10 Factors to Consider When Deciding to Speak or Present at an Event
"How do you evaluate the value of being a speaker or panelist at an event versus just attending?"
Here is what 10 thought leaders had to say.
Speakers Generate More Qualified Leads Than Attendees
As a CRO who's done this calculation dozens of times, I evaluate the speaker vs. attendee value proposition through the lens of ROI. Having hosted the Beyond ERP podcast while building our NetSuite practice at Nuage, I've experienced both sides extensively.
Speaking establishes immediate credibility that simply attending cannot. At SuiteWorld, I noticed our team got dramatically different responses when I was on a panel discussing NetSuite optimization versus years when I just attended workshops. The authority position creates a gravitational pull where prospects approach you rather than you chasing conversations.
The key metric I track is meaningful follow-ups per hour invested. Speaking at a manufacturing industry event last year generated 7 qualified leads from a 45-minute panel, while typical booth attendance might yield 2-3 similar quality connections over several hours. That's concrete value.
The preparation time investment is substantial but worth it. I've found the sweet spot is workshops where you can demonstrate expertise rather than pure keynotes. When I led a hands-on session about third-party NetSuite integrations, attendees could literally see our expertise in action, which eliminated several steps in the traditional sales cycle.
Louis Balla, VP of Sales & Partner, Nuage
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Speaking Establishes Authority, Creates Valuable Industry Connections
Having spoken at Nasdaq, Times Square, Harvard Club, and West Point, I've found the ROI difference between speaking and just attending is night and day. As a speaker, I immediately position myself as an authority on cybersecurity topics, which completely changes how people approach me afterward.
When I presented on Dark Web threats at the New York City Bar Association, I gained three major clients that would have been impossible to connect with as a regular attendee. The pre-event promotion also amplified Titan Technologies' visibility far beyond what traditional marketing could achieve.
One counterintuitive benefit I've finded is that speaking forces me to refine my own thinking. Preparing presentations on emerging cybersecurity threats requires distilling complex technical concepts into actionable advice, which has directly improved how we communicate with our clients in Central New Jersey.
I actually encourage MSP peers to collaborate rather than compete. When I speak at industry events like ChannelPro roadshows, I create relationships with other providers across the country, which has led to knowledge-sharing partnerships that have been incredibly valuable for growing my business.
Paul Nebb, CEO, Titan Technologies
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Speakers Gain Authority, Better Leads, Reusable Content
Having run my own agency for over 20 years and managed multiple community websites, I've been on both sides of this equation countless times.
Speaking creates immediate authority positioning. When I presented at a Vegas digital marketing conference about local SEO strategies, the leads I generated were pre-qualified and required less nurturing than cold contacts made while just attending. My close rate was 35% higher from those speaker-generated leads.
The networking value differs dramatically too. After speaking on a panel about analytics for Marketing Magnitude, I found attendees approached me with specific questions related to my expertise rather than general introductions. This led to three enterprise clients that ultimately delivered over $200K in revenue.
The real ROI comes from content repurposing. My FamilyFun.Vegas presentation on community engagement was recorded, then segmented into social content that continued generating leads for months. As an attendee, you leave with notes; as a speaker, you leave with permanent marketing collateral.
Kelly Rossi, Founder & CEO, Marketing Magnitude
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Speaking Builds Community and Shapes Product Development
As the founder of Perfect Locks with 15+ years in the beauty industry, I evaluate speaking opportunities versus attendance based on their community-building potential. When I spoke at a stylist conference about ethically sourced hair extensions, it wasn't just about visibility—it created a direct channel to understand salon owners' challenges with textured hair, which led to developing our Perfect Locks Method specifically for multi-textural clients.
Speaking engagements have proven invaluable for product education. Our hair extension certification courses emerged directly from questions I received during panels about application techniques. These educational programs now generate significant revenue while solving real problems stylists face with clients.
I've found the most valuable speaking opportunities are those where I can share authentic personal experiences. My panels discussing my journey as a woman of color founding a beauty company have connected me with mentees and brand ambassadors who've become our most passionate advocates, driving organic growth through genuine testimonials.
Unlike passive attendance, speaking forces me to distill my business philosophy into actionable insights. Preparing for a recent panel on ethical sourcing in beauty made me refine our transparency practices, ultimately leading to our "100% Ethically Sourced Always" guarantee that resonates deeply with our conscious consumer base.
Priyanka Swamy, CEO & Founder, Perfect Locks
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Speaking Shortens Sales Cycles Through Authority Positioning
As a digital marketing agency founder who's been on both sides of the stage, I can tell you the ROI difference is night and day. Speaking positions immediately establish credibility that would take months to build through networking alone. This perceived authority significantly shortens sales cycles - I've closed deals within days after speaking that would typically take weeks of follow-up.
What many overlook is the content marketing multiplier effect. When I spoke about Google's AI search updates impacting local SEO, we repurposed that presentation into blog content, social media snippets, and email campaigns. One 30-minute talk generated three months of marketing material that continued driving leads long after the event ended.
The qualitative data matters too. As an attendee, you might meet 15-20 people over drinks. As a speaker, I've had 50+ people approach me with specific problems they need solved. These aren't casual conversations - they're pre-qualified leads who've self-identified as needing exactly what you offer.
My metric for evaluating speaking opportunities is simple: will this position me as the solution to a specific problem my target audience faces? If yes, I prioritize it over general attendance every time. For my agency, a single speaking engagement at an industry conference led to a $120K client relationship that started with "I loved your point about…" - something that rarely happens from standard networking.
