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Trade shows are back in a big way, and Pax 8 Beyond 2025 is one of the most important events on the MSP calendar. In this episode of the WIN Podcast, host Carrie Richardson talks with Andrew Mora from Cork about what it really takes to turn a sponsorship into a sales strategy.

Mora pulls back the curtain on Cork’s full event playbook—from how they pivoted messaging to lead with their platform (not their warranty product), to how they staff and train their team, design their booth for real engagement, and schedule qualified meetings in under a minute. He also shares tips for overcoming poor booth placement, making swag work smarter, and using CRM automation for fast follow-up.

Whether you’re a vendor investing in your MSP event strategy or an MSP partner trying to find vendors worth your time, this conversation is packed with practical insights you can use right now.

Key Topics Covered:

• Pax 8 Beyond 2025: what to expect and why it’s different
• Cork’s shift from cyber warranty to platform-led growth
• How to plan, staff, and execute a high-performing event booth
• Lead capture and follow-up strategies that actually work
• Common mistakes vendors make (and how to avoid them)

Guest: Andrew Mora, CRO, Cork
Host: Carrie Richardson, WIN Podcast

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!

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