In this episode of the WIN Podcast, host Carrie Richardson sits down with Jennifer Roy to unpack how vendors can successfully connect with enterprise-grade managed service providers. Roy shares insights from her leadership at Nucleus Networks, a multi-location MSP within the Lyra Technology Group family, and breaks down how her team prepares for events like Pax8 Beyond.
Roy discusses what catches her attention at vendor booths, how her team prioritizes discovery calls, and why follow-up matters more than flash. She emphasizes the importance of being informed, respectful of time zones, and strategically aligned with an MSP’s operational goals.
Vendors who come prepared—and stay professional—are the ones who make it onto her calendar.
If you're an IT channel vendor trying to land a meaningful partnership with a large MSP, or a new MSP owner wondering how operationally mature MSP owners prioritize their time at industry conferences, this episode is packed with unfiltered guidance from someone who receives hundreds of outreach attempts per quarter—and still takes the time to coach the channel on how to do it better.
Read the article inspired by the podcast on the Fox & Crow Group blog here.
Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?
Serial entrepreneurs, life partners and business partners, they have successfully exited from multiple businesses (IT, call center, real estate, marketing) and they help other business owners create their own versions of success.
Ian is certified in Eagle Center For Leadership Making A Difference, Paterson StratOp, and LifePlan.
Carrie has helped create and execute successful outbound sales strategies for over 1200 technology-focused businesses including MSPs, manufacturers, distributors and SaaS firms.
Learn more at www.foxcrowgroup.com
Book time with Carrie here!
Be a guest on WIN! We host successful entrepreneurs who share advice with other entrepreneurs on how to build, grow or sell a business using examples from their own experience.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Carrie Richardson (00:05):
Hi, good afternoon everybody.
My name is Carrie Richardson andI am the host of the WIN
Podcast.
With me today is Jennifer Roy,who is the CEO of Nucleus
Networks in Vancouver, Canada.
Jennifer, thanks so much forjoining us today.
We are talking about planningfor events like Pax8 Beyond as
an MSP, and I'm hoping to givepeople advice on how they would
(00:26):
go about getting the attentionof an MSP like Nucleus.
Tell us a little bit about yourhistory with Nucleus, the
business, and then we'll move onto how would someone get
Jennifer's attention at Pax 8beyond.
Jennifer Roy (00:40):
Sounds great.
So I joined Nucleus back in 2001as the Chief operating Officer
and then took over as CEO inJanuary of 2024.
So I've been with with Nucleusfor about four years.
Been in the space for about 14years.
But fairly new to Nucleus.
As you mentioned, our headoffice is in Vancouver, but we
service all across Canada withoffices in Vancouver, Victoria,
(01:02):
prince, George Calgary,Edmonton, and Toronto.
We are part of the Lyra group.
Lyra is our midco that oversees,about 85 MSPs under their
umbrella.
So fairly large ecosystem ofmanaged service providers.
From my perspective.
I've got this enormous peergroup of people I can learn from
(01:23):
and, including the executivesand team at Lyra.
Carrie Richardson (01:28):
You joined Nucleus in 2021 and you became
CEO in 2024.
What was that transition like?
Jennifer Roy (01:37):
Our previous CEO, Martin DesRosiers, he had led
Nucleus for a decade.
I know you're very familiar withMartin.
So big shoes to fill.
When I took over in January of2024 I had worked really closely
with Martin up until thetransition.
I'm still today learning 15months later.
Still learning new parts of thecompany that I hadn't been part
(01:58):
of before.
So it's been exciting.
It's been a lot of hard work.
But I like hard work, so it'sbeen good.
Carrie Richardson (02:04):
Now Lyra's growth trajectory has been
impressive, but Nucleus's growthtrajectory has also been
impressive.
So how are you maintaining thatorganic growth cycle?
You said, I can't remember theexact numbers, but double digit
growth three years in a row.
Jennifer Roy (02:21):
Yeah, I think actually it's been even longer
with double digit growth.
So very successful.
I think a big piece of that ishaving the right partnerships
,having the right team members.
We have an incredible team here.
A lot of 10 plus(years) tenuredemployees and management team.
I'm one of the most recentmanagement team in our
organization.
(02:42):
So almost everybody has beenhere, 10, 15 years.
And that really helps us drivesuccess.
We focus a lot on maturity ofthe organization, processes,
documentation.
So that has really helped withour growth plans as well.
