10 Factors to Consider When Deciding to Attend a Professional Event
"How do you decide which events are worth showing up at—and which to skip?"
Here is what 10 thought leaders had to say.
Research Event Value Before Making Commitments
The best way to decide which event is your opportunity to further your business goal is to do your research on the event in question. Look into what the event has to offer. The kind of people showing up there will be important for establishing and creating connections. Make sure you're not looking for someone too high up the food chain to be interested or too low to be of any meaningful value.
Make sure the cost of attending the event is also worth it. Going to an event is an opportunity, sure, but it won't always land, so it can be quite risky at times. So, in that regard, it's important to keep in mind that you're going somewhere that's both close by and within your budget.
Eric Sornoso, Co-founder, Mealfan
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Roofing Contractors: Attend Events That Generate Results
As a roofing contractor and business owner, my time is tied directly to job sites, clients, and crews—so I don't attend events just to "be seen." I decide which events are worth showing up at based on one thing: will it generate real connections that move the business forward?
For me, the right events are ones that put me in the room with serious homeowners, property managers, or industry partners who are actually looking for roofing solutions. That could be local home shows, real estate investor meetups, or networking events tied to home improvement trades. If the event doesn't have a clear link to potential leads, referral partners, or industry insight I can apply to operations, I skip it.
I also look at location and timing. We're a Houston-based roofing company—so if the event isn't in or near the Houston market, I won't waste a day traveling unless there's a specific strategic reason. We serve this city, we hire from this city, and we build our reputation locally. That's where our time pays off.
On the other hand, I've skipped plenty of big-name trade expos and out-of-town seminars that sound impressive but don't line up with our goals. Flashy booths and keynote speakers don't mean much if they don't help me run a better business or book more roofs.
My advice: be ruthless about filtering events. Know your goals, stick to your market, and show up where your future customers or partners are likely to be—not where the crowd just looks good on paper.
Ahmad Faiz, Owner, Achilles Roofing & Exteriors
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Right Connections Transform Careers at Key Events
When you want to find out which events are worth showing up at, there are key things you want to pay attention to:
1. What will be the return of investment on attending?
2. How many will be in attendance?
3. But most importantly, who will be in attendance.
One of the most important events that I used to attend every month was called New York Tech Meetup.
I was working for a technology company at the time, and what made attending these events so special was getting to meet investors, product developers showing off something they built, and CEO's or CTO's of companies, who had enjoyed success already and now wanted to give back to others.
I specifically remember this because I used to work for a CEO who did not see the purpose in attending events. But one day, after days of me telling him, "Just come with me once!", he would attend an event that would change the course of his career.
The organizer of the event and an investor asked him to present his latest business, which turned into several conversations with venture capitalists. Shortly after, he moved to the Bay area and has built over a dozen companies since.
I would say that is time well spent. One 90-minute event, meeting the right people, buying dinner afterwards, and a major shift in his career trajectory.
Steven Lowell, Sr. Reverse Recruiter & Career Coach, Find My Profession
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Five-Point Checklist Filters Worthwhile Professional Events
When my calendar starts to fill, I run each invitation through a short checklist.
Purpose fit
First I ask whether the event moves a clear goal forward. If it delivers knowledge I cannot pick up on replay, or if the audience overlaps with partners or clients I hope to meet, it earns a green light.
Speaker and attendee mix
I look for presenters who bring fresh data or case studies. A quick scan of past sessions and the attendee list tells me if the crowd will spark useful conversations.
Return on time and money
Travel, lodging, and ticket prices get weighed against the projected benefit. For smaller gatherings nearby, lower costs can justify an experimental visit. For cross-country trips, I need a strong business case such as scheduled meetings or press coverage.
Access to content later
If sessions will be recorded or shared as slides, I am more willing to skip and review the material on my own. I reserve in-person energy for workshops and roundtables that lose their value when watched on a screen.
Logistics and overlap
Finally, I check for clashes with key projects or family commitments. Even a stellar conference is easier to pass up when the timing creates stress elsewhere.
Events that score well on purpose, people, payoff, and timing make the cut. Anything that fails two or more points goes on the skip list without guilt.
Ali Benmoussa, CEO, Tickethold
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Select Events for Relationships, Not Just Visibility
Evaluating industry events comes down to ROI—not just in dollars, but in relationships and market intelligence.
When I'm deciding which events to attend, I first look at who's in the room. Are there potential partners, clients, or industry leaders we should connect with? Events like ShopTalk or Ecommerce Operations Summit consistently deliver high-quality networking opportunities with decision-makers, not just entry-level staff sending notes up the chain.
Next, I consider the content quality. Is this event addressing current pain points in the fulfillment ecosystem? Early in my career, I wasted countless hours at generic conferences with recycled presentations. Now I prioritize events with specialized tracks on integration challenges, dimensional weight optimization, or inventory forecasting—topics directly relevant to our clients' success.
Geography plays a crucial role too. We strategically select events that align with our network expansion plans. When we were strengthening our West Coast presence, I prioritized regional conferences in that area to build relationships with local 3PLs and merchants.
