Six Takeaways From My First In-Person Conference in Two Years

Some reflections on my first in-person B2B SaaS conference in two years.

1. There’s an enthusiasm for people to gather, connect, and engage. SAAS NORTH Conference felt like a party and a high school reunion. The energy and excitement on the first day were palpable.

2. A good Website and content marketing that educates matter. But it’s a radically different experience when you’re standing beside someone and picking up on their body language.

3. Content is vital, but networking is how conferences deliver value. Conferences will thrive by becoming connection catalysts. They need to make it easy for people to meet.

4. Speakers will fall into two camps.
- High-profile “entertainers” who can excite and motivate attendees and be used to drive ticket sales and sponsorships.
- People who can provide real-world advice and guidance on how to do marketing, sales, etc. It’s prescriptive rather than opinions.

5. Sponsors need to be creative to stand out and attract a crowd. They need to entertain and create an experience (e.g. games, tests, prizes, challenges) rather than rely on swag that no one needs.

6. Conferences have to become more than one-and-done events. They should engage attendees on a regular basis with content, networking opportunities, and mini-events. Marketing will become a year-round proposition.

In the short term, I believe conferences attendance and sponsorships will thrive because there’s massive pent-up demand.

But after the novelty evaporates, people and companies will likely be more selective than pre-COVID. Conferences that fail to create connections and spark business opportunities won’t be able to compete.

What is your approach to conferences as an attendee and/or sponsor?

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