MSP Event Marketing Strategies for New IT Channel Vendors
Trade show season is here—and for smaller IT channel software vendors, the stakes are high. If you haven't planned your msp event marketing strategies around the best practices of successful vendors, you might be looking at a light pipeline and an even lighter wallet by the end of the trade show circuit.
Events like Pax8 Beyond represent rare opportunities to get in front of thousands of managed service providers (MSPs) who may be ready to buy, switch, or partner.
But unlike the big-budget vendors who can afford massive booths and sponsored lounges, leaner players need smarter strategy—not a splashier spend.
At Fox & Crow Group, we’ve helped dozens of vendors sharpen their go-to-market efforts.
After more than a decade of demand generation work across 5 million data points in the North American MSP channel, one thing is clear: event ROI isn’t determined by how much you spend—it’s determined by how well you show up.
Len DiCostanzo Shares Winning MSP Event Marketing Strategies on the WIN Podcast
Nobody knows this better than Len DiCostanzo, the founder of MSP Toolkit. With four decades of channel event experience - from founding his own MSP back when the term "MSP" didn't exist, to launching successful partner programs (including running international virtual and live events) for vendors like Autotask, Kaseya, Datto and Connectwise (and dozens of smaller MSP vendors through MSP Toolkit), Len helped pioneer the strategies that most vendors are using today.
We caught up with Len on the WIN podcast this week. We talked about the upcoming "must do" channel event for 2025 - Pax 8 Beyond. If you're a new vendor in the IT space, this podcast episode is a must-listen.
Listen to it on any major podcast platform, or right here!
If you’re heading to Pax8 Beyond, here’s how to show up better, build pipeline faster, and win the ROI game on your own terms.
Events Aren’t Just Branding—They’re Your Most Expensive Lead Source
Too many vendors treat trade shows like a branding expense. That mindset is dangerous. If your booth, travel, and sponsorships cost $15,000–$30,000, and you treat the whole week as a chance to “be seen,” you’ve already lost.
Events should be your most accountable form of lead generation. That means:
- You set a goal for how many qualified MSP prospects you’ll meet
- You assign conversion expectations and follow-up timelines
- You track cost per lead and cost per acquisition
- You measure the impact of this event against others in your portfolio
This is where most vendors fail.
But it’s also where you can win—because the bar is still low.
Skip the Booth Furniture. Bring a Battle Plan.
The default trade show setup—table, banner, two laptops, and one passive rep—is a productivity killer. Vendors routinely complain about poor booth traffic, only to be spotted checking emails or sipping coffee behind the table.
The solution isn’t to spend more. It’s to act like the booth is a stage, not a shelter.
Tear a page right out of Len DiCostanza's "MSP Toolkit"
- Move the table to the back wall to open the space
- Stand in front of the booth—not behind it
- Open conversations with questions about the attendee’s business, not your software
- Ditch the laptop unless you’re giving a demo
More importantly, don’t rely on badge scans. A badge scan traded i exchange for an entry for a prize or fancy swag might be a waste of time for your sales team afterwards. If you're a small vendor, your sales team needs to prioritize REAL opportunities. The more noise you have in your CRM after a sponsored event, the less your team can focus on the true wins in your pipeline. Put a different way: If everything is important, nothing is important.
Focus on collecting information from genuine conversations, great note-taking on-site, and rapid follow-up with qualified and interested prospects. The most powerful booth tech is still a notebook and a pen.
Being Present Beats Being Polished
Your brand isn’t what your signage says—it’s how your team behaves.
No one remembers a slick brochure. But they’ll absolutely remember the vendor who bought the next round, made them laugh at breakfast, or joined the awkward elevator silence with a friendly, “Where you headed next?”
Channel sales is still a relationship game. That means:
- Stay at the venue hotel (even if it costs more)
- Attend every happy hour, breakfast, and hallway moment
- Skip the private dinner—show up where the MSPs gather
Yes, it’s exhausting. But the companies that consistently show up everywhere become the vendors MSPs remember when it’s time to buy.
Prioritize Speaking Slots Like Your ROI Depends on It (Because It Does)
Want to dominate at MSP events?
Don’t just exhibit.
Get on stage.
Securing a breakout or panel slot instantly levels the playing field between you and much larger vendors. It positions your team as thought leaders. It gets your message in front of hundreds of buyers at once. And it often comes with attendee list access.
If your budget is tight, prioritize sponsoring the events where you can afford to secure a speaking spot.
You’ll gain more visibility and credibility in 20 minutes on stage than in three days behind a table.
It also provides a soft open. Your team can begin every event follow up call with "What did you think of our CEO's talk on Topic at Event Name?"
Know Your Numbers: ROI Isn’t a Vibe
One of the things Len drove home in his interview was the importance of understanding your numbers before creating KPIs for your team. If you don't have previous years events to benchmark with, you need to default to your current numbers and build out your initial targets based on your overhead for the event.
Watch the full video interview with Len right here:
Let’s break down what “good” looks like in terms of trade show ROI.
Say you spend $18,000 to exhibit at Pax8 Beyond:
- Your average deal size is $6,000 per year
- You close 20% of qualified leads
- You need 3 deals to break even
To break even, you need 15 qualified leads that match your ideal MSP partner profile. Anything above that is profit. Anything below that is a lesson.
