The Real ROI of In-Person Events

In my 20+ years working in digital and experiential marketing at companies like HubSpot, VICE Media, Refinery29, and Superfly, I’ve found two things to be true:?

• Determining ROI for any awareness initiative is never easy
• In-person experiences make a massive impact on an individual’s and company’s growth

Now, when it comes to #2, I may be biased. But I promise I have the proof to back it up. Here are some reasons why now, more than ever, AT LEAST one in-person event should be prioritized in every business leader’s budget:

Building Real Human Relationships

As remote work and AI become a larger part of our daily workflows, authentic real-world connections are becoming rarer and more valuable. In-person events provide a unique opportunity to build genuine relationships with peers, potential clients, and industry disruptors - and in turn, foster collaboration, inspire new ideas, and lay the foundation for future business opportunities.?

In-person events hold relevance for a wide-net of customers, no matter what type of business size, and provide a unique opportunity to showcase your brand’s values. This helps create advocacy and loyalty amongst customers that may not have a 1:1 contact with your business on a regular basis.

Getting a Break from Your Screens

Constant digital stimulation takes a toll on our attention spans and overall well-being. Stepping away from screens, and surrounding ourselves with real, actual humans, allows us to be fully present and open to new perspectives. In-person events create an environment conducive to learning, networking, and personal growth – not just for you, but for your entire team.

Hands-On Learning

In-person events offer the chance to test out new tools and products firsthand, often before they've even hit the market. This hands-on experience makes it much easier to understand how to integrate them into your workflows, identify the best use cases for your business, stay ahead of emerging trends, and gain valuable insights that will help you make informed decisions for your company's future.?

How to get the most value out of events

To ensure you're getting the most value from in-person events, consider the following factors:

• Audience: Look for events with an attendee makeup that overlaps with your specific industry, job function, and/or target market.
• New Leads: Make sure you and your team have a clear workflow established ahead of time for collecting and following up with each contact you meet at the event. And don’t let the connections you make lay to waste - have a plan on how you will connect and what value you will give to them before you ask for their information.
• Productivity: Scroll through past event footage and review upcoming event lineups and agendas to assess whether your team would gain new tools, relevant approaches, or innovative ideas that solve current challenges and improve efficiency.
• Team Morale: Invest in events that provide your team with growth opportunities to help them stay ahead of the curve, gain valuable skills, and excel in their roles.
• Personal Growth: Prioritize events that contribute to your own development as a leader and professional, with speakers that you actually look up to!

Why INBOUND gives you the best bang for your buck

Of course, I cannot help but plug INBOUND, because I truly do believe it’s a special experience that every business leader (from marketing, to sales, to success ) can walk away with a clear ROI. Which, as we’ve established, is not always an easy feat!

My team has worked extremely hard to ensure that year after year, we’re filling our lineup with speakers that are changing their respective games, and gathering the best minds in business to learn, connect, and grow together.?

Our attendees don't just gain knowledge - they build relationships, find inspiration, and leave energized to take their organizations to new heights. And in my opinion, that is quite the ROI.

What ROI have you seen from in-person events (whether at INBOUND, or another conference)? Would love to hear your thoughts in the comments!