How to Get the Most Out of Conferences: Professional Tips from XSTER's Head of Affiliates, Karolina – a Quick Guide

International conferences are not just an opportunity to discuss business over a cup of coffee — they are a chance to build mutually beneficial relationships that take partnerships to the next level. I want to share my recommendations and tips on attending international conferences, both for newcomers and for those who already have experience at such events.

My name is Karolina, and I am the Head of the Affiliate Managers team at XSTER. My five years of experience in digital marketing have been incredibly exciting, but today I want to share my professional growth story — especially when it comes to attending international conferences.

First Conference Experience

After several years working in the affiliate marketing industry, I decided to attend an international conference on behalf of the company. At first, I was lost — my first trip abroad, a new environment, and I was there on my own. I kept asking myself how to behave and communicate in an unfamiliar setting. Yet the experience turned out to be genuinely exciting and valuable. Today I want to share my impressions and recommendations for making the most of international conferences.

1. Pre-Trip Preparation

Before heading to a conference, proper preparation is essential. Make sure you have all the necessary documentation, including tickets and hotel reservations. 

Important! Check whether online check-in is available. It will save you time at the airport and help you avoid unexpected situations — especially if your flight has layovers.

It is also worth noting the key sessions and speakers you want to hear. This will help you plan your time efficiently and maximize the value you get from the conference.

If the conference has a dedicated app, make sure to use it — it can be a real game-changer for scheduling your time and searching for partners by keywords.

2. Targets and Expectations

Your goals for attending a conference should be clear and strategic. Before you leave, objectively assess the opportunities and define your objectives. 

My strategy includes: 

• meetings with existing clients 
• onboarding new advertisers
• scaling traffic
• negotiating new, more favorable partnership terms.

3. Preparing Newcomers 

Integrating newcomers into the conference environment is an important step. Junior Affiliate Managers may be sent to such events after 6–9 months, provided they demonstrate results and acquire the necessary knowledge. The company evaluates whether it makes sense to send a specific manager based on their achievements and potential for partner engagement.

Even for a single potentially important partner, attending may be worthwhile if there is an opportunity to scale traffic volumes and offer custom terms.

4. Starting a Conversation: Life Hacks

Start conversations at conferences lightly — ask about the trip, how the person is doing. Make your counterpart want to talk about themselves. This helps warm up the atmosphere and break the ice before moving into business talk.

Then transition to discussing business — learn about their activities and results. Offer advice and explore joint opportunities to improve outcomes for both sides.

5. Expanding Your Network

Conferences are the ideal time to expand your network. Connect with different market players — publishers, media buyers, direct advertisers, and other companies offering a variety of services. 

Keep this in mind: at conferences, there are no irrelevant contacts — especially at senior level. Finding value in every new connection can lead to increased profit for you and your company.

6. Choosing the Right Conferences

Select events based on your vertical. 

• For those working in dating, attending TES European Summit is a must. 
• In the world of sweepstakes, gambling, and crypto, Affiliate World — held three times a year — is highly recommended. 
• Those focused on gambling should also look at Sigma and SBC conferences.

7. Conference Day: Schedule

Day 0: Pre-Party

Before the main event, there is a pre-party — either official or unofficial — organized by major companies. This is the perfect opportunity to meet people and discuss potential partnerships before the conference officially kicks off.

Day 1: Conference Opens

At 10 a.m., the conference begins in large venues. Companies present their brands, engage with attendees at their booths, exchange contacts, and kick off new connections. 

Day 2: Partner Meetings

This day is reserved for scheduled meetings with existing partners. It's important to send partners a calendar in advance so they can book a meeting with you, making the most of everyone's time.

8. Conference Season Kickoff

Conference attendance lists are planned a year in advance to ensure thorough preparation. The number of people attending is determined individually based on the company's needs. For example, if you have a booth, you need at least two managers — one stays at the booth while the other actively engages with attendees.

If you've identified conferences where your key partners are present and which could positively impact your relationship development, consult with company management and discuss the possibility of attending.

9. Must-Have Skills for Conference Attendance

• Proactivity and communication. At conferences, it's important not to be a wallflower. Actively approach people, engage in conversations, and be part of the dialogue.
• Strong command of English. Effective communication with partners requires a solid level of English.
• Positive attitude. Positive energy is your secret weapon! Your mood can spark interest in partners and create a welcoming atmosphere.
• Tactfulness. In any situation, it's important to conduct yourself with tact. Remember to be polite and respectful toward others — it never goes out of style.
• Conversational skills. Show that you can communicate effectively and leave a positive impression.
• Adaptability. Conferences can throw unexpected curveballs. Be ready for different scenarios and always maintain a positive mindset.

Situations at conferences vary, so it's important to be able to adapt and always stay on a positive note.

For example, at one event I had to deal with a rude attendee who, when I tried to join a conversation, responded with "no, we're talking here." Instead of feeling discouraged, I smiled and replied — "that's fine, I'll wait." And when that person left, I joined the conversation with the person I had wanted to speak with all along.

10. Post-Conference Follow-Up

After meeting a potential partner, you can continue the conversation in their preferred messenger, starting with:

• Small talk: "It was great to meet you in person. How was your trip home?"
• A reminder of what you discussed: "I have a note that we talked about…"
• Advancing your proposal: "I can send you more details about…"

This will help maintain and deepen the partner's interest, and demonstrate your engagement and readiness for further collaboration.

Takeaways

Wrapping up the topic of conference participation, it's worth noting that it's not just an opportunity to present your company — it's also a driver of personal and professional growth. 

Every meeting, every conversation is a chance to find answers to the most important questions, establish connections, and expand your network of influential contacts. So plan carefully, communicate with confidence, and enjoy every moment in the world of affiliate business.

Top tips for professionals:

• Prepare for the conference. Get up to speed on current trends so you can hold a meaningful conversation and capture a potential partner's interest. Prepare a list of target contacts and build a plan.
• Know your team's working terms inside out. Understand the conditions under which your team's affiliate managers and account managers operate. 
• Be open to questions. If you don't know the answer to something, don't be afraid to say so. You can always follow up later after exchanging contacts.
• Approach groups of people politely. Ask whether you may join the conversation to avoid catching anyone off guard.
• Exchange contacts and connect right away. After swapping business cards, add new acquaintances on social media as quickly as possible — it leaves a positive impression and ensures you don't forget to do it later.
• Ask about the best time to reach out. Find out when it's most convenient to follow up so you don't contact someone at an inconvenient moment.
• Take notes on partners. Write down key details about each partner: who they are, where they're from, what kind of traffic they're looking for.
• Take photos together. It might feel awkward or uncomfortable, but people genuinely appreciate it — and it'll help you remember the partner more easily later on.
• Send your calendar in advance. Give partners the opportunity to book meetings with you ahead of time. 

Make sure to leave time for lunch.