In spite of the growing power of digital communication and deals concluded purely online, there is an age-old method that still plays a core role for entrepreneurs: B2B networking at events. Whether it’s industry conferences, trade shows, or business mixers, these gatherings offer unparalleled opportunities to connect with potential clients and collaborators.
So, why is networking for B2B companies one of the main ways to promote their business and find new opportunities?
The benefits of B2B networking events
- Face-to-Face Communication
Despite the rise of digital communication, face-to-face interactions remain invaluable. Meeting someone in person builds trust faster and more effectively than any email or LinkedIn message ever could. This personal touch can be the deciding factor for potential clients or partners that are considering your business.
Did you know?
One of the behavioural studies showed that in-person requests are 34 times more successful than the same requests communicated via emails.
Source: Harvard Business Review, 2017
2. Quality over Quantity
B2B networking events often attract a highly targeted audience. Unlike online methods where you cast a wide net and hope to catch a few interested people, events allow you to engage with professionals who are already related to your industry.
3. Real-Time Feedback and Insights
Events provide a platform for immediate feedback on your products or services. Engaging in conversations with potential customers and partners can offer insights into their needs and pain points, helping you refine your offerings.
4. Brand Visibility and Authority
Simply being present at key B2B networking events can enhance your brand’s visibility and help you to stay on top of mind. Speaking at events or sponsoring sessions can further establish your business as a thought leader in your field.
Step by Step guide to B2B networking events
Understanding the importance and hidden opportunities of B2B networking, you want to make sure that you do not waste your precious time attending an event. For that lets review the golden principles of successful B2B networking.
1. Set Clear Objectives
Before attending any event, define what you want to achieve. At the current moment, are you looking to acquire new clients, find business partners, or build awareness among potential customers? Having clear goals will help you stay focused and make the most of your time.
2. Prepare Your Pitch
Have a concise and compelling elevator pitch ready. Be clear about what your business does, who your target audience is, and what value you offer. This will make your interactions more productive and memorable.
3. Engage Actively, Listen Attentively
B2B networking is a two-way street. While it’s important to share information about your business, it’s equally crucial to listen to others. Understanding their needs and challenges can help you identify mutual benefits and opportunities for collaboration. Our favourite tip is to always carry a pen with you! As you will be exchanging a lot of namecards, it’s helpful to write down key points about the person you’ve spoken to on their name card, making the next step easier.
4. Follow Up
The real work begins after the event. Make sure to follow up with the contacts you made. Send personalised emails based on what you’ve written down earlier, connect on LinkedIn, and schedule meetings to discuss potential collaborations further. The key here is to ensure that your messaging is targeted and personalised so that your lead immediately remembers who you are as well.
To keep the communication record and transparency with others involved, team members use CRM and Marketing Automation tools such as “Lead Gen and CRM” by Constant Contact. It will bring your communication with potential clients and partners to the new level of efficiency.
Learn how CRM and Marketing Automation solutions are elevating opportunities of SMEs.
Avoid the following mistakes in B2B networking
- Aggressive Pitching: bombarding attendees with sales pitches can be off-putting. Instead, focus on building relationships and trust first. If you are not the person who can easily communicate with many new people over a short period of time, set up a more realistic goal focusing on quality of connection rather than quantity.
- Neglecting Preparation: such as going into an event without researching the speakers profiles or the schedule can lead to missed opportunities. Prepare by identifying key individuals or companies you want to connect with and prioritise networking with them. Completing the main goal from the beginning will bring you a sense of satisfaction and will empower you to connect further.
- Ignoring Follow-Up: leads to missed opportunities. Make sure to reach out to your new contacts within a few days of the event while the interaction is still fresh in their minds. Follow up with a personalised email mentioning something memorable from the event you met or conversation you had.
- Networking Only with Familiar Faces: can be a good beginning but overall it defeats the purpose of B2B networking. You may ask someone you already know to introduce you to more people at the event, or challenge yourself by initiating new conversations.
Learn about features of CRM and Marketing Automation tools that will help you to build and nurture strong customer databases.
Conclusion
B2B networking is more than just a strategy – it’s a vital component of business growth for entrepreneurs. By setting clear objectives, engaging actively, and following up diligently, you can turn these opportunities into valuable connections and partnerships. Avoid common mistakes by preparing thoroughly and focusing on building genuine relationships. Whether you’re attending industry conferences or local business mixers, the potential for discovering new customers and business partners is immense. So, step out from behind your screen, attend those events, and watch your business thrive!
What's next for you?
At “Lead Gen and CRM” we have noticed that SMEs and startups often need a comprehensive solution to manage and take advantage of their growing client database. It is crucial for you to have a Marketing Automation and CRM tool that can support scaling up as your customer base grows rapidly. Whether you’re exploring email marketing or considering Marketing Automation & CRM, we can help you determine the best fit for your business needs. Reach out to us to discover how “Lead Gen and CRM” can elevate your business.
