A brief excerpt from Jason M. Lemkin's YouTube talk "Why Events Work" advising founders and field marketers to attend top industry events. Lemkin argues top industry events concentrate top buyers and create opportunities for discovery and vendor engagement (mentions Inbound, SaaStr, ShopTalk as examples).
Number seven of things that always work. And you'll get conflicting advice here, but you know this works. Top industry events, go to them. Okay, go to them and let me talk about why, because the Internet and Twitter will give you different advice. But founders sort of know, but sort of forget. But the best field marketers know. This is what field marketers are really good at is they know the top industry events attract the top buyer. It's just a fact. You may or may not like events because buyers go to the top events to learn to do discovery. Just like some buyers will come to your webinar if you actually do it. Just like some buyers will do if you do it. A lot of buyers go to events. They will go to those iconic events that everyone knows in the industry. The buyers are there. So figure out how to make the top industry events work that wants to talk to a vendor they've heard of but not have not yet purchased from. That's magical. At the top event. Oh, I'm thinking about buying this product. Your customers go to the top event. They go to Inbound and Saster and Shop Talk and all of this, and it's another chance to meet them.
