We know that personal connections, word of mouth, recommendations and testimonials are extremely powerful in B2B marketing, so why don’t we formally address this in our marketing plans?  Maybe it’s because we don’t have a neat bucket in which to categorise ‘professional relationships’, maybe it’s because we can’t control how colleagues connect with other people, or maybe it’s because we don’t know how to budget for these connections. Whatever the reason, we’re missing a huge opportunity by ignoring relationship marketing – or networking – in our strategy.

So, let’s make it easy and start budgeting and planning for networking! Here are four ways to network which you can plan and budget for in your 2025 marketing strategy:

• Traditional Networking – many of the ‘traditional’ networking events that we attended pre-pandemic are back and thriving once again. Thankfully, the setting of these events are much more inclusive and interesting than in the past, often including an activity or speaker rather than just a free bar. Despite the costs attached to these often-ticketed events, networking in real life can’t be beaten, especially if your business or your buyers are based in the same area as you. Whilst this is often the most awkward networking type to engage in, it does get easier with practice.

• Virtual Networking – for those who are more comfortable behind a screen, for those who work remotely and for those whose business and buyers are widespread or global, virtual networking might be a more lucrative and/or affordable option. Some virtual networking events are for members only, so will incur a membership fee, whilst others will be free to all. The benefit of virtual networking is the variety of people you are likely to meet, as attendees are not constrained by location or transportation. Whilst it might seem daunting to meet complete strangers over the internet, you’re often using a safe, private platform which you can leave at the touch of a button.

• Social Networking – outside the world of ticketed and member-only networking lies the wide world of social networking. Typically, LinkedIn is used for professional networking, with Instagram rapidly blurring the lines between B2C and B2B connections. Whilst it might be hard to form a relationship with a stranger on LinkedIn, it’s undoubtedly a great way to build connections once you’ve made them offline. It’s also much easier to grow your network through existing connections on LinkedIn by asking for recommendations or engaging with content and conversations that are relevant to you.

• Net-walking – if networking still gives you ‘the ick’ then netwalking might be for you. Not a new trend but a growing one, netwalking involves joining an organised walk with strangers or acquaintances to informally grow your network. There’s no pressure to drink or engage in an awkward activity but even better, there’s no pressure to talk when you’re walking. Without eye contact, it’s much easier to listen or open up when you’re ready. Whilst some netwalking events are free, they do demand more of your time, but arguably are more rewarding due to the depth of conversation, the shared experience and the mental- and physical health benefits of being outdoors.

If you’re new to networking, you might want to try a bit of everything to see what works for you and in the end, you’ll likely continue to see different benefits from each. Regardless of how you network, this underrated marketing tactic should be planned and budgeted for in your 2025 strategy.