How Cork Turns Sponsorship into Strategy at Pax 8 Beyond
Pax 8 Beyond 2025 is shaping up to be the marquee MSP event of the year. With 3,500+ attendees expected, vendors are jockeying for attention—but Cork isn’t just showing up. They’re showing how it’s done.
I sat down with Andrew Mora, who’s leading Cork’s events and go-to-market strategy.
What he shared is a masterclass in turning trade show chaos into qualified pipeline.
Whether you’re new to the circuit or trying to level up your presence, this is the kind of strategy that actually works in the wild.
Listen to Andrew Mora, CRO of Cork, on the WIN podcast.
From Warranty Pitch to Platform Play: Cork’s Identity Shift
Just a year ago, Cork was known primarily for cyber warranty. Today, they’re winning deals by leading with their integration-ready security platform—a pivot driven not by a rebrand, but by real-world MSP feedback.
“In 2024, we saw a lot of our partners leveraging the platform as their go-to market strategy. And then the warranty was a secondary play for them.”
— Andrew Mora
Instead of forcing a message, Cork listened. They watched how partners used the tool—especially to streamline cyber insurance compliance—and then doubled down.
“We started leading with the platform and then having the ability to add warranty on as a secondary play and a secondary revenue stream.”
That wasn’t just lip service. Cork invested in platform development, delivering integrations at breakneck speed. Seven days or less, according to Mora—and in this space, that’s unheard of.
What to Expect from Cork at Pax 8 Beyond 2025
This year, the Cork booth won’t just be another stop in the expo hall. It’s designed for quick, valuable conversations that leave a lasting impression.
“We have some interesting features and tools that we can demonstrate in less than 30 seconds, to show some value time savings for partners.”
Cork’s value prop lands fast—especially for MSPs juggling RMM, EDR, MFA, backup, and a growing list of insurance demands. Their platform pulls those tools into one environment and validates they’re working as intended.
This isn't one-size-fits-all tech theater. The booth team knows the channel, knows the pressure MSPs are under, and knows how to guide a focused, relevant demo on the spot.
“That’s what I think is really cool about Cork—it’s not a one size fits all.”
Behind the Booth: What Great Sponsorship Actually Looks Like
Too many vendors confuse “presence” with “strategy.”
Not Cork.
They’ve engineered every step—from how you’re greeted to how follow-up gets handled.
“We wanna get you on a demo or get you scheduled for a demo. We have four questions—it’s really simple. It’s our web signup form. But we fill it out for you.”
The form feeds directly into HubSpot. Before you leave the booth, the meeting is on the calendar. No friction. No “I’ll follow up later” loop.
And if traffic is light or the booth gets buried in a back corner? Cork adapts.
“My CEO grabs a cocktail table, sets up some swag, and just starts conversations outside the booth. It takes the pressure off.”
It works. People approach casually, get curious, and stick around for the conversation.
Building a Sales Culture That Can Win on the Floor
Cork doesn’t send junior reps and hope for the best. They bring experienced sellers, including their CEO and Mora himself—people who’ve spent years in the Pax 8 ecosystem.
“We’re gonna go with our CEO, myself... and then two of our sellers.”
That presence matters. Partners ask hard questions. The people at the booth need to give straight answers—and they need to know when to pivot, when to simplify, and when to push for the demo.
For team members new to this scale of event, Mora has one word: pace.
“It’s definitely a marathon. Drink a lot of water.”
And when there’s downtime? Learn. Watch how other vendors position themselves. See which booths are pulling traffic and why.
“What’s interesting is all of our products help each other. There is synergy within some products.”
Why Cork Shows Up—and Why It Works
Cork isn’t attending for the badge scans.
Their MSP event strategy is about alignment. Their ICP? Any MSP running the tools that matter—EDR, RMM, MFA, backup—and looking to prove it all works.
“We throw all your security tools into one environment, validate that they're on, and that they're deployed correctly.”
That validation layer is what makes Cork sticky. It turns the platform from nice-to-have into necessary.
“Our real goal is we wanna rise the community from a security perspective and make sure they are protected with validation.”
The result?
An event strategy that connects the dots—from booth to meeting to revenue—without gimmicks, without fluff, and without wasting anyone’s time.
Final Word
If you’re heading to Pax 8 Beyond, stop by Cork’s booth.
Watch how they run it.
You’ll see what happens when sponsorship stops being a checkbox—and starts being a strategy.
And yes, you might even find a branded race car or two.
Just don’t forget your walking shoes.
Watch Andrew Mora's Interview On the Fox and Crow Youtube Channel
FAQ: MSP Event Strategy
What makes an MSP event strategy successful?
A successful MSP event strategy starts with clarity on your goals—brand awareness, lead generation, partner engagement, or all of the above. From there, it’s about execution:
- Bring people who can sell and support on the spot.
- Design your booth for real conversations, not just pretty backdrops.
- Have a follow-up system that doesn’t rely on hope or post-show heroics.
As Andrew Mora from Cork put it: “You only have a few seconds to be remembered—don’t waste them.”
How do I prep my sales team for a large MSP event like Pax 8 Beyond?
Treat the event like a campaign, not a vacation. Hold a pre-show kickoff meeting to align messaging, demo flow, and triage plans. Brief the team on:
- Who’s attending and why they care
- What questions we’re ready to answer
- How we’re handling lead capture and scheduling
And yes, hydration and walking shoes are a must—especially at Pax 8 Beyond in Denver.
What should I do if my booth location is bad?
Don’t sit there and sulk—move. Cork’s team uses cocktail tables out front to create an approachable entry point and keep the energy high. Have team members walk the floor, invite partners over, and post up near high-traffic areas like snack stations or breakout session exits.
What’s the best swag for MSP shows?
Skip the gimmicks. Go for practical, lightweight, and a little unexpected. Cork swears by screen cleaners and branded mini-tools. You don’t need 2,000 pounds of coffee or a truckload of pens. If it doesn’t fit in a carry-on, think twice.
How do I make sure leads turn into pipeline?
This is where most vendors blow it. Have a real-time lead capture process—not a stack of business cards. Cork uses a four-question form tied directly to HubSpot, so meetings are booked before the person leaves the booth. Post-show, follow up based on what they told you matters, not what you want to sell.
Want to turn more event leads into revenue?
Learn how we help MSP-focused vendors build repeatable sales engines—schedule a call with me.
