Here’s a truth bomb most MSPs don’t want to hear:
Sponsoring the wrong event won’t generate leads — it’ll drain your wallet and waste your time.
Too many IT companies throw thousands of dollars at expos, chamber meetings, and so-called “business mixers” without asking the one question that matters most:
Is my ideal client even going to be there?
Look, I get the temptation. Slap your logo on a banner. Hand out some swag. Maybe even score a speaking slot. Sounds productive, right?
Wrong. If you’re in the wrong room, you’re not marketing — you’re donating.
Step 1: Get Crystal Clear on Who You Want
Before you sponsor anything, get laser-focused on your ideal client.
Are you trying to reach law firms? Dental offices? Manufacturers? Nonprofits?
If you can’t answer that in five seconds or less, you’re not ready to spend a dime.
You don’t want just anyone seeing your booth — you want buyers. You’re not there to chat with broke startups or salespeople pitching each other in circles. You want to be in the room where real buying decisions are made.
Step 2: Ask for the Prospectus — No Exceptions
Every legitimate event should have a sponsorship prospectus. That’s your blueprint.
Look for:
- Who attends (titles, industries, company size)
- How many people are expected
- What each sponsorship package includes (signage, booth, speaking opportunities)
No prospectus? Big red flag. Walk away.
Step 3: Confirm That Decision-Makers Are in the Room
You’re not looking to shake hands with assistants or folks who “just came to network.” You want CEOs, business owners, practice managers, and executives.
If the room is full of vendors, job seekers, or tire-kickers, skip it. Event sponsorship for MSPs only works when you’re in front of the right audience.
Step 4: Call Past Sponsors
Want the real story? Ask the event organizer to connect you with three to four past sponsors.
Ask them:
- Who actually showed up?
- Were the attendees as advertised?
- Did they get leads?
- Would they do it again?
If the organizer won’t make the introductions, that’s another red flag.
At Technology Marketing Toolkit, we encourage prospective sponsors to talk to past partners — because we know we deliver. Any event worth your time should be just as confident.
Step 5: Do Some Local Recon
Not all great events show up on Google. Here’s how to find the ones that matter:
- Ask hotel staff who rents out their ballrooms for professional events
- Connect with local industry associations
- Talk to corporate event planners in your area
These folks know the hidden gems — the events filled with legit business owners and decision-makers, not just social mixers disguised as business expos.
Final Checklist: How to Vet an Event Before Sponsoring
Before you sponsor anything, make sure you:
- Define your ideal client
- Ask for the event prospectus
- Confirm decision-makers will be attending
- Talk to past sponsors
- Walk away from hype and dig into the details
Ready to Build a Local Lead Gen Strategy That Actually Works?
Before you burn another dollar on a dead-end event, let’s map out a real MSP marketing strategy — built around your goals, your market, and your ideal client.
Book a FREE Marketing Strategy Call
We’ll show you how to stop gambling and start getting results. Because success doesn’t happen by accident — it happens by design.
