I've been wrestling with this question myself. A colleague from an analytics consultancy mentioned they go to tool-specific events like Tableau conferences - it's all about finding companies at the start of their journey with the platform, showing expertise, and hopefully landing a client. That makes sense on paper.
But then another thread popped up from an agency owner who reckons most marketing conferences are a waste. You know the drill: generic content, rooms full of competitors and tool vendors, and a hefty price tag. Their advice? Go to industry-specific events where your actual buyers hang out, not events full of other marketers. A construction tech conference = real prospects. A marketing conference = everyone selling the same thing.
Still, someone else broke down three real reasons to go: relationships (deep conversations, not card-swapping), context (getting a directional sense of where tools and strategies are heading - even if 80% is fluff, that 20% matters), and signal (showing up at events like Canva Create builds credibility for agencies, even if the ROI isn't instant).
So where does that leave us? For me, it feels like the answer depends on your role and goals. If you're deep into a platform, tool events can be a certification play. If you're hunting clients, pick the events your buyers attend. And if you're just there for the vibes... well, maybe skip the £500 ticket and grab a coffee with a peer instead. 😅 Curious what others have found works.
