PARTNER SUCCESS STORY
Connecting with Purpose: How Cisco Leveraged IT Nation™ Sponsorship to Strengthen MSP Engagement
Cisco is a global technology leader that designs and sells networking, cybersecurity, and collaboration solutions. It serves businesses, governments, and service providers, helping them securely connect, communicate, and innovate in a digital world. Cisco’s products and services power internet infrastructure and enterprise IT systems worldwide.
Challenge
Cisco initially weighed the value of IT Nation sponsorship against competing priorities. The challenge was ensuring the investment would deliver strong ROI through brand visibility, lead generation, and community engagement. Ultimately, the focused, vendor-friendly environment and access to MSPs justified the decision to sponsor.
Solution
Cisco addressed its sponsorship challenge by aligning with IT Nation’s vendor-focused structure. They prioritized events offering targeted exposure, streamlined logistics, and meaningful engagement with MSPs. This strategic alignment ensured Cisco’s investment supported brand growth, lead generation, and deeper community ties—making sponsorship a high-impact, results-driven solution.
Results
Sponsoring IT Nation events boosted Cisco’s brand visibility within the MSP community, generated high-quality leads, and deepened relationships with existing clients. The focused, distraction-free environment enabled meaningful conversations, reinforcing Cisco’s presence in the IT ecosystem and validating the sponsorship as a strategic investment in community engagement and growth.
IT Nation is an unrivaled community. Its events offer a valuable opportunity for vendors and solutions partners to enhance their brand presence and foster meaningful engagement within the dynamic IT and managed service provider (MSP) communities.
No one knows this better than Gabrielle Giles, Global Partner Marketing Manager, MSP at Cisco. “Having attended multiple IT Nation events, I have gained firsthand experience of their value to vendors and solutions partners,” said Giles.
Turning Participation into Partnership: Cisco’s Sponsorship Strategy
With participation in four IT Nation events—three as an attendee—Giles highlighted how these events are uniquely structured to support vendor success through focused networking, brand visibility, and meaningful engagement with the IT and managed service provider (MSP) communities.
By investing in sponsorship, companies gain unparalleled access to a targeted audience of industry leaders and decision-makers, facilitating genuine connections that can lead to long-term partnerships. “Sponsors benefit from enhanced brand visibility, opportunities for meaningful networking, and participation in discussions that shape the future of technology.”
The return on investment (ROI) from these events is evident, as they foster relationships and amplify brand recognition, ultimately driving business growth in a competitive landscape.
Why IT Nation Stands Out for Vendors
IT Nation events are intentionally designed to create a vendor-friendly environment. Unlike many industry conferences that include unrelated entertainment or distractions, IT Nation prioritizes professional engagement. This allows vendors to focus on building relationships and showcasing their solutions in a setting that encourages business development. “I feel like IT Nation really is great for vendors. Like, ConnectWise really cares about making the vendors have a great experience.”
Key Sponsorship Benefits for Vendors and Solutions Partners
- Targeted Brand Visibility: Sponsoring IT Nation events places vendors directly in front of a highly relevant audience—MSPs, IT professionals, and decision-makers. This targeted exposure helps build brand recognition where it matters most.
- High-Quality Engagement Opportunities: With dedicated networking spaces and structured interactions, sponsors can engage in meaningful conversations with both prospective and existing clients. These interactions often lead to stronger relationships and new business opportunities.
- Lead Generation and Pipeline Growth: Sponsorship provides access to a concentrated pool of potential leads. The focused nature of the event means that attendees are actively seeking solutions, making it an ideal environment for lead generation.
- Reinforcement of Market Presence: Consistent sponsorship signals commitment to the IT community. As Gabrielle notes, showing up regularly helps maintain visibility and credibility within the MSP ecosystem. “I think just the brand awareness is really good. Making sure you’re showing up in the MSP community.”
Supportive and Distraction-Free Environment
The absence of unrelated performances or entertainment ensures that the spotlight remains on business interactions. This creates a more productive atmosphere for sponsors to connect with attendees. “There’s not, like, distractions with other, you know, like, performers going on that type of thing.”
IT Nation Events: A Consistent Value Proposition
Giles also draws parallels with IPC events, which offer a similarly consistent and high-quality experience. Their reliability encourages repeat participation and fosters a strong sense of community among vendors and attendees. “I really feel like the quality of the conversations is worth coming back.”
Unlocking Value Through IT Nation Engagement
Giles’ insights underscore the strategic value of sponsoring IT Nation events. These gatherings offer a rare combination of focused engagement, brand-building opportunities, and access to a highly targeted audience.
For vendors and solutions partners looking to expand their reach, deepen customer relationships, and reinforce their presence in the IT and MSP communities, sponsorship of IT Nation events is a smart, high-impact investment. “Vendors and solutions partners should consider IT Nation sponsorship as a key component of their marketing and business development strategy to maximize visibility, generate leads, and build lasting industry relationships.”