Webinars and Events for MSPs
A room of twenty owners from your niche is worth more than a thousand anonymous webinar registrants. Here is how MSPs run events that lead to meetings.
Do events and webinars work for MSPs?
Events and webinars work for MSPs when they are small, focused on one problem the audience shares, and delivered by people who actually do the work. A breakfast for law firm managing partners on ransomware recovery, or a webinar for controllers on what insurers now ask, builds trust faster than ads. Large, generic "IT trends" webinars rarely produce meetings.
| Format | Best for | Size | Effort |
|---|---|---|---|
| Breakfast or lunch roundtable | Owners and partners in a niche | 10 to 25 | Medium |
| Co-hosted partner session | Partner's clients, such as a broker or accountant | 15 to 40 | Low to medium |
| Webinar | Wider region, busy roles | 20 to 100 registrants | Low |
| Hands-on workshop | IT managers, co-managed prospects | 8 to 20 | High |
| Association talk | Niche communities | Varies | Low |
What topics work for MSP events?
Topics that work are specific, timely and useful whether or not anyone hires you: what insurers are asking at renewal, how a local firm recovered from an incident (with permission), what a 30-person office should spend on IT, how to prepare for a software end-of-support date, or a hands-on phishing session for office managers. Avoid product demonstrations.
| Generic | Specific |
|---|---|
| "Cybersecurity trends for 2027" | "What cyber insurers asked Ontario accounting firms this year, and how to answer" |
| "Why managed IT matters" | "Budgeting IT for a 25-person firm: what to expect to pay and what to cover" |
| "Our new security platform" | "Live phishing walk-through for office managers: what to look for and what to do" |
How should MSPs promote events?
MSPs should promote events through partners, existing clients who can bring peers, niche associations, LinkedIn event ads to a tight audience, and personal invitations to target accounts. Personal invitations from someone the guest knows fill small rooms better than any ad.
- Co-host with an accountant, lawyer or broker who invites their clients. See referral partners.
- Invite target accounts personally by email and phone. See outbound.
- Use LinkedIn event ads for a narrow audience. See LinkedIn Ads.
- Ask clients to bring one peer from their industry.
How should MSPs run an event that leads to meetings?
MSPs should run events as conversations rather than presentations: a short talk by an engineer or the owner, a practical takeaway such as a checklist, time for questions and an offer, such as a review, that attendees can book on the spot. Seat your team among guests, and note what each guest says about their situation.
- Short, practical talk 20 minutes, one problem, real examples.
- Takeaway Checklist or template attendees can use.
- Open questions Let guests talk about their situations.
- Simple offer A review or call, bookable on the spot.
- Notes per guest Team members record each guest's situation.
Follow up within a day, about what they said.
"You mentioned your renewal is in March" beats "Thanks for attending".
How should MSPs follow up after events?
MSPs should follow up within a day with a personal message that references what the guest said, the promised takeaway and a specific next step. Registrants who did not attend get the recording or summary. Add guests to future invitations if they consent. Track event-sourced meetings and agreements in the CRM to judge which formats work.
Automating registration, reminders and follow-up tasks is covered on sales and service automation. Insurance-related events tie in with cyber insurance, and niche topics come from positioning.
Frequently asked questions
Are webinars worth it for MSPs?
Specific, niche webinars can be. Generic ones rarely produce meetings.
How many people should attend an MSP event?
Small roundtables of 10 to 25 often produce more meetings than large audiences.
What is the best event topic?
A specific, timely problem your niche shares, such as insurance questionnaires or recovery planning.
Should I co-host with partners?
Yes. Partners fill rooms with trusted guests and strengthen the relationship.
Should I sell at the event?
Offer a clear next step, such as a review. Avoid hard selling.
How fast should I follow up?
Within a day, referencing what each guest said.
How do I measure event success?
Meetings booked and agreements signed from attendees, tracked in your CRM.
Sources & further reading
Platform rules and local programs change. These sources let you check the facts on this page, last checked October 21, 2026.