THE DEALMAKERS GUIDE TO

CONFERENCE NETWORKING

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THE DEALMAKERS GUIDE TO CONFERENCE NETWORKING

Table of Contents
The Three Dimensions of Conference Attendance.................................................................... 4
Maximizing the Conference................................................................................................................... 6
Pre-Conference Checklist........................................................................................................................8
Using Conferences as Marketing Platforms................................................................................... 9
Making the Most of Networking..........................................................................................................11
8 Types of People Youll Meet at a Conference........................................................................... 13

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THE DEALMAKERS GUIDE TO CONFERENCE NETWORKING

Conferences and industry- :3

specific events are one of the

most time-honored methods
of deal sourcing and business
development for investment
professionals.
From meeting CEOs to getting the latest information on industry trends, there
are a number of ways attending events can help make you a smarter, more
productive dealmaker.
Hitting the conference circuit, however, requires time and travel. It represents
a significant line item on the business development budget. In this guide to
mastering the conference, well discuss why dealmakers should attend events,
and how to maximize value, amplify your message, and get the most out of
networking. Well introduce you to the eight types of people you can expect to
meet at industry events and provide a pre-conference checklist to make sure
you set yourself up for success.

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The Three Dimensions of :4

Conference Attendance
Attending conferences is not a new concept for investors or
intermediaries, but it is something many take for granted. Treating
conferences as yet another strategic channel for making connections
that may potentially lead to a deal is an important way to augment an
individual or firms business development strategy. There are three core
dimensions of conference attendance.
Networking
Conferences, particularly industry-focused ones, attract a wide array of private
companies all potential new relationships as you hunt for the next best deal.
Though you shouldnt expect every CEO you talk to be transaction-ready, getting
a sense of the companies that populate the sector and where they are in their life
cycle may unearth a couple of candidates for further conversations and help you
build a Rolodex for future follow up. Even if its not the CEO or someone from
the management team in attendance, take the opportunity to talk to whomever
is representing the company of interest, learn as much as you can, and ask for an
introduction to the right person.
These events are also an opportunity to source industry experts and potential
operating partners. Developing relationships with senior and executive level
professionals and engaging in conversations about the current state of the industry
can help you get smarter about deals you are currently on as well as identify
partners and experts who may be able to help or advise you in the future. Most
industries are small worlds go back to the CEOs youre pitching and share what
you heard and to whom you talked.
Keeping Current
Conferences are a great place to get up to speed on trends and issues that are evolving
the industry. Particularly if you focus on regulatory-ridden sectors like healthcare
or energy, staying on top of the latest developments is paramount to evaluating
opportunities and identifying areas where smart investments can be made.

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THE DEALMAKERS GUIDE TO CONFERENCE NETWORKING

By talking to the attendees at these conferences, you will be exposed to thoughts :5

and ideas that you may have never come across otherwise. Youll see some of the
new players in the market, hear what the older players are up to, and understand
what kind of innovations are occurring.
Becoming Specialized
Specialization is taking hold across the dealmaking community, as investment
bankers look to target new markets and become experts in a given domain. For
those breaking into new areas of focus, industry conferences are the perfect place
to get your bearings.
Approach company executives, industry service providers, and other related
attendees you meet not as an opportunist but as a student. This is a great chance
to ask companies about their stories, their business models, whats working in the
industry, or what their competition is up to. Treat conferences where you are the
new guy in the room as a time for curiosity and long-term relationship building, not
short-term deal flow.

Connections made
now could bear fruit
down the road so
dont discount any
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THE DEALMAKERS GUIDE TO CONFERENCE NETWORKING

