Are your event sponsorships building new business or just getting your firm’s logo in the room?

Sponsoring an event is just the beginning. The real value comes from having a strategy for who you want to meet, how you’ll stand out, and what happens after the event ends.

In this episode of Gathering Legal, Val talks with sponsorship expert Bob Silvy about how law firms can get the most from their event partnerships. Bob explains why firms often default to autopilot mode, how to identify the right people to attend and connect with, and how to turn sponsorship benefits into meaningful business development opportunities.

We also discuss how marketing and business development teams can help attorneys approach sponsorships more strategically, ask better questions before committing funds, and create touchpoints that strengthen relationships over time.

Key moments:

• 01:30 — Why sponsorship activation matters more than simply purchasing a package.

• 02:17 — How filling a table with available attendees can undermine sponsorship results.

• 04:12 — How to set clear networking goals and identify the right people to meet.

• 05:53 — How to choose attendees who understand the industry and feel comfortable building connections.

• 07:29 — How a targeted follow-up event helped a sponsor connect with its intended audience.

• 10:16 — Why adding more benefits to a sponsorship package doesn’t automatically create more value.

• 11:30 — The key questions firms should ask when planning sponsorship activation.

• 15:57 — How law firm marketing and business development teams can ask better questions without creating internal resistance.

• 17:37 — Why every sponsorship needs a clear owner for follow-up.

• 19:56 — What to evaluate when choosing events, including organizer experience, costs, and audience quality.

• 22:12 — How multiple touchpoints before and after an event can strengthen business relationships.

• 24:07 — Bob’s practical advice: identify the people you want to meet before you walk into the room.

• 25:34 — How to turn a brief event conversation into a follow-up meeting.

How to connect with Bob:

• LinkedIn: https://www.linkedin.com/in/bobsilvy/

• Website: https://www.level4consulting.com/

References mentioned:

• https://accountingmarketing.org/meet-a-member-bob-silvy/?utm_sourc

• https://www.level4consulting.com/blog