Were you at B2B Ignite last month? Did you feel like you made the most of its absolutely crammed schedule? (I counted more than 70 speakers presenting new marketing ideas and success stories.)
For me, there were many highlights. As B2B tech specialists, we’re constantly immersed in the AI conversation, but it was interesting to hear how other marketers are using the technology.
I also loved Cos Mingides explaining True’s approach to evaluating the strength of creative concepts, and Mitie’s Tina Hobart and Sajjad Ishaq unpacking how the voice of the customer had helped them define their decarbonisation offering, and communicate to an audience trapped in a “you clean toilets – why are you talking to me about sustainability?” mindset.
But the day got me thinking about where the real value of in-person conferences lies…
B2B conferences aren’t just about the talks
Yes, there’s a lot to learn at a good conference – based on my hastily typed notes alone, I could tell you more than most people would want to know about full-funnel campaigns and effective sustainability messaging.
But if industry conferences were just about sitting and listening, we’d have never returned to in-person events after the years we spent making do with “digital symposiums” over Zoom and Teams.
And we’ve definitely returned: 52% of event organizers saw increased attendance at in-person events in 2023, and nearly 76% of organizers believe in-person conferences will become increasingly critical to their organization’s success in the coming years.
The truth is, we don’t go to events like B2B Ignite just to sit in tiered seats and absorb wisdom from the stage. A lot of the value comes from the conversations, connections, and friendships that can be sparked outside the lecture hall. (That is, if you make the most of your time on the floor.)
Research published this year shows that 81% of event attendees are most interested in networking with experts, and 68% enjoy meeting new contacts. There’s a community aspect to conferences that can’t be replicated in a digital environment, where it’s all too easy to turn off a camera, have other tasks on a second screen, and hold back from engaging in breakout rooms and workshop groups.
Five ways to network more effectively at in-person conferences
The vast majority of conference attendees believe in-person conferences provide the ideal networking environment. Because of course they do. The rapport you can establish in just a few minutes of face-to-face conversation could take weeks or months to build if you’re relying on LinkedIn messages or emails.
As an account director, I’ve spent years building long-lasting connections both in person and online. And I agree that a conference can be the most valuable place to network – if you approach the whole event with confidence and a plan.
The tricky part of networking at events is that there’s just so much going on. You don’t want to miss out on the keynotes and workshops, but when else are you going to have access to so many experts and industry colleagues?
Here are a few pieces of practical advice to help you network more effectively, even as you learn about next-level ABM and the decline of the third-party cookie.
- Have a clear idea of what you want to achieve. In all the hubbub of a busy conference hall, where everyone’s vying for each other’s attention, knowing who to talk to and which booths to visit can all become a bit overwhelming.
Make a rough plan ahead of time that lists a few people to approach and, most importantly, why you want to approach them. Maybe you want to pitch them your services, or maybe you just liked a podcast they guested on recently. Having a networking plan will help you structure your time and keep conversations focused.
- Make your own schedule. If you’re going to balance networking with learning, you’ll need to make some strategic decisions about which sessions to attend. You might choose to prioritise group discussions and workshops, where you’ll get built-in opportunities to talk to your fellow attendees.
If you know the conference you’re attending will share recordings of the major presentations after the event, you might choose a few to skip at the time, and catch up at your leisure. That way, you can spend some time visiting booths while the exhibition space is quieter.
- If there’s an app that lists attendees – like B2B Ignite’s – take full advantage of it. Name tags and lanyards can be difficult to read, especially when everyone’s walking around with a notebook or coffee in hand; I spent a lot of my day craning my neck to catch a glimpse of a name or a company. If you upload your photo to the app’s directory, it’s so much easier for people to recognise you on the floor. I’d recommend using the same headshot that you use on LinkedIn, to help distant connections spot you in the crowd.
This year, only a few people completed their profiles, and I’m sure they benefited from being the best-known faces on the floor. If you get a space for a bio, don’t be shy – share your goal for the event, letting people know what you’ll want to talk about.
- Take business cards. This is very old school, I know. But if you’re at an event with QR codes and smart ID cards, it can take a few minutes of faffing with your phone’s camera or NFC to exchange information.
Whether you’re chatting in the queue for the buffet or in the pause before a speaker takes to the stage, it’s often much easier to simply hand someone a business card.
Just remember to make a note of who you pass your cards to, so you know who to look out for online.
- Divide and conquer. In a company-wide meeting after B2B Ignite, my colleague Ben asked me how the food was. I answered him honestly: I barely ate anything, because I was too busy chatting to people.
Because I was the only person from Radix at the event, I had to be everywhere at once, and “on” at all times. If you can attend as part of a small group, you’ll be able to sit in on more sessions, meet more people, and have time for a mid-morning pastry and a lunchtime finger sandwich, instead of subsisting on coffee alone.
There’s an important caveat here, though: it only works if you commit to splitting up. If you and your colleagues act as a pack, you’ll not only find it harder to approach people, but people will also be far less likely to approach you.
It’s all about building a community
“When we lose everything, we’ve still got each other; we’ve got community and we’re better together.” If you were among the crowd at B2B Ignite, you might recognise that quote from marketing consultant Michelle Goodall, one of the speakers from the day’s very first session.
Building a community is what it’s all about, whether you’re selling a product or expanding your network. B2B conferences are the perfect space to do that, and I’m already looking forward to the next opportunity to get out there and make some new contacts. (Hopefully, this time, with a colleague or two as backup…)*
*Editor’s note. We promise to give Sarah a wing-person for all future events.