This kind of planning requires discipline—and so does attribution. Was the closed deal from Pax8 Beyond or a webinar two months ago? It doesn’t matter. You want to be part of the buyer’s journey. Your job is to be present in the moments that matter and track where your efforts show up downstream.
Create Opportunities Outside the Agenda
Not every lead walks onto the expo floor. Some are at the airport, in the hotel lobby, or riding the shuttle. Smart vendors create opportunities before, during, and after the event to get time with the right people.
Try this:
- Sponsor the airport shuttle and brand the interior with messaging
- Host a pop-up breakfast meetup near the venue
- Invite three MSPs you want to work with to walk the floor with you
- Bring an existing partner to your booth to tell their story
Forget expensive gimmicks. What vendors really need is visibility, context, and shared space with the right prospects.
Bring the Right People, Not Just the Cheapest
Pax8 Beyond will have thousands of MSP attendees. But if you only send one junior salesperson to hold down the fort, you’ve wasted the opportunity.
Instead:
- Send your best conversationalist to work the booth
- Bring a subject matter expert to support sales with credibility
- Rotate team members into the bar, sessions, and hallway convos
If you can’t send a large team, maximize your surface area by being mobile, visible, and proactive. Your product isn’t the pitch—your presence is.
The Future of Channel Events Is Data-Driven
This year, Fox & Crow Group is introducing a new product designed to support exactly this type of strategic execution.
Fox & Crow Instinct is the first self-updating MSP data platform designed specifically for IT channel vendors.
Built on the foundation of over 5 million real data points from 12 years of outbound demand generation activity on behalf of over 50 vendors in the channel, Fox & Crow Instinct delivers the definitive view of the MSP ecosystem in North America.
It updates regularly and integrates seamlessly with all major CRMs and PSAs using a one-way sync—so your team always has the most accurate picture of your target accounts. Forget the inaccurate data platforms - Instinct was built for the IT channel exclusively - by industry veterans who understand it.
Launching right before Pax8 Beyond, you can find us at Booth 929 to learn more about how Instinct can lower your event spends and increase your engagement with your unique ideal MSP target client profile, or book a private demo with Ian Richardson here.
It’s time to stop guessing and start targeting.
Instinct makes that possible.
Final Word:
Smart vendors don’t show up to events hoping for leads. They show up with purpose, presence, and a plan.
At Pax8 Beyond, the most visible vendor won’t be the loudest—it’ll be the one who understands what MSPs actually want, and who can meet them with real value in the moment.
We’ll see you there.
Frequently Asked Questions
How can channel IT vendors improve their event ROI?
Channel IT vendors can improve event ROI by treating trade shows like performance-driven sales campaigns: setting lead goals, speaking on stage, engaging directly, and tracking outcomes with discipline.
What are the best MSP event marketing strategies for small vendors?
The most effective strategies include securing speaking slots, attending all networking moments, using existing partners as advocates, avoiding passive booth setups, and creating off-agenda engagement opportunities.
How many leads should I aim for at Pax8 Beyond?
Start by calculating how many deals you need to break even, then reverse-engineer your lead goal using your average close rate. If you close 20% of leads and need 4 deals, aim for 20 qualified conversations.
What is Fox & Crow Instinct?
Fox & Crow Instinct is a self-updating MSP data platform designed for channel vendors. It helps identify, qualify, and target the right MSPs, and integrates with major CRMs and PSAs for seamless follow-up.
How do MSP event marketing strategies differ from general B2B event marketing?
MSP event marketing strategies differ from general B2B event marketing in that they must focus on relationship-building, peer credibility, and presence within a tightly-knit channel community. MSPs don’t buy from brands—they buy from people. Vendors need to be visible, accessible, and authentic across the entire event experience.
Should small vendors invest in booth space or just attend and network?
Small vendors should invest in booth space only if they have a clear engagement plan. If your team is small and unprepared to drive meaningful interactions, it may be better to attend and focus on guerrilla networking tactics. However, pairing a booth with a speaking slot and disciplined follow-up plan is still the highest-ROI option.
What types of content should I use during MSP events like Pax8 Beyond?
During MSP events like Pax8 Beyond, use content that builds trust and starts conversations: one-pagers focused on business outcomes, data-driven case studies, and concise demo flows. Avoid generic brochures. Bonus points if you can leave MSPs with a story they’ll repeat to their team back home.
How soon should I follow up with leads from an MSP event?
You should follow up with leads from an MSP event as soon as possible. The longer you wait, the more likely you are to lose context or momentum. A timely, personalized follow-up—especially referencing the conversation or context—dramatically increases your odds of converting that lead into a partner.
How can I measure long-term ROI from MSP trade shows?
To measure long-term ROI from MSP trade shows, track not just immediate deals but multi-touch attribution over 3–6 months. Tag all event-driven leads in your CRM, monitor conversion timelines, and compare acquisition cost and lifetime value against other marketing channels. Events are often part of a broader funnel, not standalone generators.
Where can I find Fox & Crow Group at Pax8 Beyond?
Visit us at Booth 929 to see Fox & Crow Instinct in action. Look for the T-rex, come grab a T-shirt, and let's talk about scaling your IT business together.
