In a recent article, Harvard Business Review makes the arguments networking events may not be the best way to develop new business.

Can’t imagine why...

I remember my first experiences with networking events. This is a surprise, considering how much I’d like to forget them. Here I was: a lonely sales rep, with a quota and pocket full of business cards. After studying the name tags at the registration table, I’d talk to some people (if I built up the nerve) and try to schedule appointments. Walking out with a couple of cards, I was too focused on closing sales, and not enough on building relationships.

Maybe I’m a wiser now, probably just older, as I have the found the opposite (George Constanza alert) is true.

Events are increasing in value for me, even if I don’t meet a sales prospect.

As a marketer, networking events present some under-the-radar opportunities to enhance your outreach.

Walk, Don't Run

Not just a classic song by the Ventures.

I recently wrote about connecting with a promotional partner at an RNBA event (Seoul Taco). Instead of discussing ways we could print items, we talked marketing, from email newsletters to search engine optimization.

Synergies existed and we developed a cross promotion which provided value for our email subscribers (free tacos), and introduced his concept to a new audience.

I took my own ‘walk don’t run’ advice – it took four months to put promotion together.

Where did this marketing partnership start? A business after hours.

The Write Event

Trying to connecting with influencers? Pitching media outlets to secure guest blog opportunities? You may use one, or all of the following: Email, phone calls, tools like Buzzsumo and Moz, or countless other methods.

If you are seeking only niche media, events may not be best. (however, check out this recent article on connecting remotely with contacts.) A conversation, which is now leading to potential guest blog opportunity with Chicago Health.

Now it’s up to me to pitch a quality story. This one probably would not have happened without the first connection at a lunch networking event.

Plant A Seed

Seeing customers at events presents opportunities to catch up, learn about potential new projects and get feedback on their customer service experience. If it’s positive, that’s my clue. What do I mean? Smiling faces are a major element of marketing for my company. Huh? When a client has a positive experience, we ask permission to add their face and quote to the website. Many times, I first find out about the positive experience over a beer at an event.

Not all of these may be relevant to you and that’s OK.

Ultimately, to use a cliché (groan), it is what you make of it – having a goal or some idea of what you want to accomplish only improves the experience.

And could have a nice impact on your marketing.

3 Reasons For Marketers To Attend Networking Events