MSP Events Shift: From Mega Conferences to Micro Communities and the Rise of Cybersecurity Focus

MSP events are experiencing a notable shift, with a growing preference for smaller, localized gatherings over traditional mega-conferences. Jessica Davis, Principal Analyst at Omdia, highlights that this trend is driven by factors such as increased travel costs and a desire for more meaningful community interactions. Research indicates that MSPs are increasingly seeking value from events that foster peer connections and provide insights into vendor roadmaps, particularly in the realms of cybersecurity and automation. The acquisition of Channel Pro by Cyber Risk Alliance further underscores the industry's focus on cybersecurity, as it aims to integrate channel and cybersecurity insights.

The analysis of 352 global channel events reveals that many MSPs are prioritizing local roadshows, which allow for easier access and more personalized engagement. The pandemic has also influenced this shift, as MSPs are eager to reconnect in person after extended periods of remote interaction. Davis notes that while larger events like IT Nation and Kaseya Connects have their place, the saturation of the event landscape has led to a dilution of value for attendees, prompting a reevaluation of which events are worth the investment of time and resources.

In addition to the primary focus on event dynamics, the episode discusses the varying approaches vendors take to measure return on investment (ROI) from these events. While some vendors rely on gut feelings or anecdotal evidence, others employ systematic methods to assess lead generation and engagement quality. This disparity in measurement practices highlights the need for vendors to adopt more data-driven strategies to justify their event expenditures.

For MSPs and IT service leaders, the evolving landscape of events presents both challenges and opportunities. As the industry transitions into what is termed MSP 3.0, there is a clear need for MSPs to align their event participation with their business goals, focusing on those that offer relevant insights and networking opportunities. Understanding the financial motivations behind events and seeking out vendor-neutral gatherings can enhance the value derived from these engagements, ultimately supporting better decision-making and growth strategies.

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