Seth Gillen, Owner, Sierra Exclusive Marketing
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Speaking Delivers 10x ROI Over Event Attendance
As the founder of a digital agency with 25+ years of experience, I've found speaking engagements deliver 10x the ROI of simply attending events. When I presented on AI voice solutions at a home services conference last year, we landed 5 new VoiceGenie AI clients, representing $60K in annual recurring revenue from a 30-minute talk.
Speaking creates positioning authority that attendance never will. I've converted twice as many leads after events where I've presented versus those I've merely attended. Prospects approach me with buying intent rather than me chasing them, completely flipping the sales dynamic.
The preparation process delivers unexpected business benefits too. When crafting my presentation on social media ROI metrics, I finded significant gaps in our own measurement approach. This led to implementing multi-touch attribution models that improved our campaign performance by 35%.
For service businesses with limited marketing budgets, speaking positions are golden. Calculate the value this way: A typical booth at an industry event costs $5K+ and might generate 50 leads. A speaking slot often costs nothing, generates higher-quality leads, and establishes you as the go-to expert in one fell swoop.
Gregg Kell, President, Kell Solutions
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Therapists Build Trust Faster Through Speaking Engagements
As a therapist specializing in parent mental health, I've experienced both sides of events extensively. Speaking provides a powerful platform to normalize parenting struggles that attendees might feel alone in experiencing. When I presented on intergenerational patterns at a parenting conference, multiple attendees approached me afterward saying "I've never heard anyone describe exactly what I'm going through."
The ROI difference is measurable. My media appearances and speaking engagements generate 3-4x more therapy consultation requests than when I simply attend events. But the value goes beyond client acquisition - speaking forces me to articulate my clinical approach clearly, which improves my actual therapy work.
One unexpected benefit is the reciprocal learning opportunity. After discussing "feeling triggered by your kids" on a panel, audience questions revealed specific manifestations I hadn't considered. These insights directly shaped my free guide and improved my therapeutic approach with parents experiencing those exact challenges.
For therapists specifically, speaking establishes immediate credibility that bypasses the trust-building phase in therapeutic relationships. Potential clients who've heard me speak come to sessions ready to dive deeper rather than spending sessions evaluating if I understand their struggles.
Maya Weir, Founder, ThrivingCalifornia
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Radio Expert Converts 40% More Through Speaking
As both an entertainer and the VP of Land O' Radios, I've experienced both sides of the events equation. Speaking/panelist roles create immediate authority positioning that passive attendance simply can't match. When I share my expertise about two-way radio best practices at industry events, our conversion rate from interested prospect to customer jumps nearly 40%.
The preparation required for speaking forces me to distill my knowledge into actionable insights. This process has actually improved our product offerings - developing training on proper radio terminology for panels directly led to creating our customer onboarding materials.
My evaluation formula is simple: will speaking allow me to demonstrate expertise that highlights our unique value proposition? At telecommunications industry events, I can physically demonstrate proper radio technique and battery maintenance - something impossible to convey as just an attendee mingling at the reception.
The entertainment background gives me an edge most technical experts lack. I can take complex radio communication concepts and make them engaging through storytelling and demonstration. This performance element consistently generates follow-up conversations that rarely happen when I'm just another face in the crowd with a name badge.
Rene Fornaris, Vice President, Land O' Radios
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Speaking Creates Authority That Transforms Referral Networks
As a law firm owner who regularly makes decisions about professional events, I've found that speaking engagements deliver exponentially higher value than passive attendance. When I taught trial skills for the Nevada Justice Association, I was forced to systematize my own approach, which directly improved my firm's case outcomes and paralegal training methods.
Speaking positions create instant authority that transforms networking. After presenting at legal education events, I noticed attorneys approaching me for collaboration rather than competition, leading to several referral relationships worth over $50K annually. This authority positioning helped me establish Paralegal Institute from a position of credibility.
The accountability of speaking forces innovation. Creating curriculum for UNLV's paralegal program required me to develop my operational checklists (like deposition setting and complaint drafting workflows) that later became core intellectual property for both my law practice and Paralegal Institute.
Speaking also provides real-time market research. During Q&A sessions after presentations, I've gathered specific pain points from attorneys about paralegal training gaps that directly informed our 15-week accelerated curriculum design. This feedback loop has been more valuable than any paid market research could provide.
Matthew Pfau, Curriculum Developer & Educator, Paralegal Institute
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Legal Marketing Authority Emerges Through Strategic Speaking
As a speaker at events like NELA annual conferences and ABA gatherings, I've found the value dramatically different than just attending. Speaking positions me as an authority in legal marketing and creates immediate credibility that often leads to new client relationships - something that rarely happens when I'm just another face in the crowd.
The ROI is substantial. After speaking at Merakey's Annual Leadership Conference about self-leadership through change, I connected with three law firms who eventually became clients. This single speaking opportunity generated over $100K in revenue that wouldn't have materialized had I merely attended.
Speaking also forces me to refine my expertise. Each presentation requires distilling 15+ years of legal marketing experience into actionable insights, which ultimately improves the services I deliver to clients. This constant refinement keeps ENX2 Legal Marketing ahead of industry trends.
That said, I carefully choose when to speak versus attend. When exploring new practice areas or technologies that could benefit my clients, I'll sometimes attend as a participant to absorb information without the pressure of being the expert. The key is strategic selection - speak where you can provide value, attend where you need to learn.
Nicole Farber, CEO, Nicole Farber
