Networking to Expand Client Base

How I use Sales Navigator to generate millions in pipeline. If you follow this process, the meetings will start to pour in. Today I want to walk you through Relationship Explorer. Let's say I am a Account Executive at Champify. I focus on three target personas: • CRO • Director of Sales Development • VP of Sales At the beginning of every quarter, I’m given a new list of key accounts to break into. I typically sit down every morning and spend an hour prospecting. This week I’ve narrowed down one account, Slytherin, that would be a fantastic opportunity if I could close it. My best chance at penetrating this account is to go beyond shared connections to find hidden allies or someone already familiar with me or my company. These hidden allies could help expand my relationship footprint. I know Relationship Explorer in Sales Navigator can help me do just that, find the best path and any hidden allies in the account. I visit the Slytherin page in Sales Navigator and see that it’s surfaced 8 of the top individuals that might be relevant for me, based on the Sales Persona I’ve built out. I see that Snape, the CRO at Slytherin, has an Executive TeamLink connection to my CMO. I plan to reach out to my CMO and ask for an introduction! I know multithreading is critical to lowering the risk that a deal does pan out if my point of contact leaves the company. (We want deal insurance people) Since that’s the case, I also want to see if I can engage with the Director of Sales Development, as I expect they would be the primary buyer, and they may be my advocate in the deal. Using the Director+ Persona I’ve built out, I see that Draco is the Director of Sales Development and was a past customer in his previous job! This allows me to look in our CRM to find any details I can from the last time he was a customer, and I reach out with those details. Leverage the insights to break through the noise. P.S. Are you running your Sales Navigator strategy like this?

Fact: Outbound sales is broken. Incentives and strategies are misaligned. Tools like Salesloft and Outreach didn’t cause it. They amplified it. Now marketing and sales need to work together to fix it. The real issue is that sales managers push SDRs to prioritize volume over quality, leading to generic outreach that no one wants to read. Fixing this starts with focus. Give SDRs a small set of accounts, 30 per quarter, and tier them into A, B, and C priorities (using tools like Clay, Tofu, Unify). This makes it clear who they’re targeting and allows them to spend their time understanding the industries, companies, and people they’re reaching out to. Instead of chasing volume, they can dive deep into the problems their prospects are trying to solve. With the right tools, resources and 𝘁𝗿𝗮𝗶𝗻𝗶𝗻𝗴, SDRs can educate themselves on the pain points, motivations, and challenges of their target audience. They can craft outreach that adds value and speaks directly to what matters most. Take me as an example. If you’re reaching out to someone like me at MoEngage, don’t send lazy, cookie-cutter emails like: “Does getting more pipeline keep you up at night” “Would you be interested in getting more qualified meetings” “Do you want customer lists of your competitors?” “Are you still interested?” “I haven’t heard back. I’ll assume this isn’t a priority.” These don’t work. They’re noise. If you want my attention, show me you’ve done your homework. Understand that I’m focused on growing in North America. Recognize the challenges of expanding into a crowded market. Tell me something valuable about how companies like mine are navigating those problems and how you can help. This approach may lead to fewer meetings overall, but the meetings you get will be better. SDRs and AEs will know their audience. They’ll understand the pain points. They’ll deliver messaging that lands because it’s relevant and thoughtful. And this isn’t just a sales problem. Marketing has to help. Marketing should train SDRs and AEs with insights about the market, the ICP, and the problems worth solving. Outbound sales works best when sales and marketing are aligned, working together to get the right message in front of the right people. Stop trying to get more meetings. Focus on getting better ones.

