Theme-based Networking Events

One of the most underused strategies in business development is bringing people together around a theme. Think about it. Everyone is busy. Everyone gets invited to another reception or cocktail party. Most people say no because they know the value will be surface level. But when you create something intentional, something smaller and more thoughtful, people notice. They make time. A dinner for women GCs in private equity. A roundtable of next generation dealmakers. A conversation between founders and investors who have successfully scaled. These kinds of gatherings give people the chance to connect with peers who understand their challenges. They create space for conversations that don’t happen in a big room. And here’s the part many professionals miss — when you’re the one convening, you’re not just building your own network. You’re helping others expand theirs. You become known as someone who creates opportunities. That’s memorable. It makes people want to stay close to you and your organization because being connected to you means access to something bigger. But it doesn’t end with the event. The real business development happens in what you do afterward. ✔️ If two people hit it off, follow up and connect them directly. ✔️ Share a quick recap of themes from the evening to keep the conversation alive. ✔️ Create touchpoints — an article, a coffee, an invite to the next dinner. ✔️ Build continuity with a series so people look forward to the next one. ✔️ Share high level highlights on LinkedIn to reinforce your role as the connector. Bringing people together in the right way isn’t just about networking. It’s about creating community. And the professionals who do this well strengthen relationships, build influence and grow their business in ways that feel natural. Let me know when you think of this tip and if you will try it! #BusinessDevelopment #ClientDevelopment #Networking #LegalMarketing

Fact: Most attendees don’t enjoy your “networking” events. Fact: Networking is one of the top reasons for attending an in-person event. Can we acknowledge that most attendees are not extreme extroverts? So why are we still hosting networking events where we effectively “dump” 100s of people into a room together for a few hours, hoping for the best and callingl it “networking”? As someone who attends events mainly with the goal of meeting up with my existing network and growing it, proactive networking with people I don’t know (especially solo) is something I dread. If you recognise that many people attending want to network but don’t feel comfortable in environments where they have to proactively approach strangers, it is possible to deliver a far better experience. So, let's take a look at activity-based, interactive networking. These activities will need capacity caps… but from my perspective as an attendee, at least, a more intimate environment makes for better networking. I’ve heard of some incredible networking initiatives recently, including: ➡️ Puppy Networking What a great idea for networking. An activity that will get people smiling and bonding, is great for socialising puppies, too, and also allows ample opportunity to chat. ➡️ Barista Workshops Teaching all those coffee lovers how to make barista-style coffee and getting to know each other whilst enjoying their own creations afterwards is a fab idea for activity networking. ➡️ Braindates Interest-based discussions that involve having deeper conversations with other attendees and learning at the same time. A truly great way to bring people with shared interests together and create meaningful connections. A couple of other suggestions: - Give your standard networking drinks an upgrade by adding an interactive activity such as a mixologist class, a murder mystery theme like “Imposter”, or some other team-based activity. And remember, there’s literally no excuse not to include as many non-alcoholic options as you have alcoholic so that everyone feels comfortable. - Find and give roles to “super connectors” at your networking events. I recently had the pleasure of meeting Phil Mershon - he’s an advocate for better networking and integrating these talented people at your events (and the author of a great new book called Unforgettable - the Art and Science of Creating Memorable Experiences). I know that upgrading your networking events will take a lot of effort, but if it means that a bigger proportion of your attendees leave your event not only satisfied but having created some lifelong connections - it’s worth it, right? Do you have any creative ideas for networking, or have you had a positive networking experience at an event? I’d love to hear them! 👇 #networking #events #eventmarketing #eventprofs I

