turn networking, sessions, and follow-up into measurable outcomes—not just time out of the office.
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accounting influencers
with rob brown
seventy-six percent of professionals believe in-person conferences offer better networking opportunities than virtual events. but while accountants spend millions each year on registration fees, hotel rooms, and travel, only a fraction walk away with meaningful roi. according to rob brown on accounting influencers, the problem isn’t the events—it’s the strategy.
“people go to conferences and just float,” brown says. “they wander the expo hall, catch a few sessions, grab the swag—and then wonder why nothing changes.” with conferences back at full strength and offering multi-sensory experiences, deeper technical sessions, and richer networking formats, brown says firms should treat them as strategic business opportunities, not passive learning days.
set clear objectives before you arrive
brown argues that success begins long before you step into the convention center. whether you aim to meet potential clients, deepen industry knowledge, evaluate new technologies, or raise your profile, “return on objectives” matters as much as financial roi. without clear goals, he says, conferences become “nice experiences” instead of growth drivers.
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know who will be in the room
the best networkers do their due diligence. brown encourages accounting professionals to study the speaker lineup, research firm attendees, and make early connections. even a brief linkedin introduction ahead of time can create a ready-made warm contact at the event.
“these events pull together the most engaged people in the profession,” he says. “know who you want to meet—and why.”
from networking breakfasts to breakout q&a sessions, brown urges participants to be visible. grabbing the microphone doesn’t just get your question answered—it tells a room full of peers who you are, what you do, and where you’re based.
“this is personal branding in real time,” he says. “small actions lead to big relationships.”
he also points to the rise of event apps and conference hashtags as extensions of the networking floor. posting insights, joining side conversations, and connecting digitally ensure you stay top-of-mind.
schedule meetings instead of leaving them to chance
brown shares a simple observation: during conference coffee breaks, people tend to sit alone on their phones or stay with colleagues they already know. “why even travel,” he asks, “if you’re not going to talk to anyone?”
planning meetings in advance—quick coffees, vendor demos, one-to-one chats—helps attendees “fill every minute with 60 seconds of running,” a line he borrows from rudyard kipling. scheduled conversations, he says, often yield the strongest opportunities.
capture, document, and bring value back to your firm
whether you take notes by hand or use ai-powered transcription apps, brown stresses one thing: “do not rely on memory.”
great quotes, smart ideas, emerging trends, and unexpected insights can easily slip by. bring something meaningful home—recommendations, tech evaluations, fresh thinking—and share it with your team. lunch-and-learn recaps and brief internal presentations demonstrate leadership and help your entire firm benefit.
follow up fast—because “speed stuns”
conference value peaks after the event. brown advises attendees to follow up quickly, while conversations are still fresh. personalized messages referencing what you discussed “increase your chances of turning a hello into a client, partner, or long-term ally.”
conferences aren’t just about learning—they’re stages for visibility, influence, and authority. attendees who show up intentionally, ask thoughtful questions, and engage with peers position themselves as leaders.
“strategy for survival is visibility,” he says. “you’ve got to be seen and heard. conferences give you the platform to do that.”
brown challenges accounting professionals to plan their conference calendar now, invest in preparation, and apply what they bring back. the payoff isn’t just knowledge—it’s influence, relevance, and competitive advantage.
6 key takeaways
- conferences offer unmatched in-person networking—if you use them strategically.
- clear objectives drive measurable roi and stronger professional impact.
- pre-event research and scheduled meetings elevate your networking outcomes.
- speaking up in sessions and using event apps increases visibility and personal brand recognition.
- strong post-conference follow-up turns fleeting connections into real business opportunities.
- sharing insights internally expands firmwide value and positions you as a leader.