Not long ago, treasurers would go to just about anything…
Breakfast briefings. Afternoon “thought leadership” sessions. Even full-day conferences where the most exciting thing was a stale croissant and the promise of CPD credits.
But things have changed.
Post-COVID, I’ve noticed a shift. Now, it’s getting harder to attract treasurers to networking events.
And honestly, I think it’s for the better…
Because treasurers haven’t stopped networking…
They’ve just stopped wasting their time.
They’ll still go to events. They’ll still show up, catch up, and get value from face time with peers… but only if it’s worth it.
It’s not worth it when it’s…
- A webinar that’s actually a thinly disguised sales pitch.
- A “panel” where every speaker is from a sponsor.
- Another session that ends with a QR code and a plea to book a demo.
Enough already!
These events aren’t struggling because treasurers have become reclusive…
They’re struggling because treasurers have become savvier.
They want real conversations, not a sales pipeline with name badges.
That’s why I created our events, and they are growing and thriving…
- Real treasurers on stage (not vendors in disguise)
- Sessions are after work, not 8am in a half-empty hotel lounge
- No booths, no pitches, no “solutions showcase”
- Just a room full of treasury professionals (who actually want to be there)
We had over 100+ treasury professionals at our last London event despite the pouring rain.
There was no incentive other than knowing that our events would help them learn from and connect with their peers.
That’s why people come, AND that’s why they keep coming back!
So if you’re wondering how to engage treasury professionals in 2025, here’s the simple answer:
- Create a room worth walking into.
- Make it useful.
- Make it enjoyable.
- And STOP trying to sell them something every five minutes.
Best regards,
Mike
P.S. Check out our events page for the dates of our next Chicago, New York, Budapest, Boston, London and Netherlands events!
Come along. No sales pitch. Just amazing treasury professionals sharing their career stories and a networking drink or two thrown in – follow the link in the comments for more details.
