believe, conferences aren’t just for investors and networking. Many attendees are actively searching for innovative solutions and tools, making conferences a prime opportunity to generate quality leads.
4. Refining your pitch and messaging
Hearing how others describe their businesses can be a wake-up call. For instance, our initial description, “email design editor,” left some thinking we were like Canva or Photoshop. Conferences helped us realize the need to refine our messaging, incorporating terms like “HTML email” and “interactive emails” to better communicate our value.
Therefore, conferences provide immediate feedback on your pitch, letting you test and refine it on the spot. Once you find what resonates, you can confidently update your website, ensuring new visitors immediately understand what your company offers.
5. Discovering opportunities to enhance your product
Conferences are a goldmine for product innovation. Some reports or sessions might spark ideas for features you never considered.
For example, at Litmus Live, a presentation by Chris Vasques and Nicholas Garnier on gamification in email inspired us to explore this concept deeply. It led us to run extensive tests, identify best practices, and eventually integrate gamified emails into our platform. Today, our interactive email generator is one of our signature features, empowering users to create gamified experiences without coding while ensuring compatibility across all email clients and devices.
6. Increasing brand awareness
Conferences help you put your brand on the map by attracting more leads, connecting with investors, and even catching the attention of the media. Additionally, conferences are a great way to get noticed by experts in your niche, fostering recognition and credibility within your industry.
A well-designed booth or hosting a panel discussion can enhance your visibility among attendees. Becoming a speaker or participating in roundtable discussions further amplifies your presence, establishing your company as a thought leader and giving your brand the spotlight it deserves.
7. Networking: a benefit you can’t overlook
Though we agreed to focus on benefits beyond networking, it remains a crucial aspect with unique perks. Networking connects you with potential technical partners, opens doors to marketing and business collaborators, and even gives you friendly faces to look forward to at future events. Sometimes, these connections can even lead to new opportunities, like mentorship or invitations to speak at other events.
For example, a few years ago at Web Summit, we met mentors from Startupbootcamp, which led to an invitation to their program in the Netherlands. This experience transformed us, helping us improve our pitching, refine our market positioning, and build invaluable connections.
8. Team gatherings to boost productivity and connection
For remote or globally distributed teams, conferences provide a unique chance to gather in person. They allow teams to align on goals, brainstorm strategies, and learn collectively. Post-session discussions often spark fresh ideas and lead to actionable plans.
These gatherings double as team-building experiences, fostering stronger connections and improving collaboration. From our own experience, meeting in person strengthens bonds with remote colleagues, making communication smoother, more comfortable, and ultimately more productive.
From marketing perspective
9. Gaining insights and deepening your expertise
You gain inspiration and fresh ideas for content, from fascinating reports to memorable quotes that can shape your next big project.
You also meet people who share valuable knowledge and perspectives. Some might spark ideas about gaps in your understanding of the subject you are passionate about, leading you to explore further and expand your expertise.
10. Avoiding cliches in content
This year, over 50% of pitches and reports start with phrases like “In the realm of modern marketing” or “In the ever-evolving world,” while 40% of product descriptions begin with “Unlock.” Once impactful, these phrases are now overused. To stand out, it’s time to opt for a fresher, more distinctive language.
All of this might sound convincing, but certain pitfalls can ruin your experience. Fortunately, you can avoid them if you’re aware of them beforehand.
Pitfalls we faced and lessons we learned
Even the best-planned conference experience can go sideways if you’re not prepared.
Conference preparation and management
1. The conference is not in a language that you actually speak
When choosing a conference, ensure it’s conducted in a language you understand.
We once attended Web Summit in Rio de Janeiro, assuming it would be similar to the Lisbon event, where everything — from keynote speeches to reports — is in English, and nearly all attendees are fluent. However, in Rio, while about half the attendees spoke English, all the reports and most presentations were in Brazilian Portuguese, making communication challenging.
Key takeaway: Always confirm the primary language of the conference, including presentations and reports, to avoid communication challenges.
2. Comfortable footwear isn’t just a choice — it’s essential
Conferences typically last all day, and whether you’re an attendee or representing a company at a booth, uncomfortable shoes can turn the experience into a nightmare.
