Agency Networking Tips: How Smart Agencies Turn Connections Into Partnerships

We all know networking matters, but are you doing it effectively? Are you nurturing your relationships or simply making new connections? 

Successful agencies don’t just add contacts on LinkedIn or collect business cards—they focus on forming meaningful relationships that fuel mutual growth.

In this article, we share real-world networking insights straight from agency leaders—their biggest wins, best advice, and even a few of their cringe-worthy missteps.

Keep reading to discover practical networking strategies for turning meaningful connections into lasting strategic partnerships. 

What is Agency Networking?  

True agency networking goes beyond simple introductions—it involves taking the time to establish meaningful connections that create value over time.

Agency networking can look like: 

• Building strong relationships with potential clients before they even need an agency.

• Forming mutually beneficial partnerships with complementary agencies that fill creative or service gaps.

• Connecting with other industry professionals to exchange ideas and share industry insights.

• Engaging in industry conversations online and in person to remain top-of-mind when business opportunities arise. 

For Sarah Achler, Founder/CEO of Burnt Waffle Marketing, networking is all about alignment with people who share her agency’s values and approach to business.

Our goal with networking is to build real connections that lead to meaningful work. We’re always looking to connect with potential clients who align with our approach, collaborate with creatives and industry pros who bring something new to the table, and stay ahead of industry trends by learning from the best. It’s also about keeping Burnt Waffle Marketing on the radar in the right spaces, making sure we’re part of the conversations that matter. At the end of the day, networking isn’t just about who you know—it’s about finding the right people to grow with.

Sarah Achler, Founder/CEO, Burnt Waffle Marketing 

The Benefits of Networking for Your Agency

So why does networking matter? The right relationships don’t just expand your client list.

Here are a few different ways that successful agency networking fuels agency growth. 

1. High-Quality Client Referrals

For one, The AgencyAnalytics 2024 Marketing Agency Benchmarks Report highlights that over a third of agencies identify client acquisition as their primary hurdle. This underscores the need to keep making new connections. 

If you’re not actively networking, you could be missing out on your agency’s biggest growth engine: referrals. The benchmarks report also confirms that referrals and word-of-mouth are the top sources of new business for marketing agencies. 

Strong relationships lead to trust, and trust leads to recommendations. A single introduction can open the door to multiple projects, new revenue streams, and repeat business. 

Sarah Achler shares how one client referral turned into a cycle of ongoing opportunities for Burnt Waffle Marketing:

Referrals are a big part of how we grow—some of our best partnerships have come from word-of-mouth. One of our biggest wins came from a past client who recommended us to the company she was working for at the time. That intro led to multiple website redesigns, and even after she moved on, they kept working with us—and still do. 

What makes it even better? She’s become a recurring client herself, bringing us in for projects wherever she goes. This is a reminder that good work and real relationships go a long way—people remember who they trust.

Sarah Achler, Founder/CEO, Burnt Waffle Marketing 

Her experience proves that when you network effectively, you don’t just gain one-off projects—you build a steady stream of referrals that fuel ongoing agency growth. 

2. Learning Opportunities 

No agency operates in a vacuum. The best strategies, trends, and insights often come from conversations with other experienced industry leaders. 

By connecting with other agency owners, consultants, and creative professionals, your agency gains firsthand knowledge about what’s working, what’s not, and how to navigate challenges more effectively. Learning from those who’ve already tested different approaches saves you years of trial and error, giving your agency a competitive edge.

Networking with other agency professionals also offers an inside look at emerging industry trends and shifts in client expectations. The more your agency stays plugged into these conversations, the better equipped it is to adapt and innovate ahead of the curve.

3. Forming Strategic Partnerships

Remember that the people at the top are collaborating—not competing. Some of the most successful agencies grow by working with partners rather than battling for the same clients. 

According to the 2024 Marketing Agency Benchmarks Report, most agencies we surveyed have 1 to 5 full-time employees and manage 11 to 20 clients—meaning they’re in the growth phase and often balancing limited resources. Strategic partnerships offer a way to scale the business without overextending your team.

Building relationships with well-matched agencies is a smart way to expand your service offerings, welcome new opportunities, and create a steady flow of client referrals. When an agency needs to turn down work outside its expertise, having a trusted partner means those projects may still come your way. 

For Gail Snow Moraski, Principal of Results Communications & Research, one networking connection turned into a long-term partnership that has fueled her agency’s success for years: 

Probably 7 or 8 years ago, I attended a meeting of a Boston-area networking community for marketing professionals. I had the great opportunity to meet a website developer with the same work ethic, integrity, and values I have. 

