We talk to MSPs every week, and one theme keeps coming up ...
“Marketing just doesn’t work for us.”
The truth? It’s rarely the marketing channels that fail – it’s the lack of strategy, consistency, and focus behind them. Most MSPs take a scattergun approach: they post a few updates on LinkedIn, sponsor the odd event, and then wonder why the phone isn’t ringing.
As Darren Strong, Founder of Scalable, puts it:“Most MSPs treat marketing like a nice-to-have instead of a growth engine. Without a plan, it’s just noise.”
If this sounds familiar, it’s time to rethink your approach. Marketing isn’t optional -it’s the engine that drives your future pipeline. And when it’s done right, it builds trust, authority, and leads.
Contents:
Download Your FREE Guide - Marketing That Actually Brings in Leads
Start With a Strategy and Plan
Before you post anything, ask yourself:
- Where are we going as a business?
- Who exactly is our target audience?
- What does marketing success look like – client retention, upselling, or new client acquisition?
You need a plan and rhythm. Marketing isn’t about random acts of activity – it’s about building a consistent presence and nurturing relationships over time.
- "If you aren’t doing any marketing yet - start. Even basic, consistent actions are better than standing still.””
Your action step:
- Email every vendor you work with and ask: “Do you have an MDF program?”
- Propose a simple, outcome-driven plan – like a cybersecurity breakfast briefing or a telemarketing campaign.
Use MDF Funds – Your Hidden Growth Budget
One of the easiest wins for MSPs is MDF (Marketing Development Funds). These are funds provided by your vendors to help you run co-branded marketing campaigns.
Shockingly, up to 60% of MDF funds go unclaimed every quarter because MSPs either don’t ask or think the admin is too complicated. The reality? It’s worth every minute.
Your action step:
- Email every vendor you work with and ask: “Do you have an MDF program?”
- Propose a simple, outcome-driven plan – like a cybersecurity breakfast briefing or a telemarketing campaign.
- "Most MSPs don’t realise their vendors are willing to fund their growth. All you have to do is ask.”
Know Your Audience and Tailor Your Message
Businesses don’t switch MSPs for fun. They switch because of pain points:
- Slow response times.
- Lack of proactive advice.
- Overcomplicated pricing or poor communication.
Overlay these universal frustrations with industry-specific messaging that shows you understand their world:
- For Legal Firms:
“We keep law firms compliant and secure with 24/7 support that protects sensitive case data and avoids costly downtime.” - For Accountants:
“We help accountants stay productive during tax season with fast, reliable cloud systems designed for peak demand.” - For Creative Agencies:
“We keep creative teams moving with seamless collaboration tools and expert support that never slows projects down.”
This level of specificity positions you as a specialist, not just another “IT provider.”
Leverage Local Presence
One of the most effective (and underused) tactics for MSPs is building local visibility. While online campaigns are essential, nothing beats face-to-face interactions for building trust and credibility.
Regional networking events, local business expos, and community breakfasts are powerful ways to meet potential clients in person. Prospects are more likely to engage when they see that you’re active in their local business community and have worked with other companies like theirs.
- "Some of the strongest leads come from regional events. People trust local providers who show up, share expertise, and prove they understand their market.”
Consider sponsoring or speaking at regional industry events where your target audience is present. Combine this with follow-up campaigns – emails, telemarketing, or LinkedIn outreach – to maximise your ROI and turn event conversations into opportunities.
Package Your Services Clearly
Overcomplicated service offerings confuse prospects and slow down sales. Bundle your services into clear, easy-to-understand packages. For example:
- Cyber Essentials Pack: Endpoint protection, patching, and staff training.
- Always-On IT: 24/7 helpdesk, proactive monitoring, and cloud collaboration.
Simple packaging makes it easier for clients to see the value – and for your team to upsell additional services.
SEO and AI Visibility
Today’s buyers aren’t just searching on Google or Bing, they’re also asking AI tools like ChatGPT, Copilot, and Perplexity. If your content isn’t optimised, you’re invisible.
