Episode 6 Gemma Greaves, Nurture & Partners: The Problem with B2B Networking (and why we need to reframe it)

In this episode of The Problem with B2B Marketing, Kevin Sutherland is joined by Gemma Greaves, co-founder of Nurture & Partners, to tackle an issue many find uncomfortable: networking. Gemma shares her candid perspective on why traditional networking methods often fail, how to overcome the awkwardness, and why reframing it as “not working” can unlock more meaningful connections.

Drawing from her personal experiences and professional insights, Gemma challenges the stereotypes around networking and explains how focusing on authenticity, generosity, and curiosity can lead to stronger, more impactful relationships in business.

Key Talking Points:

Why the Word “Networking” Needs a Rebrand:

• Gemma explains her dislike for the term “networking” and its connotations of transactional, insincere interactions
• Traditional tactics like exchanging business cards or pitching immediately are not only ineffective but often damaging to long-term relationships

Reframing Networking as “Not Working”:

• Approaching events with the mindset of meeting interesting people rather than seeking immediate outcomes
• Building genuine connections starts with being yourself and fostering a welcoming environment for others

The Importance of First Impressions:

• How event organisers can set the tone for meaningful interactions from the moment someone walks into a room
• Why “first impressions are made fast, and they last.”

Three Pillars of Effective Connection Building:

• Authenticity: “Be you, so others can be them”
• Generosity: Focus on what you can give, rather than what you can gain
• Curiosity: Ask thoughtful questions to deepen your understanding of others

Knowing yourself

• How self-awareness and embracing your vulnerabilities can lead to more genuine connections.
• Using the "two pots" analogy (evidence vs. thoughts/feelings)

The responsibility of leadership

• Role-modelling vulnerability and authenticity
• Why fun and joy in the workplace are essential

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