And again, strategicpartnerships like Pax eight is a
really big piece of our growth.
Carrie Richardson (03:02):
For people who haven't met Jennifer, you've
probably met or interacted withor seen posts from Karl
Fulljames online, which bringsme to the next question.
When you're planning to attendan event like PAX eight beyond,
how do you, Karl and the rest ofyour team plan who's going to do
what?
(03:22):
What are your goals going intothat event?
Jennifer Roy (03:26):
Right, he's incredible.
I'm very grateful to have him onmy team.
So Karl and I have attended afair amount of events together,
and so what we typically do isdivide and conquer for the
sessions.
So we look at the agenda, we go,okay.
These ones are more technical.
Karl, you're gonna go to theseones.
These ones are more operationalor sales or marketing.
Jen will go to these ones.
(03:46):
So we try to divide and conquerand then share notes at the end
of it.
So usually you'll see us huddledat the airport or on the plane
kind of debriefing each otherand sharing information.
And in terms of, the pavilionfloors or the vendor floor we
try to be pretty strategic.
We like to look at any boothswhere maybe we've never heard of
(04:06):
a product or we've neverexplored it.
So that first pass will be who'snew?
Who do we wanna see?
We also do a gap analysis beforewe go Maybe there's vendors
we're looking to replace ormaybe there's a need that we've
identified and we need to have anew strategic partner.
So our top priorities is who'snew and what is our current need
(04:27):
and who can help fill thoseneeds.
Carrie Richardson (04:30):
What specifically do you look for
when it comes to interaction?
At the event, how do you likesomeone to approach you?
What will catch your attentionand keep you for five or 10
minutes versus what are thethings that you're like
"absolutely not.
Jennifer Roy (04:47):
The more fun booths will tend to get our
attention.
So if you have a booth whereyou've got, a game or you've got
something that is gonna gaugeinterest we're gonna stop.
Or if you have cool swag, I'mnot gonna lie, my team really
loves swag.
I'm not as big on swag, but theyreally love cool swag.
So that might get us at thebooth to keep us at the booth
(05:07):
for a longer period of time.
You're gonna need to have aquick pitch that's gonna give
us, a high level overview ofwhat your product is and how
it's actually gonna impact mybusiness.
If you're just, having us walkby and quickly scanning and
you're just trying to get a hugenumber of people versus genuine
interactions, the likelihood ofme wanting to use your product
(05:27):
or wanting to continue theconversation is minimal.
So really looking for thosequick, genuine connections that
then will lead to furtherconversations.
Carrie Richardson (05:37):
And how do you like that further
conversation to happen?
How should someone interact withyou after the event?
What are the things that reallystand out to you?
Jennifer Roy (05:45):
For me, email is usually my preferred method.
I don't set any rules on myemail.
Everything comes into my inbox.
So if you email me, I'm gonnareceive it.
And if there's again a need anda genuine reason for me to reach
out to you, I'll respond andbook time for a demo I know a
lot of people go to phone calls.
I'm okay with phone calls.
(06:07):
I just, I always ask people tobe respectful of the fact I'm in
Pacific Time Zone.
The amount of times I get a 5:00AM phone call from a vendor and
that's so off-putting.
I might be awake at 5:00 AM butI'm not ready to talk business
or be sold to at 5:00 AM So Ialways prefer an email and then
schedule a time with me for aphone call.
I try to be kind, but I work intechnology.
(06:29):
I answer my phone almost all thetime.
So if you call me at 5:00 AM thechances of me answering are
high.
I try to just start callingpeople out and saying, Hey, it's
5:00 AM this is not a good time.
You're not gonna get a wellreceived response from me now.
Why don't you try calling me ina few hours or better yet, email
me and we can have aconversation.
(06:50):
I often will get vendors thatcall me that can't service
Canada.
And I'll say, I don't operate inthe us.
And they'll continue to have meon a slow drip email or a phone
call every couple of daysbecause they haven't booked a
meeting.
And those, are again off-puttingfor that particular vendor to,
not know their audience and notknow who they're contacting.
Carrie Richardson (07:13):
So if Nucleus is sponsoring an event
themselves versus attending anevent, what's your usual
approach to follow up?
Jennifer Roy (07:23):
I look for the relationship.
Who has a relationship with thatprospect or a client.
So we're, let's say, doing aclient appreciation event.
Who has the best relationshipwith that client?
And then I ask everyone to bevery strategic.
