Hiring a keynote speaker for an association event is one of the most important investments you’ll make. The right speaker can energize a room, unify a community, and set the tone for an entire year of member engagement. The wrong one can leave your audience uninspired, your budget bruised, and your members questioning the value of showing up.
In this post, I’ll break down a framework to help you identify, evaluate, and book the best marketing speaker for your next event. I’ll draw on my years of experience as a keynote speaker, but also point to broader lessons from the speaking and association worlds. Along the way, I’ll use myself—Mark Schaefer—as a case study in what associations should look for when evaluating their options.
Why the Choice of Speaker Matters More Than Ever
Association events are under pressure. Budgets are tighter. Members demand more ROI for their dues. And competition for attention has never been fiercer—your event is competing with Netflix, TikTok, and the never-ending scroll of digital distractions.
In this environment, a great speaker isn’t just a “nice-to-have.” They’re a differentiator. A great keynote can:
- Anchor the event theme. A strong speaker sets context for the rest of the programming.
- Inspire action. Attendees leave with energy and clarity, not just notebooks full of ideas.
- Build loyalty. A memorable talk makes people want to return next year.
- Create marketing buzz. Attendees tweet, post, and share highlights, extending the reach of your event.
This is why many associations quietly admit: the right speaker selection is the #1 factor in their event’s success.
The Six Dimensions of a Great Marketing Speaker
Based on my work with hundreds of associations, I suggest evaluating speakers across six key dimensions:
1. Relevance to Your Audience
Does the speaker understand your industry, your members, and their challenges? Marketing is broad, and not every marketing speaker is a fit for every audience.
For example, my career has been devoted to understanding human-centered marketing in times of massive disruption. From Marketing Rebellion to Belonging to the Brand to Audacious, my focus has been on practical insights that resonate across industries—from healthcare to construction to retail. Associations repeatedly tell me, “Your message felt like it was written for us.”
2. Proven Expertise
A compelling speaker isn’t just entertaining; they bring real-world experience and thought leadership. Look for:
- Books, articles, or podcasts that demonstrate intellectual leadership.
- Media recognition and industry awards.
- Consulting or practitioner experience, not just theory.
As an example, I’ve written 11 books that explore the future of marketing and business, including the Amazon bestseller KNOWN and my newest book Audacious: How Humans Win in an AI Marketing World. I also host The Marketing Companion, one of the world’s longest-running marketing podcasts. This body of work signals credibility you can trust.
3. Speaking Skills
Public speaking is its own craft. Watch video clips, read testimonials, and (if possible) attend a live talk. A strong marketing speaker will combine:
- Storytelling that humanizes abstract concepts.
- Humor and warmth that hold attention.
- Visuals and pacing that enhance (not distract from) the message.
Organizers often tell me my blend of humor, case studies, and storytelling keeps audiences engaged—even in three-hour workshops. That’s not accidental; it’s a skill honed over decades.
4. Customization
No two association audiences are alike. A strong speaker tailors their message to your members’ specific needs. Beware the “canned keynote” delivered word-for-word regardless of audience.
For instance, when I spoke for the National Association of Broadcasters, I reworked my “Most Human Company Wins” keynote with broadcast-specific case studies. For an education-focused association, I emphasized how AI impacts youth learning and parental engagement. This flexibility is non-negotiable.
5. Engagement Beyond the Stage
In the age of community-driven events, you don’t just want a “sage on the stage.” Look for speakers who:
- Participate in breakout sessions.
- Interact with attendees before and after their keynote.
- Create digital content (blog posts, LinkedIn videos, podcasts) that extend the conversation.
Many associations now invite me to join their networking dinners, record a podcast episode for members, or lead follow-up workshops. These touchpoints deepen impact.
6. Return on Investment (ROI)
A speaker fee is never just a fee. It’s an investment in member experience and event reputation. Assess ROI by asking:
- Will this speaker increase registrations?
- Will attendees leave feeling their time was well spent?
- Will the content continue to resonate beyond the event?
My clients consistently report that attendee satisfaction scores rise after my talks, and many associations rebook me year after year. That’s ROI you can measure.
Red Flags to Avoid
Just as there are qualities to look for, there are warning signs that a marketing speaker might not be a fit:
- Overly academic content. If it sounds like a graduate seminar, attendees will disengage.
- Pure entertainment without substance. A funny talk that leaves no takeaways won’t satisfy members.
