Matt Koenig shares winning MSP event strategies for new IT channel vendors

Send us Fan MailMatt Koenig Shares Winning MSP Event Strategies for New IT Channel VendorsTrade shows eat a huge chunk of a new vendor's marketing budget, and most of them get it wrong in the same handful of ways. This episode kicks off WIN's Fall 2026 relaunch with Matt Koenig, the channel sales veteran who built a 45-person team at RapidFire Tools, spent years as VP of Sales at Nodeware, and just launched his own practice, White Tiger Consulting.Matt and Carrie get into what a brand-new IT channel vendor actually needs before committing sponsorship dollars: which shows are for branding versus lead generation, what belongs on a banner nobody's going to read anyway, how to build a $50,000 first-year event budget, why swag is either worth doing well or not worth doing, and how to avoid showing up with your booth stuck in customs.Read more on the Fox & Crow Group website here.In this episode:CHAPTERS00:00:00 Welcome Back to WIN00:00:43 Catching Up Before ChannelCon00:00:59 Launching White Tiger Consulting00:03:01 What Vendors Can Expect From White Tiger00:05:15 Where New Vendors Should Start00:06:32 Event Logistics and Shipping Timelines00:10:00 Getting Ready to Commit Sponsorship Dollars00:12:32 Bare-Bones Budget: Booth Basics and Banners00:14:26 Crafting Your Talk Track and Slides00:15:21 Stage Presence and Public Speaking Lessons00:17:02 Building a Marketing Budget and Picking Shows00:18:20 Working the Show Floor Between Booth Time00:20:23 Off-Site Dinners and Vendor Politics00:20:55 Swag Strategy That Actually Works00:23:50 Attracting Booth Traffic Without Swag00:24:43 Wrapping Up and Where to Find White TigerMatt is offering a free 30-minute consultation to vendors and MSPs, no strings attached. Learn more at White Tiger Consulting. Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?They are the co-founders of Fox & Crow Group, a software development company building growth platforms for MSP and IT channel businesses.Learn more at:Fox & Crow Group - the MSP Sales Process platform and all-in-one CRM solution Fox & Crow Instinct - the MSP Decision Intelligence Platform for IT Channel VendorsFox & Crow Jackdaw - Competitive Intelligence Reports on Demand for MSP businesses Book time with Carrie here!Be a guest on WIN!  We host MSP channel founders, executives and sales and marketing leaders who are willing to share advice with other IT channel firms on how to build, grow or sell a business using examples from their own experience.