Choosing the Right Conference for Your Firm’s Growth

This article is part one in a 3-part series on getting the most out of accounting conferences.

Attending a professional conference is a major investment of time, money, and energy. For accountants, CPAs, EAs, and bookkeepers, the right conference can be transformational — but only if chosen strategically. Selecting the best conference requires aligning the event's opportunities with your firm's goals, service focus, and professional development needs.

In this article, we'll break down how to find the right conference to align with your (and your firm's) goals.

The business case for conference attendance

When I launched my solo bookkeeping and tax practice in the early 2000s, I quickly discovered how isolating and demanding firm ownership could be. Despite having a solid professional network, I found myself seeking deeper, more practical connections—especially with peers facing similar day-to-day decisions. I longed for real conversations, shared insights, and lessons from others walking the same path. That desire led me to register for my first accounting conference, a decision that reshaped how I approached both professional development and business growth.

Professional conferences offer a unique environment: a concentrated infusion of industry knowledge, peer networking, technology insights, and opportunities to expand your services. They provide the rare opportunity to step outside your day-to-day operations and gain valuable perspective.

However, not all conferences offer the same level of value. While I gained some useful insights at my first few events, many of the sessions felt surface-level—more promotional than practical. I mentioned this to a fellow attendee, who recommended I try Scaling New Heights for its deeper focus on advanced technology and practice development. I took their advice—and it proved to be a turning point. I’ve continued attending, eventually joined as an instructor, and today I serve as the Director of Education and Media, curating the very content that once helped guide my practice. It’s remarkable how one decision can spark long-term transformation!

That said, without intentionality, even the best conference can become an expensive excursion with limited return. Walking in without a clear strategy often results in information overload, scattered notes, and missed opportunities to take meaningful action.

Matching conference selection to your goals

Choosing the right event starts with clarity about your firm's strategic priorities. Are you aiming to expand your client accounting services (CAS)? Grow your tax planning practice? Transition toward more advisory services?

Firms focused on CAS might prioritize conferences with sessions on automation tools, client collaboration technology, and CAS practice management. Those seeking growth in tax planning may look for events featuring sessions on new regulations, advanced strategies, and advisory-focused tax planning.

Smaller firms, who make up much of The Woodard Report's audience, should also consider the event's size and accessibility. A regional event with 300 attendees might offer more direct access to speakers and vendors than a national conference with 5,000.

Industry focus: Why "niche" is not a dirty word

While general accounting conferences offer breadth, niche events can offer unparalleled depth. Specializing in a particular industry, like nonprofits, healthcare, or construction? A conference dedicated to that sector can deliver insights that general accounting events simply cannot.

Beyond technical knowledge, niche events allow you to better understand your clients' industries, their challenges, and their business dynamics. This deeper understanding can differentiate your services and strengthen client relationships.

Additionally, participating in a conference tailored to a specific industry frequently presents networking opportunities with prospective clients, industry experts, and technology providers that cater directly to your target markets.

Vetting conferences and speakers

Careful vetting of conferences and their presenters ensures your time and investment yield maximum value. Key factors to review include:

• Speaker expertise: Research presenter bios on LinkedIn. Confirm they have hands-on experience, not just theoretical knowledge.
• Session topics: Look for session catalogs that align directly with your strategic priorities.
• Session format: Consider whether the sessions are lecture-style, workshop-based, or interactive panels.
• Audience profile: Is the event geared toward firms like yours in size and service mix?
• Technology exhibitors: Are vendors attending who support your technology stack or industry specialization?

A little homework in advance can prevent costly misalignment later.

Practical example: Aligning choice with strategy

Imagine a firm aiming to grow its CAS practice for nonprofit clients. Instead of attending a broad general accounting conference, it might be more effective to choose:

• A technology conference focused on nonprofit financial management tools.
• An accounting event with strong CAS programming.
• A nonprofit industry event where accounting topics are included.

Each of these choices directly supports the firm's goal, maximizing both learning and marketing opportunities.

Wrapping up

Choosing a conference is not a decision to make lightly or at the last minute. It requires understanding where your firm is now, where you want it to go, and aligning conference offerings to that journey.

When selected with clarity and purpose, conferences are not just "expenses" — they are powerful investments in professional growth, firm visibility, and business expansion.

Next in the series: Strategies for Conference Engagement That Drive Results