Your clients.
Do they prefer phone calls?
Do they prefer emails?
Do they prefer a text, a teamsmessage?
Whatever their method ofcommunication is how we should
(07:44):
send that invite.
We send out regular updates toour clients through newsletters
and blog posts.
All of that's done throughemail.
But for the most part, I thinkit's really important we meet
clients where they're at.
What is their preferred method?
And we actually document that aswell, so we know what our
preferred method is for each ofour clients.
Carrie Richardson (08:02):
So are you a "go to coffee and breakfast"
person or are you a"stay outlate and go to the party person"
or are you both?
Jennifer Roy (08:11):
I am definitely coffee and breakfast.
I am usually the first one backin my room at these events.
I'm an early riser, so I am notout late usually at events.
Karl.
You might find him on bothsides, but usually I'm just at
breakfast.
Carrie Richardson (08:26):
And is there a session in particular that
you're looking forward to at PAXeight this year?
Jennifer Roy (08:32):
I'm looking forward to quite a few of the
sessions.
I'm actually on a couple of thepanels at beyond this year.
I'm obviously looking forward toparticipating in those panels.
And then I'm looking forward tothe keynote.
Usually the keynotes are alwaysincredible, the different
announcements that are gonnacome through.
And a big piece for me atconferences is the networking.
I find some of the most value inconnecting with my peers in the
(08:54):
industry, connecting withdifferent partners.
That's usually what I lookforward to the very most on
these events is those genuineconnections.
Carrie Richardson (09:03):
Tell me about the panels that you're
participating in at PAX eight.
What are the topics and wherecan people find them if they
want to see you?
Jennifer Roy (09:14):
So on Sunday I will be part of the woman in
tech panel.
That is Sunday afternoon.
I think it's at five o'clock.
Don't quote me on that, but Ithink it's five o'clock.
Carrie Richardson (09:24):
That's a power panel.
It's gonna be a good one.
I wouldn't miss that one.
Jennifer Roy (09:27):
I am very excited.
And then I'll also be part ofthe PAX 8 Premier sports
marketing panel with Leif fromPAX eight.
So looking forward to that oneas well.
Nucleus was fortunate enough towork with PAX 8 to do an
initiative with the Abbotsfordfarm team for Vancouver Canucks.
We've got our logo on the iceand we've been, working with PAX
(09:48):
eight on a co-branded marketinginitiative.
So I'll be joining their panelto talk about how that's
benefited our business.
Carrie Richardson (09:55):
Wow, that's a pretty big sponsorship.
Jennifer Roy (09:58):
Incredible.
It's been great.
Carrie Richardson (10:00):
Who else is undertaking large sports
marketing initiatives right nowin the channel?
Jennifer Roy (10:07):
There's three of us on the panel.
It's me, Lisa Williams fromMicrosoft.
Dion McMillian is also on thepanel, so it's the three of us
on the panel, and then CarrieSchiff will be the one who is Oh
yeah, so it'll it's the, sorry.
(10:27):
The CPO is Dion.
So Dion is on the panel and thenCarrie Schiff, She's moderating
it.
Carrie Richardson (10:33):
How far in advance do you make plans for
things like dinners withvendors?
How booked is your dance card bythe time you hit the floor?
Jennifer Roy (10:43):
So typically it's pretty full by the time I
arrive.
But I would say it's hit andmiss.
And I always find it funny whoinvites me out and who doesn't
invite me out.
And again, I'm not the onestaying late at the party, so I
will often decline if someone isasking, Hey, do you wanna meet
for cocktails at 10:00 PM Idon't drink alcohol.
So a 10:00 PM cocktail hour i'llsay, Karl, do you wanna go for a
(11:06):
scotch?
And I'll have a coffee.
But for the most part, I'lldecline those ones.
So I would say usually I'mpretty booked by the time I, by
the time I arrive at theconference, my calendar's gonna
be pretty stacked.
Carrie Richardson (11:19):
So how far in advance should somebody be
connecting with you before amajor event like PAX eight
Beyond or IT Nation?
If they want to be assured thatyou'll be able to join them for
a meal or a coffee?
Jennifer Roy (11:32):
A week or two.
I'm starting to get my calendarfairly full right now for Beyond
and we're what, 10 days out?
A week or two is adequate.
Carrie Richardson (11:39):
We already got to you, so we're good.
Jennifer Roy (11:41):
Yes.