She develops websites, and I then use my SEO expertise to make sure they rank as well as possible in search engines for relevant terms in relevant geographies. I'm her go-to person for any client engagement that includes SEO services, and I always keep my eyes open for web development opportunities. We've collaborated on countless projects. My business would not have enjoyed the success it has had in recent years if I never met her!

Gail Snow Moraski, Principal, Results Communications & Research 

Finding the right partners through networking helps you scale faster, offer more value to your clients, and build a stronger, more resilient agency.

A great partnership thrives on transparency and clear communication. Use AgencyAnalytics’ reporting tools to create consistent, insightful reports that keep both partners (and your clients) aligned. Try it free for 14 days. 

4. Building Credibility

The more visible your agency is, the more opportunities come your way. When you actively engage in industry conversations—whether at networking events, in online discussions, or through thought leadership—you position your agency as a go-to expert. This credibility naturally leads to more inbound leads and partnership opportunities. 

Participating in panel discussions, podcasts, or webinars keeps your agency top of mind. When potential clients or partners repeatedly see you sharing valuable insights, they’re far more likely to think of your agency when they need services.

This visibility extends to your online presence as well. Commenting on LinkedIn posts, responding to industry discussions, and publishing case studies or valuable content keep your agency front and center in the spaces that matter.

Agency Networking Tips for In-Person Networking Events   

In-person networking still plays a significant role in forming meaningful industry relationships. Let’s dive into the business networking strategies that will help you maximize your time at in-agency networking events. 

1. Go In With The Right Mindset 

Whether it’s an industry conference, a local meetup, or a business mixer, networking events are valuable—but only if you approach them with the right mindset.

For many agency leaders, the key isn’t just collecting business cards—it’s being part of the larger industry conversation. Tim Akers, Founder of Akers Digital, shares how his agency prioritizes genuine engagement over direct sales:

Our main goal is to stay up on trends and to generally be part of the conversation. We don't go into networking events with the main objective of gaining new business. I think people can see through that pretty quickly if it’s your main goal. We focus on industry events because we truly want to see our industry grow (cycling & outdoor industry), and if we work together, we can make that happen. 

Tim Akers, Founder, Akers Digital

2. Research Event Attendees Ahead of Time

Before attending agency networking events, try to get access to the attendee list if available. Identifying key individuals or companies that align with your agency’s goals helps you focus your networking efforts.

Gail Snow Moraski, Principal of Results Communications & Research, shares how she approaches every networking opportunity with a strategic mindset:

I pay attention to what "vertical" or industries they serve. Do they serve nonprofits and small businesses like I do? I also network with people who don't offer the same services I do but rather complimentary marketing services that I don't, so I can pull them into client work as needed. 

Of course, someone who offers the same services could be a source of work if they don't have the capacity to take on a new client or the prospective client isn't their ideal customer, but I still tend to put networking with people who offer identical services last in my list of networking priorities.

Gail Snow Moraski, Principal, Results Communications & Research 

Deep, intentional relationships are far more valuable than a stack of business cards. 

3. Start by Meeting the People Running the Meeting 

One of the best ways to make meaningful connections at a networking event is by introducing yourself to the people running it.

Jukka Jumisko, President of WSI Web Enhancers shares his approach: 

Start with the people who are running the meeting. Talk to them and ask who the others are so you can find interesting people to connect with. 

Jukka Jumisko, President, WSI Web Enhancers

Event organizers, speakers, and panelists are often well-connected within the industry and are happy to introduce you to the right people. They have valuable insights into who’s attending and which conversations are worth joining, helping you make your time more productive.

4. Learn Some Icebreakers 

Walking into a room of strangers sometimes feels intimidating, but the right icebreaker can turn an awkward introduction into a genuine conversation. 

Remember that many other people at networking events feel the same way—wanting to talk but feeling too shy to start the conversation themselves. Taking the initiative sets you apart. 

Jukka Jumisko shares how he likes to break the ice:

I approach strangers, look into their eyes, and say, “You look like an important person. Who are you?” Everyone laughs, and the ice is broken. My follow-up question is, “What’s your story?” instead of asking what they do. It prompts a much more interesting conversation.

Jukka Jumisko, President, WSI Web Enhancers

The more comfortable and engaged people feel, the more likely they are to remember you. 

