The Art of Networking

I've attended startup events ranging from a dozen to a hundred thousand attendees. This is the first post in a series dedicated to mastering networking at tech events.

So, what can you do before, during, and after a startup event to maximize your success?

It all starts with a clear objective. Think about what you want to achieve and then choose your events wisely. Over the years, you'll learn which events deliver the best results for you.

First, prioritize conferences based on your specific needs:

• Your Vertical: If you're a gaming startup, immerse yourself in gaming conferences like Nordic Game in Malmö. For deep tech, Hello Tomorrow in Paris is your destination.

• Your Region (or Target Market): Startup founders often attend conferences to meet investors. VCs frequently have mandates to invest in specific geographies. If you're a German startup, for instance, prioritize Bits & Pretzels in Munich. This gives you access to over a thousand VCs, angels, family offices, and corporations actively investing in the DACH region.

Second, consider a couple of mega-conferences. In Europe, prominent examples include Slush in Helsinki, Web Summit in Lisbon, and Viva Technology in Paris. I personally love big events because they offer a greater chance for serendipity. You might randomly encounter someone you'd rarely meet at a regional event, like unicorn founders, senior executives from major corporations, or top-tier VCs. These larger conferences often host specialized side events or tracks for various verticals, such as fintech or cleantech.

One of the mega-conferences to consider is Web Summit in Lisbon which attracts 70 000+ attendees each year.

Keep in mind that at any conference, you can realistically have meaningful conversations with perhaps 10-20 people per day. Years ago, I pushed hard and managed to collect 100 business cards in two days, but the sheer volume isn't the goal. The size of the conference isn't as important as the quality of your interactions; too big can even be a distraction.

If you can, secure a speaking or pitching opportunity. This is a golden ticket for visibility. Relevant people will approach you directly, and it unlocks premium networking opportunities. For example, you might gain access to speakers' lounges, speaker dinners, VIP parties, or even exclusive after-conference retreats.

Update your LinkedIn profile and website. These are often the first places potential connections will look you up, so make sure they're current and compelling.

Try to schedule key meetings in advance. Most conferences nowadays offer matchmaking apps that facilitate setting up meetings. Don't hesitate to send out meeting requests. You might convert 50 requests into 10 valuable meetings. Always leave some time for spontaneous encounters; you could bump into or be introduced to highly relevant contacts on the spot.

If you've identified highly relevant individuals, consider asking for introductions about two weeks before the event. Check your LinkedIn connections to see who knows them and strategically identify the best introducer—someone who knows the person well and is likely to provide a warm introduction.

Review the conference agenda and note which speakers you'd like to connect with. This way, you can spot them in the crowd. The best time to approach them is before their presentation. Listen to their talk, and if possible, get in line to speak with them as they come off stage, especially at smaller conferences.

Consider having the following ready:

• Company Branding: Wear your company’s T-shirt, baseball cap, or hoodie. Alternatively, embrace a memorable personal style (think of Mike Butcher's iconic leather jacket at conferences).

• Digital Presentation: Have a concise presentation ready on a tablet.

• Physical Business Cards: Believe it or not, they still work! You might even get a mobile number (for WhatsApp) in addition to an email.

• Digital Business Cards: A convenient alternative for quick sharing.

Announce your attendance on social media like LinkedIn, X (formerly Twitter), and Facebook. This not only builds your personal brand but also helps you discover who from your existing network will be attending. You can then plan to catch up with them and perhaps get insights on important parties or side events.

Sign up early for relevant side events and parties. Try to secure invitations to the most sought-after gatherings—this is crucial for quality networking.

Alternatively, organize your own side event, party, or dinner. I've seen "regular" attendees do this successfully. A friend once invited me to a dinner she organized during Web Summit. It was an amazing networking opportunity for 15 attendees, and she wasn't even attending Web Summit herself! Everyone simply paid for their own meal. I've organized networking dinners at Latitude59 and sTARTUp Day

In my next post, I'll share my experiences on how to network during the event.

I'd love to hear your thoughts and tips for networking! What are your strategies? Perhaps I can include some of your insights in my upcoming posts.

About the Author: I've been attending tech and startup events since 2000. Over the past 15 years, I've gone to 30+ events annually, including: Viva Technology (Paris), Slush (Helsinki), Web Summit (Lisbon), Mobile World Congress (Barcelona), NOAH (Berlin/London/Tel Aviv/Zurich), Bloomberg Technology Summit (San Francisco, London), Launch Festival (SF), Game Developers Conference (SF), Startup Conference (Silicon Valley), Maker Faire Bay Area, Internet Week New York, Geoweb Summit (New York), Seed Forum (London/Oslo/Silicon Valley/Helsinki/Tallinn), Webit (Istanbul), Pioneers (Vienna), World Expo (Shanghai, Dubai), Digital Hollywood (Los Angeles), CTIA Enterprise & Applications (SF), Emergence (Sydney, Brisbane, London), TechCrunchTalk Nordic (Stockholm), Arctic15 (Helsinki), Oslo Innovation Week, Mobile Monday (Helsinki, Silicon Valley), Latitude59 (Tallinn), TechStars Startup Week (Tallinn), TechChill (Riga), Login (Vilnius), Tech Tour (Barcelona, Tallinn), VDS (Valencia), Startup Fair (Vilnius), Nordeep (Helsinki), Tech BBQ (Copenhagen), Slush’d Heilbronn, DLD Conference (Munich), Tech.eu London Summit, EBAN Congress (Warsaw, Tallinn), Engaged Investments Conference (Prague), Baltic VCA Summit (Sigulda, Pärnu), Bits and Pretzels (Munich), Leap (Riyadh), Tech Arena (Stockholm), and London Tech Week.