Yeah, we've got something in thecalendar.
Carrie Richardson (11:43):
You only have so much time as a vendor as
well, so you have to be reallystrategic.
I want to invest time in, myfriends and peers who I don't
see very often, high valueprospects that maybe we haven't
connected with in person.
And I don't wanna neglect mycurrent clients for the sake of
attracting new clients.
Jennifer Roy (11:59):
absolutely.
I can definitely appreciatethat.
I never take it to heart when anexisting vendor maybe doesn't
invite me out to dinner orwhatnot, and I know that they've
had a, a dinner.
Because I understand first ofall that it is strategic and I
have lots of touch points withthem.
In addition, on the flip side,my calendar is usually pretty
(12:20):
full and there may be strategicpartnerships I wanna explore.
So if I have, competing invitesit might make more sense for me
to go with a new strategicpartner versus an existing one.
It's definitely a balance.
This will be my first beyond.
I've been at the last couple ofIT nations.
Carrie Richardson (12:37):
So previous large events that you've
attended, what's really stuckout for you?
Jennifer Roy (12:41):
Let me think.
At it, nation Threat Locker gaveaway a Hummer that for sure had
a lot of people talking.
Obviously those big grandgestures are not for everybody.
And nor does everyone have abudget for a big, huge grand
gesture like that.
But I like the idea of stuffthat's unique.
I think at IT Nation there wassomeone with a basketball hoop
at their booth.
(13:02):
And, I was traveling with mycrew that really enjoys
basketball.
They had fun.
They made silly videos Havingsomething at your booth that's
gonna get people to beinterested to stop by is always
gonna win.
Having a conversation starterthat maybe has nothing to do
with your business is just goingto gauge interest and get people
to be, curious of why you have aHummer outside of your booth or
(13:25):
why you have a basketball net.
Keep it interesting.
Carrie Richardson (13:27):
Are you usually one to book a demo on
the floor for a later time?
Jennifer Roy (13:33):
Yes.
I will often book a demo becausemy calendar fills really
quickly.
I'd rather just do it.
I'm usually booking a couple ofweeks out and I'd rather book
while I'm there, get it in thecalendar, get it scheduled and
then I know that it's on thebooks, it's done, and I can
cross that kind of off my to-dolist.
Whereas once I get home and thenI'm back in, the rhythm of
(13:54):
meetings and strategy andbuilding my business, I don't
necessarily always have thattime to go back.
Whereas I've invested the timein the conference I'm at.
I'd rather just book the demo onsite.
Carrie Richardson (14:06):
That was super helpful.
I hope that everybody listeningthat's getting ready for PAX
eight beyond got a lot of wisdomfrom your share.
Advice on how to prioritizefollow-ups and engage with MSPs
effectively is always valuableto the community.
And I thank you very much forspending a little time with us
today.
Jennifer Roy (14:26):
Thanks so much, Carrie.
I look forward to seeing you in10 days.
Carrie Richardson (14:30):
Yeah we'll be by the pool.
Jennifer Roy (14:31):
Amazing.
Hi, good afternoon everybody.
My name is Carrie Richardson andI am the host of the WIN
Podcast.
With me today is Jennifer Roy,who is the CEO of Nucleus
Networks in Vancouver, Canada.
Jennifer, thanks so much forjoining us today.
We are talking about planningfor events like Pax8 Beyond as
an MSP, and I'm hoping to givepeople advice on how they would
(00:26):
go about getting the attentionof an MSP like Nucleus.
Tell us a little bit about yourhistory with Nucleus, the
business, and then we'll move onto how would someone get
Jennifer's attention at Pax 8beyond.
Jennifer Roy (00:40):
Sounds great.
So I joined Nucleus back in 2001as the Chief operating Officer
and then took over as CEO inJanuary of 2024.
So I've been with with Nucleusfor about four years.
Been in the space for about 14years.
But fairly new to Nucleus.
As you mentioned, our headoffice is in Vancouver, but we
service all across Canada withoffices in Vancouver, Victoria,
(01:02):
prince, George Calgary,Edmonton, and Toronto.
We are part of the Lyra group.
Lyra is our midco that oversees,about 85 MSPs under their
umbrella.
So fairly large ecosystem ofmanaged service providers.
From my perspective.
I've got this enormous peergroup of people I can learn from
(01:23):
and, including the executivesand team at Lyra.