You’ll spend hours standing or walking, often moving between conference rooms or even standing through popular talks when seating runs out. Even at events with seating, networking sessions will have you back on your feet.
Key takeaway: Comfortable footwear isn’t just a choice — it’s essential for surviving long hours of standing, walking, and networking without discomfort.
3. When your card does not work and you can’t pay
Traveling for conferences requires thoughtful payment preparation. In some countries, street food or local attractions may only accept cash, while places like the Web Summit food court are card-only.
In 2022, my phone died, leaving me unable to pay since I rely on it for transactions. Without a card, I was stuck—some vendors kindly gave me coffee, asking me to pay the next day. Another time, our cards didn’t work in Brazil because we hadn’t notified our bank about traveling to a different continent. This step isn’t always needed for European trips but was crucial for crossing hemispheres
Key takeaways: always carry both local cash and a physical card. Additionally, notify your bank about your travel plans to prevent your card from being blocked for suspicious activity abroad.
Product presentation and engagement strategies
4. Generic pitches/company intros
When an attendee shares their problem, focus on addressing it rather than offering general praise about your tool.
Imagine you’ve just communicated your specific challenge to a company at their booth — say you’re searching for a new analytics tool — and instead of tackling your pain point, they start explaining how great their tool is for creating marketing strategies. Irrelevant responses like this waste the visitor’s time and fail to build trust or interest.
Key takeaway: Focus on addressing attendees’ specific pain points instead of delivering irrelevant or overly broad pitches.
Marketing logistics and event readiness
5. When logistics go wrong
Usually, we’d print our books and merch at home and carry them to the event — a system that worked well. This year, we decided to send the books via international express delivery, confident they’d arrive within two weeks. To be extra cautious, we shipped them four weeks early.
But customs got in the way. The books got stuck in Portugal, and we didn’t have them for Web Summit. We improvised with flyers and QR codes linking to the books, but after all the effort we put into creating the books, it was frustrating.
Thankfully, we carried other merch in a suitcase, but even that was almost a disaster — our luggage was lost along with 15 others. Luckily, Lisbon Airport located it within two hours. Crisis averted… barely.
Key takeaway: Anticipate potential logistics issues, such as customs delays, and carry essential items with you to avoid last-minute challenges.
Making the most of your conference: recommendations for success
Success at a conference isn’t just about showing up — it’s about being prepared. Here are practical recommendations to help make your conference experience both productive and rewarding.
Business recommendations
Expert
1. Choose conferences wisely
Attending conferences can be costly, so it’s essential to choose those that are most likely to deliver value, such as generating new leads or building meaningful connections. Some events may not yield leads or lasting relationships, so it’s best to focus on industry events that are well-regarded by peers in your niche, as they often offer the greatest potential for networking and growth.
2. Set goals and plan strategically
To get the most out of a conference and later assess its success, you need to set clear goals.
If you’re attending with your team, assign specific objectives to each member: generate 10 leads per day, connect with an investor, secure five experts for marketing interviews, and so on.
Most events provide a list of attending companies, investors, and influencers in advance—use this information to plan strategically.
Recommendations on preparation for a marketing team
3. Have your business cards
Business cards are far from obsolete — people still use them, and they remain a convenient alternative to relying solely on conference apps.
Add a QR code to your card that links to your website or LinkedIn profile. It saves time and makes it easy for others to find you without manually searching for your name or company.
4. Learn merch requirements
Yes, successfully delivering it might not be enough. some conferences limit the use of plastic. Some ask you not to bring paper notepads… learn before acquitinrg that merch.
5. Send follow-ups a week or two after the event
Conferences are full of meetings, new leads, and potential collaborations — but to turn those ideas into action, follow-ups are essential. While some recommend sending them immediately, post-event inboxes are often flooded, and your email might get lost in the noise. Personally, I’ve found it more effective to wait a week or two until the post-event rush settles down. This timing ensures your message gets the attention it deserves.
6. Attend after-parties
Every event has them — official parties organized by the conference or local authorities, and unofficial ones put together by the attendees themselves. These gatherings are often thematic and attract specific audiences. Choose one where people with similar interests are likely to meet.
