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In the last 6 weeks, I’ve been to 4 different conferences.

(writing this from a middle seat on a flight from SF to Atlanta)

When I go to an event, my goal is likely the same as yours — meet people, find potential clients, and build partnerships.

And it works.

In the last year, I’ve sourced more than $550k ARR from conference-influenced pipeline.

Not because of big sponsorships, extravagant parties or wearing ridiculous outfits like the one above (no offense).

I show up, have a good time, and keep moving the ball forward in relationships.

Over time, I’ve created a playbook for making the most of conference season.

Here are 10 moves you can steal:

Before the event

1. Post on LinkedIn/X that you're attending - creates surface area for people to reach out and puts you on the radar before arriving.

2. Build a target list of 5 people or companies - be strategic about who to connect with — don’t spread yourself thin.

3. QR codes w/ contact info > business cards - nobody wants more paper in their pocket. Make it easy to scan and save.

4. Book a dinner resy for 8–10 people - half the value of a conference comes from who you share a table with.

During the event

5. Stop at booths, meet reps, collect contacts - even if you’re not buying, the reps you talk to could become potential referrals.

6. Be a connector — introduce people you meet - the person who makes introductions gets remembered and respected.

7. Invite people for coffee, lunch, dinner - small asks are easy to say yes to and often open the door to bigger conversations.

Random

8. Wear shirts or swag from your favorite sports team, golf courses, or other hobbies - easy conversation starter. Your conference badge already shows your company — let your clothes show your personality.

9. Plan dinners or happy hours around the event schedule - avoid competing with major sessions, but remember: there are always people looking for last-minute plans. Be the one with something to offer.

10. Conferences thin out after Day 1 - stay sharp on Day 2–3 and you’ll have less noise, more meaningful convos.

The Bottom Line:

My philosophy on conferences is to attend first, then sponsor.

The nice thing about all these plays is you don’t need big budgets or wide ranging resources to be successful.

Before the event — be strategic.

During the event — be present.

And then pray finance doesn’t question your expense report.

Until next Thursday,

TSG

P.S. I reply to all emails.