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04 — Partner Sales Enablement & Trade Shows

Partner Enablement
and Trade Shows.

End-to-end trade show execution for B2B SaaS and gaming — collateral, booth, demo, lead capture, pipeline handoff. $50K annual event budget. 130+ MQLs.

Context

Represented Sclera's Optima platform at TD SYNNEX partner events and vendor-facing trade shows across the US. The audience: VARs, MSPs, and industry professionals evaluating channel partnerships. Every aspect of the event was mine to own — from logistics and collateral production through to live demos and post-show lead nurture.

My Role

Collateral & Booth Design Event Logistics Live Demo & Presentation Lead Capture Pipeline Nurture Vendor & VAR Relations Sales Handoff

Results

$50K
Annual event budget managed
130+
MQLs generated
38
SQLs qualified
26%
SQL-to-opportunity rate

What I Owned

Pre-Show

All collateral design and production — banners, brochures, one-pagers, demo tablets. Booth logistics, shipping, setup coordination. Target VAR/MSP list preparation.

At the Show

Live product demos of Optima. Pitch presentations to VARs and MSPs. Lead capture via badge scanning and CRM entry. Networking with vendors, industry professionals, and TD SYNNEX reps.

Post-Show

Lead qualification and scoring. Nurture sequences via email and LinkedIn. Coordinated handoff to solutions architect and sales team once a lead reached SQL stage.

Lead Pipeline — From Booth to Close

🎯

Lead Capture

Badge scan, business card, or demo sign-up at booth. Logged in CRM same day.

Raw Lead
→
🔍

Qualify

Score by company size, role, intent signals, and fit with Optima's ICP.

MQL
→
✉️

Nurture

Personalised follow-up: case studies, ROI data, Optima collateral. LinkedIn touchpoints.

In Nurture
→
📋

SQL Trigger

Lead requests a demo, confirms budget/authority, or responds to pricing. Moves to SQL.

SQL
→
🤝

Handoff

Full context brief to solutions architect and sales. My role ends, theirs begins.

SA + Sales

From the Floor

Optima booth at TD SYNNEX partner event
With the Optima mascot at TD SYNNEX outdoor event
At the Optima booth, TD SYNNEX Inspire
At the Optima booth, TD SYNNEX Inspire
TD SYNNEX partner event

Events Attended

🏢

TD SYNNEX Inspire

Annual partner conference — primary channel event for Optima's VAR and MSP partner program. B2B SaaS focus.

🤝

TD SYNNEX Vendor-Facing Events

Multiple vendor and distributor events focused on channel enablement, product education, and deal registration.

🎮

PAX West — Seattle, USA

North America's largest gaming expo. Attended for consumer audience engagement and UA market intelligence on behalf of 99Games.

🇮🇳

IGDC — India Game Developer Conference 2022

India's leading game developer conference. Networking with developers, publishers, and platform partners across the South Asian gaming ecosystem.

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