Strategic Connections: The Power of Intentional Networking

By Josh Effinger

Networking is a great tool for sales focused teams to acquire new business, but it’s also important to instill that culture into everyone in the organization, especially the marketing department. When you make networking intentional, it connects you to fresh ideas, local partnerships, and peer support. It can also align the marketing and sales teams to work better together.

1. Network with Your Own Team
Developing powerful relationships with your front-line colleagues will give you valuable insights from those working directly with the customers. They know what drives sales, generates interest, and what questions or pain points are trending.

•  Attend internal meetings outside your focus
•  Go on a sales or service call with a banker
•  Network directly with customers and find ways to provide extra value for them and leverage that time to get testimonials and feedback

Regularly connecting will give you real time feedback on marketing initiatives. It will also help align messaging and strategy across departments throughout the bank.

2. External Networking
Networking outside of the bank is an opportunity for marketing professionals to build their network and get more out of their marketing budget.

•  Attend events hosted by your local Chamber of Commerce, small business alliances, or other community organizations
•  Get involved by joining a committee or board of directors for a local organization, event or non-profit
•  Connect regularly with other marketing peers to collaborate on ideas
•  Practice a “sales” mentality on behalf of the bank by asking for business

Networking allows you to grow both personally and professionally. The more you network, the more effectively you can position your institution for growth.

For a marketing professional at a community bank, the value of strong relationships cannot be overstated. Building connections within your own team fosters collaboration and alignment, while external networking opens doors to new ideas, partnerships, and opportunities. Intentionally investing in networking can lay the foundation for both personal development and the long-term strength of your bank’s marketing efforts.

Josh Effinger is marketing officer at Ixonia Bank and member of the 2025–2026 WBA Marketing Committee.