5. Follow Up With a Personalized Message 

Exchanging business cards is just the first step—what really matters is how you follow up. 

Strong professional relationships don’t form overnight; they require consistent effort and genuine engagement. A thoughtful follow-up helps you establish meaningful connections by keeping conversations going beyond the initial introduction. 

To keep the momentum going, send a personalized email or LinkedIn message within 48 hours of meeting someone. Reference your conversation, express your interest in staying connected, and suggest a follow-up meeting or collaboration.

Jukka Jumisko shares his simple approach:

I only give my card if someone asks for it. If they give me a card, I add them to my mailing list. 

Jukka Jumisko, President, WSI Web Enhancers

You transform one-time connections into valuable professional allies by nurturing relationships through consistent follow-ups and meaningful conversations.

Agency Networking Tips for Social Media Platforms 

While in-person events are great for building face-to-face connections, online networking allows you to scale those relationships and stay engaged long after the event. In this section, we’ll explore how to use social media to expand your reach and authority. 

To make the most of digital connections, engage where conversations are happening. Sarah Achler shares how her agency builds relationships online:

We stay plugged in through LinkedIn and Instagram, where real conversations and collaborations happen. Facebook groups for marketers and business owners have also been solid for connecting with like-minded people. We also build relationships through the Gain agency partner program, Asana’s Ambassador program, and the Verizon Digital Ready community. And while platforms like Alignable and Breef haven’t been our go-to, we’ve tested them to see where they fit in.

Sarah Achler, Founder/CEO, Burnt Waffle Marketing

LinkedIn Networking Tips

When it comes to business-to-business (B2B) networking, LinkedIn remains one of the most powerful platforms for agency leaders.

Gail Snow Moraski, Principal of Results Communications & Research, shares how LinkedIn has played a key role in her agency’s growth:

I've gotten customers by posting or responding to posts on LinkedIn. I met fellow marketing consultants/agency owners who became sources for client leads and potential client work. One of these consultants I regularly collaborate with on client work. Also, a networking group for marketing consultants called "Smarketing Connect."

Gail Snow Moraski, Principal, Results Communications & Research

But simply sending connection requests isn’t enough—engagement and consistency matter. To make LinkedIn work for your agency, actively comment on posts, contribute to industry discussions, and share your expertise.

Follow these 6 steps to maximize your LinkedIn networking:

1. Optimize Your Profile

Your LinkedIn profile is often the first impression potential clients, partners, and industry peers will have of you—so make it count. A well-optimized profile increases your chances of attracting the right connections.

How To Optimize Your LinkedIn Profile

• Use a High-Quality Profile Photo: A clear, professional headshot helps build trust and makes your profile more approachable.

• Craft a Compelling Headline: Your headline should go beyond your job title. Highlight your expertise and how you help clients (e.g., Helping Agencies Scale with Automated Reporting | Digital Marketing Strategist).

• Write an Engaging Summary: This is your opportunity to tell your story. Clearly articulate your agency’s value, your experience, and what kind of connections you’re looking to make.

• Showcase Your Work: Use LinkedIn’s featured section to display case studies, client testimonials, or thought leadership content that reinforces your expertise.

• Optimize for Search: Use relevant keywords in your profile to increase your chances of appearing in search results when clients or potential partners are looking for services like yours.

Source: Useaware

A strong LinkedIn profile sets the foundation for meaningful networking. When someone comes across your content or comments, your profile should reinforce why they should connect with you.

2. Leverage Advanced Search Filters

Instead of waiting for the right connections to find you, use LinkedIn’s advanced search tools to proactively build a high-value network.

How To Use Advanced Search Filters Effectively

• Search by Industry & Job Title: Narrow your search to professionals in your ideal client industries or those in complementary roles (e.g., marketing directors, agency owners, or business development managers).

• Filter by Location: If you prefer working with businesses in a specific region or want to connect with local agencies, use location filters to find relevant contacts.

• Identify Mutual Connections: Engage with second-degree connections who are already linked to people in your network. A warm introduction increases your chances of building a meaningful relationship.

• Use Boolean Search for Precision: Combine keywords with terms like AND, OR, and NOT to refine your searches (e.g., “digital marketing agency” AND “partnerships” NOT “entry-level”).

• Save and Track Leads: Use LinkedIn’s “Save Search” feature to monitor new potential connections that match your criteria over time.

By leveraging these advanced search features, you streamline the process of finding valuable connections and ensure you’re networking with the right people—saving time while increasing the impact of your outreach.

