Kaspersky Lab’s head of marketing, Europe, David Preston told C&IT the three-day conference was a "unique and different" experience for delegates.
"The aim was to really improve delegate engagement," said Preston. "The conference was about taking advantage of a unique point in time to lay out our 2013 products and solutions strategy ahead of any formal announcement to the market."
The European Partner Conference aimed to provide an innovative platform for delegates to network and share ideas by using a breakfast TV format to interview main presenters, rather than a simple power point.
The Be Ready to Connect conference – held on 21-24 November – was produced in the So Lounge nightclub of the Sofitel Marrakech.
Using ipads rather than a traditional power point, the 130 delegates were able to ask questions and network with each other during the event, which also included breakout sessions in four streams, and the opportunity to visit a Bedouin experience.
Preston said: "We got anecdotal feedback from our partners during and immediately after the event, which is very positive: particularly focused on content and the clarity of our strategy for 2013 to help them drive their business with Kaspersky Lab."
Meanwhile, Adding Value managing director Tina Morris: "Engaging a partner audience is always a challenge as delegate expectations are understandably high and anticipation builds year on year. From the pre-event comms to every aspect of the onsite experience, our aim was to bring to life the vibrancy of the destination and the Kaspersky brand."