A survey of over 500 MSPs were asked what marketing channels they were using. It revealed that 39% of MSPs are doing ZERO marketing and rely solely on referrals to bring in new business. If you’re serious about scaling your MSP, a robust marketing strategy is non-negotiable.
If you’re NOT already a mature, large MSP, you’re probably experiencing significant challenges in scaling and acquiring quality, long term managed services clients. So how do you go from where you are to where you want to be? As with everything else in life, you need to have a solid plan!
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So we’re going to share with you a 10 part marketing plan (excluding using paid ads) to help you acquire a consistent stream of qualified leads and your ideal clients from a variety of sources that you may not even thought of.
For a smaller MSP (under a 20 person staff), the best client acquisition strategies are usually not the same ones used by large MSPs. At your size, the highest ROI typically comes from relationship-driven channels rather than expensive marketing campaigns.
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Build Referral Partnerships
(Highest ROI)
Many successful smaller MSPs get 30–60%+ of new business through referral partners.
Good partners include:
- CPAs and accounting firms
- Cyber insurance brokers
- Commercial insurance brokers
- Business attorneys
- Fractional CFOs
- Fractional CIOs
- VoIP providers
- Commercial real estate brokers
- HR consultants
- Business consultants
Why it works:
- These professionals already have trusted relationships with your ideal clients.
- They often discover IT problems before the client looks for an MSP.
A single CPA with 100 SMB clients can become a significant source of referrals.
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Target Businesses Going Through Change
Companies often switch MSPs because of a trigger event, not because they’re actively shopping.
Common triggers:
- Cybersecurity incident
- Microsoft 365 migration
- New leadership
- Office move
- Acquisition or merger
- Rapid growth
- Compliance requirements
- Current MSP retiring or being acquired
Create outreach campaigns around these events.
Example:
“I saw your company recently opened a second location. We help growing businesses standardize IT and security across multiple sites.”
This is generally more effective than generic “We’re an MSP” messaging.
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Client Referral Program
Most MSPs underutilize referrals from existing clients.
Ask:
- After a successful project
- After a security improvement
- After a positive quarterly business review
Simple approach:
“We’re accepting a few new clients this quarter. Do you know any business owners who might benefit from a second opinion on their IT and cybersecurity?”
You don’t need a complicated incentive structure.
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Focus on a Vertical
Generalist MSPs often compete on price.
Specialized MSPs compete on expertise.
Examples:
- Dental practices
- Law firms
- Construction companies
- Accounting firms
- Manufacturing
- Nonprofits
- Healthcare
Benefits:
- Easier marketing
- Better referrals
- Faster onboarding
- Higher margins
- More authority
Instead of:
“We provide managed IT.”
You become:
“We help multi-location dental practices secure patient data and maintain HIPAA compliance.”
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Run Cybersecurity Assessments
This remains one of the strongest MSP lead generators.
Offer:
- Security risk assessment
- Microsoft 365 security review
- Cyber insurance readiness assessment
- Vulnerability scan
- Compliance gap analysis
Business owners often don’t buy managed IT.
They do buy:
- Reduced risk
- Compliance
- Insurance eligibility
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Leverage LinkedIn Strategically
Many MSPs post generic tech tips that generate little business.
Instead:
Post:
- Client success stories (anonymized)
- Cybersecurity incidents and lessons learned
- Compliance updates
- Business continuity topics
- Local business insights
Connect with:
- CEOs
- CFOs
- COOs
- Controllers
- Office managers
In your geographic market.
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Host Small Executive Events
Rather than large seminars, invite 10–20 business leaders. Small and consistent beats big and one-time, every time.
Topics:
- Cyber insurance requirements
- AI in small business
- Business continuity planning
- Microsoft 365 security
These often generate higher-quality opportunities than cold advertising.
Where to host them:
- Workshops in your own office.
- CEO Networking Forums. At any event, you could have different featured speakers about topics that benefit CEOs not just IT.
- The third is canvassing. It works. Walk into 5 businesses with a purpose and you’ll typically leave with 1 scheduled appointment.
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Mine Existing Clients
One of the cheapest sources of revenue is expanding current accounts.
Look for:
- Additional locations
- Security services
- Compliance consulting
- Backup modernization
- Cloud migrations
- vCIO services
Many MSPs spend heavily on lead generation while leaving expansion opportunities untouched.
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Use an AI Receptionist and Fast Response Process
Speed matters.
Many SMB buyers contact:
- 3–5 MSPs
The first company that:
- Answers the phone
- Responds professionally
- Schedules a consultation
Often has a major advantage.
An AI receptionist can:
- Answer every call
- Qualify leads
- Schedule discovery meetings
- Collect business information
- Create CRM records
This doesn’t generate demand by itself, but it prevents lead leakage.