In my early career, I thought networking was all about building as many connections as possible. But I quickly learned that effective networking isn't about the quantity of your connections—it's about the quality. Throughout my career, the connections that have truly made a difference weren’t the ones where I just asked for help—they were the ones where I made it easy for others to want to help me. If you want to make others genuinely want to help you, it’s crucial to move beyond simply asking for favors. Instead, focus on creating value and building relationships where both parties benefit. So, how can you do the same? Here are four tactical tips to help you network effectively: ✅ Do Your Homework Before reaching out, research the person or company you’re interested in. Understand their work, challenges, and how you can add value. For instance, instead of asking a connection for job leads, do your own research first. Identify specific roles and companies you’re targeting, and then ask if they can help with an introduction. This approach shows initiative and respect for their time. ✅ Be Specific in Your Ask Whether you’re asking for an introduction, advice, or a referral, be clear and concise about what you need. For example, instead of asking, “Do you know anyone hiring?” say, “I noticed [Company Name] is looking for a [Role]. Would you be open to introducing me to [Person]? I’m happy to send you my resume and a brief write-up you can pass along, too.” This shows that you’ve taken the initiative and makes it easier for your contact to say yes. ✅ Offer Mutual Value When requesting a meeting or advice, frame it as a two-way conversation. Instead of saying, “Can I pick your brain?” try something like, “I’d love to exchange ideas on [specific topic] and share some strategies that have worked for me.” This not only makes your request more compelling but also positions you as someone who brings value to the table. ✅ Follow Up with Gratitude After someone has helped you, don’t just say thank you and disappear. Keep them in the loop on how their help made an impact. Whether you got the job, secured the meeting, or just had a great conversation, let them know. This closes the loop and makes them more inclined to help you in the future. Your network is one of your greatest assets—nurture it well, and it will be there for you when you need it most. What’s one networking tip that’s helped you build stronger connections? *** 📧 Want more tips like these? Join Career Bites - free weekly bite-sized tips to supercharge your career in 3 minutes or less: lorraineklee.com/subscribe 📖 You can also get behind-the-scenes stories, updates, and special gifts for my upcoming book Unforgettable Presence: lorraineklee.com/book

This should really excite (and worry) agency owners. The top sources for client acquisition are referrals and word-of-mouth. My take: If this is true, this means a lot of agencies will either flourish, or perish. Because now organic trust is the strongest chess piece. If your primary sources of traffic and leads have been paid ads (and not organic WOM/referrals) you need to do these 3 things to create a pipeline of prospects: 1/ Firstly - ask. You don’t ask, you don’t get.  Pick your top performing campaigns, say you can replicate it for their peers. Tip: Ensure the work you’ve done is mappable, replicable and applicable for them too. 2/ Set up or enhance your referral scheme Make it so that the referrer gets rewarded too.  Nothing incentivizes like cold, hard cash, so be sure to share the joy. Tip: Have a ‘tiered’ referral scheme- the more they refer, the more they earn. 3/ Create relationships with industry partners Discover ‘partner’ agencies (i.e, same industry, but a different service) Work in symbiosis, funneling clients to each other best suited on your services. Tip: You can even cross-sell existing clients here to a different but related service. Image: AgencyAnalytics

How could I build a career if I couldn't even handle a "simple" networking event? Twenty years later, I'm CHRO. And I still hate networking events. But I cracked the code. Traditional networking assumes collecting 50 business cards equals success. For introverts? One deep conversation beats 50 shallow hellos. Quality over quantity isn't just our preference. It's our superpower. So I built my own system. ——————————————— → The 100-Point Energy Budget Every event, you start with 100 energy points: • Random small talk: -15 • Meaningful conversation: -5 • Pretending to laugh at bad jokes: -20 • Finding a fellow introvert: +10 • Strategic "email break": +5 Hit 20 points? Leave. That's not quitting. It's resource management. ——————————————— → The 3-Deep Rule While extroverts collect 50 cards, I build 3 real connections. They get names. I get allies. They get LinkedIn adds. I get coffee meetings. They get forgotten. I get remembered. One meaningful conversation > 50 forgettable handshakes. Tell people you're "gathering insights for research." Now it's an interview, not small talk. Arrive 15 minutes early. Quieter room, better conversations. ——————————————— → The Opener That Works "I'm testing a theory that admitting you're an introvert at networking events creates better connections. You're participant seven." People lean in. They want in on your experiment. Ask what matters: "What problem are you tackling right now?" "If you weren't here, what would you rather be doing?" ——————————————— → The Lighthouse Strategy Don't circulate. Plant yourself somewhere visible. Let people come to you. Or volunteer at check-in for 30 minutes. Meet everyone, defined role, then disappear. Set 45-minute alarms. Energy check. Below 5? Bathroom break. ——————————————— → Permission Granted You can officially: • Leave after 52 minutes • Eat lunch alone at conferences • Say "I need to recharge" • Build your network through LinkedIn • Skip events that don't serve you My biggest deals came from 1-on-1 coffees, not cocktail parties. My best hires came from deep conversations, not speed networking. ——————————————— → The Truth Successful introverted executives didn't learn to act like extroverts. They learned to network like strategists. My record? 12-minute holiday party appearance. Two conversations. Both mattered. Still got promoted. Once had my assistant call with an "urgent client matter" 45 minutes into a dinner. The client was my cat. Zero regrets. Your quiet nature isn't a bug — it's an executive feature. Your energy management isn't high maintenance — it's self-leadership. The revolution isn't about becoming louder. It's about quiet leaders writing the rules. From a comfortable distance. Through screens or deep connection. Like the evolved professionals we are. ♻️ Share to save an introvert from networking hell 📩 Get my Networking Energy Toolkit → https://lnkd.in/dfhfHWe5

