Events are a powerful way for Managed Service Providers (MSPs) to build relationships, generate leads, and grow their businesses. Recently, I had the pleasure of speaking with Michael Bakaic from Iceberg Cyber about how he helps MSPs run events—from small networking gatherings to conferences—and why these in-person opportunities are invaluable.
Why Events Matter
Michael emphasized that events are an incredible way to meet people, qualify prospects, and expand your network. In October, he attended nine small business networking events with MSPs, helping them engage with local businesses. These events, often organized by chambers of commerce or small business groups, were inexpensive (around $300 CAD/$200USD) and required minimal time commitment—just an afternoon or morning. Despite their size (typically 100-200 attendees), the results were impactful.
“Events like these allow MSPs to get in front of people without breaking the bank or taking up too much time,” Michael explained. “You get the chance to connect with dozens of potential leads and see who’s genuinely interested in IT solutions.”
The CyberScore Hook
To draw attendees in, Michael uses the CyberScore as a lead magnet. Displayed prominently on a TV at their booth, it immediately catches people’s attention. Those who stop by are naturally curious and ready to engage in conversation.
“The people who walk past aren’t your target audience,” Michael noted. “But those who stop by are curious about their CyberScore, making it a great conversation starter.”
Overcoming Event Anxiety
As someone who leans introverted, I shared my hesitations about attending events. Michael’s advice? Shift your mindset.
“Remember, you’re not there to close deals,” he said. “You’re there to meet people, qualify leads, and start relationships. Taking this approach removes a lot of the pressure.”
He shared a story of an MSP who was visibly nervous at their first event. Michael’s advice to them was simple but powerful: focus on meeting people and having genuine conversations.
Three Key Takeaways for Event Success
Michael outlined his three main takeaways for MSPs looking to maximize their event experiences:
- Find a Fun Hook: A fun and engaging hook gets attendees to stop by your booth. Whether it’s a CyberScore display, a tabletop arcade game, or a password guessing challenge with prizes, the goal is to make it easy and enjoyable for people to approach you.
- The Money Is in the Follow-Up: Events are not about closing deals on the spot but about gathering contacts for follow-ups. After the event, reach out to everyone who showed interest. Even if they’re not a direct fit, ask if they know someone who might benefit from your services. “Who else do you know?” is a powerful question that can lead to warm referrals.
- You’re There to Qualify, Not Pitch: Focus on finding out whether the attendees care about IT or have challenges you can solve. Avoid pitching unless they express a clear need. This approach not only reduces stress but also ensures more meaningful conversations.
Building Relationships Beyond the Event
Michael highlighted the importance of looking beyond direct sales opportunities. He recalled his early experiences with BNI groups, where he realized the true value wasn’t in pitching to the roofer or florist in the room but in tapping into their networks.
“Understanding who they know opens doors to opportunities you might not have considered,” Michael explained.
Follow-Up Tips and Best Practices
Following up effectively is where the real value lies. Michael shared an example of an MSP who missed out on a laydown—a ready-to-buy prospect—simply because they didn’t follow up promptly.
“Even if a contact isn’t the right fit, follow up with a polite message thanking them for their time and asking for referrals. This keeps the relationship alive and can lead to valuable introductions,” Michael advised.
Final Thoughts
Running events doesn’t have to be daunting. With the right mindset, a clear strategy, and a strong follow-up process, MSPs can turn these opportunities into a steady pipeline of leads. As Michael put it, “It’s about building a pool of lukewarm contacts and nurturing them into warmer relationships over time.”
If you’re curious about CyberScore or want to learn more about how Michael helps MSPs succeed with events, visit IcebergCyber.com or connect with him on LinkedIn.
Whether you’re a seasoned pro or new to the event scene, these tips can help you make the most of your efforts and grow your MSP business.