Carrie Richardson (01:28):
You joined Nucleus in 2021 and you became
CEO in 2024.
What was that transition like?
Jennifer Roy (01:37):
Our previous CEO, Martin DesRosiers, he had led
Nucleus for a decade.
I know you're very familiar withMartin.
So big shoes to fill.
When I took over in January of2024 I had worked really closely
with Martin up until thetransition.
I'm still today learning 15months later.
Still learning new parts of thecompany that I hadn't been part
(01:58):
of before.
So it's been exciting.
It's been a lot of hard work.
But I like hard work, so it'sbeen good.
Carrie Richardson (02:04):
Now Lyra's growth trajectory has been
impressive, but Nucleus's growthtrajectory has also been
impressive.
So how are you maintaining thatorganic growth cycle?
You said, I can't remember theexact numbers, but double digit
growth three years in a row.
Jennifer Roy (02:21):
Yeah, I think actually it's been even longer
with double digit growth.
So very successful.
I think a big piece of that ishaving the right partnerships
,having the right team members.
We have an incredible team here.
A lot of 10 plus(years) tenuredemployees and management team.
I'm one of the most recentmanagement team in our
organization.
(02:42):
So almost everybody has beenhere, 10, 15 years.
And that really helps us drivesuccess.
We focus a lot on maturity ofthe organization, processes,
documentation.
So that has really helped withour growth plans as well.
And again, strategicpartnerships like Pax eight is a
really big piece of our growth.
Carrie Richardson (03:02):
For people who haven't met Jennifer, you've
probably met or interacted withor seen posts from Karl
Fulljames online, which bringsme to the next question.
When you're planning to attendan event like PAX eight beyond,
how do you, Karl and the rest ofyour team plan who's going to do
what?
(03:22):
What are your goals going intothat event?
Jennifer Roy (03:26):
Right, he's incredible.
I'm very grateful to have him onmy team.
So Karl and I have attended afair amount of events together,
and so what we typically do isdivide and conquer for the
sessions.
So we look at the agenda, we go,okay.
These ones are more technical.
Karl, you're gonna go to theseones.
These ones are more operationalor sales or marketing.
Jen will go to these ones.
(03:46):
So we try to divide and conquerand then share notes at the end
of it.
So usually you'll see us huddledat the airport or on the plane
kind of debriefing each otherand sharing information.
And in terms of, the pavilionfloors or the vendor floor we
try to be pretty strategic.
We like to look at any boothswhere maybe we've never heard of
(04:06):
a product or we've neverexplored it.
So that first pass will be who'snew?
Who do we wanna see?
We also do a gap analysis beforewe go Maybe there's vendors
we're looking to replace ormaybe there's a need that we've
identified and we need to have anew strategic partner.
So our top priorities is who'snew and what is our current need
(04:27):
and who can help fill thoseneeds.
Carrie Richardson (04:30):
What specifically do you look for
when it comes to interaction?
At the event, how do you likesomeone to approach you?
What will catch your attentionand keep you for five or 10
minutes versus what are thethings that you're like
"absolutely not.
Jennifer Roy (04:47):
The more fun booths will tend to get our
attention.
So if you have a booth whereyou've got, a game or you've got
something that is gonna gaugeinterest we're gonna stop.
Or if you have cool swag, I'mnot gonna lie, my team really
loves swag.
I'm not as big on swag, but theyreally love cool swag.
So that might get us at thebooth to keep us at the booth
(05:07):
for a longer period of time.
You're gonna need to have aquick pitch that's gonna give
us, a high level overview ofwhat your product is and how
it's actually gonna impact mybusiness.
If you're just, having us walkby and quickly scanning and
you're just trying to get a hugenumber of people versus genuine
interactions, the likelihood ofme wanting to use your product
(05:27):
or wanting to continue theconversation is minimal.
So really looking for thosequick, genuine connections that
then will lead to furtherconversations.
Carrie Richardson (05:37):
And how do you like that further
conversation to happen?
How should someone interact withyou after the event?
What are the things that reallystand out to you?
Jennifer Roy (05:45):
For me, email is usually my preferred method.
I don't set any rules on myemail.
Everything comes into my inbox.
So if you email me, I'm gonnareceive it.
And if there's again a need anda genuine reason for me to reach
out to you, I'll respond andbook time for a demo I know a
lot of people go to phone calls.
I'm okay with phone calls.
