CHICAGO — Nancy Walsh, President – North America at Informa Markets and two-time Trade Show Executive (TSE) cover star, has held numerous leadership roles across the events industry.
At the 2024 SISO CEO Summit, she received the Krakoff Industry Award of Excellence for her professional achievements.
TSE connected with Nancy to get networking tips for young events professionals.
Andrew: Why is networking important?
Nancy: Networking is so important because it opens doors to different opportunities, it provides ways to learn and grow and it builds relationships that can drive both personal and professional development. We are in the connections business, and I think in the trade show industry, more than any other industry, networking and building relationships can really catapult your career.
Andrew: How have you changed your approach to networking throughout your career?
Nancy: Early in my career, I went into networking environments pretty blind. I was enthusiastic and loved making connections, but I wasn’t very intentional.
Over time I learned to prepare in advance, looking up who will be at a networking event and what they do, and I always try to ask open-ended questions so I can learn more about them and the industry as a whole. That way I know who everyone is in advance, remember everyone individually, and make really meaningful connections.
Andrew: Where should someone start if they have never attempted to network before?
Nancy: If you’re new to networking, start by looking through LinkedIn, connect with people and ask to meet for a virtual coffee. Look at directories for people attending relevant industry events, join industry interest groups and, if you can, attend industry events or local meetups. Don’t be afraid to ask questions or seek out advice — most people love to help enthusiastic people who are looking to grow in the industry.
Andrew: Are there any approaches that you think work better than others?
Nancy: I think there is a lot of value in networking events, but I really find that the most valuable way to network is one-on-one. If you go to a networking event and meet someone who you click with, ask them to go to lunch or for a virtual touch base.
It’s great to connect in a group setting — that relationship-building opportunity is the goal of so much of what we do — but the key is the follow up, and setting up time to connect with someone one-on-one. Personalization is key — follow up with people and reference something specific from your conversation so they know you were engaged and valued the time.
Remember that networking is about building real relationships, which means listening more than you speak, asking meaningful questions and both asking for, and offering, guidance where it’s appropriate.
Related. Informa Markets’ Nancy Walsh Earns the 2024 Krakoff Industry Award of Excellence
Andrew: What platforms have you found the most useful for networking?
Nancy: LinkedIn has definitely been a game-changer for professional networking. I learn so much about the industry by engaging on LinkedIn, and it’s a really powerful tool for connecting with peers and staying updated on industry trends. And then it goes without saying that truly nothing replaces the face-to-face connection — so try to find an industry event to attend, a local interest group meetup, or a peer or leader who is near you, and ask them to meet for coffee or lunch.
Andrew: What is the best way to network at an event?
Nancy: As I mentioned, I think preparation is important. Have an idea of who everyone in the room is, and go in with a goal in mind — whether it’s meeting specific people, learning about a new event or product you’ve read about, or exploring partnership opportunities.
Don’t be afraid to step out of your comfort zone; introduce yourself and ask thoughtful questions. Follow up promptly after the event while the conversation is still fresh, and try to maintain the connection beyond the initial meeting.
Andrew: Are there networking approaches that you would recommend avoiding?
Nancy: Avoid approaching networking with a mindset of what you can get out of it — go in with the sole goal of making and building relationships. Also, read the room; if someone is engaged in a conversation with a customer, don’t interrupt their conversation — wait until they are done, and then step in and introduce yourself. And brush your teeth!
Andrew: How do you incorporate networking into your schedule, if at all?
Nancy: I am always networking. Networking is not just important for people early in their careers, but for everyone at all stages of their careers. It also can’t just happen during a networking event — schedule check-ins with people you connected with, or reach out to someone on LinkedIn and ask them to connect. It’s important to prioritize building and maintaining your network.
Andrew: Are there any other networking tips and tricks for someone at the beginning of their career that you would like to share?
Nancy: Use your existing network to find mutual connections. Remember that everyone was once in your shoes, and most people are happy to take the time out to build a new connection, or help someone in their career pursuits.
Ask mutual friends to make an introduction — don’t be shy. Networking can feel intimidating, but it shouldn’t be, and to make the most of it, you should use the resources you have! And pay it forward when you have the opportunity — remember that the goodwill you build will always come back to you.
