Episode 342: The Art of Relationship Generation with Moaaz Nagori

What do high-impact networking and sustainable revenue growth have in common? According to Moaaz Nagori, Head of Marketing at ConvergeX Connections, everything. In the latest episode of The B2B Revenue Executive Experience, host Cory sits down with Moaaz to explore the shift from transactional lead generation to relationship-based marketing.

In today’s fast-changing B2B landscape, traditional prospecting tactics are losing effectiveness. Instead of chasing leads, businesses must build meaningful, long-term connections. Moaaz shares practical strategies for redefining networking, executing impactful micro-events, and leveraging B2B influencer marketing to drive sustainable growth.

Why the Old Playbook No Longer Works

For years, B2B marketing has centered around high-volume lead generation. Cold calls, mass emails, and large-scale trade shows were the gold standard for filling the sales funnel. But according to Moaaz, this approach is no longer enough. Why? Because only 1-3% of potential buyers are actively in the market at any given time.

The remaining 97%? They need nurturing.

Successful B2B companies are moving beyond lead volume and focusing on relationship generation. This means segmenting your Ideal Customer Profile (ICP) into distinct buckets: immediate buyers, long-term prospects, and industry thought leaders. Each group requires tailored engagement strategies, from executive roundtables to co-created content.

The Power of Micro-Events

Large conferences have their place, but Moaaz argues that smaller, highly targeted micro-events are the future of B2B networking. Instead of gathering hundreds of attendees for broad discussions, companies should host intimate events with 20-50 carefully selected participants.

Why? Because micro-events create the right environment for genuine, high-value conversations.

The key to a successful micro-event is focusing on topics that resonate deeply with your target audience—without turning the event into a sales pitch. Moaaz suggests structuring these events around thought leadership, problem-solving, and industry trends.

Another crucial element? Thoughtful follow-up. Networking doesn’t end when the event does. Sustained relationship-building efforts after the event—whether through personalized content, one-on-one meetings, or community engagement—determine the true ROI.

Why Moderation Makes or Breaks Your Event

A well-executed event is only as strong as its moderator. According to Moaaz, a skilled moderator plays a critical role in ensuring discussions remain insightful, engaging, and beneficial to all participants.

Effective moderators:

• Balance structured discussion with informal conversation
• Ensure all voices are heard while keeping the event focused
• Act as neutral facilitators rather than salespeople
• Encourage meaningful exchanges between participants

Companies often rely on internal staff to lead discussions, but Moaaz advises hiring professional moderators when possible. Their ability to manage group dynamics, ask insightful questions, and facilitate organic dialogue can significantly enhance the event experience.

The Evolution of B2B Influencer Marketing

B2B influencer marketing isn’t about flashy endorsements or mass appeal—it’s about trust and relevance. Moaaz highlights a critical distinction: unlike B2C influencer marketing, which thrives on audience size, B2B influencer marketing demands extreme alignment between the influencer’s content and the target audience’s needs.

For influencer partnerships to be effective:

• Content must be actionable and deeply insightful
• Influencers should have at least 90% audience relevance to your ICP
• Engagement quality matters more than follower count

By partnering with the right influencers—whether industry analysts, niche content creators, or respected thought leaders—B2B brands can extend their reach authentically and credibly.

Measuring Relationship Marketing Success

Traditional marketing metrics like email open rates and call volumes fail to capture the true impact of relationship-building efforts. Instead, Moaaz recommends focusing on metrics that reflect long-term engagement, such as:

• Event participation rates
• Podcast appearances and guest content collaborations
• Growth in high-value connections and warm introductions
• Sustained content engagement over time

This shift in measurement requires executive buy-in. Leadership teams must recognize that deepening relationships leads to future revenue opportunities, even if they don’t yield immediate sales.

Becoming a Relationship-First Organization

To thrive in today’s B2B landscape, companies must transform their mindset. Success isn’t just about acquiring leads—it’s about nurturing strategic relationships that drive sustained business growth.

Key takeaways from Moaaz’s conversation with Cory include:

• Segment your ICP: Develop different engagement strategies for immediate buyers, long-term prospects, and thought leaders.
• Host micro-events: Prioritize intimate gatherings that encourage deep, meaningful conversations.
• Invest in professional moderation: Ensure discussions are valuable, engaging, and well-balanced.
• Leverage influencer marketing strategically: Focus on quality over quantity to build credibility and trust.
• Redefine success metrics: Track relationship-building indicators rather than traditional lead-based KPIs.

In the end, B2B success comes down to one thing: authentic human connections. Companies that embrace this shift will not only generate revenue—they’ll build a strong, resilient network that supports long-term business success.

Ready to take your B2B marketing strategy to the next level? Tune into The B2B Revenue Executive Experience to hear the full conversation with Moaaz Nagori.

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Learn More About Moaaz Nagori 

Moaaz Nagori is the Head of Marketing at ConvergeX Connections, where he leads marketing strategy for corporate event success and executive networking initiatives. With extensive experience in lead generation, email marketing, and business consulting, Moaaz has developed a distinctive perspective on transforming traditional lead generation into relationship-focused marketing. In this episode, he shares deep insights on the evolution of B2B networking, event marketing, and the growing importance of relationship-building in modern business development. His expertise in creating meaningful connections through strategic events and his innovative approach to B2B influencer marketing offers valuable guidance for marketing and sales professionals looking to enhance their relationship-driven growth strategies. Moaaz's work has helped reshape how organizations approach networking and event marketing

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