Making the Most of Meetings

July 3, 2025

Taking a proactive approach to networking and educational opportunities

Despite the high value of Zoom calls, Teams meetings, emails, and webinars, business relationships and industry insight grow most effectively when like-minded professionals come together in person at conferences and association meetings.

“Getting involved in AICC and Association meetings has helped me stay engaged, not just within the industry but also within my role,” says Cassi Malone, vice president of sales for Corrugated Supplies Co. “It keeps me motivated and always learning. It’s also nice to hear different ways of thinking, which encourage me to get a bit more creative in how I approach problems [and other situations]. I want to go and network, meet new people, and catch up with customers and old friends.”

To maximize the benefits of meeting attendance, Malone has found it pays to be proactive.

Before You Go

Proactivity starts with intentional pre-meeting planning.

Gene Marino, president of Akers Packaging Service Group, has been attending AICC meetings since 1999. For him, as for many others, preplanning is an important first step. “Map out what you’d like to accomplish during your time on-site. Spend time looking at the schedule of events prior to a conference so you can strategically plan which breakout sessions you want to attend,” he says. “Also be aware of classes and meetings that may be happening preconference.”

“I always look at the schedule beforehand to see what’s going to be happening and plan out the sessions I’m going to attend,” says Josh Sobel, account manager for Jamestown Container Cos.

“I always try to connect with friends that I’ve made throughout the years prior to meetings, making sure to set up at least a brief meeting time with them.”

Malone’s approach is similar. “I start looking at the attendee list a couple of months out to see who’s going and who I’d like to try and connect with when I’m there. And then, about a month ahead of time, I’m starting to reach out and set up meetings where I can.

“I put a lot of effort into mapping out my time at a meeting,” she continues, “just because the schedule can fill up so quickly, meeting customers or trying to link up with vendors. That said, you do need to leave some time for flexibility. Once you’re there, things will arise, so it’s good if your schedule is not completely booked from start to finish.”

Starting Small

Unless you have an established circle of contacts and friends in the industry, walking into your first AICC meeting—surrounded by hundreds of others—can be overwhelming.

Marino recommends seeking out any of the smaller special interest groups that meet during the conferences such as gatherings tailored to finance, sales, and other functional areas of expertise as well as those serving CEOs and emerging leaders. These not only are helpful for newcomers, but they also offer everyone opportunities to make the meeting experience more approachable and beneficial. They introduce you to peers who face similar challenges, can share their own approaches to problem-solving, and can introduce you to even more contacts within the industry.

“You go from 800 people showing up at a national meeting to a CEO group of 10, a sales manager forum of 20-plus, or an Emerging Leaders Group of maybe 50–60,” he says.

“These are more nimble group sizes that enable you to build connections early on.”

Marino has been well served as a participant in AICC’s CEO Advisory Groups. Sobel and Malone have participated in Emerging Leaders.

“I spent my first three or four years in the Association as part of that group,” Sobel says.

“I think the Emerging Leader Group does a great job helping you to build connections and preparing you to participate within the larger member group, not to mention giving you the tools to set up success in the industry.”

Malone believes Emerging Leaders and similar groups are where much of the value lies at meetings.

“In these more intimate settings, you’re not only able to meet people, but you can also learn about their operations and spend time with them outside of a networking event or a customer visit,” she says.

“These small groups are where you’re able to share best practices, talk through issues you may be dealing with, and gain different perspectives that can help bring new ideas to your team. It’s really valuable to have those connections. And so many turn into close friends, especially as you’re coming up in the industry together. Those shared experiences really help to create deeper relationships.”

Fully Present

Within the whirlwind of new information, new names, and new opportunities that typifies an industry conference, it’s easy to be lured into the trap of “maximizing” your time by filling empty moments working on your phone or laptop and responding to emails or texts.

To get the most out of a meeting experience, you must be present.

Consider attending one of the social receptions held during AICC meetings, including the first-timers reception, late night get-togethers, and postevent meetups. And then be willing to initiate conversations. Talk to people you don’t know. Attend keynote sessions and breakout sessions. Ask questions. Share ideas.

Depending on your industry role, you may need to walk a fine line. When Marino first joined AICC, the company he worked for was a corrugated converter that also supplied products to many other conference attendees. “If you’re in that kind of role, it’s easy to look at conference attendees as a potential pool of customers,” he says. “But no one wants to be hard sold. We decided as a company that our attendees would do zero selling in that environment.” Marino believes that was the right call. “People do business with people they like and trust. So, let people get to know you. And take the opportunity to get to know them.”

“Some people are more sales-focused at the meetings,” Sobel acknowledges, “but I think it depends on their company and how they tend to approach meetings. Some people take a more aggressive approach, and other people are more laid-back. For me, the conservative approach works better, but it’s probably not that way for everybody. I’m sure there are people who don’t mind the aggressive sales approach, but that’s not my focus in attending meetings.”

Instead, Sobel’s focus is primarily on networking and education. “Association meetings give members the opportunity to talk to hundreds of people in multiple different areas and a comfortable setting in which to do so,” he says.

“Every time I attend an AICC meeting, I’m looking to learn something. Whether it’s sales-focused training or general industry information, I am always looking for something to take back with me.”

After the Meeting

Postmeeting follow-up helps ensure the benefits gained from a meeting will continue throughout the following months.

“After the meeting concludes, I always try to gather my notes from any educational sessions and see what I can put into practice within our operations,” Malone says. “Also, I like to follow up with those I met or connected with, just to thank them for taking the time to meet with me. These meetings can be so busy, and I genuinely appreciate those that are willing to spend their time with me.”

Adds Sobel, “I also go back and do research on each speaker from the sessions that I attended, to learn a little more about their background.”

“I come away with a handful of nuggets from every meeting,” Marino says, “gained either at a cocktail reception or a breakout session or a main session—whether it is from a speaker or another attendee, a member, or an Associate member. I always find some value in the interactions and come away with some bit of information that I can execute upon or explore for our business.”

Right Choice

For Sobel, the benefits of the networking opportunities alone make attendance worth the time. “Add in the educational offerings, which can be equally important in terms of your role in the industry, and it makes experiencing an Association meeting a must,” he says.

Longtime attendees and industry veterans, however, may feel they’ve reached the point in their career where their network is well established and few new nuggets of information can be gained. Marino encourages such AICC members to reconsider.

“I think there’s a point where everyone, if they remain with an organization long enough, moves from being a newcomer with lots of questions, looking for mentors or leadership examples, to becoming that mentor, that example, and then answering the questions for the next generation that’s new to AICC or to the industry,” he says. “That’s a critical role to fill.”

“I’ve been able to learn a lot from AICC meetings,” adds Malone, “so now I’m trying to help others get the same benefits out of [attending], while I’m also still learning myself. I have some great mentors that I can lean on and learn from. But then, in turn, I’m working to help the next generation and also those new to the industry, the same way others helped me.”

“You have to put yourself out there,” Marino says, “and then make a point to attend future meetings. You’ll see familiar faces. You’ll reconnect and build relationships. It takes time. But I’ve gotten a tremendous amount of value from the folks I’ve met through AICC.”