(06:07):
I just, I always ask people tobe respectful of the fact I'm in
Pacific Time Zone.
The amount of times I get a 5:00AM phone call from a vendor and
that's so off-putting.
I might be awake at 5:00 AM butI'm not ready to talk business
or be sold to at 5:00 AM So Ialways prefer an email and then
schedule a time with me for aphone call.
I try to be kind, but I work intechnology.
(06:29):
I answer my phone almost all thetime.
So if you call me at 5:00 AM thechances of me answering are
high.
I try to just start callingpeople out and saying, Hey, it's
5:00 AM this is not a good time.
You're not gonna get a wellreceived response from me now.
Why don't you try calling me ina few hours or better yet, email
me and we can have aconversation.
(06:50):
I often will get vendors thatcall me that can't service
Canada.
And I'll say, I don't operate inthe us.
And they'll continue to have meon a slow drip email or a phone
call every couple of daysbecause they haven't booked a
meeting.
And those, are again off-puttingfor that particular vendor to,
not know their audience and notknow who they're contacting.
Carrie Richardson (07:13):
So if Nucleus is sponsoring an event
themselves versus attending anevent, what's your usual
approach to follow up?
Jennifer Roy (07:23):
I look for the relationship.
Who has a relationship with thatprospect or a client.
So we're, let's say, doing aclient appreciation event.
Who has the best relationshipwith that client?
And then I ask everyone to bevery strategic.
Your clients.
Do they prefer phone calls?
Do they prefer emails?
Do they prefer a text, a teamsmessage?
Whatever their method ofcommunication is how we should
(07:44):
send that invite.
We send out regular updates toour clients through newsletters
and blog posts.
All of that's done throughemail.
But for the most part, I thinkit's really important we meet
clients where they're at.
What is their preferred method?
And we actually document that aswell, so we know what our
preferred method is for each ofour clients.
Carrie Richardson (08:02):
So are you a "go to coffee and breakfast"
person or are you a"stay outlate and go to the party person"
or are you both?
Jennifer Roy (08:11):
I am definitely coffee and breakfast.
I am usually the first one backin my room at these events.
I'm an early riser, so I am notout late usually at events.
Karl.
You might find him on bothsides, but usually I'm just at
breakfast.
Carrie Richardson (08:26):
And is there a session in particular that
you're looking forward to at PAXeight this year?
Jennifer Roy (08:32):
I'm looking forward to quite a few of the
sessions.
I'm actually on a couple of thepanels at beyond this year.
I'm obviously looking forward toparticipating in those panels.
And then I'm looking forward tothe keynote.
Usually the keynotes are alwaysincredible, the different
announcements that are gonnacome through.
And a big piece for me atconferences is the networking.
I find some of the most value inconnecting with my peers in the
(08:54):
industry, connecting withdifferent partners.
That's usually what I lookforward to the very most on
these events is those genuineconnections.
Carrie Richardson (09:03):
Tell me about the panels that you're
participating in at PAX eight.
What are the topics and wherecan people find them if they
want to see you?
Jennifer Roy (09:14):
So on Sunday I will be part of the woman in
tech panel.
That is Sunday afternoon.
I think it's at five o'clock.
Don't quote me on that, but Ithink it's five o'clock.
Carrie Richardson (09:24):
That's a power panel.
It's gonna be a good one.
I wouldn't miss that one.
Jennifer Roy (09:27):
I am very excited.
And then I'll also be part ofthe PAX 8 Premier sports
marketing panel with Leif fromPAX eight.
So looking forward to that oneas well.
Nucleus was fortunate enough towork with PAX 8 to do an
initiative with the Abbotsfordfarm team for Vancouver Canucks.
We've got our logo on the iceand we've been, working with PAX
(09:48):
eight on a co-branded marketinginitiative.
So I'll be joining their panelto talk about how that's
benefited our business.
Carrie Richardson (09:55):
Wow, that's a pretty big sponsorship.
Jennifer Roy (09:58):
Incredible.
It's been great.
Carrie Richardson (10:00):
Who else is undertaking large sports
marketing initiatives right nowin the channel?
Jennifer Roy (10:07):
There's three of us on the panel.
It's me, Lisa Williams fromMicrosoft.
Dion McMillian is also on thepanel, so it's the three of us
on the panel, and then CarrieSchiff will be the one who is Oh
yeah, so it'll it's the, sorry.
(10:27):
The CPO is Dion.
