PARTNER SUCCESS STORY
Beyond the Booth: How Huntress Drives Partner Value Through IT Nation Connect™ Global
Huntress is a cybersecurity company headquartered in Columbia, Maryland, focused on helping organizations prevent, detect, and respond to threat actors. The company delivers managed security solutions designed to uncover persistent footholds and advanced attacks. Huntress primarily serves managed service providers (MSPs) and their SMBs (small to medium businesses) customers, enabling them to protect clients more effectively while strengthening trust, operational resilience, and long-term security outcomes.
Challenge
Huntress needed a single industry event that consistently brought together high-quality MSP partners—owners, decision makers, and technicians—who were actively driving business transformation. They also needed reliable opportunities to meet partners who rarely attend other conferences, gain real-time insights, and strengthen existing relationships beyond digital interactions.
Solution
By sponsoring and participating in IT Nation Connect™ Global, Huntress engaged directly with top-tier MSPs through booth sessions, hallway conversations, and after-hours events. The Huntress team used these organic touchpoints to deepen relationships, gain clearer insight into partner needs, and uncover new opportunities with highly qualified attendees who prioritize innovation and operational maturity.
Results
IT Nation Connect™ Global delivered strong ROI through deeper partner engagement, high-value new opportunities, and meaningful conversations that informed Huntress’s approach to supporting MSPs. The event provided rare access to partners who attend only once per year, strengthened long-term relationships, and fostered memorable experiences that built trust and reinforced Huntress’s commitment to the ConnectWise community.
For Huntress, meaningful partner engagement is at the heart of its mission to empower managed service providers (MSPs). One of the most strategic places to cultivate and strengthen those relationships is IT Nation Connect™ Global, ConnectWise’s premier global conference for MSPs. In this case study, Becky Mos, a Huntress leader representing the Company at the event, explains why IT Nation Connect Global remains one of the company’s most valuable annual investments—driving high-impact conversations, strong ROI, and deep partner alignment.
Why Huntress Sponsors IT Nation Connect Global
Huntress continues to sponsor IT Nation Connect Global year after year because the event brings together the most innovative and growth-minded MSPs in the industry.
As Becky Mos puts it, “IT Nation Connect™ Global is the absolute best conference to see the partners that are really revolutionizing their businesses.” The MSPs who attend tend to be proactive, forward-thinking, and committed to elevating their security posture and operational maturity—making them natural partners for Huntress. She adds: “The partnership with ConnectWise is really important to Huntress.” By showing up consistently and investing in this community, Huntress reinforces its long-standing commitment to supporting MSPs as they evolve, scale, and secure their environments.
A High Quality, High Impact Attendee Audience
Huntress participates in events globally—including EMEA and APAC—but the attenNation Connect Global stands out above the rest. According to Mos, the conference attracts the individuals vendors most want and need to engage: “IT Nation Connect [Global] brings in the best of the best—the decision makers, those owner-level leaders, all the way down to the techs working in the tools every day.”
This mix is powerful: Owners and executives drive strategic decisions and long-term investment. Technicians and practitioners influence day-to-day tool adoption, product satisfaction, and vendor selection. These practitioners often become internal champions—key voices who accelerate adoption and advocate for Huntress within their organizations.
ROI That Goes Beyond Lead Generation
While many organizations measure event ROI primarily through new leads, Huntress evaluates value more holistically—and IT Nation Connect consistently delivers. Mos explains: The ROI at shows like IT Nation Connect is excellent for us. It’s not just about gaining new logos; it's also about strengthening existing relationships and increasing that ROI with our current partners.”
Huntress sees meaningful returns in three main areas:
- Deepening relationships with existing partners: Some Huntress partners only attend one conference per year—and it’s this one. IT Nation Connect gives Huntress rare, high touch opportunities to sit down with these organizations, assess their evolving needs, and plan for the future.
- High value new opportunities: The show attracts MSPs that may not be present at other events, making IT Nation Connect a gateway for net new relationships that are often more qualified and more aligned.
- Candid, real time partner insights: The event gives Huntress access to frontline feedback—what MSPs are struggling with, what they’re excited about, and what’s shifting in the industry.
The Power of In Between Moments
While the solution pavilion provides strong engagement—“top notch,” as Mos describes it—the most impactful interactions often take place outside the booth. She emphasizes: “The biggest value is those in between moments—hallway conversations, walking from session to session. I love learning what people got out of the session they just attended and what’s going to trigger the next phase of their business.”
These unplanned conversations allow Huntress to:
- Understand partner pain points in real time
- Build trust on a personal level
- Identify early signals of change in the MSP community
- Provide support where it matters most
IT Nation Connect Global: Where Community Comes to Life
After hours events also play a key role. From packed hotel bars to sponsored parties, the informal networking environments at IT Nation Connect create space for honest dialogue and stronger relationship building.
Beyond the professional value, Mos shares a personal highlight that makes IT Nation Connect unique: the off site theme park experience. Her words bring the moment to life: “There’s something really special about getting to be at a theme park when there’s no line. Just running through to do that ride again and not waiting 45 minutes for Harry Potter.”
These shared experiences help break down barriers and create unforgettable memories with partners—strengthening relationships on a human level.
For Huntress, IT Nation Connect remains one of the most strategically impactful events in the MSP channel. It brings together the right attendees—leaders, decision makers, and practitioners. It generates strong, multi layered ROI. It sparks meaningful conversations that shape the future of partner relationships. And it fosters community in a way few conferences can.
Through its continued sponsorship and presence, Huntress reaffirms its commitment to supporting MSPs as they innovate, grow, and secure their businesses—side by side.
Key Takeaways
- IT Nation Connect™ Global delivers unmatched partner quality: Huntress consistently engages with high-impact MSPs, including owners, decision makers, and hands-on practitioners who are actively transforming their businesses.
- Sponsorship drives relationship-based ROI, not just leads: The event enables Huntress to deepen existing partner relationships while uncovering highly qualified new opportunities that may not appear at other conferences.
- Unscripted interactions create the greatest value: Hallway conversations, after-hours events, and shared experiences provide real-time insights into partner needs and industry trends that inform Huntress’s long-term strategy.
- Consistency strengthens long-term partnerships: Repeated participation reinforces Huntress’s commitment to the community and builds trust through ongoing, face-to-face engagement with partners year over year.
- The Strength of IT Nation: The event fosters trust, alignment, and community. IT Nation Connect Global fosters authentic connections, helping Huntress support MSPs as they innovate, grow, and secure their businesses.