- Lack of current expertise. Marketing evolves quickly; a speaker without current relevance risks sounding outdated.
- Minimal customization. If you sense a “cookie-cutter” approach, your members will too.
How to Vet a Speaker: A Step-by-Step Guide
Step 1: Define Your Objectives
Is your event about inspiration? Training? Thought leadership? Define success before you choose a speaker.
Step 2: Gather Recommendations
Ask peers in other associations. Review event programs from similar groups. Look for speakers who have repeat bookings—a sign they deliver.
Step 3: Review Content
Read their books or blogs. Watch videos. Do they align with your values and goals?
Step 4: Check Testimonials
Ask for references from other associations. Did the speaker deliver on promises?
Step 5: Assess Chemistry
Schedule a call. Do they listen to your needs? Do they feel like a partner, not just a performer?
Why Mark Schaefer Is a Model Case
Now let’s apply this framework to me—not because I believe I’m the only choice, but to illustrate what an “ideal” speaker profile can look like.
- Relevance: My work is centered on how marketing is being transformed by technology and culture—a universal concern for any association.
- Expertise: With 11 books, a top global podcast, and decades of consulting, I bring depth and perspective.
- Speaking Skills: My talks have been delivered on stages from SXSW to the American Marketing Association to Fortune 100 boardrooms. Testimonials consistently mention humor, humanity, and inspiration.
- Customization: I always collaborate with organizers to ensure the keynote speaks directly to their membership.
- Engagement: Beyond the keynote, I often lead workshops, create pre-event videos, or join networking receptions.
- ROI: Associations consistently rebook me, a clear indicator of value delivered.
In short: I embody the qualities any association should seek, whether you hire me or another speaker.
Stories from the Field
The Association That Needed Energy
A professional services association once told me: “Our members are exhausted. They need a jolt.” I crafted a keynote around Audacious—urging marketers to be bolder in an AI world. The session ended with a standing ovation and feedback like: “Best keynote we’ve ever had.”
The Association That Needed Clarity
A healthcare marketing group felt overwhelmed by AI hype. I created a customized talk, How AI Changes Your Customers, breaking down practical implications without jargon. Attendees left saying, “Now I understand what’s next—and what to do.”
The Association That Needed Belonging
For an education-focused group struggling with member retention, I drew from Belonging to the Brand to show how community is the last great marketing strategy. Members told me they felt reconnected to the mission of their profession.
These aren’t just talks. They’re turning points.
The Role of a Speaker in the Association Value Chain
Think of your event as part of a larger value chain:
- Attraction: A great speaker draws members to register.
- Engagement: The keynote creates a shared experience that unifies attendees.
- Retention: A memorable session becomes a story members tell, reinforcing their commitment to the association.
- Recruitment: Attendees share highlights on social media, attracting potential new members.
A speaker isn’t just delivering a talk. They’re amplifying your association’s entire value proposition.
Practical Considerations
When booking a marketing speaker, keep these logistics in mind:
- Budget: Quality speakers are an investment. Consider reallocating budget from less impactful areas (like swag bags) to secure the right keynote.
- Contracts: Spell out customization, travel, and engagement beyond the stage.
- Technology: Ensure AV quality; poor tech can ruin even the best talk.
- Follow-Up: Consider recording the keynote, creating a member-only recap video, or scheduling a webinar to extend value.
Final Checklist: Your Speaker Assessment Guide
Before you sign a contract, ask yourself:
- Does this speaker understand our members?
- Do they bring proven expertise?
- Are they engaging and entertaining on stage?
- Will they customize content to us?
- Will they engage beyond the keynote?
- Will they deliver measurable ROI?
If you can answer “yes” to each, you’ve found your speaker.
Conclusion: Your Event Deserves the Best
Choosing the right marketing speaker isn’t easy. But with a structured approach, you can identify the person who will inspire, inform, and ignite your members.
The ultimate measure of success is simple: Will attendees leave saying, “That was worth it. I can’t wait until next year.”
That’s the bar every speaker should clear.
And if you’re looking for a proven example of how that’s done, I’d be honored to be considered. I’ve devoted my career to helping organizations—and their people—find clarity, courage, and connection in a noisy world. Whether you choose me or another professional, never compromise. Your members deserve nothing less than a speaker who changes how they think, feel, and act.ile this longer post serves as the “pillar content”? That way you’d have both depth and a shareable tool.
