From Our CEO: How to Build a Winning Conference Strategy

In accounting, conferences are one of the best ways to grow your business. They help us connect with our community, share expertise, learn a ton, and introduce Truewind to more people. However, without a clear strategy, even the best conferences can become missed opportunities.  

Last month, our trip to Digital CPA (DCPA) was one of our most successful events yet. For us, it underscored why it’s so important to have a good game plan, and how even small actions can lead to big results.  

Here’s a closer look at what worked for us, and how you can apply these tips to get the most out of your next conference.

Choose the Right Event

A packed conference doesn’t always mean better results. While large events with thousands of people might be a great opportunity, a smaller gathering can be just as valuable. The key is to pick conferences that your ideal customer will attend.

For Truewind, DCPA was the perfect fit. With around 1,000 attendees and 25 vendors, it focused exclusively on Client Accounting Services (CAS), which is the exact audience we serve. Because of this, nearly every conversation was productive, giving us the chance to build meaningful connections instead of casting a wide but shallow net.

The more relevant your service is to the audience, the easier it is to engage, resonate, and leave a lasting impression. It’s not just about being there—it’s about being in the right place with the right people.

Takeaway: Choose events that attract your ideal customers. Without that, getting results becomes much harder.

Build a System of Touchpoints

Generally, a booth alone isn’t enough. To get the most out of a conference, you need multiple ways for people to engage with your company, and learn about what you offer. With that in mind, we built our strategy around three touchpoints:

1. Educational Content

Our Lunch & Learn, "Build Your AI Strategy Live in One Hour with Truewind," wasn’t a sales pitch—we focused on practical tips that accounting firms could apply. By the end of our talk, we wanted our audience to walk away with a deeper understanding of:

• How to evaluate AI solutions

• What AI can and can’t do

• How to integrate AI into workflows

Also, something else we’ve learned from a previous conference: before signing up to speak at an event, pay close attention to session timing and placement. A great talk at the wrong time—like during a competing keynote—can easily go unnoticed.  

2. Engaging Booth Experience

Our booth wasn’t just a place to pick up brochures; it was an interactive space where attendees could see our product in action. Live demos, one-on-one discussions, and a welcoming team helped visitors understand how Truewind could solve their challenges.

Keeping things energetic also helps bring more people in; when attendees see a busy booth, they naturally want to stop by and find out what’s happening.

3. Genuine Conversations 

At a conference, some of the best discussions you’ll have are over lunch, in the hallway, or during coffee chats. Making connections outside the booth helped us build stronger relationships and better understand the needs of our audience.

Takeaway: Offer different ways to interact with your company—through presentations, booth visits, and authentic conversations.

Deliver an Impactful Talk

A speaking slot is one of the most powerful tools in your conference playbook, but it’s important to go beyond talking about a product or service.  

For our Lunch & Learn, we knew that getting people in the room started with an effective title. Attendees skim through agendas quickly, and a clear, compelling topic increases your odds of catching their attention.  

Then, during the actual talk, our focus was on delivering practical takeaways. No fluff, no jargon—only real, actionable insights that attendees could use. More than anything, the goal was to provide a ton of value, and not seem like a vendor that was just there to make a sale. 

Takeaway: A strong title and meaningful content create a one-two punch that drives engagement and builds trust.

Measure Results

Success at a conference isn’t just about how many people visit your booth—it’s about the impact of those interactions and what happens next.

At Truewind, we gauged our performance at DCPA by focusing on several areas:

• Buzz and Conversations: What were people saying about us? Were they recommending one of our sessions? Positive word-of-mouth is often a sign that your message is resonating.

• Lead Quality: It’s not about how many contacts you collect, but whether your discussions lead to meaningful opportunities.

• Next Steps: Are attendees booking demos and meetings after the event? 

Takeaway: Measuring success is about more than booth traffic. Track engagement, lead quality, and follow-ups to get a complete picture.

Key Insights

Every conference you attend is an opportunity to learn and improve. For us, DCPA reinforced several lessons that we’ll continue to use going forward:  

• Go Where Your Customers Are: Speaking to the right audience leads to stronger connections and better outcomes.

• Have Multiple Touchpoints: A combination of educational content, booth demos, and personal interactions creates a well-rounded experience.

• Make Your Presentation Count: A great title and actionable content drive interest and set the tone for meaningful conversations.

• Keep the Momentum Going: The work doesn’t stop when the conference ends. Staying engaged afterward is what turns general interest into business opportunities.

Final Thoughts

Conferences are a big investment, and making the most of them requires a lot of planning. The best results come from having a strategy that’s tailored to your audience, creating multiple touchpoints, and following up effectively once the gathering is over. 

At Truewind, we’re always looking to refine our approach and maximize the value that we bring to each event. Whether you're attending your first conference or looking to improve your playbook, thoughtful preparation and consistent execution can make a real difference in your outcomes.

Ultimately, when your strategy aligns with the people you want to reach, conferences stop being just another business expense and become an opportunity to drive meaningful, long-term success.

Interested in learning more about Truewind and our AI-powered solutions? Chat with our team to get started.