You know that moment when you realise you're not following your own advice?

I was telling my clients they needed to activate their networks—both old and new connections—because opportunities could come from anywhere. Old connections from previous roles, friends, family, even people from the golf club shouldn't be disregarded just because you've pivoted your business focus.

Meanwhile, I was only connecting with new people through formal networking events.

I realised I couldn't authentically tell clients to reach out to their existing connections if I wasn't doing it myself. I needed to experience how uncomfortable that actually felt in order to honestly advise them to take that action.

The reality was, I'd assumed my old network wasn't relevant to my new direction. Having moved away from media agency consulting, I figured former colleagues in publishing and advertising agencies wouldn't have the types of businesses in their networks that would need strategic visibility services.

The Strategic Network Activation Experiment

In 2022, I challenged myself to systematically activate dormant professional relationships. Starting from my earliest LinkedIn connections—dating back to 2010—I methodically reconnected with colleagues I'd lost professional contact with over the years.

The approach was simple and honest: I reached out to see how they were, explained that I advised my clients to reconnect with existing connections and realised I wasn't doing the same myself, and asked how they were getting on. Each message was personalised—no copy and paste approach.

Here's what this network activation exercise revealed.

When I reached out to my former managing director from when I worked in media agencies, I discovered that he had moved to work for a non-profit organisation. We had a proper chat, catching up on what we'd both been doing since we'd last been in touch. A few weeks later, he connected me with a marketing director who was doing consultancy work at Airfield, an urban farm operation in Dublin.

That Airfield content strategy project led to a similar project with Social Entrepreneurs Ireland, where I also coached their communications executive. The results were hugely effective—their campaigns outperformed anything they'd done before. They gained 70% more followers, drove a 30% uplift to their website, and achieved a 30% increase in their email list. This success then led to an engagement with a leading restaurant brand. All because I reached out and touched base with a former colleague.

One reconnection with someone I'd worked with more recently. A cascade effect that fundamentally transformed my business trajectory.

The Common Networking Mistake That Costs Opportunities

This isn't just my experience. One of my former clients, a non-executive director, was attending formal networking meetings regularly. He'd present his services, but his potential clients weren't in the room. The audience wasn't relevant to what he offered.

So he concluded networking didn't work.

But it did work—he was just in the wrong rooms. He hadn't reached out to people he'd worked with before. He hadn't asked them to connect him to the type of person he wanted to work with.

When he finally did activate his existing network, he got the roles and opportunities he'd been seeking all along.

It's completely natural to lose touch with colleagues when you change roles or pivot your business. But when we make these transitions, the people we were close to professionally may be perfectly positioned to help us—and we might be able to help them too. The challenge is that if we don't reconnect and let them know what we're doing now, these mutually beneficial opportunities never materialise.

After working together, this client now has optimised executive positioning across LinkedIn, refined messaging, and crystal clarity on his value proposition. But here's where most senior executives stall: they assume clarity equals market visibility.

It doesn't. Clarity must be followed by systematic network activation. Once your executive positioning is optimised, there's no reason to avoid continuous network engagement.

The Network Multiplier Effect That Creates Opportunities

Here's the miscalculation most executives make: they evaluate their network based on direct opportunity potential—"these agency professionals might require non-executive director services themselves."

That's not how networking actually works. The real value lies in leveraging these connections as multipliers to access their extended professional ecosystems.

Consider this as a network web. When you systematically engage different segments of your connections and communicate what you're focused on now, you create multiple opportunity pathways. The next time someone in their network mentions "we need a trusted non-executive director" or "we're seeking consulting expertise," your name surfaces through a credible professional referral.

They review your executive positioning on LinkedIn, evaluate your credentials, and they're significantly more likely to initiate contact because the recommendation originated from a trusted professional source.

This is how opportunities actually materialise for senior executives. Not through cold business development or hoping decision-makers discover your website. Through systematic activation of your existing credibility network.

Why Most Executive Networking Strategies Fail

But here's the strategic reality. Most CEOs and MDs read this framework and think, "Strategic concept, but what's the tactical execution?" They want specific guidance on messaging approaches, positioning strategies, channel selection, and segmentation methodologies for different network categories.

Some professional relationships require high-touch strategic engagement. Others operate more efficiently through streamlined interactions. Strategic network activation isn't a uniform approach—it requires understanding how different segments of your professional ecosystem operate and crafting your engagement strategy accordingly.

This strategic network activation is a core component of my Strategic Visibility for Ambitious Leaders partnership.

We begin with clarity—because you cannot achieve visibility without defined positioning. Then we optimise your executive presence across LinkedIn, develop messaging that attracts the right opportunities, and create systematic approaches to network activation that integrate seamlessly with your executive responsibilities.

The objective isn't to become a networking enthusiast. It's to ensure your complete professional network understands what you're focused on now, so when opportunities emerge, your name surfaces naturally through trusted referrals.

Your Professional Network Has More Value Than You Recognise

That transition away from media agency consulting I mentioned? Those professional relationships became the foundation for my current business success. The managing director who connected me to Airfield wasn't within my target market—but his network contained opportunities I couldn't have accessed independently.