To boost your visibility:
- Optimise your website with industry-specific keywords (e.g., “IT support for law firms in London”).
- Create authoritative content – blogs, FAQs, and guides that AI tools can pull from.
- Keep your content fresh and focused on solving real client challenges.
- “SEO is no longer just about search engines. If you’re not thinking about how AI tools see you, you’re already behind.”
Telemarketing and Multi-Touch Campaigns
Telemarketing still works – especially when combined with good messaging and a strong partner who understands your market. We’ve seen MSPs secure some of their best leads this way.
But telemarketing alone isn’t enough. Multi-touch campaigns – a blend of online and offline activities – are what deliver real results:
- Email nurture sequences.
- LinkedIn content and targeted outreach.
- Events like breakfast briefings or webinars.
- Direct mail follow-ups.
Prospects rarely buy after one interaction. The magic is in consistent, repeated touchpoints.
Consistency and Learning from Failure
Marketing is not a quick fix. Too many MSPs run one event or a short campaign, don’t see instant success, and give up.
Consistency is key. It takes 6–12 months of regular activity to build momentum and trust.
And yes, some things won’t work. But failure isn’t wasted – it’s feedback.
- Review what worked and what didn’t.
- Refine your approach.
- Double down on strategies that deliver results.
Sales and Marketing Alignment
Sales and marketing should never operate in silos. When aligned, they reinforce each other.
Here’s how to connect the dots:
- Hold monthly alignment sessions to review leads, messaging, and campaign performance.
- Use insights from sales conversations to shape marketing content.
- During Quarterly Business Reviews (QBRs), ask clients for testimonials, case study opportunities, and referrals. This is a natural time to showcase results and collect stories that resonate with new prospects.
When salespeople actively collect client success stories, marketing can amplify them across campaigns.
Build Proof – Case Studies and Testimonials
Prospects want evidence that you can deliver results. Case studies and testimonials – especially from industries similar to theirs – build credibility fast.
- Written case studies: Outline the problem, your solution, and the measurable outcome.
- Video testimonials: A short, authentic clip of a client saying, “They saved us 20 hours a week during tax season,” is far more persuasive than any marketing claim.
If you need further inspiration, you can view our case studies here.
5 Steps to Fix Your MSP Marketing Today
- Define success. Focus on measurable outcomes like client retention, new acquisitions, or upselling.
- Craft tailored messaging. Combine switch pain points with industry-specific examples.
- Run multi-touch campaigns. Mix telemarketing, events, email, and social content.
- Invest in SEO & AI visibility. Ensure your MSP is discoverable both on Google and AI search platforms.
- Leverage MDF funds. Don’t let the forms and admin stop you – ask vendors and unlock co-marketing opportunities.
Key Takeaways
- Have a plan and rhythm. Random acts of marketing don’t work.
- Be consistent. Momentum takes time, but it compounds.
- Learn from failures. Every campaign offers insights, even if it doesn’t convert.
- MDF is free money. Email all your vendors and ask if they have a program.
- SEO is evolving. AI visibility is the new frontier.
- Sales + marketing = success. Use QBRs to gather case studies, testimonials, and referrals.
Ready to Stop Wasting Your Budget?
The MSPs that grow fastest aren’t spending the most – they’re spending smarter. With clear strategy, consistent multi-touch campaigns, tailored messaging, SEO visibility, and MDF-backed initiatives, your marketing can stop being a cost and start driving real growth.
- “Marketing works when you do the right things, consistently, and with purpose. MSPs that embrace this are the ones that win.”
Download your FREE Guide - Marketing That Actually Brings in Leads
Stop wasting your MSP marketing budget. Discover proven strategies and campaigns that drive real leads.
- A clear plan to turn scattered marketing into a consistent, growth-driving engine.
- Real-world tactics you can use now from MDF funding tips to multi-touch campaigns.
- Expert advice on why marketing fails and how to fix it fast.