3. Engage in Industry-Specific Groups & Communities

Participating in industry-specific forums and LinkedIn groups gives you direct access to like-minded professionals, potential clients, and strategic partners. But simply joining isn’t enough—engagement is key. 

How To Make the Most of Online Communities

• Join Relevant Industry-Specific Forums & Groups: Seek out LinkedIn groups where your target audience or industry peers actively participate. For example, if your agency specializes in ecommerce marketing, look for groups focused on digital retail strategies.

• Follow & Use Hashtags To Find Conversations: Follow hashtags related to your industry (e.g., #DigitalMarketing, #SEOAgency, #MarketingStrategy) to discover trending topics and discussions. Engaging with these posts increases visibility and helps you connect with professionals discussing relevant, trending topics.

• Be an Active Participant: Don’t just observe—comment on discussions, answer questions, and share valuable insights to establish credibility.

• Start Meaningful Conversations: Share industry news, case studies, or thought-provoking questions that spark engagement and showcase your expertise.

By strategically participating in discussions around trending topics, you position your agency as a thought leader and create opportunities for new connections, referrals, and collaborations.

4. Post Thought Leadership Content Consistently

Building authority in your industry requires more than behind-the-scenes networking—you need to actively share valuable insights that position you as a trusted expert. Regularly posting about industry trends, case studies, and actionable strategies helps establish credibility and attract the right connections.

How To Post Effective Thought Leadership Content

• Share Industry Trends & Insights: Stay ahead of the curve by discussing trending topics and offering unique perspectives on how they impact businesses.

• Use Hashtags To Increase Reach: Incorporate industry-specific hashtags (e.g., #MarketingStrategy, #AgencyGrowth, #SocialMediaTrends) to make your posts more discoverable.

• Publish Case Studies & Success Stories: Showcase your agency’s expertise by breaking down real-world results and lessons learned.

• Ask Thought-Provoking Questions: Encourage engagement by inviting your audience to share their experiences or opinions on key industry topics.

• Stay Consistent: Posting regularly keeps your agency top-of-mind and ensures your network sees you as a go-to resource.

Positioning your agency as an industry expert comes from having valuable insights to share. Use the AgencyAnalytics dashboard templates to quickly access key metrics and highlight trends during networking conversations. Try it free for 14 days!

5. Personalize Every Connection Request

A generic "I'd like to add you to my network" message on LinkedIn is often ignored. To build meaningful connections, personalize each request.

How To Personalize Your LinkedIn Connection Requests

• Mention a Shared Interest or Mutual Connection: If someone introduced you or is part of the same industry group, highlight that in your message.

• Reference Their Work: If their post, podcast, or article resonated with you, mention what stood out and why.

• Be Clear About Why You’re Connecting: Whether you admire their expertise, see potential collaboration opportunities, or simply want to exchange insights, make it known.

By taking a few extra seconds to craft a thoughtful message, you increase the likelihood of building genuine professional relationships—instead of getting lost in a sea of ignored requests.

6. Be Yourself and Share Your Story! 

The best way to stand out? Be authentic and tell your story! People connect with stories far more than sales pitches. When engaging on LinkedIn—whether in posts, comments, or direct messages—lean into storytelling:

How To Stand Out on LinkedIn

• Share Personal Insights: Instead of just posting stats and industry trends, discuss lessons learned, challenges faced, or key moments in your career.

• Write How You Speak: Keep your tone conversational and approachable to build genuine connections.

• Be Vulnerable & Relatable: Not every post needs to be a success story. Sharing struggles and how you overcame them builds trust.

• Show Personality: Humor, personal anecdotes, and unique perspectives make you more memorable.

You create deeper, more engaging connections by showing up authentically and telling compelling stories.

3 Essential Networking Tips for Any Setting

No matter where you network—online or in person—the same core principles apply. Here are three foundational strategies to keep in mind every time you connect with someone new.

1. Give Before You Take 

Effective networking isn’t about making immediate asks. It’s a two-way street. You never go wrong when you offer value first. 

Sarah Achler explains why this approach works:

Give before you take. Whether it’s offering a small insight, making a helpful introduction, or just being genuinely engaged in someone’s work, leading with value makes networking feel way less transactional and way more natural.

Sarah Achler, Founder/CEO, Burnt Waffle Marketing 

By offering value and showing genuine interest, you create authentic connections—rather than just another business exchange.