Want a built-in reason to reach out to anyone? Curate an event. I asked close to 45 strangers to spend money on dinner with people they don’t know. 8 said yes. Tomorrow night, three CEOs, two CCOs, an exec recruiter, and a handful of healthcare VP/SVPs are sitting down together. Building this illuminated a few things: Social proof still matters. Titles and companies helped (some) The theme converted most People want permission to show up as humans and are turned off by being viewed as resumes. 19% conversion sounds low until you realize every "no" is just a bridge for coffee, lunch, or a future dinner. Literally, two thirds of the declines came with "keep me posted for the next one" or "let's grab coffee anyway." The outreach itself built goodwill that just wouldn’t exist otherwise. What people crave is simpler than we think.. - Community they didn't have to build themselves - Pre-planned experiences (just show up) - Trusted attendee vetting (fingers crossed, I got this close to right) If you're job hunting, building a business, or just tired of transactional networking, curating an event is an underrated skill. You create value by bringing people together, and even the rejections give you a reason to follow up. My heart is full and can’t wait for tomorrow. Nine strangers about to become anything but. 🤙

Private events are the new trade shows As a demand gen marketer spending most of my days evaluating sponsorships, conferences, trade shows, you name it... I realized 2 years ago that the best way to reach our ICP would be through highly-targeted, intimate events Since implementing this strategy at Akkio in Dec 2024, it’s become a major growth channel for us To no surprise, it’s also become one of the hottest silent trends in B2B Marketing 🤫 Let’s break it down! ⬇️ If you’re a B2B company trying to reach your ICP, there are 2 ways to do this: 👉 Owned private event: Managed 100% in-house. Choose this when you have a direct line of contact to your ICP and know you can fill the seats. Also you have a dedicated marketer to own the entire event planning process. 🤝 Sponsored private event: Outsourced. Choose this when you need support filling seats from someone who already owns the audience your targeting (examples: Trade Publications like ADWEEK and Ad Age offer this, as well as niche career communities like mine, The Marketing Groupe) There are also a few formats, depending on your goals & audience: 🍴 Breakfast/Brunch/Lunch: If you know they can take 2 hrs of their workday for education. 🍴 Dinner: If you know they are willing to get a sitter to attend your event. Option to add a panel or thought leader component on top for more value My biggest tips to execute: - Stay niche and highly targeted - Work closely with sales to accomplish this ^ every step of the way - Give a theme for the event, so attendees know what to expect - Pick a venue that aligns with your brand (PLEASE tour it before so you know the vibe you’re planning around!) - If you can, in your outreach, share which companies are already RSVPd, so attendees know which peers from their industry will be alongside them - Treat attendees with white-glove service, this is the best way to showcase your brand and who you are as a personal team (bring goodie bags, cover transport, etc) - Extreme attention to detail: Communicate and organize every single step of the way, so the event feels flawlessly executed to the attendee If you’re a B2B Marketer, private events are the best way to target your specific ICP! If you've already implemented this strategy, what would you add? And if you haven’t already, I’d highly recommend testing this channel for 2026, and let me know how it goes. #B2BMarketing #B2BStrategy #PrivateDinner #PrivateEvents #TradeShows #EventMarketing #GrowthMarketing #DemandGenMarketing #B2BMarketingTrends

What Are Radical Ways to Connect Startups, Founders, and Investors While Showcasing Local Talent? Networking could be more than the typical hotel conference room or formal meet-and-greet over coffee. Take a bolder approach to creating unforgettable connections while supporting local entrepreneurs in 2025– ☕️ Diners and Cafés? Hold networking breakfasts at a diner or coffee shop that opened recently. Let the founder share their story of perseverance and vision while attendees connect over coffee. 🌟 Startup Spotlight Nights Feature a handful of local startups in a pitch or demo session. Pair this with food and drink from local vendors for a true celebration of community talent. 🎨 Artisan Showcases Partner with local artists, musicians, crafters, or designers to highlight creativity and business synergy, proving innovation isn’t limited to tech. 🚶♀️ Startup Safari Create a “trail” where attendees visit multiple local businesses, hear founder stories, and connect with other participants along the way. ☕ Breakfast with Founders Create intimate morning meetups for founders and investors to share advice over coffee. 🍪 Workshops at Local Spots Host events where attendees can learn the story of a local business and participate in a fun activity (like baking or crafting). ➡️ Let’s reimagine networking. Which of these ideas resonates with you to build relationships? #CollaborateForChange #FounderResources