Putting on an event for your clients can be an effective way to build a rapport, get useful feedback and show that you're a thought leader in your industry. On this week's podcast, Eran Farajun, VP of business development for Toronto-based software company Asigra, talks about his company's unique partner conferences. The only conference of its kind (Asigra is a backup service provider), it allows the company to test software it's developing and show clients they're open to new ideas.

Farajun shares three pieces of advice for any entrepreneur putting on a client conference:

1. Keep the audience's needs top of mind. "Focus on what it is that they're trying to get out of the conference. If you make it all about you, they see it as one big sales pitch," says Farajun.

2. Provide exceptional content. They come to see best practices, and they want to learn from each other, as well, not just from you.

3. Give them a good customer experience. Look at every detail, from the food to the venue to how your employees behave and engage with the customer.