2. Show Genuine Curiosity 

The best networkers don’t just talk about themselves—they ask great questions. Showing genuine curiosity about others’ experiences, challenges, and goals helps build deeper connections.

Jukka Jumisko believes curiosity is key to relationship-building:

Channel your inner Ted Lasso and be curious. Ask questions, get to know people, learn their stories and challenges. We, as agencies, are there to guide and help brands, so ask questions!

Jukka Jumisko, President, WSI Web Enhancers

3. Try To Follow Up In-Person

Making a connection is just the beginning—the real impact happens in the follow-up. A coffee meeting, or even a lunch invite helps turn an introduction into a trusted business relationship.

Jukka Jumisko shares how in-person follow-ups have led to new business opportunities:

I have found many customers from networking events. I invite people to lunch with me to learn to know them better, not to sell them anything. This way, if you connect, you build trust. Trust leads to next steps in making a sale.

Jukka Jumisko, President, WSI Web Enhancers

Whether you’re networking in person or online, following up with authenticity keeps the relationship alive and opens the door to future opportunities.

Common Agency Networking Mistakes To Avoid

Networking is a powerful way to scale your agency, but it will feel like a waste of time if done wrong. Many agency leaders we spoke to have learned that building meaningful connections requires the right approach. Here are five common networking mistakes to avoid.

1. Viewing Connections as Competitors 

It’s easy to see other agencies as competition, but that mindset will only limit your growth. Your fellow agency owners can actually be some of your best collaborators and referral sources.

Gail Snow Moraski shares how shifting her mindset transformed her business:

It took me a few years to realize that fellow marketing agency owners and consultants weren't competitors— they could be great collaborators and sources of leads and work. This is how I've most grown my business—through those referrals and collaborations.

Gail Snow Moraski, Principal, Results Communications & Research 

2. Leading With a Sales Pitch

No one wants to be sold to the moment they meet you. Networking isn’t about closing a deal on the spot—it’s about building relationships first.

Gail Snow Moraski recalls learning this lesson firsthand:

I don't do it that often anymore, but a big mistake is trying to sell services too quickly/immediately to someone before really establishing a relationship with them first. 

Gail Snow Moraski, Principal, Results Communications & Research 

When you build trust and credibility, potential clients and partners will naturally become interested in your agency's offerings.

3. Not Preparing Enough 

Walking into a networking event without preparation is a missed opportunity. Knowing who will be there, what they do, and how your agency might align with them makes a huge difference.

Tim Akers, Founder of Akers Digital, emphasizes the importance of doing your homework:

Early on in my career, I made the mistake of not being prepared. Know the people at the event, know your elevator pitch and be well-informed about industry trends. Ask a lot of questions.

Tim Akers, Founder, Akers Digital

4. Neglecting Follow-Ups

A great conversation at an event means nothing if it’s forgotten within a week. Following up is what turns casual introductions into genuine business relationships.

Jukka Jumisko shares his approach to keeping connections alive:

Arrange face-to-face meetings with people who are connected. When I win their trust, they start referring customers to me.

Jukka Jumisko, President, WSI Web Enhancers

5. Oversaturating Your Agency’s Presence 

Not every networking event is worth attending. Spreading yourself too thin can lead to surface-level connections that don’t translate into real opportunities.

Sarah Achler learned this lesson firsthand:

Early on, we tried to be everywhere, saying yes to every networking opportunity. The result? A lot of surface-level connections that didn’t go anywhere. We’ve learned that quality beats quantity—fewer, more intentional relationships lead to more meaningful opportunities than a stack of business cards from people you’ll never talk to again. Now, we focus on building real connections with the right people instead of trying to be in every room.

Sarah Achler, Founder/CEO, Burnt Waffle Marketing

Choosing the right events ensures that your time and energy are spent cultivating valuable relationships rather than collecting contacts that won’t lead anywhere.

Turn Your Network Into Your Agency’s Growth Engine 

So what have we learned? The most successful agency leaders don’t just network for the sake of it—they do it with purpose. They build real relationships by leading with value, staying engaged in key conversations, and following up with intent.

The connections you make today—whether at an industry event, in a LinkedIn discussion, or through a well-placed introduction—have the potential to shape your agency’s future. As we’ve seen from agency leaders, referrals, strategic partnerships, and visibility all come from genuine, consistent engagement.

Networking isn’t about just being in the room—it’s about showing up, adding value, and building trust over time. Do that consistently, and your network won’t just grow—it will work for you.