Forrester’s MARKETING 2016 kicks off this Tuesday in New York, and if you’re a seasoned marketing conference attendee, you surely know the rush of a great session.
It’s that sense of calming clarity when a confusing topic suddenly becomes simple. Or that satisfaction when you discover that missing piece needed to enact a strategy, grow a metric or make a persuasive case to the bosses When a conference session connects, it makes all that travel time cramped in an airplane worth it.
But there are also those sessions that are fun and full of futuristic tech but not really useful to your day-to-day needs. Or the ones that make you blink and ask, “Wait, why am I here?”, like that time you thought you were going to hear about targeted messaging but ended up in an alien lecture about APIs and cloud infrastructure.
The key to a productive conference is a little focus and planning, of course. One person’s insightful discussion is another person’s retread of old news. It’s easy to end up in a session intended for some other audience if you focus on the flashiest speakers instead of the questions your business needs to answer.