Maximizing Learning and Development Opportunities at Events and Conferences

Industry events and conferences are an excellent way to stay in the know with the latest marketing trends, acquire new skills and connect with industry colleagues. However, we all face obstacles that make it challenging to be fully present at conferences: our time is limited, there’s always an old friend or colleague we could be connecting with during a session and it’s too easy to get stuck working in our hotel room or catching up on emails on our phone. But if you can avoid these obstacles, you can maximize your learning and development at conferences to get the biggest return on investment (ROI) in terms of time and money. Here’s how.

Plan Ahead

Planning ahead is your key to success. Map out your time carefully before a conference starts to maximize your learning and development at it. Select the conference sessions that cover areas of interest to you, as well as new skills necessary to advance in your career. Show the agenda to your mentor or supervisor and ask for their input. There may be sessions they feel would be beneficial to you and the team. This proactive approach will leave you feeling prepared and confident.

Once these sessions are on your calendar, you’ll be able to block out time to catch up on emails, wrap up any projects between sessions and connect with your peers.

Enhance Your Networking

Networking is not just a side activity; it's a crucial part of your conference experience. Seek out other conference attendees by searching branded hashtags and social media posts about the event from your connections. Invite them to meet for coffee or a meal to discuss some of the obstacles their firms are currently facing. Find common ground outside of work, whether it be a hobby or their academic background.

A conference is also an excellent opportunity to reconnect with colleagues and nurture existing relationships. If you’re short on time, consider meeting with people during pre-scheduled conference lunches and networking breaks. This emphasis on networking will make you feel more connected and engaged.

For a traditional approach, have your business cards ready. If you’d like to travel light, have your phone charged and ready to go so that you can seamlessly connect with everyone you meet on LinkedIn and collect any new emails or contact information.

Be Memorable

Standing out at professional events isn’t easy, but it's worth it. For example, the 2025 Annual LMA Conference hosted over a thousand legal marketers, business professionals and industry service providers. Here’s how you can enhance your networking skills to be memorable and to set yourself apart from the crowd.

Take plenty of photos with your colleagues and of session presentations to share on social media or to add a personal touch when conducting post-conference outreach. Follow up with your newfound connections with a prompt, tailored LinkedIn message or an email to express enthusiasm about meeting them. Mentioning a specific topic from your discussion can add a nice personal touch and show off your impressive memory.

Add value to your connections by acting as a resource. For example, if you meet someone who expresses interest in exploring a career move, introduce them to a well-connected recruiter or someone you know who is hiring on their team. Share a professional development book recommendation — everyone is buzzing over “The Short List” by David Ackert. And if nothing relevant comes to mind, make a general offer of assistance and let them know your door is always open should they need anything.

Getting in front of speakers can be challenging, but if you’re willing to wait in line patiently, it’s a good opportunity to make a unique and memorable impression. At the end of a panel, approach the speakers to ask a follow-up question, demonstrating your interest and appreciation for their knowledgeable insights. Don’t forget to thank them for their time — particularly because we all know the effort it takes to prepare a presentation for these speaking engagements.

When you get back to your desk, flex your newly learned knowledge by sharing key takeaways on LinkedIn. More importantly, share your notes with the team and encourage everyone to share a few of their findings.

And, last but certainly not least, keep in touch with your network throughout the year. Don’t wait until next year’s conference to speak with them again. Even making time to grab coffee for 20 minutes before work or to catch up over lunch will make you stand out, because you’ve made the effort to stay connected.

 

Learn More About Marketing Management and Leadership with the Third Edition of the LMA Body of Knowledge The content in this feature correlates with the Marketing Management and Leadership domain in the LMA Body of Knowledge (BoK). Dive deeper and access the latest edition of the BoK online. The Third Edition of the LMA BoK showcases enhanced expertise across every domain, introduces new competencies in Client Services, Communications and Technology Management, features more advanced skills across all domains and broadens coverage of competitive and business intelligence skills. Plus, it emphasizes a stronger commitment to nurturing diversity, equity, and inclusion across the entirety of the BoK. Learn more.