Maximizing the Conference :6

Making the most of your conference attendance starts well before the
first session kicks off. Careful preparation leading up to the event can help
you establish clear goals for your attendance and several tips and tools
can help you stay on track as the conference carries on. Here are the
most important things to consider during each stage of the conference.
Before the Conference
The most productive conferences begin with clear goals, planning, and organization.
The first step in preparing for a productive conference begins before you even
register. Ask yourself why you want to attend this particular conference and what
you hope to accomplish. Setting goals will ensure that the time spent away from the
office is well used.
Once youre registered, take a close look at the attendee list. Prioritize who you
want to meet, and schedule a time and place beforehand. Bring contact information
for everyone you are scheduled to meet including cell phone numbers to have on
hand at the conference. Scheduling ahead allows you to maximize the limited time
you have at the conference, and confirms that the people you want to meet will
have time for you.
Finally, think big picture about your conference destination. Stay an extra day after
the conference ends to meet with those who live in the city.
During the Conference
Even if you schedule meetings ahead of time, you still need to make sure theyll be
valuable. In the same way that you set large goals for the conference, set smaller
goals for each interaction you have. For example, do you simply want to re-engage
this particular relationship or is there a specific deal you want to share? Do you
want the meeting to be a one-on-one or will you try and bring others into the
conversation?
To leave a strong impression at the conference, try to be a connector, always collect
business cards, use everyones name, and engage in interesting conversations.

Networking tip: Place your name tag on the right side of your body
so that everyone can easily identify you it provides maximum
visibility while shaking hands.
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THE DEALMAKERS GUIDE TO CONFERENCE NETWORKING

Amidst all of the connections being made, attending a conference can sometimes :7
feel like stepping into a bubble. Beyond being away from the office, its often hard to
stay updated on news. Using a few key social media apps can keep you connected
outside the conference bubble.
Use Twitter to stay updated on the outside world by following news organizations
and industry leaders. You can find some of our curated Twitter lists here. Most
conferences will also have a dedicated social hashtag that attendees will use to
share what theyre hearing and experiencing at the conference.

Networking tip: Catching up on the news each morning before you

hit the conference floor is a great way to collect a couple of quick
conversation starters when talking to fellow attendees.

Additionally, check to see if the conference has a dedicated mobile app that
consolidates a map, attendees, and the agenda all in one convenient location.
After the Conference
Applications like CardMunch and 5Degrees make follow-up easy and
comprehensive by collecting data on the people you meet in real time. Either scan
their business cards or enter their information into your phone, and youll be able
to seamlessly follow-up once youre back in the office. Be sure to do so within three
business days after the conference ends.
If you misplace or lose any business cards, theres now a solution. Axial Tags
& Contacts lets you upload, organize, label, and communicate with all of your
contacts from one place. Simply add and tag the attendees you met or contact your
Member Success Manager for help uploading the conference attendee list.

The most productive

conferences begin with
clear goals, planning,
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THE DEALMAKERS GUIDE TO CONFERENCE NETWORKING

Pre-Conference Checklist :8

Youll be ready for a productive, effective event with everything on this list.
Q business cards
Q phone and phone charger
Q laptop and laptop charger
Q travel documents
Q hotel reservations
Q meeting schedules
Q directions from hotel to event venue
Q one-pagers and company profiles
Q event attendee lists
Q notepad and pen
Q backup copy of any presentations you are giving, and a thumb drive with
available space
Q PDF copy of your presentation
Q extra chargers and adapters (e.g., VGAs or DVIs)
Q list of bars/restaurants in the area good for client meetings and/or dinners
Q map of conference venue
Q downloaded event app (if applicable)

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THE DEALMAKERS GUIDE TO CONFERENCE NETWORKING

Using Conferences as :9

Marketing Platforms
Conferences are great channels for professionals and their firms to
broadcast their messaging or launch a new positioning strategy. Each
event provides multiple opportunities for engagement through
marketing emails, printed collateral, original content distribution, face-
to-face meetings, or small private events. Conferences create a scenario
where you can communicate with hundreds of people in one location.
Think carefully about your purpose for attending each event. With that in mind,
prepare the appropriate messaging. Are you focused on establishing authority
in a certain sector? Are you establishing a position as a great partner for a co-
investment? Maybe you simply wish to generate brand buzz so you can eventually
sell. While your overall brand messaging should always be consistent, objectives may
(and should) vary by conference depending on its attendee makeup, size, location,
and content.
Focusing on just one or two specific items helps maximize the time and resources
spent on a conference. Trying to accomplish too much at one conference will
certainly dilute the effectiveness of your efforts.
There are three steps to amplifying your marketing message at conferences and events:
1. Introducing the Message
Think strategically about how to get your message across pre-event. When the
conference provides an attendee list, curate a list of people you want to engage. If
creating general awareness is the primary goal of the conference, look for network
connectors who can quickly amplify your message. If the goal is more refined, you
can be much more targeted. For example, if youre looking for a buyer for a very
specific company, you can narrow the attendee list down to smaller players that
make sense for the deal.

