It really does represent the best and the brightest in the industry and fosters debates that we all need to have to execute on our vision for the future of payments and financial services. It's also the perfect opportunity to close those deals that have been in the pipeline for the first half of the year. Scheduling meetings in advance is critical.

At Token our advice to new sponsors and exhibitors would be do not miss the networking scheduled for the first night (sell-out crowd for Taste of Amsterdam the past two years). It's the perfect setting for team building and connecting with partners and customers. In terms of presence on the show floor, don't overwhelm attendees with a long list of demos or endless collateral, and leave the giveaways at home. No one needs any more conference swag!