IT Marketing Campaigns
A named invite list, a topic taken from your own sales calls, and a follow-up owner agreed before the first invitation goes out.
Book a scoping call2.2 million
verified data points
5 days
to the first qualified leads
60+
technology leaders
30
state programs
How it works
Events run as one channel inside IT Marketing Campaigns, measured on the meetings booked out of the room. One program manager owns the list, the promotion, and the follow-up.
Pick the topic
Pick the subject from the questions your reps answered on the last ten first calls, then test the title on five clients before it is printed.
Build the promotion
Build the landing page, the invitation sequence, and the calling script, and send to named accounts rather than to a general audience.
Write the run of show
Write the agenda, the slides, and the presenter brief so the session answers the question in the title and leaves ten minutes for the room to talk.
Run the follow-up
Run the follow-up the same week: a call from the named owner, the recording, and the one document the session promised. The call comes from the person whose account it is.
Start here
Tell us what your pipeline needs to do next quarter. We will tell you plainly whether we can fill the gap, what it would involve, and whether we are the right partner. You will hear back within one business day.
An open registration page collects whoever is curious. Other providers are curious, and a room of competitors produces no pipeline.
For a managed service provider (MSP), an event is an outreach channel with a reason to call. The list decides the room, and the topic decides whether the people on it turn up.
Write down the forty accounts you want in the room before you choose a topic. Everything else follows that list.
Twelve named accounts in the room give your reps twelve conversations they can follow by name. Book the follow-up calls before the event, while the calendar is still empty.
An attendee is not a lead until someone has confirmed the budget, the authority, the need, and the timeline. Our MSP Lead Generation program does that before a name reaches your sales team.
A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history. Your reps get the event attendance as part of that intent history.
Ask what an event report will contain. Registrations and attendance sit in the detail here, and the headline is the meetings booked and the pipeline behind them.
Ask who runs the room and who calls afterwards. One program manager owns the event for the term, and your own people present rather than an agency spokesperson.
Managed service providers with a buyer population dense enough to fill a room, selling to organizations of 100 to 2,500 seats. MSSPs, security-led MSPs, and Microsoft-centric MSPs are the published fit.
If your territory cannot produce twelve accounts worth inviting, the list is the problem, and the scoping call will start there instead.
Why events outperform other MSP marketing channels
The xpandly guarantee
It applies to Microsoft Copilot leads, and the program page states it in full.
32%
of webinar attendees who are ICP-fit for an MSP convert into a qualified sales conversation within 30 days of the event
4.1x
more qualified leads per marketing pound generated by events and webinars compared to display advertising or general brand awareness spend
6x
more likely to close a deal with a prospect who attended one of your events versus one who only saw your website or received an email
Common questions
Webinar or roundtable?
Whichever your named accounts will attend. A roundtable suits owners and finance directors who want to talk, and a webinar suits technical buyers who want the material and the recording.
How many attendees is enough?
Count the accounts you wanted, not the people who registered. A room made of the accounts on your list gives your reps calls they can follow by name.
What topic works?
The question your reps answer most often on first calls. Take it from your own call notes, put it in the title, and answer it inside the session rather than teasing it.
Do events produce leads?
They produce conversations with people who came for a reason. Event attendance becomes a buying signal in the intent history, and the lead is built when budget, authority, need, and timeline are confirmed.