Using Axial: One way to manage your pre-event outreach is to

upload the attendee list to Axial Contacts. Use it to pre-share the
investment mandates or deals you plan to market at the conference.

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THE DEALMAKERS GUIDE TO CONFERENCE NETWORKING

Many conference attendees will be conducting curated outreach, so consider coming up with : 10
ways to make your message sharper. Perhaps communicate via a novel medium to help you
stand out at the event. Beyond simply targeting emails, consider creating a LinkedIn group
or providing original content. Create a short article, white paper, or video to further engage
your target audience. Introducing your message pre-conference allows for more in-depth
conversations at the conference.
2. Executing the Message
Every material you bring and conversation you have should help convey your
message, from marketing collateral to talking points. Consistency is a key element to
increasing in-person effectiveness.
Look for non-traditional ways to assert your message or positioning as well: host an industry
breakfast the morning after the conference, or show the results of a recent study on
television screens at your booth. Marketing a brand message is no longer a passive sport. It
requires providing value to potential clients even before they engage directly you.
Finally, never underestimate the power of the finer details. If your brand narrative is that
you are the new, hip player representing the fast-paced world of technology innovation, use
technologies like iPads to show dealbooks. Email a PDF to interested parties, choose modern
fonts and layouts for business cards, or emphasize the fact that every employee comes from a
tech-sector background.
3. Concluding the Message
The follow-up to a conference is arguably the most important part. In the same way that
abandoning leads collected at an event negates the value of networking, not closing the
loop on the conference message or following up incorrectly wastes the time and
resources you spent at the event. If you just spent three days at a conference convincing
attendees that your firm is the preeminent firm for healthcare services, do not send a
follow-up email discussing an industrials deal. Follow-ups can be as simple as an email to
attendees highlighting connections facilitated and any learnings. You might even feature
a successful activity that happened back at headquarters during the conference just
make sure the follow-up aligns with the conference messaging and goals.
Continuing to address the list of attendees, even months after the conference, keeps a
message top of mind, reminding potential clients and partners of the unique solutions
offered by your firm. As more events are attended, and the same message is told, it
becomes stronger and more firmly entrenched, ensuring your firm pops in mind when
the need arises.

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Making the Most of : 11

Networking
Even the most seasoned conference veteran can struggle to navigate event
crowds to find the best connections. After all the legwork youve done
preparing messaging, scheduling meetings, and making a game plan, you dont
want to end up back at the office feeling like the trip was a waste of time.
What can you do to make sure you get the most out of networking?
The Initial Approach
When considering who to approach at the conference, it is critical to consider both
timing and context. Interrupting the wrong conversation at the wrong time can be
unproductive and make a poor first impression.
A quick way to judge if other conference attendees are interested in a new
conversation is by their body language and tone. Be sure that the attendees youre
approaching are not in a serious meeting or a private conversation. Read body
language and look at the environment around them if attendees are sitting at a
table, away from the crowd with paperwork out, it is likely not the best time to go
over and say hello.
If the environment seems more casual, feel free to introduce yourself. After all,
attendees come to these conferences to meet new people. Even if two attendees
are already chatting, walk up and introduce yourself or ask how they know each
other. If they are looking for conference networking opportunities, they will be
thankful you took the initiative.
An even better opportunity to approach is when two colleagues or old associates are
standing next to each other, but not talking or clearly hitting a lull in conversation.
Its All About The Opening
When beginning a conversation, there are a few ways to quickly break the ice.
First, ensure that everyone you meet can easily identify you. As mentioned
previously, place your name tag on the right side of your body so the person youre
greeting sees it easily when shaking your hand. If you are easily identified, you do not
have to break the flow of the conversation or your introductions.

