In this episode of The Channel Zone Podcast, Mark Edwards speaks with Nick Hamilton, Founder and Managing Director of Inconnection, one of the IT channel’s best-known events agencies.

Nick shares his journey from PGA golf professional to building an events business trusted by many of the biggest names in the technology channel. The conversation explores how events have evolved from simple hospitality or “tick-box” marketing activities into carefully designed commercial experiences focused on purpose, outcome, relationships and ROI.

Nick explains why the best events are not necessarily the biggest, why personalised invitations beat generic email campaigns, and why the first five minutes of an event can make or break the delegate experience. He also discusses the rise of more intimate, high-impact events, the importance of pre- and post-event engagement, the story behind Inconnection’s MemMail service, and how sustainability is becoming a practical expectation rather than a vague promise.

The episode also includes memorable stories from Nick’s career, including the evolution of the London Comedy Lunch, creative experiences at Abbey Road, and a brilliant tale involving a deliberately terrible coach used to surprise a high-performing global sales team.

A great listen for anyone in the IT channel, partner marketing, vendor sales, events, or anyone looking to understand how memorable business experiences are really created.