Future Proof 2025 was the first financial services conference I attended where I wasn’t attending as a sponsor. Instead, I’m seeking a new career opportunity. Different objective. Different pitch. Different value proposition.

Co-marketing, also called partnership marketing, is often pitched to product issuers as an incentive by service providers like index providers, listings venues, or data providers. The offerings can vary dramatically from provider to provider.

Conferences can be a strategic pillar of your business plan. But it’s important that each of the attendees knows their roles for the event and the definition of “success” for both themselves, and for the organization.