Xero Success Story

Xero has been a FAB partner for years. It uses the show as a start-of-year touchpoint to engage its community, showcase what’s new and get a read on the profession before the year’s plans are set.

At FAB 2026, that relationship delivered Xero’s biggest result yet: 758 qualified leads, a year-on-year record and more than any other exhibitor. Theatre sessions were standing room only, and Syft, one of Xero’s newer products, generated 65 leads of its own.

For a brand as well known as Xero, awareness isn’t the challenge. Activation is: making sure customers understand and use the tools available to them, and that new products like Syft get real traction. That takes time, attention and an audience that comes to learn, not just walk the floor.

 

“The challenge is not just awareness, but activation — ensuring customers fully understand and use the tools available to them.”

FAB gave Xero a highly engaged environment that supports bottom-of-funnel sales. Curated content on MTD, AI, Payments and Syft drew the right practitioners into Xero’s orbit. With time and space at the stand, conversations ran longer and went deeper. Xero could demo newer products, gather customer insight in real time and feed it straight into its go-to-market plans for the year ahead.
 

“If you keep coming back, you become much more than just an exhibitor — you really get under the skin of the community.”

758 qualified leads, a year-on-year record
65 Syft-specific leads
78% of Xero’s leads attended content sessions

Engagement went well beyond a badge scan. A third of Xero’s leads returned to the stand multiple times, and directors and accountants were among the most engaged attendees. That insight now enriches Xero’s account data, shortens sales cycles and makes post-event conversion more likely.