So Dion is on the panel and thenCarrie Schiff, She's moderating
it.
Carrie Richardson (10:33):
How far in advance do you make plans for
things like dinners withvendors?
How booked is your dance card bythe time you hit the floor?
Jennifer Roy (10:43):
So typically it's pretty full by the time I
arrive.
But I would say it's hit andmiss.
And I always find it funny whoinvites me out and who doesn't
invite me out.
And again, I'm not the onestaying late at the party, so I
will often decline if someone isasking, Hey, do you wanna meet
for cocktails at 10:00 PM Idon't drink alcohol.
So a 10:00 PM cocktail hour i'llsay, Karl, do you wanna go for a
(11:06):
scotch?
And I'll have a coffee.
But for the most part, I'lldecline those ones.
So I would say usually I'mpretty booked by the time I, by
the time I arrive at theconference, my calendar's gonna
be pretty stacked.
Carrie Richardson (11:19):
So how far in advance should somebody be
connecting with you before amajor event like PAX eight
Beyond or IT Nation?
If they want to be assured thatyou'll be able to join them for
a meal or a coffee?
Jennifer Roy (11:32):
A week or two.
I'm starting to get my calendarfairly full right now for Beyond
and we're what, 10 days out?
A week or two is adequate.
Carrie Richardson (11:39):
We already got to you, so we're good.
Jennifer Roy (11:41):
Yes.
Yeah, we've got something in thecalendar.
Carrie Richardson (11:43):
You only have so much time as a vendor as
well, so you have to be reallystrategic.
I want to invest time in, myfriends and peers who I don't
see very often, high valueprospects that maybe we haven't
connected with in person.
And I don't wanna neglect mycurrent clients for the sake of
attracting new clients.
Jennifer Roy (11:59):
absolutely.
I can definitely appreciatethat.
I never take it to heart when anexisting vendor maybe doesn't
invite me out to dinner orwhatnot, and I know that they've
had a, a dinner.
Because I understand first ofall that it is strategic and I
have lots of touch points withthem.
In addition, on the flip side,my calendar is usually pretty
(12:20):
full and there may be strategicpartnerships I wanna explore.
So if I have, competing invitesit might make more sense for me
to go with a new strategicpartner versus an existing one.
It's definitely a balance.
This will be my first beyond.
I've been at the last couple ofIT nations.
Carrie Richardson (12:37):
So previous large events that you've
attended, what's really stuckout for you?
Jennifer Roy (12:41):
Let me think.
At it, nation Threat Locker gaveaway a Hummer that for sure had
a lot of people talking.
Obviously those big grandgestures are not for everybody.
And nor does everyone have abudget for a big, huge grand
gesture like that.
But I like the idea of stuffthat's unique.
I think at IT Nation there wassomeone with a basketball hoop
at their booth.
(13:02):
And, I was traveling with mycrew that really enjoys
basketball.
They had fun.
They made silly videos Havingsomething at your booth that's
gonna get people to beinterested to stop by is always
gonna win.
Having a conversation starterthat maybe has nothing to do
with your business is just goingto gauge interest and get people
to be, curious of why you have aHummer outside of your booth or
(13:25):
why you have a basketball net.
Keep it interesting.
Carrie Richardson (13:27):
Are you usually one to book a demo on
the floor for a later time?
Jennifer Roy (13:33):
Yes.
I will often book a demo becausemy calendar fills really
quickly.
I'd rather just do it.
I'm usually booking a couple ofweeks out and I'd rather book
while I'm there, get it in thecalendar, get it scheduled and
then I know that it's on thebooks, it's done, and I can
cross that kind of off my to-dolist.
Whereas once I get home and thenI'm back in, the rhythm of
(13:54):
meetings and strategy andbuilding my business, I don't
necessarily always have thattime to go back.
Whereas I've invested the timein the conference I'm at.
I'd rather just book the demo onsite.
Carrie Richardson (14:06):
That was super helpful.
I hope that everybody listeningthat's getting ready for PAX
eight beyond got a lot of wisdomfrom your share.
Advice on how to prioritizefollow-ups and engage with MSPs
effectively is always valuableto the community.
And I thank you very much forspending a little time with us
today.
Jennifer Roy (14:26):
Thanks so much, Carrie.
I look forward to seeing you in10 days.
Carrie Richardson (14:30):
Yeah we'll be by the pool.
Jennifer Roy (14:31):
Amazing.
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