Learn about B2B networking events and strategies to successfully increase your business
In today’s competitive business environment, networking is a tool for sales professionals, freelancers, and business owners seeking to expand their client base, generate more qualified leads, and ultimately increase revenue for higher profitability.
As discussed in my previous post, Catering to B2B clients can help you generate higher revenue compared to B2C clients as they have a higher purchasing power
Networking with B2B clients, in particular, offers a wealth of opportunities to connect with potential clients, industry peers, and influential decision-makers and increase network
What is B2B Networking?
At its core, B2B networking aims at building professional relationships and creating an environment of trust with prospective business clients to expand your business and generate higher revenue
Networking involves actively engaging with potential clients through various channels, such as conferences, trade shows, professional associations, online communities, and even informal gatherings
By engaging with your potential clients, you can position yourself as a knowledgeable and trustworthy resource
This approach increases your as well as your brand’s visibility, helping you identify and create new business opportunities
B2B networking helps you to stay updated with industry trends, changes in the environment, emerging technologies, and various insights to identify new opportunities and possible threats that you may encounter
B2B Networking events
Offline Networking Events:
1. Trade Shows and Exhibitions
Large-scale events such as trade shows and exhibitions can bring hundreds or even thousands of companies, buyers, and professionals under one roof
The aim of Trade Shows and Exhibitions is to increase market exposure and brand awareness, generate high-quality leads, and increase the business of their participants
So it’s a great place to increase your B2B network by interacting directly with other businesses
2. Industry Conferences and Seminars
These are multi-day events focused on a specific industry or topic
They are attended by many industry leaders and experts to facilitate the exchange of ideas
It’s a great place to interact directly with industry leaders and gain insights into their industry so that you can start to build a relationship with them and tailor your offering or strategy to solve their problem
3. Networking Mixers and Meetup Groups
These can be formal as well as casual events hosted by local organizations or interest groups
Most of the participants in these events have the same aim ie. increasing the visibility of their brand and business
4. Chamber of Commerce Events
Local chambers of commerce organize various networking events to support and connect businesses within their community
These include monthly luncheons, educational sessions and workshops, annual expos, or industry-specific events
Such events can help you with local B2B networking, by interacting with local businesses
5. Professional Association Meetings
These meetings are profession-specific, such as marketing, tech, law, accounting, etc.
The focus of these meetings is on education and training, offering workshops and seminars to enhance members’ skills and expertise
Even though the participants are from the same profession, they can be from different industries, which can increase the chances of getting referrals and have professional collaborations
Examples: American Marketing Association (AMA), National Retail Federation (NRF), National Association of Realtors (NAR) REALTORS
6. Charity and Non-Profit Events
Events organized by charitable institutions and non-profit organizations can help you meet people from all walks of life, eg. celebrities, politicians, social activists, and businesspersons
As an attendee, you can connect with potential clients or partners while contributing to a good cause
7. Business Accelerator Programs
Business accelerators are intensive programs, that are designed to support and accelerate the growth of startups and new companies
These programs can help you connect with mentors, investors, potential partners and collaborators, corporate partners, etc.
8. Startup Pitch Competitions
Events where entrepreneurs and startups pitch their business ideas or products to a panel of judges,
These events generally include investors, industry experts, and successful entrepreneurs who are looking to invest in ideas and businesses
Such events can be great places to showcase your business and products and network with other entrepreneurs
9. Coworking Space Events
Shared office spaces, or coworking spaces, host various networking and educational events for their members
Coworking spaces bring together diverse businesses and professions under one roof which is great for B2B networking
Participating in such events can lead to direct business opportunities, referrals, collaborations, and increased visibility
10. Networking Breakfasts or Lunches
Casual networking events scheduled around breakfasts or lunches are excellent opportunities to connect with peers, exchange new ideas, and find new business opportunities
Online Networking Events:
1. Virtual Conferences and Webinars
Industry-specific or topic-specific virtual conferences or webinars can provide insight into the problems faced by attendees
These insights can help you better understand your client’s business and interact with them
A lot of businesspersons attend these sessions as they can do it in the comfort of their homes or offices
2. Online Networking Groups (e.g., LinkedIn Groups, Facebook Groups)
Pages or groups formed on LinkedIn or Facebook can be a great place to engage with businesses and reach out to potential clients
Most of the groups are profession or industry-specific, so you can target your prospects and provide customized solutions
3. Twitter Chats and Industry Hashtags
Using relevant hashtags for your content can make you and your business discoverable to people who search for specific topics
People can gain information, ask questions, and engage with you on Twitter, increasing your visibility and establishing you as an expert on the topic
4. Virtual Networking Events (e.g., on platforms like Meetup, Eventbrite)
These are hosted by various organizations, they often replicate the experience of in-person trade shows, networking mixers, and meet-ups
They can give a better reach as all participants attend from the comfort of their home or office, which can be an issue with traveling and attending a physical event
5. Online Mastermind Groups or Accountability Groups
These groups aim to leverage collective intelligence to solve business problems, leverage new technology, explore new opportunities, and achieve goals
Typically, these groups consist of 5-10 members who meet regularly via video conferencing platforms
You can have increased engagement by joining such groups
6. YouTube, Podcast Interviews, and Guest Appearances
Podcast interviews and guest appearances can give you and your guests good visibility
You can invite guests and talk about specific topics on your podcast or YouTube channel alternatively, if you have good expertise and reputation, you can be a guest on other people’s podcasts or interviews
It’s a win-win situation for both
Strategies for successful B2B networking
1. Focus on the Long-term
You have to remember that B2B networking is a long-term process
Instead of adopting a hard-sell approach, focus on listening and understanding your potential client’s problems and offering valuable insights or solutions
Position yourself as a trusted advisor to increase the likelihood of being on top of their mind so that when your potential is ready to make a purchase decision, they will think of you
2. Find Common Ground
In B2B networking, finding common ground like a shared alma mater, personal interests, hobbies, family background, etc. can help you build an instant rapport and trust
Finding commonality can help you foster a deep and meaningful relationship beyond a business relationship
3. Be Genuinely Interested
Listening with a genuine interest can go a long way in building a long-term relationship
Remember that time when someone was genuinely interested in you or your idea
How did that conversation make you feel?
You still remember it, right
When you genuinely listen and engage with your potential clients, they will remember you for a very long time
Find out ways you can help them achieve their goals, and they will help you achieve your goal
4. Using Social Media
Using social media such as LinkedIn is particularly helpful when it comes to B2B networking
Reach out to them on social media after interacting with them, you can reference your meeting at events to build trust
Engage with them regularly by sharing relevant insights to help them increase their business
Interact with them when they post something and ask insightful questions
5. Follow-up
As with everything in sales follow-up
Send personalized emails, texts, or calls to share industry insights or appreciation
suggest in-person meetings, business lunches, or meetups at networking events
Connect them to your network, which can help them increase business and achieve their goals
Following up will help in maintaining and strengthening a long-term relationship
To conclude, sales of any kind is just you interacting with various people
You have to share your ideas and message with as many people as you can to improve your business or earn higher commission
Find events where you can engage people and use the strategies to boost your business