They say real networking begins after the conference ends — why not see for yourself?
Recommendations from our product team for those at a booth
Expert
7. Prepare several presentations and have them ready in different tabs or devices
When someone approaches your booth with specific questions, consider it a win—they’re already engaged. Address their needs directly with tailored presentations prepared in advance. Having multiple presentations focused on various key features allows you to adapt quickly, rather than offering generic descriptions of how great your product is—an approach that adds no value to either party.
For visitors with broader questions like, "What’s this about?" ask about their pain points and connect their needs to your product. This ensures the conversation is relevant, impactful, and productive.
8. Prepare for potential tech issues
Most conferences provide Wi-Fi, but connections can occasionally drop unexpectedly. Combine that with the possibility of a laptop failure, and you could find yourself in a tough spot. To stay prepared, secure a reliable alternative internet connection and upload key presentations or demo videos to your smartphone. These backups ensure you’re always ready to present, no matter the circumstances.
9. Be prepared with backup power for your devices
A dead battery can derail your plans just as quickly as a poor connection. Always carry a power bank and an extra charger for your laptop to ensure your devices are ready when you need them, whether you’re attending speeches or representing your company at a booth.
10. Leave a lasting impression
With thousands of attendees and countless conversations, making your booth memorable is essential.
Create a small but impactful moment during your interaction: a well-timed joke or a small branded item, like a pin, can help visitors remember you. Always exchange LinkedIn or social media contacts to build meaningful, lasting connections.
Little touches like these ensure that even after the event, your company stands out in attendees’ minds, increasing the likelihood of continued engagement.
11. Protect your voice during the conference hustle
Conferences are bustling with hundreds, thousands, or even tens of thousands of people talking. Some use microphones for promotions or speeches, adding to the overwhelming noise. Amid this chaos, you’ll need to communicate with users and leads from 9 to 6, often without a break.
By evening, your throat will likely be sore. Stock up on cough drops or lozenges before the event — you’ll thank yourself when the day is done.
Recommendations from our PR lead on how to get featured in large media
Expert
12. Coordinate team responsibilities
Before you dive into any event, do your homework. First things first: define who's handling the press, who's sending pitches or scheduling meetings, who’s ready to give interviews and comments.
You’ll need to talk about your product while also answering questions, so teamwork is key.
13. Have organized file sharing for seamless collaboration
To keep everything running smoothly, ensure that all team members have access to your materials ahead of time. Upload everything to a shared drive—Google Drive, Dropbox, or whichever platform works best — so anyone can quickly send files to journalists without delay.
14. Fight for the media’s attention
As for PR, communication with the media is your responsibility. A handy tool to help you with this is the Web Summit mobile app, where all journalists are registered with a Media ticket type. This makes it easy to search for the right media outlets and journalists before the event starts. But don’t just rely on your product pitch. You need a strong news hook—something more than just your company or CEO being at the event. As one great quote puts it: “The fact that your company exists or your CEO will be in town does not make a story.” So, get creative.
15. Be always ready to pitch to media
Now, don’t forget your Elevator pitch. While it’s unlikely you'll meet a journalist in the hallway or elevator and suddenly have to pitch, you should still be able to talk about your product in 30 seconds—any time, day or night. Having a sharp, concise pitch ready is always a good idea.
16. Be proactive and adaptable
And lastly, if you're looking for partners, don't rely solely on pre-event research. Be ready to hit the ground running. Go "into the field," start conversations, and have a few partnership ideas prepared to share with potential collaborators.
Wrapping up
Conferences can be transformative experiences if approached strategically. By focusing on preparation, meaningful interactions, and follow-ups, you can turn these events into valuable opportunities for growth and collaboration.
Key takeaways:
- choose conferences that align with your goals and audience;
- prepare multiple tailored pitches to address attendees’ pain points;
- plan for technical issues by securing backup internet and power;
- take advantage of after-parties to network in a relaxed setting;
- be creative to get noticed by media;
- send follow-ups after the event to nurture leads and solidify collaborations.
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