The landscape of event strategies for professional service firms has dramatically shifted in recent years. While in-person events are still a platform to get in front of new logos, they often fail to attract the same numbers or the right audience as they once did. This change in effectiveness prompts a crucial question: Are large conferences still necessary, or can more intimate, targeted interactions like coffee connects be just as effective?   

As growth leaders plan for 2025, PIE explored the shifting dynamics of event strategies and their return on investment with experts in the PIE professional services CGO exchange, drawing insights from recent conversations with the industry.  

Members admit that events have undeniable benefits, while also acknowledging the significant drawbacks, including the difficulty of measuring event ROI.  

According to a member of PIE’s CGO community, events are still a part of their company’s growth strategy but better rigor around conference returns is prompting a more selective approach. Simply showing up with a booth and a badge is no longer sufficient. “Our data has finally gotten to the point where we can actually make informed decisions around our event investment,” said a CGO. “We’re considering what conferences and meetings have the largest returns and offer an opportunity to make new connections or foster multiple follow-up interactions with the same clients or prospects.”  

Another member of PIE’s CGO community questioned the effectiveness of attending events to win new work. “We see events as a necessary thing,” said the CGO, “But rarely do we find an opportunity at an event where we walk away with a piece of work or business. Conferences can help pave the runway for additional conversations one-on-one a week or two later but require diligent post conference follow-up to really capitalize on the value of the in-person time.” 

Another member echoed their point. “Do we need five events to have five touch points?” he asked, “Or should we just take them out to coffee five times? Are we really getting ourselves in front of clients? Or are we just throwing $100,000 at events just hoping and praying something happens?”  

One key insight from our discussions is the importance of continuous engagement. It’s not the first meeting that yields results, but the eighth or ninth interaction. This ongoing connection is crucial for building meaningful relationships that lead to business outcomes. Integrating a strategy that combines both events and regular, personalized interactions can be more beneficial. 

While traditional events should remain a part of your strategy, they shouldn’t be the whole strategy. By creating curated communities and focusing on continuous engagement, you can maximize your ROI and build stronger, more meaningful relationships. As you plan your budgets and strategies for 2025, consider where your investments will yield the greatest returns and how you can adapt to the changing landscape of event marketing. 

 If you’re interested in community-based marketing and growth, feel free to reach out to Profitable Ideas Exchange. Let’s rethink how we connect and engage in the new era of event strategy. 

Written by Jacob Parks, facilitator of the PIE Growth Leaders Executive Community.