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Looking for a scalable, low-cost way to build high-trust referrals? Business networking groups like BNI (Business Network International) could be your secret weapon. In this mastermind, guest speaker Nathan Arthur co-founder of a digital marketing agency shared how his team generated over $400,000 in revenue through BNI, building a reliable stream of leads and long-term relationships.
Whether you’re a generalist agency or niche-specific marketer, this session breaks down how to strategically approach business networking groups to generate high-quality, warm leads and expand your referral ecosystem. (Although BNI groups are best for generalist agencies, and more industry specific groups are better for niched agencies).
Free vs Paid Networking Groups: What’s the ROI?
Nathan began by comparing different types of networking groups free meetups, Chambers of Commerce, and paid networks like BNI.
Free Groups:
- Great for beginners getting comfortable with networking.
- Low financial risk, but low accountability and inconsistent attendance.
- Hard to build lasting relationships due to frequent turnover.
- Nathan only closed one or two deals after investing over a year into a free group.
Chamber of Commerce:
- A middle-ground option. Offers more structure and professional connections.
- Requires more time and engagement to see returns.
- Success is hit or miss depending on the chapter and your involvement.
Paid Groups (like BNI):
- Require an upfront investment, but offer structure, exclusivity, and accountability.
- Members show up consistently, which fosters trust and deep referral networks.
- Nathan’s group has nearly 50 members and delivers consistent high-quality referrals weekly.
“We’ve averaged about $50,000 a year in revenue just from BNI alone. It’s been huge for us.” – Nathan Arthur
Why Paid Groups Like BNI Outperform
Nathan emphasized that the structure and commitment of paid groups set them apart. With exclusive industry “seats,” you’re not competing with other marketers in your group, allowing you to own the digital marketing category and build a power team around you.
Key benefits of BNI include:
- Exclusivity: Only one member per category (e.g., digital marketing) per group.
- High attendance and accountability. You’re expected to show up weekly, which keeps momentum strong.
- Referral tracking: Their app tracks referrals sent, revenue closed, and helps prove ROI.
- Built-in commercial: Each member delivers a weekly elevator pitch, so your guests hear your pitch from day one.
“If you had to hire 50 people to constantly market your business, what would that cost? BNI gives you that team for a fraction of the cost.”
A Creative Way to Turn Cold Outreach into Warm Leads
One of the most innovative tactics Nathan shared was how he uses BNI to reframe cold calling. Instead of calling to pitch services, he invites local business owners to visit his BNI chapter an invite to grow their business, not buy something.
This conversation naturally pivots to, “What do you do?” leading right into his pitch for digital marketing. Even if the prospect doesn’t attend, the value-first approach opens the door.
“It flips the cold call into something helpful. And if they show up, they literally get to hear your pitch in front of 50 people.”
Building Power Teams Within Networking Groups
BNI encourages “Power Teams” smaller groups within the chapter composed of complementary businesses that naturally refer one another.
For Nathan, this included:
- Commercial insurance
- Commercial banker
- Office equipment vendor
- Photographer/videographer
- Promotional printer
By regularly meeting with these B2B-focused members, they created tight-knit referral circles that drove consistent business for each other.
“It gets crazy when you start seeing third, fourth, and fifth-tier referrals all tracing back to that one initial connection.”
What If You’re a Niche Agency?
If your agency serves a narrow vertical (like MedSpas or cosmetic surgeons), general networking groups may be less effective.
Instead, Nathan and the team suggested creating:
- A Facebook group specifically for your niche
- Run social ads that invite business owners to join and get free value
- Focus on building community, not pitching services
“When they’re finally ready to buy, they already know you, like you, and trust you. Your close rate skyrockets.”
Final Takeaways: The Group Is What You Make It
Joining a business networking group doesn’t guarantee success. The key is being intentional, consistent, and generous with value.
- Show up weekly
- Do one-to-one meetings with fellow members
- Refer business when possible
- Build your inner circle of referrers
“You can’t cross your arms and wait for the referrals to come. Be active, be valuable, and you’ll see returns.”
Whether you’re just starting out or looking to grow your referral base, business networking groups offer a proven path to high-trust leads.
At That Company, we’ve helped 700+ agencies over the last 18 years scale their service delivery. Many of our partners use networking groups like BNI to fill their pipeline. When they get a prospect we help close the deal and then handle every step of fulfillment under their brand, giving our partners their time back to focus working ON their agency instead of IN their agency.
Need help fulfilling the work your networking groups are bringing in? Reach out to That Company and let us be your white-label partner on the front lines. Subscribe to our YouTube Channel to catch future mastermind sessions: https://www.youtube.com/user/ThatCompany
