Asking for budget to attend a conference can sometimes feel awkward.

You don’t want to sound like you’re pitching a fun work trip, and you want to show that MozCon is a strategic investment for the business. 

So, how do you do this?

Over the years, we’ve helped hundreds of marketers get buy-in, and we know exactly what managers need to hear.

In this guide, you’ll get a foolproof pitch kit to help you make your case confidently and move from “maybe” to “pack your bags!”

A tip: Speak to the solutions and outcomes tied to business goals

When you pitch MozCon, remember that your manager doesn’t care about the speaker lineup or the free swag. They’re thinking about business impact, ROI, and the bottom line.

So when you make your pitch, speak their language. Focus on what MozCon will help you solve, not what you’ll get to see.

Here’s how to approach it:

• What business challenges is your team facing right now?
• What goals are you under pressure to hit this quarter?
• What have you spent time and budget trying to fix with limited success?

Connecting the talks to business outcomes makes it easier to get a yes from your manager.

Now, read the rest of this article in your own voice and imagine you’re in front of your manager, shooting your shot with some of these points.

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MozCon sessions are directly tied to the challenges we face as a team. Some talks offer practical solutions we can apply immediately to improve results, reduce wasted budget, and move faster.

Here are a few of the talks I’m most excited about:

• Helen Pollitt is sharing a framework to predict content revenue and reduce waste
• Luke Carthy is giving away the attribution model he uses to track conversion at every touchpoint, not just the bottom of the funnel
• Rebecca Jackson explains how she increased conversion by 150% for an e-commerce client, even with declining clicks
• Andy Chadwick is running a masterclass on building no-code SEO tools without dev skills
• Lidia Infante is sharing an audit framework to fix brand signals, plus a checklist to future-proof against volatile search changes

Check out the MozCon London agenda!

I’ll share the most valuable takeaways from MozCon in a team lunch-and-learn session, so everyone benefits from the insights, without the added cost.

It’s a simple way to quickly upskill the team, encourage cross-department knowledge sharing, and create space for meaningful discussions around new strategies we can apply immediately.

The SEO industry is changing faster than I can keep up. I worry that I have knowledge gaps, and MozCon addresses them in several ways:

• Sessions are built to solve the problems most marketers are struggling with, so I’m not starting from scratch
• I’ll gain new skills, frameworks, and mental models that make me more effective immediately
• Closing knowledge gaps means I show up to work more confident, capable, and prepared to lead in this new search ecosystem

It can feel demotivating when growth and learning aren’t prioritized or considered optional. Over time, that culture affects morale, performance, and retention.

Sending me to MozCon shows that we value development and sends a clear message to the company (or stakeholders) that we’re committed to learning. 

For example, Andy Chadwick’s talk on AI workflow is a great way to show that we’re developing AI skills that cut costs, drive innovation, and make us more agile as a team.

It’s hard to know how we perform when only looking inward. Without visibility into what other top teams are working on, we risk making decisions in a vacuum or sticking with outdated tactics.

MozCon gives us unique access to what marketers and SEOs at leading companies are doing. I’ll learn how they structure their campaigns, measure success, and adapt to industry changes. It also helps us benchmark our processes, spot opportunities to improve, and avoid falling behind competitors who are innovating faster.

One of the biggest challenges in our industry is that we often don’t realize a shift has happened until results start slipping. By then, we’re reactive instead of proactive.

Attending MozCon gives us early access to the trends, tools, and behaviors quietly shaping the future of search. We’ll learn tactics to future-proof our strategy instead of pivoting under pressure. 

I’ll capture short-form, engaging content throughout MozCon to share across our social media platforms.

This gives us:

• Authentic, behind-the-scenes content that humanizes our brand
• A way to show we’re active participants in the digital marketing space
• Real-time proof of thought leadership that strengthens credibility with potential clients and current partners.

It’s easy to feel siloed when solving problems without fresh input. Internal resources can only take us so far; without a network to tap into, we risk rehashing the same solutions or missing more innovative ways to work.

MozCon puts me in the room with people who are solving the challenges we face, often in more advanced or creative ways.

I’ll write a blog post that breaks down key takeaways from MozCon in a way that’s relevant to our work and valuable to our clients.

It shows we’re keeping up with industry changes and leading the charge. The post will:

• Reinforce our commitment to learning and innovation
• Generate timely content for our blog
• Offer visible proof to clients that we’re continuously investing in innovative strategies

My day-to-day is often packed with tasks, and there’s rarely space to zoom out, get inspired, or reconnect with why the work matters.

A break in routine is essential to help me maintain my passion for my work. MozCon offers a chance to reset and learn from people pushing the industry forward. 

When I return, that kind of inspiration leads to new ideas, renewed motivation, and more substantial contributions. I don’t think of it as time away from work; it is a refresher that fuels me to improve.

Conference tickets become expensive when you wait too long to book them. MozCon Early Bird tickets offer savings of up to £150 per ticket. 

Add in airfare and accommodation, and booking early could save us £400–£600 overall. Let’s lock it in to stay under budget while getting the full value of the experience.

MozCon London is completely off the air, with no video recordings or streaming access. The only way to get the insights is to be in the room.

If we don’t attend, we will miss the chance to hear exclusive strategies for improving our processes, gaining a competitive edge, and driving better results that impact revenue.

You already know MozCon is worth it. Now you just need to convince your boss to cover expenses. When you ask, lead with outcomes, focus on business value, and frame this as a strategic investment that benefits the business.

Use our free pitch kit below to get budget for MozCon London:

• Grab the ready-to-send email pitch template
• Steal the simple PDF to make your case in a 1:1

Make the ask, book the trip, and hopefully we’ll see you at MozCon London!