𝐓𝐡𝐞 𝐕𝐚𝐥𝐮𝐞 𝐨𝐟 𝐋𝐨𝐧𝐠-𝐓𝐞𝐫𝐦 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 𝐢𝐧 𝐑𝐞𝐜𝐫𝐮𝐢𝐭𝐦𝐞𝐧𝐭 Recruitment is known as a fast paced industry, but there’s one part of our role as recruiters that can’t be rushed; building relationships. In my experience, creating long-term relationships with our clients, candidates, and colleagues is invaluable. Not only does this approach lead to better hiring decisions, but it also shapes careers, fuels business growth, and creates networks of trust that last for years. Here’s why long-term relationships should be the foundation of any great recruitment strategy: 𝟏. 𝐓𝐫𝐮𝐬𝐭 𝐢𝐬 𝐄𝐚𝐫𝐧𝐞𝐝 𝐎𝐯𝐞𝐫 𝐓𝐢𝐦𝐞  The best partnerships – whether with clients or candidates – aren’t built in a single conversation. They develop over time, through consistency, honesty, and delivering results. When businesses work with recruiters they trust, they gain a true partner, not just a service provider. The same applies to candidates. Many of the strongest hires come from professionals we’ve known for years and placed more than once. 𝟐. 𝐀 𝐂𝐚𝐧𝐝𝐢𝐝𝐚𝐭𝐞 𝐓𝐨𝐝𝐚𝐲 𝐂𝐨𝐮𝐥𝐝 𝐁𝐞 𝐚 𝐂𝐥𝐢𝐞𝐧𝐭 𝐓𝐨𝐦𝐨𝐫𝐫𝐨𝐰 One of the most rewarding aspects of long-term relationship-building is seeing how careers evolve. Many candidates we’ve placed early in their careers have gone on to become hiring managers or senior leaders, and when they need to build their own teams, they often return to the recruiters they trust. A single placement can turn into a lifelong professional partnership. 𝟑. 𝐒𝐭𝐫𝐨𝐧𝐠𝐞𝐫 𝐂𝐥𝐢𝐞𝐧𝐭 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 𝐋𝐞𝐚𝐝 𝐭𝐨 𝐁𝐞𝐭𝐭𝐞𝐫 𝐇𝐢𝐫𝐢𝐧𝐠 𝐃𝐞𝐜𝐢𝐬𝐢𝐨𝐧𝐬  Understanding a company’s culture, leadership style, and long-term growth strategy takes time. The deeper that understanding, the better the hires. Clients who treat recruiters as strategic partners rather than short-term vendors see the biggest return on investment – not just in speed to hire, but in quality and retention. 𝟒. 𝐂𝐚𝐧𝐝𝐢𝐝𝐚𝐭𝐞 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐌𝐚𝐭𝐭𝐞𝐫𝐬  In today’s job market, candidates expect a personal, transparent process – one where they feel valued beyond a single application. A recruiter who stays in touch, offers advice, and provides genuine career guidance builds relationships that last. And when candidates have a great experience, they refer others, expanding the recruiter’s network even further. 𝟓. 𝐋𝐨𝐧𝐠-𝐓𝐞𝐫𝐦 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡𝐞𝐧 𝐘𝐨𝐮𝐫 𝐑𝐞𝐩𝐮𝐭𝐚𝐭𝐢𝐨𝐧  The recruitment industry is built on trust and reputation. The most successful recruiters are the ones known for honest, long-standing relationships that create value for both businesses and professionals over time. At the end of the day, recruitment is about people, not transactions. The strongest partnerships aren’t measured in placements but rather in careers built, businesses grown, and trust earned.

