Attending business-to-business (B2B) events is, at times, expensive and time-consuming; getting the most out of your time is dependent on the quality of your B2B networking. Many professionals fail to develop and nurture meaningful business relationships. This guide will give you actionable B2B networking strategies to help you build a successful professional network.
Networking begins weeks before you walk into the venue. Before the event, identify your target audience: which specific companies, particular roles, or industries do you need to connect with? Make sure it’s a focused list – too broad, and you won’t have time to discuss anything meaningful. Too short, and you may find yourself running out of people to talk to a few hours into the event.
For building worthwhile connections, it’s important to aim for quality over quantity. 3-5 high-value connections at an event will be far more valuable than 100 superficial acquaintances.
Some events will have an official attendee list available a week or so before the event. A little due diligence in using LinkedIn to pre-connect with key targets can help you establish a prior relationship to avoid the clumsy introductions on the day.
After you’ve identified key individuals you’d like to network with, prepare 2-3 conversation starters tailored to them. Go over their background, expertise, or recent work. This can help you avoid fumbling for a topic to speak on when the conversation gets going.
Other attendees may be doing similar things before the event, so making yourself as visible as possible on LinkedIn or other platforms is just as crucial. Optimize your bio and app profile and announce your attendance on LinkedIn. Using the B2B networking events hashtag (#b2bnetworkingevents) will also be useful in promoting your visibility.
Learning how to introduce yourself is crucial for any successful networking. Your introduction should go beyond your name and title – it’s a 30-second (or less) sales pitch on why someone should be speaking with you. At B2B events, you’ll likely run into C-level executives who lead busy schedules; it’s your job to use those first 30 seconds to convince them you’re someone worth listening to.
Once you’re past introductions, it’s time for the back-and-forth. Some professionals fall into the hole of speaking about themselves, their problems, and their business, turning what should be a dialogue into a lecture. The art of listening is just as important as knowing how to speak. Asking open-ended questions about their challenges and what they are looking for at this event can give you insight into what you can offer them and how to set up future conversations.
Getting out of the conversation without seeming rude is just as important as starting it. The last thing you want after having a great conversation is ruining it with an awkward exit. Here are a few ways to exit a conversation:
The Connector: Offer to introduce them to someone else you know at the event who you think would be beneficial for them.
“It’s been great discussing [topic]! I actually know [person] from [company] who specialises in that. I really need to catch them before I leave. Let me introduce you two.”
The Agenda: Certain events are structured to be on a strict timeline, so it’s often a safe option to use the event schedule as a polite, external reason to move on.
“I really appreciate you taking the time to talk about [topic]. I’m afraid I have a masterclass to get to at [time]. Maybe we can pick this up another day, let’s exchange cards.”
The “Thing”: Similar to The Agenda, this uses a basic need or “thing” like getting coffee, using the restroom, or taking an urgent message to create a pause for a natural exit.
“This has been a great talk, but I’m afraid I need to refill my coffee before the next session starts for a quick recharge. It was a pleasure meeting you. Enjoy the rest of the [event]!”
Where and how you sit also factor into how effectively you can network. Someone sitting on their own in the corner of the room with their arms crossed is not going to look like an inviting prospect. Use seating arrangements strategically; if you can find a seat with active participants that you’ve noticed throughout the event, do so. This gives you the best opportunity to interact and open discussions with them.
After a presentation, speakers will often have time to speak with the attendees on the floor; use their content as an opener to open a dialogue with them. Other attendees may join in on the discussion and give you a chance to have a more intimate conversation.
Nurturing these networking connections goes beyond regular calls within a timeframe. Remembering the little things goes a long way in building business relationships. Writing down context clues on their business card, like:
“Wants a solution for [problem]”
“Loves hiking”
“Is planning on expanding operations to [location] in [timeframe]”
Citing these details during a subsequent conversation or meeting lets them know you were actively listening and care about what they had to say.
Staying top-of-mind with your recent connections is imperative. As a general rule, following up within 24 hours is the best choice. However, don’t call for the sake of calling; make sure you’ve set a clear purpose and have personalised your message. Refer back to the cards you wrote during the event and the minor details you noted down. Propose a quick, low-commitment follow-up meeting or call should they be unable to meet face-to-face.
Make sure to categorize your leads based on how much potential they have to convert into productive opportunities.
Hot: An Immediate Opportunity; reach out ASAP
Warm: Has Future Potential (within the next 6 months to a year)
Cold: General Connection
When reaching out to your leads, don’t jump immediately into selling your product or services. The Value First approach would have you offer a relevant piece of content or insight that you may have discussed or didn’t get to finish speaking on during the event. Unless there’s an urgent business opportunity to get right into, it’s paramount that you nurture and retain these leads in the meantime.
Maintaining your network doesn’t stop after the event, nor after that first follow-up call. It’s about staying connected, keeping up with each other’s work, and various activities. It can be as simple as regularly engaging with their LinkedIn content to regularly meeting up, either one-on-one or with other industry professionals.
Eventually, once your network is developed, you can move to determining which of your connections would benefit from meeting one another and start acting as a connector. These relationships will often result in them finding similar arrangements for you and your business, which will benefit all parties involved.
Networking like a pro starts with pre-event planning, prospecting your potential connections, and making yourself as visible as possible to them.
During the event, master your introductions and ability to open and exit conversations to set up future meetings.
Finally, you have to keep at it with your network. Engage with their online activities, find ways to meet or interact with them face-to-face, and make it a point to remember the little things to show that you’re not in this just for business, but to build meaningful connections.
B2B events are a great place to develop these networking skills and develop productive business relationships. If you’re looking to expand your network and discuss industry developments with C-suite executives, The Ortus Club can help you achieve that.
The Ortus Club hosts in-person and virtual events like roundtables and masterclasses that are insightful and intimate. In partnership with prominent global brands, we aim to facilitate executive knowledge-sharing around the world.
Interested in organising your event? Get in touch with The Ortus Club today!