Beyond the Sessions: The Real Value of Attending Conferences

Sometimes the greatest return on an investment isn't what you learn. It's who you meet.

This past weekend, I had the opportunity to celebrate one of my closest friends getting married. As I watched Monika celebrate one of the biggest moments of her life, I couldn't help but think about how our friendship started. Believe it or not, it started with a conference assignment.

In 2018, I attended my very first SMPS Southern Regional Conference (SRC). Monika was attending that same conference, and her boss had given her a simple task: meet five new people before the conference was over.

I just happened to be number one.

What started as a professional introduction eventually turned into a friendship that extended far beyond the AEC industry. And eight years later, I found myself celebrating her wedding. On the drive home, I started thinking about how something as simple as attending a conference could have such a lasting impact. I thought about the people I've met throughout my career, the mentors who have invested in me, and the relationships that have shaped both my professional and personal life. Before I even made it home, I knew I wanted to write about it, because I think we seriously underestimate the value of sending our people to conferences.

Are We Measuring the Wrong Return on Investment?

I've heard the arguments before.

"We've already covered that topic."

"It's the same information they presented last year."

"Is it really worth the cost of registration, travel, and time away from the office?"

And I understand where those questions come from. Conferences aren't cheap, and companies have every right to expect value from the money they invest in their employees. But I wonder if we're sometimes measuring that value the wrong way.

We tend to focus on the educational side of conferences. What sessions are being offered? What new information will our employees learn? What ideas can they bring back to improve our processes? Those are all valid questions. But what about the relationships they'll build? The people they'll meet who work through the same challenges, understand the same frustrations, and have experiences they can learn from? I recently went to Amplify with a new co worker of mine and the first thing I told him to do was to meet everyone he could, either during the sessions or in the hallways. Those are going to be the relationships that help you through your career. Plus, at Amplify, you are gaining knowledge from people around the US and not just in your region.

Education is important, but let's face it, we live in a time when information is more accessible than ever. Between webinars, podcasts, articles, and online training, there are plenty of opportunities to learn without ever leaving your desk. What isn't nearly as easy to replicate is the community that develops when you put people with shared experiences in the same room.

Sometimes the most valuable thing you bring home from a conference isn't something you wrote down in a notebook. It's someone's phone number.

Finding Your People in AEC Marketing

If you've worked in AEC marketing for any length of time, you know how unique our industry can be. One day you're working on a proposal, the next you're coordinating an interview, planning an event, developing marketing materials, or trying to figure out why something that worked perfectly yesterday suddenly isn't working today. And depending on the size of your firm, you might be responsible for all of it.

It can be overwhelming, especially when you're still learning the industry or working on a smaller marketing team, like me. That's where having a professional community becomes invaluable. There's something reassuring about being able to pick up the phone and call someone who understands exactly what you're dealing with. Someone who has faced the same challenges and is willing to share what worked, what didn't, and what they learned along the way.

Organizations like the Society for Marketing Professional Services (SMPS), Marketing in AEC, and many others create opportunities for those relationships to develop. Through conferences, chapter events, LinkedIn conversations, and professional development programs, they bring together people who might otherwise never cross paths.

But the real value comes from what we choose to do with those opportunities.

Are we simply attending the sessions and heading back to our hotel rooms? Or are we making an effort to connect with the people around us? Because building a network isn't about collecting business cards or adding connections on LinkedIn. It's about building genuine relationships. And those relationships often become some of the most valuable resources we have throughout our careers.

There's research that supports the importance of these connections, too.

A 2022 study published in Science looked at approximately 20 million LinkedIn users and found that connections outside our closest professional circles can play an important role in creating new career opportunities.

Basically, the people we don't know very well can sometimes introduce us to opportunities and ideas we wouldn't have come across otherwise. And when you think about it, that makes sense.

We tend to surround ourselves with people who work at the same company, have similar experiences, or are part of our everyday routines. But when we step outside those circles, we get exposed to different perspectives and new ways of thinking.

Now, I'm not saying every person you meet at a conference is going to change your career. And I certainly don't think we should approach networking with the expectation that every relationship needs to lead to something, but I do think we underestimate what can come from simply getting to know people.

Sometimes it's career advice. Sometimes it's a new opportunity. Sometimes it's having someone to call when you need a second opinion. And sometimes, it's just finding people who make the journey a little more enjoyable.

The People Who Help Us Get Where We're Going

I didn't start my professional career in marketing. I was a teacher teaching graphic design and an intro to AEC class. So when I transitioned into the AEC industry, there was a lot I didn't know. I had to learn the terminology, understand the processes, and figure out how marketing fit into the bigger picture of architecture, engineering, and construction.

Fortunately, I had someone willing to invest in me. The AMZING Stacy Sanders!

She took me under her wing and taught me the ins and outs of AEC marketing. She answered questions, shared her experiences, and helped me navigate an industry that was completely new to me. I still think about how much of an impact she had on my career. Without her guidance, I genuinely don't know where I would be professionally. That's what I wish more people understood about networking.

It's not just about business development or finding your next opportunity. It's about learning from people who have been where you are. It's about having someone who will challenge you, encourage you, and help you see things from a different perspective. And eventually, it's about becoming that person for someone else.

The knowledge we gain throughout our careers becomes even more valuable when we're willing to share it.

A Challenge to Our Industry's Leaders

If you're in a position to approve professional development opportunities for your employees, I want to challenge you to look beyond the conference agenda. Of course, encourage your team to attend sessions and bring back ideas that can benefit your organization.

Don't stop there though. Encourage them to meet people outside their company. Give them opportunities to build relationships with other professionals, learn from different perspectives, and become part of a larger community.

Challenge them to meet five new people.

Not five potential clients. Not five people who might help your company win its next project.

Just five people. If you're the one attending the conference, challenge yourself to do the same.

Sit with people you don't know. Introduce yourself to someone standing alone. Ask questions. Be genuinely interested in what other people do and what they've experienced.

Most importantly, follow up.

A meaningful professional network isn't built in a single conversation. It develops when we make the effort to stay connected, share knowledge, and support one another long after the conference is over.

As leaders, we should want our employees to have those relationships. Not because every connection will directly benefit our bottom line, but because people who are supported, connected, and continually learning are better positioned to grow. When our people grow, our organizations benefit too.

The Return You Can't Put on a Spreadsheet

I understand that companies have budgets. Every dollar spent on professional development is an investment, and those decisions shouldn't be taken lightly. Not every return on investment can be measured in dollars. How do you calculate the value of a mentor who helps someone find their footing in a new career? What's the value of having a network of professionals willing to answer questions, share ideas, and help one another succeed? How do you measure the impact of relationships that continue long after the conference ends?

Those things might not show up on a financial report, but that doesn't mean they aren't important.

As I drove home from Monika's wedding this past weekend, I was reminded that some of the most meaningful things in our lives begin with moments we never could have planned. For me, one of those moments happened at my first SRC. For Monika, it started with an assignment to meet five people.

So the next time you're deciding whether to send someone to a conference, remember that the greatest return might not come from a presentation, a breakout session, or even a new business opportunity.

It might come from the person sitting next to them.

Because sometimes the most important thing you gain from a conference isn't what you learn. It's who becomes part of your story.