Timing is another factor. Peak season events (October-December) rarely make our calendar since both we and our clients are focused on execution. January through early summer offers better timing for meaningful conversations.
Finally, I value events where we can contribute, not just consume. Speaking opportunities or panel discussions position us as thought leaders while giving back to the community.
The logistics industry has no shortage of events claiming to be "must-attend," but success comes from being selective. Rather than spreading ourselves thin across dozens of mediocre gatherings, we've found deeper value in fully engaging with a carefully chosen few that truly move the needle for our business and our partners.
Joe Spisak, CEO, Fulfill.com
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Matchmaking Services Signal Worthwhile Business Events
If the event has dedicated matchmaking services, then that is a massive indicator for me that it is worth showing up for, especially when my goal is direct lead generation. Many events focus on general attendance, which can be great for visibility, but true lead generation needs a more targeted approach. Matchmaking services signify that the organizers are actively working to connect exhibitors with qualified buyers, which translates into more efficient use of my time and resources.
Back in 2023, there was a particular B2B marketing summit here in Australia that exemplified this perfectly. They had an online platform that allowed us to create a detailed profile of our services and, critically, express our ideal client criteria before the event even began. Attendees also created profiles and indicated their needs. The platform then intelligently suggested potential matches, and we could pre-book 15-minute meetings directly within the event schedule. This meant that when I arrived, I had a pre-scheduled list of meetings with businesses that had expressed an interest in SEO, web design, or social media management. Without such a service, I would be much more hesitant to commit to an event, as the risk of it being purely for visibility and not tangible leads would be too high.
Sean Clancy, SEO Specialist/Managing Director, SEO Gold Coast
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CMOs Prioritize Events With Clear ROI Potential
As CMO for Heavy Equipment Appraisal, I have to be pretty strategic about which events I attend. My time is precious!
I use a few key filters to decide. First, I consider alignment with our business goals. Does the event directly support our marketing objectives like lead generation or brand building in our heavy equipment appraisal niche?
Next, I think about who will be there. I'm looking for our ideal clients, potential partners, or influencers. If decision-makers for heavy equipment are gathered, I'll prioritize it. The value is in the connections we can make.
I also weigh the potential for tangible ROI. Can I estimate new leads, strategic partnerships, or valuable insights? If an event has a strong track record, that's a big green light.
Finally, I consider the cost versus the time commitment. I ensure the potential benefits truly outweigh the investment in registration, travel, and time away. Sometimes a smaller virtual event offers just as much value at a fraction of the cost.
For example, a big national construction equipment trade show is almost always a "show up" for me due to audience and lead potential. A general business networking mixer with no specific industry focus is usually a "skip." It's all about being intentional to maximize our marketing efforts.
Tracie Crites, Chief Marketing Officer, HEAVY Equipment Appraisal
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Attend Where Meaningful Conversations Drive Growth
When deciding which events to attend, I always start by asking: Will this move the needle for our growth or deepen relationships that matter? For me, it's less about being everywhere and more about being where the right conversations are happening—whether that's with potential partners, customers, or other innovators in the fintech space.
I tend to prioritize events that align with our mission at Lessn—to simplify how businesses manage payments and cash flow. If an event attracts decision-makers in finance, accounting, or small business growth, that's a strong signal it's worth showing up. On the flip side, if it feels like we'd just be ticking a box, I'd rather skip it and invest that energy where it'll make a real impact.
David Grossman, Founder & Chief Growth Officer, Lessn
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Show Up With Purpose, Not Everywhere
When deciding which events to attend, I try to be intentional with my time and energy. I generally skip events that are purely social, not because I don't enjoy them, but because they often don't offer the kind of meaningful connections that help move my business forward. As someone who's building something with purpose, I've learned that not every event is a good investment.
Instead, I gravitate toward events that are designed for business owners, entrepreneurs, or people working in spaces that align with my goals. Whether it's a workshop, a networking meetup, or a panel discussion, I look for opportunities where I can learn, share ideas, and connect with others who are on similar journeys. It's less about being seen and more about being in the right rooms, places that inspire me, challenge my thinking, and open the door to real collaboration or growth.
At the end of the day, I believe that showing up with intention is more powerful than showing up everywhere.
Loise Musungu, SEO Specialist, Ahadey Creative
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Choose Events That Honor Brand Values
When deciding which events are worth attending versus those to skip, I focus on alignment with my brand's core values, quality, relevance, and opportunity for meaningful connection. Events that offer a genuine chance to engage with an audience passionate about craftsmanship, sustainability, and personalization are always prioritized. I also consider the potential for authentic interaction, whether that's meeting new clients, collaborating with like-minded partners, or showcasing our bespoke approach in a setting that values thoughtful, high-quality fashion.
On the other hand, events that feel overly commercial, lack relevance to our brand ethos, or don't provide a clear way to build lasting relationships tend to be passed over.
Ultimately, it's a strategic choice rooted in making each appearance count, ensuring we stay true to our commitment to thoughtful, sustainable fashion and personalized service.
Simon Elliott, Founder & Operations Director, CLIFTON
