Biggest Early Web Summit Mistake

Joeri Billast 0:00

How to get the most out of Web Summit 2026. Seven lessons from 10 editions My biggest mistake at Web Summit If you're heading to Web Summit in Lisbon next week, I want to save you from making some of the mistakes I made when I first attended. Because here's something I've learned after 10 editions of Web Summit. Being busy at a conference doesn't necessarily mean you're getting value from it You can spend four days running from one presentation to another, collecting LinkedIn connections, attending parties, taking pictures with speakers, and then return without a single meaningful new relationship or business opportunity. I know because when I first attended Web Summit in Lisbon back in 2016, I made one of those mistakes myself. I focused too much on the presentations. I wanted to see the big speakers, learn as much as possible, and experience everything happening on stage. And don't get me wrong, I learned a lot, but looking back, I didn't spend enough time connecting with people or exploring what was happening outside the main conference. And of course, Web Summit was different back then. There weren't nearly as many side events as there are today, but the lesson stayed with me, since then, I've attended Web Summit in different roles, started as visitor, After a few years, I became media. And then a few years later, I started my podcast at Web Summit, this podcast, Web3 CMO Stories, and so recorded podcast episodes during the event itself, also in the Web Summit, in the official Web Summit podcast booth, and in the media village. And in fact, Web Summit played an important role in the creation of this very podcast, So today, ahead of Web Summit 2026, I want to share seven practical lessons from my experience, not just what to do, but also what to avoid. So whether you're attending for the first time or returning for another edition, these lessons can help you get more out of your time in Lisbon. Let's get into it.

Set Clear Goals Before You Go

Joeri Billast 2:29

Lesson one, know why you are going. My first lesson is probably the most important one. don't go to Web Summit without knowing what you want to achieve. It sounds obvious, but you'd be surprised how many people arrive with no real plan beyond attending some interesting sessions. So ask yourself a simple question: Why am I spending several days at this event? Are you looking for potential clients, investors, business partners? Are you trying to understand what's happening in AI, marketing, or another industry? Or are you there to build your personal brand and meet people who could open doors in the future? Those are all perfectly valid reasons, but they require different approaches. For example, if your main goal is finding potential clients, you probably shouldn't spend most of the day sitting in presentations. And if you are a startup founder looking for investors, your priority might be arranging relevant meetings before you arrive And if you're a content creator or podcaster like me, you want to focus on interviews and conversations. And here is a simple exercise. Before you arrive, write down your three most important goals and make them specific. Instead of saying, "I want to network," say, "I want to have five meaningful connections with people working in my industry." Instead of saying, "I want to learn about AI," identify two or three questions you want answered And then use those goals to guide your decisions throughout the conference because once you're there, distractions are everywhere, and without priorities, starts to look important Lesson two: Your Web Summit starts before Web Summit Here is something I wish I understood earlier.

Start Networking Before Arrival

Joeri Billast 4:29

The most productive part of your conference experience may happen before the event even begins. If you're listening to this before Web Summit 2026, you still have time to make the difference Download official Web Summit app, complete your profile, explore the speakers, startups, companies and participants, and most importantly, start reaching out to the people you generally want to meet. Don't assume you will just bump into them somewhere. you might, but why leave everything to chance? I always try to arrange some meetings in advance, and I prefer a short personal message rather than a generic networking request. And here's another tip: when you contact someone, explain why you're interested in meeting that particular person. People receive plenty of generic requests during conferences. Give them a reason to respond. Now, not everybody will answer. Some schedules are already full, and that's fine. But if you arrive with a few meaningful conversations already arranged, you are starting from a completely different position. So don't wait until Tuesday morning to begin networking Lesson three: Don't try to do everything.

