Article
Spark Through-Partner Infrastructure Growth with Connected Communities
7 Ways Tech Events and Channel Media Can Build and Sustain High-Impact Infrastructure Partnerships
Table of Contents
- Embrace Independent, Tech-Agnostic Events
- Focus on Attendee Quality Over Quantity
- Clarify and Share Your Infrastructure Message Before Channel Events
- Attend Events that Prioritize Deeper Partner Conversations
- Leverage Data to Inform Your Event Messaging and Come Prepared
- Build Trust to Build a Long-Term Partner Pipeline
- Sustain Brand Awareness and Relationships After the Event
7 Ways Tech Events and Channel Media Can Build and Sustain High-Impact Infrastructure Partnerships
Data demand is soaring, and companies’ tech architecture needs are rapidly shifting — driven by the recent historic adoption of GenAI, ongoing cloud migrations, and always-on digital transformation.
Companies across industries and across the globe are actively exploring solutions that support IT infrastructure modernization and harness AI to their advantage. Tech vendors are vying for mindshare across:
- AI-powered analytics platforms
- Power supply and connectivity hardware
- Networking solutions
- Data storage
- AI chips and computers
- Security solutions (to protect against growing AI cyber risks)
19-22%
Global demand for data center capacity is on trend to increase 19 to 22 percent annually through 2030. *
* McKinsey & Company “AI power: Expanding data center capacity to meet growing demand”
The rapid change we’re accustomed to in the channel has kicked into warp speed and intensified competition between vendors to stand out and win both channel partner and end-user customer loyalty.
In this landscape, traditional transactional, hands-off interactions between tech vendors and solution provider partners isn’t enough. Tech vendor Channel Chiefs and Chief Marketing Officers must establish and maintain partner trust more than ever to keep pace, sustain growth, and make the most of this extraordinary infrastructure moment.
The best way to build trust? Connect meaningfully with partners all along the buyers’ journey with in-person events that foster confidence in your brand and combine that with an engaging media presence that keeps your infrastructure technologies and channel leadership front of mind when decision makers explore infrastructure portfolio opportunities on their own time.
7 tech event and media strategies that work in tandem to build meaningful partner communities.
1. Embrace Independent, Tech-Agnostic Events
Massive tech trade shows and single vendor-led events have their place in building awareness and buzz about tech infrastructure offerings and innovations that partners can incorporate into their portfolios. However, the complex logistics and crowds of large-scale events can be overwhelming, diffuse partner attention, and make genuine, no-bull conversations tougher to have. Partners often leave these events with unanswered questions and no clear idea of next steps.
Tech-agnostic events aren’t sponsored or dominated by a single technology vendor and instead provide an opportunity for multiple tech vendors to showcase their solutions. These events are often smaller by design and offer:
• A macro-overview of key trends in the channel and the wider marketplace
• Broader networking opportunities
• Insights laser-focused on solving for top IT channel challenges
• Impartial knowledge and best-practice sharing
• Deeper conversations that answer questions and build trust
• A collaborative setting where joint solutions and alliances have time to take root
Partner Voice
“It’s about real conversations with vendors in an environment where MSPs call the shots. Unlike typical high-pressure sales pitches, vendors focus on educating MSPs about their products and services. This approach allows for meaningful discussions, informed decision-making, and strategic partnerships that truly benefit both sides.”
— John Douglass, CEO, Pileaus Technologies*
*XChange March 2025, Post-Event Partner Survey
2. Focus on Attendee Quality Over Quantity
It’s best to prioritize events that deliver high-quality engagement with attendees over sheer volume. Carefully vetted attendees ensure vendor teams have conversations with partner decision-makers who are actively researching infrastructure solutions they can add directly to their portfolios, or that offer opportunities for joint tech offerings.
Whether targeting end-users in the midmarket, security-focused partners, or wider partner audiences (Managed Service Providers (MSPs), Managed Security Service Providers (MSSPs), Independent Software Vendors, or Distributors) across global regions, attendees of The Channel Company events are carefully vetted before being personally invited to attend.
Strategic audience targeting and curated invites ensure tech event attendees are:
• In-market for infrastructure solutions
• Senior leaders with buying power
• Aligned with vendor partner program goals and parameters
“The amount of data intelligence we have from our readers of CRN and Computing around the world, as well as insights from year-round channel event attendees and the channel relationships from our editorial team makes the process of vetting the next new partner or IT leader much easier. This ability to understand exactly what that attendee is looking for makes engagement at events an essential part of vendor pipeline strategies.”
