Well, it’s over. Four days in Las Vegas finds me reflective and proud. And, at least for the first few days upon returning, tired. Like, the kind of tired where you fall asleep at dinner. Or while helping with homework. Super, super tired. Given this, I waited a few days to draft my wrap up post for this event.
I’ve been attending LeadsCon for 10 years, so the Las Vegas event is equal parts reunion, brand-building, and business development for our clients and ourselves. This year, we saw more of that trend, with some adjustments here and there. Read on for a quick recap.
Partnership Marketing Workshop
We were fortunate to be chosen by LeadsCon and AccessIntelligence to lead a Partnership Marketing Workshop on Monday (prior to LeadsCon’s official kickoff). This event, our third in a row, has become an important anchor for our business. We look forward to it every year and commit significant (to us, anyway) resources to making it happen. This year, I was very proud of the effort. Among the high points, I’d include the following:
- This was our largest audience, to date. In fact, we filled the room.
- In addition to the audience size, we attracted the most diverse group we’ve ever had, with a particularly strong showing from brands and channel sale organizations. (This is very important to me, as without these folks actively engaged, things can get salesy, fast.)
- Our speakers did an amazing job keeping the audience engaged, and also staying real. In fact, our first session, led by Damon DeCrescenzo and Jason Kaplan from the Credit Pros, was as contentious and frictional as any I’ve seen. That’s what we aimed for!
There’s plenty more I could say about this event, but the above struck me the most.
Balling on a Budget
As a bootstrapped startup in an industry full of well-funded and established firms, we’ve got to be thoughtful about how we make a splash in Las Vegas. This year, we held a series of cocktail parties at our suites in the hotel. These were super fun, and they didn’t break the bank. For three consecutive nights, we hosted our clients, friends and partners. The venue was perfect, and everyone seemed to really enjoy it. And, we got to throw a party….every night!
Meetings off the Floor
While we were each active at the show and in the sessions, we used these same spaces as private meeting rooms, which worked out really well. These folks are always going hard, but I saw sixth gear from the team in Vegas. I think we took Anna to the point of critical illness, but at last check, she’s still among us and returning to normal. As is often the case, I’m blown away by the team’s effort in Vegas.
Innovation Seems to be Slowing
This is the only critical comment I’ll make, and I promise it’s constructive. When I walked the floor of the exhibition hall, it felt as if there are a large contingent of companies fitting into three buckets: networks, call centers, and software. The networks are buying and selling media, typically in a very transactional way. The call centers seemed hard pressed to differentiate. And the software companies appear to be locked in competition with one another on a product level.
None of the above is surprising, but it’s also a little disconcerting. I think there’s a lot of innovation left in this space, but sometimes, you couldn’t get a sense for that. I hope that next year, we see more innovation and disruption. It will keep the space vibrant, ya know?
That’s it from me. What an awesome week in Vegas!