Your professional network doesn't need direct alignment with your current focus to create competitive advantage. It just needs to be leveraged properly.

The executives securing the best board appointments, the highest-value consulting engagements, the most significant partnerships—they're not necessarily the most qualified professionals. They're the most visible to the decision-makers evaluating those opportunities.

Your expertise warrants recognition and proper positioning. But recognition requires visibility. And visibility demands systematic network activation that extends far beyond your immediate industry connections.

The senior executives who consistently secure the best opportunities understand this reality: your existing network represents your most valuable business development asset, but only when properly activated.

Ready to transform your professional network into sustainable competitive advantage? My Strategic Visibility for Ambitious Leaders partnership helps established CEOs, MDs, NEDs, and senior consultants create systematic approaches to network activation and positioning. This isn't about building a personal brand from scratch—it's about communication that ensures your expertise reaches the decision-makers who need to recognise it.

Over six months, we'll collaborate to transform not just your visibility, but the quality of opportunities that result from it. Because the recognition your expertise deserves requires more than hoping the right executives notice your capabilities.

It requires systematic activation of the professional credibility you've already established.

About Strategic Visibility for Ambitious Leaders

After 25+ years developing strategic communication for global brands like L'Oréal, Colgate, Fiat, and Ryanair, I've learned that the most successful leaders aren't just excellent at strategy—they're excellent at making their expertise visible to the right people at the right time. My experience in high-stakes negotiations and award-winning strategic campaigns has taught me that visibility isn't about personal branding—it's about strategic communication that positions leaders for the recognition their expertise warrants.

Ready to stop being your own strategic visibility bottleneck? My Strategic Visibility for Ambitious Leaders partnership helps established CEOs, MDs, NEDs, and consultants create systematic approaches to amplifying their expertise without adding to their workload. This isn't about building a personal brand—it's about strategic communication that ensures your insights reach the people who need to hear them. Book a strategic consultation to discuss how strategic network activation can transform your visibility and the opportunities that flow from it. Reach out to my team at hello@elainewalshmcgrath.com and let's get together for a Strategic Discovery Call.

Photo Credit: Elaine Walsh-McGrath

You don’t need a better funnel.
You need to leverage what’s already working — your network.

Here’s the brutal truth: most high-performing leaders have a goldmine of opportunity sitting quietly in their inbox, their LinkedIn connections, or the “we should catch up” list they’ve ignored for months.

If you’re serious about landing flagship clients, high-stakes contracts, or stepping into the next tier of visibility — then it’s time to stop focusing on strangers and start activating the people who already know you’re brilliant.

1. Your Network Isn’t Cold. You’ve Just Gone Quiet.

It's time to leverage your network for business growth.

You’ve done the work. You’ve delivered the results. You’ve built relationships over years — and then let them gather dust while chasing new leads. (Guilty as charged?)

Here’s what I see again and again:
Someone tells me their pipeline’s flat, and when we dig in? They haven’t posted in three months. Haven’t reached out to a past client in six. Haven’t actually said what they’re looking for. Sometimes LinkedIn or Networking isn't about finding the actual clients, it's about finding the person who can connect you.

I asked Andy, a turn around expert, "Who did you love working with?" When he told me, I said "And who connected you to that contract? When did you last speak to them?" 

By reaching out to old contacts who loved what he achieved for organisations that they worked with, he signed new contracts with so much more ease than attending 4 networking meetings that were doing absolutely nothing for his monthly sales.

This isn’t about selling. It’s about reminding people you exist — and making it crystal clear what you do now.

2. If You’re Not Top of Mind, You’re Not in the Room

What is your business visibility strategy and is it converting clients?

You know how many great businesses get passed over because their competitor was visible?

And I get it. You’re running a business. You’ve got a team, a pipeline, a million priorities. But here’s the uncomfortable truth:

Your next-level opportunities — the seven-figure contracts, the strategic partnerships, the keynote invites — don’t land because you’re excellent.
They land because the right people know you’re excellent.

Visibility isn’t about performance. Or posting b-roll videos with trending audio!
It means aligning your voice with the level of work you’re already doing.

So:

• Stop posting for “engagement.” Post with intent.

• Say what you actually do. Make it obvious.

• Speak to your client's objections and demonstrate why your business is the best.

Your Relationship Capital Is More Valuable Than Your Content Calendar

Are you getting your relationship marketing strategy right?

You don’t need to “go viral.”
You need your name in the room when budgets get signed off.

And that doesn’t happen because you posted a trending audio or showed up in someone’s Reels.
It happens because someone in your network remembers your name, your clarity, your credibility — and thinks, “She’s perfect for this.”

So:
Show up consistently (otherwise you'll be forgotten)
Say something of value.
Reconnect with intention.

I reached out to contacts from my advertising days, just saying hi, asking how people that I had worked with were doing. It lead to a contract as a digital content consultant, the work that I did for that organisation lead to being engaged by Social Entrepreneur's Ireland and then that work followed on to another contract with Sprout & Co. 

Don't underestimate your network, even if you have completely pivoted. They are still your champions. 

