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.