Personalized B2B Customer Engagement at Scale Cold calling hasn’t been relevant for five years Using AI just to cold call faster isn't a strategy, it’s just more noise To achieve true personalization at scale, we’ve shifted away from automated outreach and toward AI Agentic teammates We are currently rolling out a system where sales teams get three distinct AI layers built on an “Ecosystem of Reference.” Here is how we are changing the game: 1. The Business Context We integrate the "DNA" of the brand, ICP data, brand guidelines, and white papers. This ensures the AI isn't just guessing; it’s operating with deep internal knowledge 2. The Professional Identity Engagement starts with showing up. These teammates allow salespeople to leave thoughtful, brand-aligned comments on prospect posts, building trust through consistent presence 3. The Authentic Voice Salespeople can finally create social content and have conversations that sound like them. It stays within brand guardrails while remaining relevant to the specific pain points of their ICP Does it actually work? We are only six weeks into implementation, and the results are already outperforming traditional methods: Growing Engagement: We are seeing a steady climb in impressions and organic reach 3 Meetings Per Week: Our sales reps are already hitting this milestone consistently In-Quarter ROI: If you sign a purchase order at the start of the quarter, we are generating meetings for you within that same quarter If you’re ready to move beyond the "spray and pray" era of sales, my book “Social Selling - Techniques to Influence Buyers and Change Makers” is available now on Amazon worldwide. Stop calling. Start building influence #Sales #Marketing #Leadership #SocialSelling #Speaker

I grew to 30,000+ followers on LinkedIn. These are MY 5 rules for LinkedIn (not AI-generated content) ↴ But does my content convert to clients? Honestly? Not as much as you'd think. Because when it comes to the work I do, such as facilitating team away days and leadership workshops, most leaders go with someone they've already worked with. It's human nature. Why take a risk on a stranger when you have a trusted name on speed dial? Followers don't fix that. Content doesn't fix that. Relationships do. So how do you build them when you're on the outside of closed networks? For me, the answer has been public speaking, building community and being intentional. Not just turning up to events I get invited to. But creating my own. Last year, I hosted an event on Limiting Beliefs. One of the people in the room was a leader at AXA Partners. We connected. We built a relationship. A few months later, I was delivering a Human Value in an AI-Driven World workshop to their team. No cold pitch. No agency. Just a room, a conversation, and trust built over time. Tomorrow I'm hosting The Reinvention Conversation on LinkedIn Live with Andreia Afonso. Another room. Another set of conversations. Another chance for the right people to find me, not the other way around. If you're a service-based entrepreneur trying to break into new client relationships, here's what's worked for me: 🎯 Rule 1: Host your own events. Ownership beats attendance. 🎯 Rule 2: Speak on what you actually care about. People feel the difference. 🎯 Rule 3: Follow up with intention. One conversation rarely closes anything. 🎯 Rule 4: Play the long game. My AXA Partners relationship was 6 months in the making. 🎯 Rule 5: Show up consistently. Trust is built in the in-between moments, not just on stage. From newsletters through to helpful content and community support. Followers are vanity. Rooms are currency. Love & Light, Andy Ayim MBE #Leadership #Facilitation #Entrepreneurship #PublicSpeaking #BusinessDevelopment

