How to Grow Your Network Through Marketing Associations and Events

Building a strong professional network is one of the most valuable assets for any marketer. In an industry that thrives on connections and collaboration, marketing associations and events serve as powerful platforms to expand your circle, exchange ideas, and open doors to new opportunities. Whether you’re just starting your career or looking to strengthen your industry presence, here’s how to strategically leverage these resources to grow your network intentionally and effectively.

Why Networking Through Marketing Associations Matters

Marketing associations provide more than just industry updates – they create ecosystems where relationships flourish. Professionals who actively participate in associations gain:

• Access to hidden job markets (many opportunities circulate internally before public posting)
• Peer learning from marketers facing similar challenges
• Mentorship opportunities with seasoned executives
• Credibility through association with respected organizations

A LinkedIn study revealed that 85% of jobs are filled through networking, making association involvement one of the most effective career development strategies.

Choosing the Right Marketing Associations

With hundreds of options available, focus on associations that align with:

Your Career Stage

• Early-career: American Marketing Association (AMA) student chapters
• Mid-level: Digital Analytics Association, Content Marketing Institute
• Executives: CMO Council, Association of National Advertisers

Your Specialty

• Social Media Marketing Association (SMMA)
• Search Engine Marketing Professional Organization (SEMPO)
• Email Experience Council (EEC)

Your Goals

• Skill development? Look for associations offering certifications
• Job seeking? Prioritize groups with active job boards
• Business growth? Seek associations with B2B networking events

Maximizing Association Events for Networking

Before the Event

1. Research attendees – Many events publish participant lists
2. Set concrete goals – Aim to make 5-10 quality connections
3. Prepare conversation starters – Recent industry news makes great topics

During the Event

1. Arrive early – Easier to start conversations in smaller groups
2. Use the “two feet rule” – If a conversation lags, politely move on
3. Ask thoughtful questions – “How did you handle [industry challenge]?” works well

After the Event

1. Follow up within 48 hours – Reference your conversation
2. Connect on LinkedIn – Include a personal note
3. Share value – Send relevant articles or introductions

Networking Strategies That Actually Work

The Give First Approach

Instead of asking for favors, offer:

• Helpful industry contacts
• Relevant case studies
• Introductions to your network

Special Interest Groups

Smaller association subgroups (like AMA’s mobile marketing committee) offer closer-knit communities than general membership.

Volunteer Roles

Serving on committees or event teams builds deeper relationships than passive attendance.

Digital Networking

Most associations now have:

• Private Slack communities
• LinkedIn groups
• Virtual coffee chat programs

What People Also Ask

How many marketing associations should I join?

Start with 1-2 that best match your current goals. It’s better to be active in a few than passive in many.

What’s the best way to follow up after networking events?

Send personalized LinkedIn invites mentioning your conversation, then follow up 2 weeks later with something valuable (article, event invite, etc.).

Are virtual events worth attending for networking?

Yes – use chat functions actively, request 1:1 video meetings, and follow up consistently as you would for in-person events.

How do I overcome networking anxiety?

Prepare 3-4 conversation topics, set small goals (“I’ll talk to 3 new people”), and remember most attendees feel similarly.

What if no “important” people attend my local events?

Build lateral connections – peers become managers who become executives. Your network grows in value over time.

Turning Connections Into Career Growth

The most successful networkers focus on building IMA relationships rather than collecting business cards. Consider:

• Creating a system to track contacts (CRM or simple spreadsheet)
• Scheduling quarterly check-ins with key connections
• Introducing contacts to each other when appropriate

Remember that networking through marketing associations is a long-term investment. The marketer who helped you with a question today might be the hiring manager for your dream job tomorrow. By consistently showing up, adding value, and nurturing relationships, you’ll build a powerful professional network that supports your growth for years to come.

The key is to start small but start now – sign up for one association event this month, set manageable goals, and watch your network (and opportunities) expand. In marketing, your network truly is your net worth.