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Xerocon party
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Ain’t no party like a Xerocon party

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Xerocon newbie Joanne Birtwistle took a trip to London’s Tobacco Dock this week to attend the accounting vendor’s annual bash and see what all the fuss is about.

 

22nd Jul 2022
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When the press passes for Xerocon London were being divvied out across the AWeb team, I was keen to nab one.

I told the team it was a chance to build out my accountancy network, learn more about the vendor industry and better understand the community. All of those things were true but I’d also heard that Xero throws a jolly good party. 

We’ve all seen the hype: a Times journalist dubbed the 2019 conference the “Glastonbury for accountants” – a tagline Xero’s PR team clearly loved and has run with ever since. 

With tickets selling at between £245 and £300, the marketing blurb on the event website said “Xerocon is unlike any other conference.”

For this newbie, expectations were high – and after a three-year break, this one was surely going to be the best yet.

First impressions

Heatwave train chaos meant I arrived late. So having picked up my pass and, most importantly, my wristband for the afterparty, I was directed to an overflow theatre with a big screen to watch businesswoman Deborah Meaden of Dragons’ Den fame being gently interviewed by compere and former Bake Off host Sue Perkins. So far, so what?

Then, we were straight into the morning coffee break. It was busy and buzzy with throngs of people circulating the hallways of Tobacco Dock. Xerocon really was unlike any other accountancy or business conference that I’ve attended in 20 years: the demographic of the attendees was distinctly different. I don’t have any figures to back me up but having a good look around the hallways and sessions throughout the day, women made up at least half of the attendees and I’d wager they were in the majority. The average age was also considerably younger than at most business events.

The vibe was upbeat, jovial and warm (the temperature was hot, hot, hot – but that’s another story). 

Xero community

After the break and into chief product officer Anna Curzon’s keynote, she repeatedly emphasised the community messaging. This continued throughout the Xero Go launch presentation and other updates. But these speakers are preaching to the converted.

When it comes to Xerocon, accountants seem to mostly fall into one of three camps: don’t use the software, don’t care; do use the software but don’t want to pay for a vendor event; do use the software and freaking love Xero.

In one packed breakout session, an accountant presenting on stage said: “We are all here because to a greater or lesser degree we love Xero. Let’s test that assumption – who loves Xero?” Cue 90% of the room throwing their hands up.

In the Xero hub there were demos, along with gamification – AKA another chance for a Xero love-in. In this instance, whoever knew the most about Xero (and MTD) could win themselves a set of AirPods through an interactive quiz.

What year do Deborah Meaden and Xero have in common? Clue: it’s the year that she became a Dragon and Xero was launched (A: 2006). And the final quiz question: who is the founder of Xero? No multiple choice – correct spelling only.

What is the value of Xerocon?

The whole event was a lesson in how vendors (or indeed businesses in general) can build partner relationships with their users/clients, develop passionate communities and create loyal ambassadors who will do a lot of your marketing for you. 

On social channels, the event had a reach of 1.8m on Instagram, and 1.3m on Twitter after day one, with the top emojis used being Joy and Love.

But I’ve seen people on LinkedIn question where the value of this event lies. Asking if it is worth the cost of the ticket, travel, accommodation and a day out of the office? 

I’m not an accountant, I didn’t pay for my ticket and I only attended day one but it certainly did help me better understand Xero’s products, its users and the company vision and culture. It also gave insight into the future development of the accounting software industry and broader trends and changes across the UK business landscape. 

Would it have been worth my time and money as a Xero user? More than 2,000 people seemed to think so. And several firms had large chunks of their teams in attendance, complete with branded matching “on tour” T-shirts. 

The event probably served as the team summer party for some, with learning and development thrown in for good measure. Two days all-inclusive spent learning, bonding with colleagues and networking with peers while taking selfies, getting a haircut or manicure and eating ice creams. That’s before you even get to the afterparty at Old Billingsgate on the Thames.

Time to party… or not

That was a spectacle – there were stilt walkers, fire breathers, trapeze artists, bands, DJs, festival make-up stands… and an array of free-flowing drinks on offer. I imagine that lots of fun was had by all.

Unfortunately, I didn’t get the chance to really enjoy it. I had a few dim sum from one of the many, many street vendor stalls on offer before yet more train cancellations meant I had to hot foot back to Euston station.

Would I attend again? Absolutely. But next time I’ll make sure I book a hotel, so I can stay for the full all-inclusive Xero experience… and really party.

Replies (14)

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FT
By FirstTab
22nd Jul 2022 11:13

A good report Joanne. Thank you.

Your report gives me a very good impression of what the event was like. It has saved me time and money. A big thank you. On reflection, it is not for me. I am not of that Xero mould. I would be so out of place.

I want to know about the product minus the razzmatazz.

