Conference Planning — M13's RocketGuides

In this section: Setting Objectives | Budgeting & Resourcing | Preparing Engaging Content | Choosing the Right Conferences

01. Planning

Setting Objectives

Set a strategy first: Conference strategies can be optimized for a number of objectives: increasing brand awareness, filling the top of the funnel, networking, or becoming a thought leader in your space. Trying to do everything all at once, might not be feasible for an early stage startup. Pick a strategy and prioritize accordingly!

Define clear objectives: Clearly outlining your goals for conferences is the best way to set yourself up for success. It will help you to allocate budget effectively, identify which team members should attend, inform your content strategy and marketing assets, and more.

Create a (shared) tracker before you go: Conferences are busy, fast-paced, and always moving. Whether you’re solo or with a team, your tracker should offer a framework that lays out your action plan for success and keeps you on track for capturing your work on the ground. Be disciplined about the methodologies you pick to capture notes, updates, or contacts so you can fully engage during your conference time, and be just as organized before and after with communication plans, follow-ups, and takeaways.

💡 Most Common Goals for Conferences:

Establish meaningful connections with potential investors, partners, clients, and industry influencers.
Generate leads and acquire new customers for your product or service.
Increase brand visibility and create awareness within the industry.
Attract potential investors and secure funding for your startup.
Gain insights into industry trends, market dynamics, and competitors.
Launch or showcase a new product, feature, or service to a targeted audience.

  By Lizzie, Rob, & Mary

Budgeting & Resourcing

Assign & allocate resources strategically: Determine who from your team best aligns with the objectives of attending the conference. Does your product team need to know the latest industry updates? Does your sales team need to network with potential leads? Defining strategy beforehand will maximize ROI and save expenses down the line.

Stack your schedule: If you are traveling, think about who you’ll have access to that you may not normally be able to meet. Schedule a coffee date or a dinner to get the most out of your time away from the office. Be mindful and proactive about scheduling your time, calendars will fill up fast!

Leverage your network: Consider reaching out to your supporters, investors, and partners to inquire whether they have access to conference tickets or the ability to procure one and potentially sponsor your trip.

Explore offshoot events:Many companies organize satellite events during major conferences, and some of these may be even more relevant to your business needs than the main conference itself.

💡 Utilize Early Bird Discounts

Most conferences have an early bird discount. Taking advantage of these registration discounts is an easy way to save on conference fees!

By Mary & SAM

Preparing Engaging Content

Know your audience: Tailor your content to the specific interests and needs of the conference attendees. For instance, potential investors will want to know the specifics about TAM and financials, but potential customers won't be interested in those details.

Determine what assets are needed: Again, your overall goals will help you define what needs to be prepared beforehand. Do you need an engaging presentation or promotional materials (e.g. business cards, marketing collateral, etc.)?

💡 Introvert?

You’re not alone! Up to 40% of the population needs a little solo time to energize. Conferences are marathons and sprints all in one. Figure out the 1–3 things that will re-energize you while you’re in the thick of it. AM meditation? 30-minute workout? Favorite B-vitamin supplement from home? Plan these in advance so you know your cup will be filled.

By Mary & Lizzie

Choosing the Right Conferences

Be picky: Like, super picky. Going to every conference under the sun is not usually a good idea. Do your research and figure out the top 2–4 conferences in your field that will help you achieve your company goals. If it’s lead gen, make sure your customers will be there. If it’s thought leadership, pursue conferences where you might have speaking opportunities. Be brutal about getting the best bang for buck when committing to attending a conference; it’s expensive and time consuming, so make sure it is worth it!