January marks the start of conference season, and while I always look forward to it, I’ve found that it can be overwhelming if it isn’t managed well, reports Forbes. I’ve attended over 100 conferences in my career, all of them spanning the globe and in industries as varied as brand marketing, automotive and fintech. At their core, all conferences are established for networking, learning, and not much actual leisure. At LISNR, we maintain that there are no days off, and that especially applies to conferences (as fun as they can be).

Many entrepreneurs know that conferences need to be a key part of their growth strategy, but the thought process doesn’t go much further than that. I have seen many of my colleagues and mentees attend conferences that were a perfect fit for their target and walk away with nothing of value to the company. Here are three ways my team increases the ROI of conferences.

Don’t go it alone. Attending a conference without finding out which of your partners or clients will be there is like chopping down a tree using a hand ax. You’ll have a terrible time by yourself and a great time with your friends. Having a solid list of allies at any conference is a guaranteed win - at the very minimum, you solidify those existing relationships and any new contacts made are an added bonus.

Create a deliberate game plan ahead of time. My team and I meet before every conference and hash out our goals, talking points, how many team members we need (at least 2 per event) and who we want to meet with while there. Being strategic ahead of time will help your team manage their presence while there.

Find the right message and platform for the company’s voice.We choose opportunities for the team that complement the message we want to send and our strengths. My team excels at delivering presentations with a large crowd, showcasing our unique demos. Other companies might do better in an intimate, more personal environment with a longer conversation and less showmanship. No matter your team’s ability, figuring out the right message and platform will help you increase ROI.

As conference season moves into full swing, try these when planning for the next conference your company attends and let me know how they work for you. My team is constantly improving our process, especially as we grow, and these have worked for us.