The key question is would you attend if you had to pay for it? Give your time to Xero and pay Xero for giving up your time? Rather than, Xero compensating you for making an effort as their sales person(if you were an accountant).

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By indomitable
22nd Jul 2022 12:05

"We are all here because to a greater or lesser degree we love Xero. Let’s test that assumption – who loves Xero?” Cue 90% of the room throwing their hands up."

Wow that is very worrying!

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Replying to indomitable:
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By Hugo Fair
22nd Jul 2022 12:21

Only by Moonie standards.
Someone will be asking each of the other 10% for their written excuses (didn't bring my hand to work today, arm paralysis, didn't understand the question)?

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By ireallyshouldknowthisbut
22nd Jul 2022 12:18

If its the biggest day out in their lives, then the delegates are welcome to it.

If I was taking a day in the smoke, I would rather go to the cricket myself with my friends than a cringe fest like this.

Each to their own.

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Replying to ireallyshouldknowthisbut:
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By Hugo Fair
22nd Jul 2022 12:27

Quite and it helps me to know where to avoid ... although for a slightly younger demographic it does sound like a perfect pick-up joint!

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By AlistairWallace
22nd Jul 2022 12:34

You get out of it what you put in. We do embrace Xero at our practice and all the add ons that flow from there. Therefore it is important for us to know where Xero is heading, where the developers are heading and how we can embrace the tech to be even more efficient. We had covered the price of the trip by lunchtime on day 1 with future cost savings and like the article said, had some much needed bonding between us partners too. The party is an opportunity to let your hair down and what the article doesn't say is that if the music and free bar is not for you, then there were plenty of areas to escape that, like the huge area outside. We needed both days and got as much from each.

Anyway, a differing view from the other 3 which may be helpful to some.

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Replying to AlistairWallace:
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By Hugo Fair
22nd Jul 2022 13:30

Happy that you enjoyed yourself.
But "what the article doesn't say is that if the music and free bar is not for you, then there were plenty of areas to escape that, like the huge area outside" ... is a bit like saying to someone who doesn't enjoy the sight of caged animals that they shouldn't worry about going to the Zoo because there's a cafe there where you can spend all your time.

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Replying to Hugo Fair:
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By AlistairWallace
22nd Jul 2022 15:09

Not really. It's saying that there is a place outside to network in a wonderful setting to meet fellow accountants and see how they are managing with the struggles placed upon us. Like I say, you get out of it, what you put in.

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Replying to AlistairWallace:
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By Hugo Fair
22nd Jul 2022 18:44

Makes it sound more like a support group for recovering accountaholics.

And the problem with truisms is that they sound good but don't enlighten anyone ... the most famous of course being that "you get what you pay for", which is literally true but simultaneously misleading in the way that most people interpret it.
The same applies to your intended aphorism "you get out of it, what you put in"!

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Replying to Hugo Fair:
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By AlistairWallace
22nd Jul 2022 20:01

And you'd never criticise anything that you have no experience of, would you Hugo?

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Replying to AlistairWallace:
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By Hugo Fair
22nd Jul 2022 20:21

Not sure where criticism of anyone's experience entered the picture.

But, despite being at the risk-seeking end of the spectrum of tolerance for new sensations, there are an inordinate number of things that I don't need to try in order to form the opinion that they are not for me ... murder for instance, or heroin, or telling other people what's good for them.

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Tornado
By Tornado
22nd Jul 2022 13:29

Congratulations to Xero and in particular the organisers and designers of the event.

As someone who owned an Exhibition and Conference Company in past years, I can see that the event will undoubtedly have done its job to reinforce loyalty to Xero and by making people pay to attend, this actually makes it more special and desirable, and tends to attract only those that really want to go. This guarantees positive responses from almost everyone there when the hand go up!

Glowing reports like this are priceless.

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Replying to Tornado:
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By Hugo Fair
22nd Jul 2022 13:40

"priceless" (in both senses of the word) indeed.

But I'd fault their strategic marketing - in that, like you, it seems to me to be geared at brand reinforcement amongst the 'faithful'.
This is an excellent strategy for low/medium volumes of high-value (aka expensive) goods, but isn't anything like the optimal way to break new markets (in particular the pile 'em high, cheaper products that Xero is trying to launch).

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By Philysis
22nd Jul 2022 20:16

The event funded for by the subscribers and doting boutique firms yet it fails every time to deliver Roi for the customer at the sharp end . Then there is a large price increase due sept 2022 with little news coming out of this event to suggest where all that extra inflow of cash is to be invested , a quick read of the financials give a clearer insight that is not reported at this event , ie cash is king . I am seeing agitated customers hence the attrition rate will now accelerate as recent basic developments have failed to impress and address customer wants and needs , so typical of saas operators to push product out and have deaf ears with its differing customer feedback, but party on regardless engaging themselves in a self fulfilling prophecy . Except …. the world is round.. and all parties do end.

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