Why every CRO & sales leader should be attending in-person events in 2025

Remember back in 2020, when we thought digital events would be the norm for the next decade? Turns out, we were wrong. 

Sure, participants have more options with virtual events – you could join the live stream, just watch highlights, or skim the recap – but nothing compares to the energy of being in the room where real connections spark.

Since COVID, the resurgence of in-person events has been nothing short of extraordinary. It’s as if leaders were just waiting to break out of digital jail to get back into the spaces where real business happens face-to-face, and conversations are more likely to turn into opportunities.

While virtual events offer advantages like cost savings, time efficiency, and global reach, they can’t replace the dynamic interactions of being in the room. In this blog, we’ll dive into why attending in-person events should be a non-negotiable part of sales and presales leaders’ 2025 strategy, whether you’re an industry leader staying ahead of sales and presales trends or a seller maximizing every opportunity (because let’s be honest, a great salesperson is always selling).

Why in-person events are a game-changer in 2025

1. Unfiltered conversations

Nothing beats real-time interactions. A five-minute face-to-face chat carries more weight than a dozen virtual meetings – no muted mics, no screen fatigue, just direct, candid exchanges that lead to breakthroughs.

2. Direct access to industry leaders & experts

In-person events attract the minds shaping the industry. Whether it’s a keynote speaker, a panelist, or a fellow attendee, connecting in the right room can open doors you never saw coming.

3. Competition evaluation

The top vendors you’re evaluating will likely be at the same industry event. This is your chance to see their latest innovations, assess their positioning, and make a decision in real time.

4. Market insights & emerging trends

Conferences give you firsthand exposure to cutting-edge trends, disruptive technologies, and competitor strategies, keeping you ahead of the curve.

5. Personalized learning & hands-on experience

Unlike virtual sessions, in-person workshops, product demos, and Q&As provide a deeper level of engagement, allowing you to absorb insights in a way that sticks.

6. Selling never stops

Deals don’t just happen in meeting rooms, they happen in hallways, over coffee, and during networking sessions. The right conversation at the right moment could turn into your next big opportunity.

How to maximize your in-person event experience

Attending an event without a strategy is like showing up to a meeting unprepared, it’s a missed opportunity. Here’s how to make sure you get the most out of every event you attend:

Build out your agenda

There are often 2-3 sessions going on at the same time at big conferences, so it’s important to take the time to build your agenda before you go. Figure out what sessions you need to attend to get maximum value out of the event, and prep any questions you might have in advance.

Conduct sponsor research ahead of time 

Major events like Dreamforce, SaaStr, and the Gartner Sales Summit have hundreds of sponsors and exhibitor booths. You won’t have time to visit them all, so do some research ahead of time. Make a shortlist of companies you want to connect with and explore their solutions live.

Network, network & network

Events are packed with industry leaders, potential partners, and future clients. Make note of key speakers and executives attending the event and try to block time with those you want to meet. Even a short conversation can be the start of something big. (Bonus: It’s also great content for your social media!)

Pack your essentials

While smaller industry events can be casual and wrap up in just a couple of hours, large-scale conferences are a whole different game. These events are packed with back-to-back sessions, networking opportunities, and exhibitor visits that can stretch from early morning to late evening – so make sure you have a portable charger and comfortable shoes on.

The bottom line is that in-person interactions whether a sales meeting, a casual industry dinner, or a marquee conference build trust faster, spark unfiltered conversations, and create opportunities that virtual interactions simply can’t replicate. In a world driven by relationships, showing up isn’t just an option, it’s a competitive advantage. Make 2025 the year you show up and stand out. Check out the top events sales and presales leaders can’t afford to miss in H1 2025.