Choose What To Skip On Purpose

Joeri Billast 5:49

This sounds simple, but it's probably the hardest lesson to apply because Web Summit is enormous. About seventy thousand, eighty thousand people are around. There are stages, exhibitions, workshops, meetings, side events, networking activities, dinners, and parties, and often several interesting things happen exactly at the same time, and so you simply cannot do everything. I've experienced this myself. There was one edition when I recorded 10 podcast episodes during Web Summit, which was amazing for my podcast at that time. And it was indeed a very good opportunity, for me to have these conversations and produce content. But it also meant I missed presentations, other meetings, and probably some interesting spontaneous encounters. So every choice has an opportunity cost, and that's something you need to accept. Today, I try to create a balance. I identify a few presentations I really want to attend. I schedule important meetings in advance, but I also leave open spaces in my agenda because sometimes you meet someone unexpectedly and start a great conversation and realize it's worth spending another 30 minutes together, and maybe this means skipping one of these presentations. And if your calendar is completely full, you miss those opportunities. So my recommendation is this: For each day, identify your must-attend sessions and must-have meetings, and then deliberately leave some flexibility. And if you have to choose between attending another presentation and a meaningful conversation with someone interesting, I would choose, the conversation You might learn more in 30 minutes with the right person than in three presentations Lesson four, don't underestimate the side events.

Pick The Right Side Events

Joeri Billast 7:47

Remember that mistake I mentioned in the beginning? During my first Web Summit, I concentrated too much on the official presentations and on the main event. But over the years, I have learned that some of the most interesting conversations happen outside the main conference. Smaller meetups, dinners, rooftop gatherings, community events, or simple, a coffee. And the side event scene in Lisbon has evolved enormously since I first attended in 2016. Today, there is a lot happening beyond official Web Summit venue. Now, I'm not saying you should attend every party. Actually, that's another mistake you can make. You can spend your entire evening moving between events without having a single meaningful conversation. Instead, be selective. Look for events that match your interest, your industry, or the people you want to meet. A smaller gathering with 20 relevant people may be more valuable than a crowded party with hundreds of strangers An example for myself is I worked at some point with Secrets Vault as their fractional CMO. Well, I met those people at the Web Summit side event, specifically around Web3. Another thing is, yeah, of course, don't overlook the official Knight Summit activities either. My advice is to research side events before arriving. Look at the communities and the companies organizing them, and remember that some events require registration, and you need to be early Maybe you cannot go in if it's already full. So don't assume you can always show up at the door. By the way, there is a nice side event organized by the Luso Belgian Luxembourg Chamber of Commerce, which is CCLBL and Voka Oost-Vlaanderen, and they are pleased to invite you to this networking party. There will also be a surprise DJ, and if you register on time, you get a free welcome drink. So reach out to me. I can put you in touch with the organization And so the key is not to attend as many events as possible. It's to be in the right places with the right people.

Participate And Create Value

Joeri Billast 10:15

Lesson five: Don't just attend, participate. This is more a personal lesson. When I start attending Web Summit, I was mainly there to learn and connect, but over time, my role changed. Before I even launched my podcast, I had the opportunity to do some interviews as media. And in 2019, I had a memorable interview with Melanie Perkins, the co-founder and CEO of Canva. And at that time, my podcast didn't even exist. I recently revisited that conversation because some of the ideas she shared are still relevant today. There's another interesting lesson. A meaningful conversation at Web Summit can create value long after the event is over, and eventually, Web Summit also became part of the story of how my podcast, Web3 CIMA Stories, was born. Since launching the podcast, I have recorded many interviews at the conference every year, including conversations in official media booths and, at Media Village in the podcast, areas. But here is a point I want to make. You don't need to be a podcaster or media to participate. You can ask thoughtful questions to others. you can also just introduce two people who should know each other. That's also something you can do. Or share an interesting insight from your own experience, help somebody solve a problem, or simply contribute something useful to a conversation. So think about what you can give, not only what you can get, because networking works much better when there is a genuine exchange of value. and who knows? One conversation may eventually lead to a partnership, a client, a friendship, or an entirely new project So you cannot always predict those things, but you can create the conditions for them to happen Lesson six, have real conversations, not just networking transactions Here is another mistake I see people make at conferences.

