Which Speaker Do You Need for Your Event?

ⓘ This article is part of the "Complete handbook for finding and booking the right speaker"

In 2026, the choice of speaker determines the success of your event. Whether you are organizing an internal team event, a client day, a conference, or planning an online webinar: the right speaker makes the difference between a forgettable meeting and a day that stays with people. 

This article helps you step-by-step to determine what type of speaker you need, which theme fits, and how to use your budget realistically. 

After reading, you will know exactly what kind of speaker suits your event and what to look for during the selection process. You will also discover how to book the right speaker for your event.

This way, after reading this article, you can get started immediately with booking the right speaker for your event.

1. Answer first: what type of event are you organizing?

The question of which speaker you need for your event starts with the type of gathering you are organizing. A management day requires a different approach than a client conference, and a hybrid knowledge session sets different demands than a live launch. In the Netherlands, several formats dominate in 2026: 

The breakfast seminar
Short sessions of 90 minutes with 50-200 participants

The afternoon conference
Sessions of 4-6 hours with 200-500 guests

The evening show around networking or awards
Events where the energy must remain high throughout the evening

Multi-day events such as team weeks or conferences
Often with multiple topics, resulting in multiple speakers

Masterclasses and workshops
Sessions of 1 to 4 hours for a specific group of people

Guest lectures
Lectures of 1 to 2 hours conducted by an expert

The role of a speaker differs significantly per type of event. At a conference, the keynote speaker often acts as the main act with a presentation of 45-60 minutes. During a seminar, you more often see short break-outs of 20-30 minutes with subject matter experts. 

Evening shows rely on an inspiring speaker who brings energy in 30-45 minutes. The length of the program therefore partly determines what type of speaker you are looking for: a 60-minute keynote builds depth through storytelling, while a 20-minute TED-style talk focuses on punchy, memorable insights.

2. Goal of your event: what exactly must the speaker achieve?

You can only choose which speaker you need once you have a clear goal for your event. It is important to clearly determine what you want to achieve, as this directly influences the type of speaker you need. Whether it is a launch of a new strategic plan, a culture program, a sales kick-off, or strengthening customer relationships: the choice of speaker depends on the goal, the topic, and the target audience.

Concrete goals you can pursue are: 

Informing 
Knowledge transfer, for example, an HR conference about happiness at work.

Inspiring
An emotional boost during a sales kick-off.

Changing behavior
An MT session about, for example, AI implementation or effective leadership.

Celebrating
Success moments at a year-end closing.

Activating to action
A sales day focused on, for example, customer-centricity.

A good speaker can significantly increase audience engagement, leading to a dynamic and interactive atmosphere during the event.

Ask yourself these questions: what should your audience know, feel, or do differently at the end? Where do you want to see an effect three months from now? The answer translates directly into the desired style: a storyteller for inspiration, a subject matter expert for knowledge transfer, a motivator for energy, or a trainer for activation.

3. Know your audience: who is the speaker intended for?

The best speaker is worth nothing if he or she does not resonate with the audience. Know your audience well; the speaker must align with the interests and expectations of the guests to be effective. Age, job title, sector, prior knowledge, and language level determine which approach works.

Consider these audience profiles, for example: 

Office professionals (ages 25-40) in the Randstad
Expect practical cases, interaction, and digital examples with a light, relatable tone. 

Production employees 
People in shift work prefer concrete examples from their world, less jargon, and a hands-on approach. 

C-level
Executives in healthcare institutions want data-driven strategy with ROI calculations. 

Managers 
Need a different approach than other employees, depending on their roles and needs.

Creative makers
These often need a high dose of entertainment to digest dry material.

Also pay attention to expectations: are people coming voluntarily to a networking event, or mandatorily to an internal day? With voluntary participation, people tolerate more entertainment; with mandatory attendance, they demand direct relevance. 

Create a simple audience persona: note their function, biggest challenge in 2026, prior knowledge of the theme, and desired atmosphere. This way you know exactly which speaker is most suitable for your situation.

4. Which type of speaker fits your challenge?

The question of which speaker you need often comes down to choosing between different roles. Professional speakers bring unique energy and expertise to the stage, which is difficult for other presenters to match. Below are the main types of speakers to select from.