– Bill Jones, President, Communities, The Channel Company
3. Clarify and Share Your Infrastructure Message Before Channel Events
To reinforce your value propositions, validate your infrastructure expertise and share the unique value of your technologies in the run up to events where partners and end-users turn for trusted information and market opportunities. Share targeted content on leading media outlets like CRN.com, Computing, and CRN Magazine to clarify the value you offer and build engagement alongside respected independent channel news.
• Launch targeted ad campaigns
• Share infrastructure partnership opportunities through video interviews
• Confirm your experience, expertise, and innovations through thought leadership articles
4. Attend Events that Prioritize Deeper Partner Conversations
Deeper, meaningful interactions foster trust and rapport between solution provider decision-makers and tech vendors, which leads to longer-term partnerships, joint solutions, and collaborations.
The Channel Company’s Unique Event Boardrooms
Boardrooms at TCC events are designed to facilitate meaningful conversations.
• Small, intimate environments connect vendors with 12-15 pre-qualified decision makers (max.)
• Abundant time for questions and helpful answers
• Granular attendee and wider market data to help vendors fine-tune talking points in advance
• In-depth, executive-level dialogues precisely aligned with partner buying cycles
• Exclusive peer-to-peer conversations that validate real-world results, challenges, and solutions
High-Impact Hosted Attendee Model
The unique hosted attendee model of TCC events delivers value with a carefully selected audience of motivated decision makers, targeted matchmaking to facilitate purposeful networking and discussions, and enhanced attendee engagement.
Vendor Voice
“The ability to engage with boardroom groups allows direct feedback from the best MSPs and MSSPs in the world. This is a huge value add that you do not get from other industry events.”
— Jeremy Cullen, Channel Account Manager, Coro*
*XChange March 2025, Post-Event Vendor Survey
5. Leverage Data to Inform Your Event Messaging and Come Prepared
Crafting a valuable hosted attendee event includes gathering detailed information about attendees so vendors have insights about partner organization size, type of partner and partner experience, industry focus, top current technology priorities, past buying behaviors, and near- and long-term business goals in advance.
With detailed audience data, vendors head into events with:
• Comprehensive attendee profiles they can use to align conversations with partner needs and concerns
• Tailored talking points, presentations, and collateral focused on the unique goals of individual attendees
6. Build Trust to Build a Long-Term Partner Pipeline
The importance of cultivating strong relationships in the channel, built through face-to-face meetings and conversations and always-on tech-specific messaging can never be overstated. Vendors who make the mistake of rushing to achieve ROI from partners or don't spend enough time getting to know their partners can erode trust and weaken their partner ecosystem.
6-18 months*
Average time it takes to onboard partners and have them effectively sell your infrastructure products or services.
*The Channel Company
Cultivate Lasting Trust
Partner Pipeline Priorities
Another common vendor mistake is focusing exclusively on partners who are delivering revenue right now.. To future-proof your organization, make sure you engage, offer informative content, and schedule conversations with partners that are still exploring your offerings or are in the early stages of partnerships — they may be your future profit drivers.
7. Sustain Brand Awareness and Relationships After the Event
Events alone simply aren’t enough. Plan ahead to execute continuous follow-up that creates brand visibility once partners return to their busy schedules and pressing business requirements. Leverage ongoing thought leadership, insightful media coverage, and relevant content strategies to maintain brand prominence. Keeping your company top-of-mind throughout the partner's decision-making cycle is essential to success.
Spark Post-Event Engagement
• Regularly publish industry insights, case studies, and expert commentary to remain visible within trusted media channels.
• Develop a structured, ongoing communication strategy that includes newsletters, personalized emails, and direct outreach tailored to partner interests.
• Engage with partner communities online, fostering interactive discussions and continuous dialogue through social media and partner portals.
“A partner attends an event along with hundreds of others. You might have a friendly conversation but what happens when they get back to the office? How do you engage with that partner post event? What is the platform where you can consistently talk to them where they are already going for information? Media plays a critical role in the success of events.”
– Bill Jones, President, Communities, The Channel Company
Leveraging the combined strength of strategic events and targeted channel media will position your brand as a trusted infrastructure leader — building meaningful connections that sustain partnerships and fuel mutual long-term growth.
Ready to spark deeper, lasting partner relationships?
The Channel Company’s team of technology event and media specialists is here to help you amplify the value of your infrastructure offerings and build collaborative relationships that drive through-partner growth.