Are You Networking or Just Clicking Connect?

A strategic perspective for performance marketing and advertising agencies

In the fast-paced world of performance marketing, we live by metrics: ROI, ROAS, CAC, CTR.

But when it comes to building relationships, those intangible assets that fuel agency growth, we often default to vanity.

LinkedIn has made it easy to “connect,” but dangerously easy to disengage.

Too often, we treat networking as a game of reach rather than a strategy of resonance.

If you're part of a performance marketing or advertising agency, it’s time to ask:

Is your network working for you, or are you just collecting digital business cards?

This edition dives into how meaningful networking can directly impact agency growth, credibility, and long-term business opportunities, especially in an environment where automation is everywhere, but human trust remains king.

1. Connection is not equal to Conversation:

 The Vanity Trap of Digital Networks

The average performance marketer might send 30 connection requests in a week, but how many of those turn into real conversations?

At many agencies, especially those scaling quickly, there’s a false sense of productivity in growing the number of connections. Yes, you attended that growth summit or performance media bootcamp, but if you never followed up with the people you added, what was the point?

This is the vanity metric trap in networking: assuming a large LinkedIn audience means you're visible and trusted.

In reality:

A bloated connection list without engagement is like an email list with a 1% open rate.

A passive network offers zero advantage when seeking collaborations, insights, or referrals.

Key insight: Your real network isn’t who you’re connected to, it’s who’s willing to vouch for you when you're not in the room.

2. For Performance Agencies, Networks Are Pipelines

Let’s move beyond feel-good ideas and into business logic.

Here’s how smart networking directly supports performance marketing agencies:

Partnerships: Whether it’s collaborating with a content studio, tech vendor, or influencer agency, most of these conversations begin through networks, not ad campaigns.

Client Referrals: Warm leads from peers or past collaborators close faster and with higher LTV than cold outbound.

Knowledge Exchange: Algorithm shifts, creative fatigue, bidding anomalies, these are discussed in DMs, not webinars.

Talent Discovery: Your next media buyer, strategist, or growth consultant could already be in your network’s second degree.

If you’re not tapping your network, you’re paying a premium to replace what could’ve been free, strategic, and high-conversion.

3. Human Outreach is greater than Cold Automation

Automated LinkedIn messages are everywhere.

You’ve probably received a version of this recently:

“Hi [First Name], I help agencies 10x their outbound using AI. Let’s connect!”

Now flip the lens: Is that how you sound when you reach out?

As marketers, we hyper-personalise ad funnels, yet neglect personalization in our outreach. That’s a paradox.

For example, if you’re reaching out to:

A Head of Growth at a D2C brand, reference a recent campaign or platform challenge.

A freelancer or content creator appreciates their creative approach or unique framework.

A potential tech partner, comment on their feature updates or roadmap.

Don’t just show up, show you’ve done your homework.

This 20-second effort builds instant credibility and opens the door to meaningful dialogue.

4. Trust Is the Real Currency, And It’s Slow-Burn

In advertising, performance builds through testing. In networking, performance builds through trust.

And trust isn’t built through connection requests. It’s built when:

You show up consistently with valuable insights.

You give without expecting immediate returns.

You remember that people don’t want to be sold to; they want to be seen, understood, and respected.

This is especially critical in B2B agency relationships, where:

Referrals are made with personal reputations on the line.

Clients expect long-term partnerships, not quick transactions.

Strategic conversations require vulnerability, something only possible when trust exists.

If your agency is trying to build a reputation as “strategic partners, not vendors,” then networking becomes a trust-building operation, not a numbers game.

5. Content is Proof of Work, but Engagement Builds Community

Many agencies now post regularly on LinkedIn: campaign learnings, industry trends, even founder reflections.

That’s a good start. But content alone doesn’t build a network; it builds an audience.

Networking happens in the comments, in the messages, and in the collaboration follow-ups. And here’s where most professionals stop short.

You published a post that did well.

Did you message the top commenters to continue the conversation?

You saw someone post about hiring a growth agency.

Did you respond publicly and follow up with a helpful (not pitchy) DM?

The difference between being visible and being remembered is follow-through.

And this is where most people unintentionally sabotage the network they’re trying to build.

6. Your Network Needs Strategy Just Like Your Campaigns

You wouldn’t run Meta Ads without segmenting your audience. You wouldn’t launch a media plan without KPIs. So why are you networking without a strategy?

Here’s how performance marketers can treat their LinkedIn presence like a campaign:

Audience clarity: Who are you trying to connect with: CMOs, founders, brand managers, creators, media partners?

Message consistency: Does your content reflect your agency’s POV on performance, creativity, and strategy?

Touchpoints: Are you engaging regularly? Reaching out? Providing value? Or just liking and scrolling?

Attribution: Can you trace client leads, referral partnerships, or speaking invites back to a few key people in your network?

Review your network quarterly like you would a CRM:

Who have you not spoken to in 6+ months?

Who brings real value to your agency?

Where can you deepen relationships instead of widening your circle?

Final Thoughts: Click Less. Converse More.

In 2025, connection is cheap. Authentic engagement is rare.

If you want to grow your agency not just in clients, but in credibility, you need to treat your network like an ecosystem.

One where:

Relationships compound over time.

Credibility is built with context, not cold pitches.

And where the person you helped today becomes your biggest lead tomorrow.

Because networking isn’t just another checkbox on your LinkedIn to-do list.

It’s your most powerful, underleveraged channel.

So the next time you click ‘Connect’, ask yourself:

Am I building a bridge, or just collecting a name?

Less noise. More meaningful networking.

Subscribe now and upgrade how you build relationships online.