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Then, there is the matter of what to discuss. Most often, the easiest topics of conversation : 12
will be the conference itself or the latest goings-on in the private capital markets. Since this is
a guaranteed commonality, it is a good way to get the conversation flowing. After someone
introduces himself and mentions where he works, feel free to ask more about his firm. Im
not familiar with your firm, what do you focus on? is a great opener. It shows curiosity, and
does not seem pushy or disingenuous. What brought you to the conference this year? is
another good option.
Dont Make it All About Business
Although it is easy to start with business-talk, be sure to have some more personal
conversations as well. You can ask about something unrelated to the conference: So,
what are you passionate about when youre not at an event or work?
Taking this approach will surely make both you, and the conversation, more memorable. It will
be refreshing to have a conversation thats not all about business and by talking about things
unrelated to work, youre going a level deeper than most, and likely forming more of a bond.
For these personal details, be sure to make a note of what you discuss on the attendees
business card right after the conversation. That way, you can be sure to include a
personal note in a follow up call or email. Their professional information is available on
Linkedin and elsewhere, but these details will help make things more personal.
Treat Off-Time as On-Time
Be aware from the time you leave the office until you get back. While the airport, the
train station, or the cab line may not seem like the most obvious place to develop a
business relationship, it is likely that youre in these places with many other conference
attendees. Having a conversation while traveling may prove to be equally (or more)
valuable than meeting someone at a conference.

Networking tip: Always eat before a networking opportunity. You dont

want to waste any valuable networking time waiting in line or try to have a
conversation while eating.

Conferences have long been used by M&A professionals to expedite networking and deal
sourcing. But now more than ever, CEOs are becoming proactive and using industry events
as a way to market their companies and prepare for their own future deals. Think strategically
and tactically about your goals, messaging and marketing efforts every time you attend an
event. Plan, execute, and follow through the potential benefits are worth it.
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 8 Types of People Youll Meet
THE DEALMAKERS GUIDE TO CONFERENCE NETWORKING

at a Conference
Think youre a conference pro? See if you can name someone in each of the below categories.
1. The up-and-comer. Usually an analyst or associate with little conference experience.
He or she is genuinely interested in event content and is likely sitting in on sessions
and taking notes. They may be a bit of a fish out of water, spending more time sizing : 13
up the crowd rather than engaging in conversation with other attendees.
2. The social butterfly. A direct evolution of the up-and-comer, this person is ready to
take full advantage of the business development opportunities at the event, though
he may not have mastered the best techniques. The social butterfly is eager to obtain
invitations to all of the after parties and cocktail hours, and is looking forward to
shaking hands with well-known industry contacts.
3. The all-work-no-play. This person does not mess around. Before arriving, his calendar is
booked. He has learned from past events and doesnt waste time with those not relevant
to business. He doesnt wander or make random eye contact. If you catch this person
during an unplanned moment, act quickly as he will be booked again soon!
4. The career conference-goer. Also known as the circuit regular, this person knows
everyone in the room. He moves from conversation to conversation with old
acquaintances, and will run into someone he knows at every corner. He is well established
and goes to conferences to stay top of mind, not to add to his Rolodex. He is likely the go-
to guy for facilitating introductions to people youre looking to meet.
5. The marketer. He works the room from his booth. He is one of the first ones in the
room in the morning, and one of the last to pack up at night. The marketer will go to
great lengths to grow awareness of his company. He wants to meet as many people
and collect as many cards as possible.
6. The social media aficionado. He uses Twitter, LinkedIn, and any other channel
available to leave a clear trail of his conference participation. He ensures each and
every part of the conference is documented and available to others. He uses hashtags
generously to engage other attendees in the online conversation.
7. The CEO. CEOs are a newer breed at industry events. Traditionally, conferences have
been a place for investors, bankers, and service providers, but those days are in the
past. Some of the newer business development conferences now provide a place for
the CEO who is looking for capital, an exit, or just to learn about his options. The CEO
may come into events a little unsure, but will likely loosen up and be the hit of the
conference as he learns more about other attendees and the options they represent
to him.
8. The firm launcher. This is the person that took a leap and began his own firm
recently. His main goal is to spread the word about the firm, and be sure that all
of his old contacts are aware of his new venture. The launcher is enthusiastic and
passionate about sharing this news, and is hopeful that he will come away with one of
DEALMAKER SERIES her first deals.