Unlocking business success: The case for in-person networking

IN THE words of business magnate, Richard Branson, “Success in business is all about making connections”.

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RICHARD Branson says, “Success in business is all about making connections”.

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While this remains inherently true, networking behaviours - like what draws people to in-person events, how they prefer to connect, and which formats foster the strongest engagement - continue to evolve.

Today, business owners are networking with purpose not just for handshakes, but for insights and innovation. This is according to the 2025 trends report by Freeman, a global leader in events, which reveals 61% of respondents network primarily to learn something new, while 58% do so to exchange ideas and 54%, to identify collaboration opportunities.

Preparation is your secret weapon

Walking into a networking event without preparation is a bit like pitching to an investor without a business plan you might get lucky, but the odds aren't in your favour. The entrepreneurs who consistently gain value from networking are the ones who take a strategic approach. They do their research, set objectives, and approach every conversation with intent.