Barracuda, a trusted name in cloud-first security solutions, has built a strong and enduring partnership with IT Nation through consistent event sponsorship. Sarra Vallon, Sr. Manager, Field Marketing for Barracuda, shared her perspective on the company’s strategic involvement and the tangible benefits of sponsoring IT Nation events, particularly IT Nation Secure.

A Legacy of Sponsorship and Strategic Growth

Barracuda has been a regular sponsor of IT Nation events for over six years, participating in multiple formats including IT Nation Connect™ Global IT, IT Nation Secure™, and IT Nation Evolve™. Vallon recalled, “Since I've been with the company for six and a half years, we've sponsored multiple IT Nation events every year.” 

Barracuda did not sponsor the inaugural IT Nation Secure™; they quickly recognized its value and joined in the second year. “We definitely adopted it [IT Nation event sponsorship] as part of our event schedule year two,” she noted.

IT Nation: Rooted in Relationships

The driving force behind Barracuda’s continued sponsorship is the vibrant and inclusive MSP community cultivated by IT Nation. Vallon emphasized, “We definitely return to IT Nation [events] because of the community that you have built through your events.” She added, “We know that when we attend one of these events, we're guaranteed to interact with MSPs within the community that are all shapes and sizes.”

Benefits of Sponsorship

Barracuda’s sponsorship of IT Nation events delivers a wide range of benefits:

• Brand Visibility: Sponsoring IT Nation events has significantly amplified Barracuda’s brand presence within the MSP community. These events offer a high-visibility platform where Barracuda can showcase its solutions to a targeted and engaged audience, reinforcing its leadership in cloud-first security. “Amplifying our brand is a huge part of why we sponsor,” Vallon explained.
• Lead Generation: One key benefit of sponsorship is the opportunity to grow Barracuda’s database through direct engagement. “Growing our database—lead collection—is definitely part of it.” IT Nation events provide a steady stream of qualified leads, helping the company expand its reach and build meaningful relationships with potential partners.
• Product Feedback: Conversations with MSPs on-site offer real-world insights that the team brings back to inform product development and improve their suite of offerings. “We get invaluable feedback to better our business and our suite.” This direct input from users helps ensure that Barracuda’s solutions remain relevant and effective.
• Community Engagement: Barracuda uses IT Nation events not just for promotion, but for celebration and connection. At the recent IT Nation Secure event, the company marked the launch of its new platform, Barracuda One, alongside the MSP community. “Even this week, where we're celebrating our platform launch, we've been able to celebrate that within the MSP community.” These shared moments strengthen the bond between Barracuda and IT Nation partner community, reinforcing a sense of mutual success. 

Operational Excellence

Barracuda’s approach to IT Nation sponsorship is marked by thorough planning and execution. Vallon shared, “It’s one of the easiest yeses I can get internally to get approved every single year.” The team begins strategizing well in advance, ensuring that their presence is impactful and well-coordinated. “We’ve already committed to [sponsor] IT Nation Connect, and the team is already planning our strategy and what we’re doing on-site.”

Sustaining Success Through IT Nation Partnerships

Barracuda’s commitment to events remains unwavering. With future sponsorships already in motion, the company continues to view these events as essential to its engagement strategy. Vallon summed it up best: “We love IT Nation events. Yes.”

Barracuda’s consistent sponsorship of IT Nation events exemplifies how strategic partnerships can drive brand growth, foster community engagement, and fuel innovation. Through IT Nation, Barracuda not only connects with MSPs but also strengthens its position as a leader in cybersecurity—one event at a time.

Key Takeaways

• Strategic Sponsorship: Barracuda has consistently sponsored IT Nation events for over six years, recognizing them as a high-impact channel for partner engagement and brand growth.
• Community-Driven Engagement: The vibrant MSP community at IT Nation events provides Barracuda with meaningful connections, real-time feedback, and long-term relationship-building opportunities.
• Tangible Business Value: Sponsorship has led to increased brand visibility, a growing pipeline of qualified leads, and valuable insights that inform product development.
• Operational Excellence: Barracuda’s proactive planning and internal alignment make IT Nation sponsorships easy to approve and highly effective to execute.
• Platform for Innovation: IT Nation events serve as a launchpad for major initiatives like Barracuda One, allowing the company to celebrate milestones with its core audience.
• Ongoing Commitment: Barracuda views IT Nation sponsorship as a long-term strategic investment and continues to prioritize participation in future events.