Why Most ISVs Fail at Tech Events – And How to Fix It
I’ve been to more Dynamics events than I can count: Directions EMEA, Directions NA, Summit NA, Convergence, Inspire and for those of us who've been around long enough, even WPC, ExtremeCRM, and ExtremeMAX. And if I had a euro for every booth that looked good but flopped, I could buy another LEGO Avengers Tower. And every time, I see the same thing:
Booths full of promise.
Bags full of swag.
And… zero plan.
What Most ISVs Do
Bad Booth Behavior Checklist:
Doesn’t know the agenda
Talks more to colleagues than visitors
Scans badges like it’s a numbers game
Can’t answer “What’s in it for me?”
Assumes everyone cares about the product
Booth MVP Traits:
Knows the product and its real-world impact
(Not just the features — the “why it matters” part.)Engages, listens, and asks smart questions
(It’s not a monologue — it’s a conversation.)Can adapt the pitch on the fly
(Reads the room and tailors the message accordingly.)Makes people feel seen, not sold to
(Empathy > sales script.)Follows up with intention, not automation
(No generic follow-up templates — real, relevant outreach.)
Let’s be real, most ISVs treat events like a wishing well. Toss in some budget, smile for the camera, and hope for the best.
They bring the wrong people. Your top salesperson? Might be brilliant in a boardroom, but awkward at a booth. Your marketing team? Great with decks and deadlines, but rarely the person a partner wants to chat with. And don’t even get me started on the folks who spend more time gossiping with other vendors than actually talking to prospects.
Worse, I’ve seen teams at local events promote a product… only to discover that the entire audience uses something completely different. How does that happen? Is the team that disconnected? Was sales even briefed?
If your messaging is off, your prep is off and suddenly your "networking" becomes just chatting with anyone who has a heartbeat.
They show up with shiny brochures, a booth in row D, and a hoodie with their logo.
Then? Team selfie on LinkedIn. Maybe a “Great energy at [insert any event you’d like ;-)]!” caption. And… crickets.
The issue?
Events aren’t lead machines. They’re trust accelerators.
And if you’re just “showing up,” you're just burning euros.
The Real Cost of “Showing Up”
Want to stand out at industry events as an ISV without adding to the landfill? Plan a moment. This is the key to maximizing event ROI for software vendors and standing apart from the noise. Whether it’s a simple coffee meetup with your top 3 targets or a big-ticket giveaway that gets people talking. Give your booth a memory hook!
(Yes, I once carried a full LEGO Avengers Tower across borders. That thing drew more traffic than most QR codes ever could.)
Let’s talk about the swag drawer. Or rather, the landfill.
Cups. Mugs. Pens. Socks. Luggage tags. All flown in, and most flown back… unused. Or worse, binned at the hotel.
Here’s a thought: skip the landfill filler. Go big on one giveaway. Make it cool, desirable, and Instagram-worthy.
And please stop slapping QR codes on everything. Nobody’s scanning your pen.
By the time you’ve covered flights, hotels, booth fees, meals, and shipping those mugs back and forth you’re easily €20,000+ in.
So ask yourself:
Did we meet the partners we actually want?
Did we pre-book quality conversations?
Did our follow-up spark momentum… or just tick a box?
If not, you didn’t invest. You attended. Big difference.
What Smart ISVs Do
Want to stand out? Here’s what the smart ones do:
Know Your Outcome
Don’t chase everything. At most, pick two:Partner recruitment
Deal closure
Brand visibility
Trying to do all three? You’ll dilute them all.
But maybe more important… use the event to reconnect with the people already in your pipeline. Especially in an indirect channel, checking in on active cases in person can move deals forward.
And if it’s a customer event, for heaven’s sake, know if any of your current clients are attending. Plan something with them. If they’re annoyed, it’s a good moment to clear the air. If they’re happy? Bring them along and let them sing your praises. Nothing sells like a customer who believes in you.Prep the Room Before You Enter It
Consistency matters. Bring the same faces to your booth if you want to build real, lasting relationships. Familiarity breeds trust and people notice when your team keeps changing every time.
And here’s the kicker: when you show up consistently, you also set the expectation that you’ll be there next time. That’s not just good optics, it’s a sign you’re committed to the ecosystem, not just parachuting in for leads.
Hope isn’t a strategy. Pre-book your meetings.
Smart ISVs know exactly who they want to meet. They research the right partners and people before they get on the plane. If they can’t get a meeting directly, they tap their network for warm intros. It’s not just efficient — it sets the tone before the event even starts.
And if you're exhibiting, know where your competitors are. Spot new competition. Do your research. Walk their booth. See who's there and how they’re pitching. You can't win if you don't know who you're playing against.
Use your CRM, your network — or better yet, someone like us — to:
Identify 50–75 quality contacts
Lock in 10–15 meetings
Build a pitch that starts with their needs, not your featuresDitch the Slides, Tell the Story
A demo is fine. But a real-world story? That sticks.
And about those logos on your slides or website… yes, we’ve all seen the same Fortune 500 names recycled across vendors. Often, those logos are traded for a reference case. But the savvy customers know how to turn those relationships into something powerful PR, funding, validation.
Slides can help catch attention, just like a well-placed banner with a sharp keyword. But at the end of the day, people talk to people. And it's the human story, not the logo, that makes the difference.
Tell them how a partner used your solution to win big. Show the impact. Make it relatable.
And please… no 43-tab Excel sheets mid-booth.Follow Up Like It’s the First Date
The magic isn’t in the handshake. It’s in the follow-up.
But let’s be human about it. If you’re flying back from a U.S. event and your brain’s in a fog for a few days — that’s fine. Just tell people. Say: “I’ll follow up once I’m back and caught up expect something next week.”
If it’s a local event, sure… 48 hours is a great benchmark. But consistency and clarity beat speed. Set expectations, then follow through. That’s how trust is built.
Personalize your outreach within 48 hours
Offer something real (demo, co-sell plan, workshop)
Keep track or risk losing the momentum
Bottom Line
Events don’t close deals. People do. For ISVs in the Microsoft Dynamics ecosystem, partner enablement strategy and high-touch follow-up are where the real ROI lives. Because if you’re not in it for the long haul, don’t expect long-term results.
And the ones who follow up with intent and energy? They build channels. They drive pipeline. They get invited back. And remember… people don’t remember your branded hoodie. They remember the chat you had in the bar or restaurant at the end, talking about real human stuff.
Let’s Not Waste Your Next Event
At DCE, we help ISVs prep smarter, pitch sharper, and partner faster. Whether it’s Directions EMEA or your next virtual showcase.
We know the playbook. Let’s write yours together. Or if you want an expert to help and advise I can revert you to one. (ME. 🙋♂️)