8 Ways to Grow Partner Recruitment ROI That Don’t Involve Events

For technology vendors focused on MSP partner recruitment, sponsoring conferences and tradeshows is often the go-to strategy. But while events are a great source for leads, let’s be honest—they’re also expensive. If your goal is to scale partner recruitment cost-effectively, you need a broader, more continuous strategy.

That’s where a multi-channel marketing approach comes in. Investing in activities beyond conference sponsorships not only reduces your cost per lead but keeps your brand visible and relevant to the MSP community all year long. Here are eight proven, effective, and specific examples.

1. Leverage MSP Communities

Online and offline MSP communities like those operated by CompTIA, The ASCII Group, and ConnectWise among many others are where many people in your target audience go to share insights and stay on top of trends. They can also give you direct access to MSPs in an authentic, meaningful way.

Just remember that community members are far more likely to join your program if they see you as a genuine partner who understands their needs rather than someone trying to sell them something. Instead of promoting your company and its solutions, then, use your membership to sponsor initiatives, host discussions, and share valuable resources like reports or case studies. Participating in communities isn’t just about visibility—it’s about building trust.

2. Use Social Media

Social media platforms like LinkedIn are goldmines for connecting with MSP decision-makers and influencers. With targeted ad campaigns, thought leadership posts, and engaging content, you can showcase your expertise and directly address partner challenges, from improving operational efficiency to managing cybersecurity and driving revenue.

To get even more from social media activity, combine your posts with email campaigns, retargeting ads, and SEO-optimized content that keep your message front and center. Every click, share, and lead becomes a step toward better ROI.

3. Host Educational Webinars

Webinars are a fantastic way to offer MSPs something they truly need: actionable insights. Topics like cybersecurity trends, cloud strategies, and increasing service efficiency position your brand as a thought leader while giving you a platform to promote your channel program.

The key? Follow up. Don’t let the engagement stop when the webinar ends. Reach out with resources, answer questions, and schedule consultations and demos to build relationships and convert leads into partners. You’ll find a lot more of my thoughts on winning with webinars here.

4. Engage Through Podcasts

Podcasts (like ours) are growing in popularity for a reason. They’re personal, conversational, and perfect for reaching MSPs and MSSPs who want to stay informed. Sponsoring an existing podcast or starting your own are both great ways to share valuable insights, position your company as a trusted industry leader, and inspire MSPs to explore partnership opportunities with you.

5. Publish Blogs, Newsletters, and Case Studies

Consistent, high-quality content builds credibility over time. Blogs and newsletters keep MSPs engaged with your brand by suggesting solutions to common challenges like compliance, service delivery, and revenue growth. Case studies are a must as well to showcase real-world success with your program and nurture new partner relationships.

To get maximum ROI, however, don’t forget to include clear calls to action—like attending a webinar or scheduling a consultation—in everything you write.

6. Try Banner Ads

Banner ads might feel old-school, but they’re effective for increasing brand visibility and driving traffic to your digital assets when run on MSP-focused websites, forums, and newsletters. Just make sure your ads are visually strong, have a clear message, and direct readers to a landing page designed to convert. You’ll find tips from our digital marketing expert on lead gen offers and landing pages elsewhere on our blog.

7. Conduct Virtual Events

Virtual events are a powerful, cost-effective alternative to tradeshows that stretch partner recruitment budgets. Whether it’s a live demo, interactive panel, or virtual expo, online events that combine engaging content with seamless user experiences let you connect with MSPs from anywhere while keeping costs manageable. Real-time Q&As and one-on-one meetings make it easy to build relationships and move prospects down the conversion funnel.

8. Maximize the Power of Integrated Marketing

Real partner recruitment magic happens when you tie all of your activities together. Your multi-channel strategy should work like a well-oiled machine in which webinar content turns into blog posts, social media campaigns drive traffic to landing pages, and virtual events feed leads into email nurture sequences. A cohesive approach ensures MSPs see you as a trusted resource across multiple touchpoints, driving consistent results and reducing overall acquisition costs.

Take Your Strategy to the Next Level

Conferences and tradeshows will always play a role in MSP recruitment, but they shouldn’t be your only tactic. By adopting a multi-channel marketing strategy, you’ll build a steady pipeline of qualified leads year round, lower your overall cost per lead, and achieve better ROI. Channel Mastered is widely respected by experts like Canalys as one of the tech industry’s top specialists in helping vendors find, recruit, and retain high-performing MSP partners. Ready to elevate your partner recruitment strategy? Schedule a call with us now to learn how we can transform your channel program and achieve unparalleled ROI.