Keynote speaker
A keynote speaker is ideal for opening or closing conferences and sets the tone and message for the day. Expect a broad, inspiring story of 45-60 minutes. Pitfall: too vague without concrete depth.

Subject matter expert 
For a specific field such as AI, circular economy, or technology, choose an expert or academic. An expert or academic is suitable for complex or technical themes because they offer deep knowledge and specialist insights. Pitfall: too dry without personal stories.

Motivational speaker
For sales kick-offs and energy moments, a well-known speaker with a top-level sports background or entrepreneurial mentality works well. An athlete or adventurer can inspire and motivate with a compelling story, suitable for kick-offs and anniversaries. Pitfall: too much feel-good without actionable takeaways.

Expert by experience
Experts by experience are ideal for personal development or social themes due to their powerful emotional stories. Think of mental health, diversity, or resilience. Pitfall: can come across as subjective without broader context.

Moderator or host
A speaker or moderator provides structure, leads panels, and facilitates interaction. Essential for discussion events, but not a solo act.

Booking a well-known Dutchman as a speaker can provide extra PR value for your event, as their name and fame generate media attention. On the other hand, less well-known, specialized experts often offer more depth and are generally more cost-effective, making them a valuable choice for substantive or technical themes.

For online or hybrid audiences, a speaker with a high energy level and strong skills with interactive tools is recommended. Timing is also important: heavy lectures fit better in the morning, and energetic speakers at the end of the day.

ⓘ Learn more about the different types of speakers

5. Budget and practical conditions for your speaker

Budget and practical matters such as date, location, and technology also determine which speaker you can book. The rates for hiring a speaker vary on average between €1,500 and €7,500, depending on status and speaking experience. 

For international authorities and famous speakers, costs can even rise to €10,000 or more, depending on their fame and the required preparation.

The budget for hiring a speaker depends on various factors, such as the type of event, the size of the audience, and the location. In addition to the fee, there are additional costs: travel expenses (approximately €0.23 per kilometer), accommodation (€150-300 per night), any extra workshops (+50% of fee), and preparation time (10-20% extra).

Popular speakers often have full calendars; start booking a speaker 2 to 3 months in advance. Last-minute booking is possible but limits your choice and often increases the rate by 20-50%. A realistic rule of thumb: reserve 10-20% of your total event budget for the speaker, alongside location (30%) and catering (25%). This keeps your investment in a professional speaker in balance with the rest.

ⓘ Learn more about the costs involved in booking a speaker

6. Speaker selection: how to make a shortlist and truly choose?

After determining the goal, audience, type of speaker, and budget, you create a shortlist of 3-5 names. When choosing a speaker, it is essential to create a shortlist of potential candidates based on their expertise and style. Agencies such as Smidswater or Sprekershuys can provide a non-binding proposal within 24 hours from thousands of speakers. These agencies are happy to brainstorm with you about selecting the right speaker and tailoring the content.

Research speakers by watching video clips of previous performances. Pay attention to: energy and eye contact, clarity of the message, interaction with the audience (ideally 20% of the time), use of practical examples, and the degree of sales pitch versus content. Also check LinkedIn profiles and ask for references from similar events.

Ask yourself these questions for each speaker:
Does the tone suit our audience?
Does this speaker tell stories that align with our sector?
Is there room for customization for our theme?
Has this guest speaker given relevant lectures for similar target groups?

Plan at least one online introductory meeting before you make a final choice. This increases the chance of success by 35% because you can directly test the chemistry, flexibility, and preparation.

7. Summary: how to determine which speaker you need

Choosing the ideal speaker follows a clear step-by-step plan: first determine your goal, know your audience, choose the right type of speaker, sharpen your theme, set a realistic budget, create a shortlist of diverse speakers, ensure customization in preparation, and evaluate afterwards. The perfect speaker is the one who aligns with your event DNA and delivers great added value for your specific situation.

You answer the core question of which speaker you need for your event by thinking from the perspective of impact: what should your audience take home? Famous names might pull a crowd, but a good speaker who truly connects with your goal and target audience creates lasting change.

Start today with the first step: internally describe your goal and audience before contacting a speaker or agency. This way you lay the foundation for an event that people will still remember in 2026 and beyond. The right speaker seeks connection with your story and makes it unforgettable.

ⓘ Learn more in our "Complete handbook for finding and booking the right speaker"