Ditch Transactional Networking Habits

Joeri Billast 12:27

they approach networking like collecting points. How many contacts did I make today? How many badges did I scan? How many LinkedIn connections did I add? But what does that number actually mean? Let's say you meet 50 people in one day. If you can't remember who they are or why you connected, what have you really achieved? I'd rather have five meaningful conversations than 50 superficial introductions. So when you meet someone, try to move beyond the obvious questions. Of course, you can start with, "What do you do?" But then go a little deeper. Ask, "What are you working on that you're really excited about? What is the biggest challenge you are trying to solve right now? What brought you to Appsummit this year?" Or even, "What has been the most interesting conversation you had so far?" Those questions often lead to much better discussions, and don't immediately jump into your sales pitch. Be curious, listen, find common ground. Sometimes there's an opportunity to collaborate, sometimes there isn't, and that's completely fine. Not every conversation needs to become a business opportunity, but every good conversation can help you understand a person, an industry, or an idea a little better. Lesson seven: Web Summit doesn't end when you leave Lisbon.

Follow Up After Lisbon Ends

Joeri Billast 13:52

My final lesson is about what happens afterwards. Because for many people, the conference ends on Thursday. They travel home, return to their normal routine, and all those interesting conversations slowly disappear into their inboxes. Don't let that happen. If you've met someone interesting, follow up, not with a generic sales message, send something personal. Remind them where you met. Mention something you discussed. and if there is a reason to continue the conversation, propose a concrete next step. Maybe you agreed to share an article. Maybe you promised an introduction. Maybe there is an opportunity to explore together. Whatever it is, follow through, and do it while the conversation is still fresh. I also recommend taking quick notes after important meetings. Nothing complicated, just to remember the person, the context, and anything you promised. Often I directly make a LinkedIn connection, take a picture, and add the notes in the message itself. And this becomes even more important when you've met dozens of people over several days And here's something I've learned from attending Web Summit over many years. Some of the best relationships don't develop immediately. You might meet someone one year, reconnect at the next edition, and one year later discover an opportunity to work together. And that's why I don't measure the success of Web Summit only by what happens during those four days. Sometimes the real value becomes clear months after or even years later one detail worth remembering, Web Summit 2026 officially starts on Monday, November 9th, with opening events, and the main exhibition is on Tuesday, November 10th. So plan accordingly, and don't forget to leave some space to enjoy Lisbon. It's a fantastic city, and the experience is about more than the conference venue and if you're staying a few days longer around, why not do something crazy and make a last-minute decision to join my Sintra Synergy Retreat, which is, planned from Sunday the 15th till Wednesday the 18th.

Dates, Retreat Invite, Final Takeaway

Joeri Billast 16:15

If you want to know more, contact me So we are coming to the end of this episode. The one lesson I would share with my younger self. So after 10 editions of Web Summit, what is the biggest lesson I've learned? It's this, you don't get the most value from a conference by trying to experience everything, but you get the most value by knowing what matters and then being intentional about your time. If I could go back to my first Web Summit in 2016, I wouldn't tell myself to attend more presentations. I would tell myself, "Prepare better, reach out to more people beforehand, explore the side events, and leave room for unexpected conversations." Because 10 years later, I don't remember every keynote I attended, but I do remember some of the people I met, the conversations we had, and the opportunities that came out of those connections. And in a world where we can watch conference presentations online, that human connection is still one of the biggest reasons to attend an event like Web Summit, and that is even more true today. So if you're going to Web Summit 2026, I'd love to hear from you. What is your main goal for this year's edition? if you're attending for the first time, I hope these lessons help you avoid some of the mistakes I made. I'll be there again this year recording conversations and meeting people from across the tech and the marketing ecosystem. So if you see me, come and say hello. If you found this episode useful, share it with somebody who is already heading to Lisbon next week. Thanks for listening to Web3 CMO Stories. My name is Joeri Billast, and I hope to see you at Web Summit And PS, as always, I like to give a shout-out to RYO, my main podcast sponsor, for supporting me this year and the previous year