If you run a small business, networking isn’t just a nice-to-have. It’s an investment. Over the past year, I’ve attended events from an Amazon Web Services (AWS) soccer game to an American Express panel, and even a LinkedIn for Marketing launch party in NYC. One thing became clear: the connections you make and how you nurture them, can shape your business in ways you don’t see immediately. Here are 5 strategies that have made a real difference for Brkaway: Invest in conversations, not contacts. Showing up isn’t enough. At the AWS soccer game, I spent halftime asking people about their businesses and challenges instead of pitching Brkaway. That curiosity opened doors, sparked insights, and reinforced a simple truth: networking is about investing in others first. One warm introduction can change everything. Referrals and intros have outsized impact. A single connection might lead to a client, partner, or advice that saves months of trial and error. Showing up in the right rooms consistently keeps your business top of mind with the people who matter. Listen more than you pitch. At events like the AMEX panel, listening carefully was more powerful than rehearsing my elevator pitch. When you focus on understanding what others need, you build trust and credibility. People remember how you made them feel, not your elevator pitch. The best connections happen in between. At the NYC launch party, some of the most valuable conversations happened casually.. waiting for elevators, grabbing a drink, walking between spaces. Casual, unscripted moments often lead to more authentic relationships than formal networking. Follow up or it didn’t happen. Meeting someone is just the start. The real investment comes afterward: connecting on LinkedIn, tracking conversations, setting reminders, and engaging with people’s content. That’s how relationships grow into opportunities. Remember, networking isn’t a checkbox. It’s equity in your business. 

I’ve been having lots of conversations about LinkedIn for events from organisers wanting to drive visibility and engagement, to exhibitors heading to upcoming tradeshows, and everyone in between. Whether you’re hosting, exhibiting, or attending LinkedIn can help you get more out of every event: ✨ More visibility 🤝 More connections 📈 More business outcomes Yet LinkedIn is often underused in the event space. A one-and-done post. A quick thank you. A flurry of activity... then silence. But here’s the thing: the event isn’t the beginning and it shouldn’t be the end. To get the most value, LinkedIn should be part of your strategy before, during and after the event. Here’s how to make the most of it: 🌠 1. Be LinkedIn Event Ready Your profile and company page shape your first impression often before anyone meets you. They should tell a clear, credible story that aligns with your event involvement. Organiser Tip: Create a LinkedIn Brand Kit for your speakers, exhibitors, and team – banners, hashtags, talking points, and example posts. Exhibitor Tip: Use an event-themed banner to show your stand details or branding. 🌠 2. Build Relationships Before the Event The most valuable connections rarely start cold on event day. The lead-up to the event is prime time to increase visibility, build familiarity, and position yourself as someone worth connecting with or visiting at the stand. Organiser Tip: Spotlight speakers, exhibitors, and sessions early and use tags to amplify. Exhibitor Tip: Shortlist people you want to meet - clients, prospects, collaborators, media and start connecting early. 🌠 3. Maximise the Event Experience Use LinkedIn to take people behind the scenes, amplify moments as they happen, and make your presence visible to those who couldn’t attend. Organiser Tip: Have someone live post from the floor, tagging participants and sharing session soundbites. Exhibitor Tip: Make it easy for people to connect with you it creates immediate pathways to keep the conversation going. 🌠 4. Keep the Momentum Going This is the stage where most people go quiet, but this is when the real relationship-building begins. Use LinkedIn to keep the conversation going. Share your takeaways. Follow up with new connections. Repurpose content into future posts. Organiser Tip: Share a highlight post and set the stage for what’s next even a “Save the Date” works. Exhibitor Tip: Send a personalised follow-up message referencing your chat. 🌟 Key Takeaways LinkedIn is one of the most powerful tools you have to extend your event beyond the room. It allows you to build relationships before the first handshake, stay visible throughout the event and strengthen credibility and connection long after the banners are packed away. And if you'd like support to develop your own LinkedIn event strategy that's more than one and done, I’d love to help. Because showing up is just the beginning. #linkedin #events #eventmarketing