Real Connections in a Digital World: Why Events Still Deliver

The surprising power of in-person (and hybrid) marketing for professional services.

The marketing of professional services is evolving due to the rise of content marketing, social media, paid ads, webinars, and more - making engagement more efficient and measurable. Yet despite this growth, one tactic remains remarkably effective for building trust, sparking relationships, and driving conversions: events.

According to the 2024 Endeavor survey, 60% of Australian B2B marketers say in-person events are among the most effective tools for relationship building and lead generation. In sectors like law, finance, consulting, and accounting, where credibility and connection are key, that figure is even higher. So, why do events continue to deliver strong returns in 2025?

The Enduring Benefits of Events

1. High-Value Networking

Professional services thrive on relationships. While email and LinkedIn can open doors, face-to-face interaction deepens trust and speeds decision-making. Events create genuine opportunities to connect with peers, clients, and industry leaders. In fact, a 2023 LinkedIn study reveals that in-person B2B events remain the most effective marketing channel, outperforming even thought leadership. 

2. Elevated Brand Visibility and Credibility

Participating in or sponsoring events signals authority. Speaking on panels, hosting workshops, or engaging at exhibition stands creates a credible and memorable presence. Events allow you to share your expertise, values, and personality, critical factors influencing decisions in professional services.

3. Stronger, More Qualified Leads

Event attendees often self-select based on interest, making them more aligned with your services than general digital leads. Meaningful engagement at events encourages deeper conversations and increases the likelihood of converting prospects into clients.

4. A Platform for Thought Leadership

Events offer an ideal environment to demonstrate your firm’s expertise. Speaking or hosting sessions educates and builds trust, positioning your leaders as trusted voices, making business development conversations more natural and impactful.

Choosing the Right Event Format

Different events suit different goals:

• Industry Conferences & Summits offer broad visibility and access to key decision-makers, ideal for positioning your firm as a market leader.
  

• Workshops & Seminars enable deeper, focused engagement - great for demonstrating capabilities or introducing complex services.
  

• Networking Events & Webinars are cost-effective and targeted, helping maintain visibility and nurture relationships. Even small, low-key gatherings can have a lasting impact when aligned with your brand and audience.

At Excelerate Marketing, we embody the principles we advocate. We recently hosted a networking event at our office in SPACES, bringing together current clients and fellow tenants. The relaxed and approachable setting fostered meaningful connections and allowed us to share what we do. The event led to the successful onboarding of a new client and sparked valuable word-of-mouth promotion within the SPACES community - proof that even small, casual events deliver strong business outcomes.

Virtual vs. In-Person Events: Pros and Cons

Choosing the right event format is key to any professional services marketing strategy. Virtual events are cost-efficient and accessible, ideal for reaching broad audiences and delivering educational content. In-person events foster deeper, authentic connections that build trust, crucial for complex sales and long-term relationships. Hybrid events combine both benefits but demand extra planning and resources. Here’s a quick overview of the advantages and challenges of each format:

How to Make Your Event Strategy Work

To ensure your events deliver measurable business outcomes, a clear and strategic approach is essential. Consider the following best practices:

1. Define Clear, Measurable Objectives

Be specific about what you want to achieve - brand awareness, qualified leads, or industry thought leadership. Objectives guide your choices around format, content, speakers, and promotion, and allow you to measure success.

2. Implement Thoughtful and Timely Post-Event Follow-Up

The event is just the start. Reach out within 24-48 hours with personalised communications - LinkedIn requests referencing conversations, tailored emails with resources, or calls to explore next steps. Effective follow-up nurtures leads and turns event engagement into long-term relationships.

3. Consider Partnering with an Agency

Event execution requires significant coordination, expertise, and resources. Partnering with a specialist agency like Excelerate Marketing can be transformative. Agencies manage logistics, craft compelling content, secure engaging speakers, and run targeted promotions - ensuring smooth delivery and maximising ROI. This partnership frees your team to focus on relationship-building and core services while reducing risk and boosting event impact.

Ready to Rethink your Event Strategy?

In a digital-first world, events remain a powerful way to build trust, connect meaningfully, and showcase your expertise. Whether virtual, in-person, or hybrid, the right format - executed with purpose - can drive real business results.

Take a moment to review your current event strategy. If you're looking to make your next event more impactful, Excelerate Marketing is here to help.