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Listen before you pitch
Use conversations at an event to learn what peers, vendors, and customers are dealing with before describing your own services. SonicWall senior vice president of managed services Michael Crean told MSSP Alert that attendees should listen to peers and vendors, then take those learnings back to customers and listen to them, too.
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That sequence helps an MSSP hear the problems and language people actually use. It can inform service design, customer conversations, and future content. Listening is not passive: ask follow-up questions, compare what you hear with your own operating experience, and avoid treating one conversation as proof of a market-wide need.
Offer one concrete insight people can remember
A broad company introduction is easy to forget. CyberDuo CEO Kevin Tadevosyan, quoted by MSSP Alert, contrasts providers who simply describe their company with those who share one concrete point the listener did not already know. That might be a defensible finding from the provider’s own SOC data, a mistake it corrected, or a position it can explain with evidence.
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Choose a point you can support and discuss without disclosing customer-sensitive information. A useful contribution is specific enough to prompt a real conversation, but not a claim inflated beyond what your experience establishes. Tadevosyan’s advice is practitioner perspective, not the result of a controlled study measuring event outcomes.
Choose sessions for the operating questions you need to answer
Prioritize sessions that help your team make a decision or improve execution, not only those with the newest technology. MSP Global’s Summer 2025 State of the Industry Report asked 191 respondents to select up to three conference session types they found most valuable. The results show what those respondents preferred—not what every MSSP or attendee prefers.
| Session type | Respondents selecting it |
|---|---|
| Business growth strategy | 49% |
| Real-world case studies | 46% |
| Sales and marketing best practices | 41% |
| Technical masterclasses | 38% |
| Vendor demos and product launches | 30% |
| Tactical how-to sessions | 27% |
| Founder stories | 20% |
| Peer-led roundtables | 16% |
| Compliance deep-dives | 13% |
The report also records questions about differentiating through added value amid price competition, getting pricing right, choosing vendors, scaling, and learning from repeated mistakes. Turn questions like these into a session-selection filter: will the session provide a decision framework, implementation detail, or a candid account of what worked and failed?
For a current business priority, a practical case study or growth session may be more useful than a product launch. If your immediate challenge is technical or compliance-related, a specialist session may be the better fit. The survey percentages are a guide to the report’s respondents, not a universal ranking for every attendee.
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Speak from experience, not a generic playbook
Consider applying to speak about a real win, failure, or consequential decision rather than waiting for a perfect presentation. Crean told MSSP Alert, “There is no ‘someday I’ll submit a session.’ Start with something you’ve actually lived through, a real mistake or a real win, not a generic best-practices deck.” Another practitioner quoted in the same article, Chavers, encourages speakers to explain what worked, what failed, and what they would change.
Those are individual practitioners’ recommendations, not a guarantee that a talk will generate leads. A strong session has a clear lesson, enough context for the audience to judge whether it applies to them, and honest boundaries around what the example can prove. Answer questions afterward and continue conversations with people who want to explore the topic.
Build a smaller number of relevant relationships—and follow up
Do not equate a large contact list with a successful event. Chavers told MSSP Alert, “I’d rather leave with 10 meaningful relationships than 500 names in a spreadsheet.” That is a personal preference, not a measured benchmark, but it points to a useful distinction: a relevant conversation with a clear next step may be more valuable to your goals than an unqualified contact.
Before attending, decide which people or types of organizations you hope to meet and what a useful next conversation would look like. Afterward, follow up with context from the discussion and a specific, appropriate next step. If the conversation surfaced a question you can answer, send a useful resource rather than a generic sales pitch. Keep customer and prospect information confidential.
Rank #3
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Make the event work before and after the agenda
Event value depends on preparation and follow-through as well as what happens onstage. Before choosing sessions or spending on a booth, define the objective: learn about a service gap, meet prospective partners, understand a vendor’s roadmap, or share expertise. Then make room in the schedule for conversations and follow-up, not just sessions and booth duty.
A talk or panel can also become material for a post, short video, article, customer email, sales-enablement resource, or webinar. Reuse only information you can substantiate and are permitted to share; do not expose customer details or present an anecdote as a general result.
Evaluate sponsorship as a case-specific investment
ConnectWise’s CyNet case study describes repeat sponsorship of IT Nation Connect. CyNet channel leader Jeannine Edwards calls the event a foundational part of the channel ecosystem and says sponsorship supports demand generation and access to operationally mature MSPs. ConnectWise reports brand visibility, qualified pipeline, and accelerated sales cycles for the featured company.
Those are vendor-published claims about one company, not independently validated causal evidence or a general ROI forecast. Before sponsoring, compare the audience with your target market, define the outcome you want, account for sponsorship and travel costs plus staff time, and confirm that your team can handle follow-up. A sponsorship is a poor fit if visibility is the only defined objective or your team cannot act on the conversations it generates.
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Read event research without confusing association with cause
MSP Global’s September 2026 analysis of its survey waves reports higher rates of regular or occasional partnerships with another MSP or vendor among attendees than among non-attendees. The organizer explicitly cautions that correlation does not mean causation; attendees may differ from non-attendees in other ways. The finding is an association reported by the event organizer, not evidence that attending creates partnerships.
Separately, The Channel Company’s IPED State of Partner Marketing 2025 research drew on an online survey of 151 solution providers and interviews with partners; 44% of the survey sample were MSPs. Its article says almost 90% of partners rated face-to-face events very important to their marketing strategy, and in-person events ranked first for marketing impact among large and small/medium partners. This supports the relevance of in-person events to that surveyed group, but does not establish the return from a particular event for an individual MSSP.
Compare events against your objectives
When deciding where to spend time and budget, compare events on practical fit rather than reputation alone:
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- Learning: Does the agenda offer the business, technical, or implementation detail your team needs?
- Participation: Can you speak, join peer discussions, arrange meetings, or contribute expertise—not just buy visibility?
- Relationship potential: Does the format leave time for useful conversations and follow-up?
- Full cost: Include registration or sponsorship, travel, staff time, and time away from customer work. The cited sources establish no general ROI threshold.
- Evidence quality: Distinguish survey preferences, organizer-reported associations, practitioner advice, and vendor case-study claims from independently established outcomes.
Check event logistics before registering
As listed on MSP Global’s attendee page, its 2026 event is scheduled for October 21–22 at PortAventura in Spain. The page lists a Standard Pass at €399 excluding VAT and a Vendor Pass at €999 excluding VAT, with access and meeting-table provisions depending on pass type. Dates, prices, availability, and pass benefits can change; confirm them on the official attendee page before making plans.
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