Networking has consistently ranked as a key value driver for event attendees, making it a top priority for event professionals. Our own Events and Marketing Strategy Survey confirms that event professionals are committed to providing these opportunities, with 71% increasing the amount of time dedicated to networking and 47% increasing networking space. Earlier this year at INSIGHT 2025, keynote speaker Erica Spoor, SVP of strategy at Sparks, presented findings that also demonstrated the power of networking.
Which strategies are most successful? Based on thousands of client events, we’ve found that the following areas are important for ensuring maximum networking effectiveness:
Structured Meetings Programs
Dedicated meeting programs provide the guidance attendees need to maximize their time on-site. Meeting programs are typically scheduled in advance with limited time slots, creating a sense of exclusivity. Common meeting programs include meetings with an executive, expert, or exhibitor. We are also seeing rising popularity for some newer meeting program uses such as job fair interviews, speaker rehearsals, and 1:1 speaker prep.
Attendee Catalogs
Dedicated meeting programs provide the guidance attendees need to maximize their time on-site, including networking. Meeting programs are typically scheduled in advance with limited time slots, creating a sense of exclusivity. Common meeting programs include meetings with an executive, expert, or exhibitor. We are also seeing rising popularity for some newer meeting program uses such as job fair interviews, speaker rehearsals, and 1:1 speaker prep.
Badge Configuration
Many teams are using QR codes or Bluetooth/NFC encoding on badges to enable attendees to share contact information or social media profiles. These technologies are now easier than ever to set up and can significantly boost attendee networking. Similarly, we’ve seen a rise in the number of event teams using distinct badge designs for different personas to help attendees quickly recognize those they may be especially interested in connecting with. This badge approach is another effective way to help facilitate conversations.
Sales Enablement
Integrating event data with CRM systems like Salesforce, Marketo, Adobe, and HubSpot enables organizations to use networking interactions for sales enablement and marketing campaigns. Some Salesforce apps even allow sales teams to schedule meetings with attendees directly from Salesforce. These networking insights have proven to be highly effective for driving upsells, referrals, and customer acquisition.
Given the importance of real-life relationships, networking will remain a top priority as events continue to evolve. Event professionals must remain agile and embrace new technologies to keep up with attendees’ desires for more meaningful connections. A holistic view of attendees’ past networking experiences will be crucial in crafting events that resonate with attendees and offer unmatched value.
Stay tuned for our next post on networking to learn more about how networking integrates into journey-based event planning.