Don’t Let Silence Cost You Growth

Don't underestimate your network when it comes to strategic business growth.

Your next level isn’t waiting for you in an ad funnel or a cold DM campaign.
It’s sitting quietly in your network — ready to open doors if you start knocking.

So if you’re serious about big clients, bigger impact, and doing it all as yourself — not as some corporate robot — get strategic.

Reignite your relationships.
Speak like the expert you are.
And position yourself where the real decisions are made.

If you’re ready to be seen, heard, and hired at the level you’re already delivering — let’s talk.

🟡 This is a discovery call — not a sales pitch.
🟡 We’ll uncover where your messaging and visibility are out of sync.
🟡 And map how to re-engage the network that already trusts you.

👉 Book Your Discovery Call
Let’s make sure the right people actually know what you do — and why you’re the one to hire.

Photo Credit: Elaine Walsh McGrath

Networking can be something that is daunting to many professionals and business owners, but when it is so important to making new connections and growing our businesses, it can also be essential. If you are feeling a little overwhelmed by the thought of networking, or perhaps want to discover new ways to maximise the events you attend, here are a few tips on how to boost your confidence before a networking event, and grow to love networking!

Get dressed up

As a personal stylist and a host of networking events, I couldn’t start without the personal styling element! Something that can often help us bring a dash of confidence in our step even before heading to a networking meeting is what we wear. Whether it’s your favourite pair of shoes, a dress you love, or an outfit you feel confident and professional in, plan your outfit in advance and boost your confidence!

I am a strong believer that you can never be overdressed, however, if you are unsure on the formality of the event, feel free to reach out to the host to ask for some advice. For some networking events, a relaxed yet professional style is perfect, however, if it’s an informal networking event you may be able to leave the pencil skirt at home and pop on a pair of quality jeans! Whereas, if the event is in the evening, you may be asked to dress more formally, and knowing this in advance will help with the preparation.

I always recommend to my visitors to wear what they feel comfortable in, and something they would perhaps feel ready to attend a meeting with a client in (as, after all, that’s what networking is!).

Prepare your script in advance

Preparation really can help you with your confidence at networking events, and many of us use a script on paper, on our phones, or our tablets so we don’t go off-piste – whatever works best for you and gives you confidence to stand up and show yourself in your best light.

Make sure you know if there is a requirement to showcase your business in a talk in the meeting, as some unstructured networking events are simply open to you to make the conversation without standing up to the room as a whole.

Once you know if there will be a time for you to showcase your business, then you’ll want to know how long you will have. Options can vary across the different networking organisations, but as a general rule it tends to be 45 seconds to a minute.

When you have all the details of length, you can then create a script to share at the meeting. I do recommend starting and ending with your name and company name, showcasing a service or product, then being specific about a target client you’d love to connect with – whether industry, or type of person to connect with to help those in the room consider who they may know.

Get to the venue early

The best networking can happen over coffee or tea, so I highly recommend getting to the event before the specified “sit down” time.

You can then collect yourself, re-do your lippie if you’re anything like me, and then get to the refreshments and meet the host.

I often recommend heading to connect with the host first, as they will be the main connector. They’ll be able to introduce you to a few of the members or regulars, and then leave you to connect further with them through conversation.

Feeling unsure on how to start the conversation? Here are a few starters that you can use that aren’t “what do you do?”

• What is it that you do?
• Where are you based/what areas do you cover?
• Do you come to this meeting regularly/are you a member?
• What inspired you to start your business?
• How long have you run your business/been in your profession?

  Take notes during the meeting

  At my WIBN networking events, I make sure to detail the attendees, their professions, as well as their contact email address on a handy sheet of paper with space for notes. This can be something you will receive at many networking events which are structured. If you do get to use one of these, then I highly recommend taking helpful notes (these will come in handy for my next tip!).

  Some of the things I take note of are:

• The industries or target audience they have asked to connect with
• Any people I’d like to introduce them to
• If I’d like to arrange a 121 with them
• A note about what they were wearing or something to jog my memory of who they were ie if they were sitting next to me, or had a great accessory!

If you didn’t get an attendee sheet, then a handy notebook can be useful at meetings to help jot down specific notes and contact details of those you have met.

One other tip I have received in the past is to take a note of the date & event on the person’s business card if they have handed me one during the event.

Follow up after the meeting

Once you get back to your office or home office, take the time to follow up with the people you have met at the networking meeting – this makes a huge difference to the way networking will work for you! It is super important to follow up, whether it’s just to send an email of thanks for connecting, or introducing them to someone you promised to do so with.

Another way to follow up is to connect with those you met on social media, such as LinkedIn or Instagram to keep the conversations flowing after the event. You could also reach out to arrange a 121 for a more in-depth conversation after the event, should you want to get to know them further.

I hope these tips will help you love networking more, and I’d be delighted to hear your top tips!

For more details on my WIBN networking groups across Berks, Bucks and online contact me at sarahvandort@wiib.co.uk or on 07888 695281.

For more details on my personal styling business visit www.abfabimage.co.uk or contact me at sarah@abfabimage.co.uk.

Photocredit: Canva January 2022