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Joint Ventures (JVs) and Strategic Partnerships
Joint ventures and strategic partnerships remain one of the most effective—and most underutilized—ways to market an MSP.
The right partner has already earned the trust of the businesses you want to reach. Instead of starting every sales conversation from scratch, you’re introduced as a trusted expert through someone your prospects already know.
A great example is partnering with business insurance agencies. As cyber insurance requirements become more complex, insurance professionals are looking for trusted IT experts who can help their clients improve their cybersecurity posture.
Host a webinar, lunch-and-learn, or educational event together on topics like cyber insurance readiness, cyber risk management, or compliance. Your partner invites their clients, and you provide practical guidance that helps attendees understand what they need to do before applying for or renewing coverage.
Everyone benefits:
- The insurance partner provides additional value to their clients.
- Attendees receive expert guidance on a timely business issue.
- Your MSP is positioned as the cybersecurity authority in the room.
Even a small event can generate several qualified sales conversations when the audience is a good fit.
Start with one local partnership, refine your approach, and expand from there. Scott Hagizadegan of Shield IT Networks did exactly that, becoming the trusted cybersecurity resource for local CPA firms before growing those relationships into a statewide partnership with the California Society of CPAs (CalCPA).
The biggest mistake MSPs make isn’t choosing the wrong partners—it’s not pursuing partnerships at all.
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Webinars and Thought Leadership
Webinars are one of the best ways to demonstrate expertise while engaging prospects at scale. Instead of selling your services, focus on educating your audience about the business and technology challenges they face every day.
Choose topics that solve real problems—cybersecurity, compliance, Microsoft 365 security, AI in the workplace, disaster recovery, cyber insurance, or emerging threats. Practical, educational content consistently outperforms product pitches.
Promote your webinar across your website, email campaigns, social media, and partner networks. During the presentation, encourage questions and discussion to create a more interactive experience.
Webinar Best Practices
- Begin promoting most webinars about five days before the event. According to Robin Robins, shorter promotion windows often produce higher attendance because registrants are less likely to forget about the event.
- For larger virtual events or multi-speaker sessions, start promotion two to three weeks in advance.
- Record every webinar and repurpose it into blog posts, short video clips, social media content, and email campaigns to maximize your return on the time invested.
- Always include a clear next step, such as a free assessment, consultation, or downloadable resource.
12. Video Marketing
Video continues to be one of the most engaging forms of content for MSP marketing. It helps prospects put faces to your brand, builds credibility faster than text alone, and makes technical concepts easier to understand.
You don’t need a professional studio to get started. A smartphone, good lighting, and clear audio are enough to create valuable content your audience will appreciate.
Create videos that answer common client questions, explain cybersecurity best practices, highlight customer success stories, introduce your team, or provide commentary on current technology trends.
Publish your videos on YouTube, LinkedIn, your website, and across your social channels to increase visibility and extend your reach.
MSP Video Marketing Tips
- Educate first. Focus on solving problems rather than promoting your services. Helpful content naturally builds trust.
- Share customer success stories. Real examples demonstrate the measurable impact your MSP delivers.
- Humanize your business. Feature engineers, account managers, and leadership so prospects get to know the people behind your company.
- Keep videos concise. Two to five minutes is often enough to deliver value while maintaining viewer attention.
- Repurpose everything. One long-form video can become multiple short clips, blog articles, newsletters, and social posts.
13. Content Marketing
Content marketing is the process of consistently creating valuable, relevant content that attracts, educates, and builds trust with your ideal clients.
For MSPs, content isn’t just about improving search rankings—it’s about demonstrating expertise before a prospect ever speaks with your sales team.
Effective MSP content includes:
- Blog articles
- Whitepapers and guides
- Case studies
- Videos
- Infographics
- Checklists and templates
- Email newsletters
The most successful content addresses the real challenges business leaders face—not just technical issues. Focus on the business impact of cybersecurity, productivity, compliance, risk reduction, and technology planning.
Over time, consistent, high-quality content positions your MSP as the trusted advisor prospects turn to when they’re ready to make a buying decision.
MSP Content Marketing Tips
- Write clear, practical content that answers questions your prospects are already asking. Helpful content earns attention and builds credibility.
- Publish consistently. A steady stream of useful content is more effective than occasional bursts of activity.
- Repurpose content across multiple channels. One blog post can become a video, infographic, email newsletter, and several social media posts.
- Be active on social media. Don’t simply publish and disappear. Engage with comments, respond to others’ posts, and spend 10–15 minutes interacting after you publish to increase visibility and reach.
14. Pay-Per-Click (PPC) Advertising
Need qualified leads quickly? Pay-per-click (PPC) advertising is one of the fastest ways to get your MSP in front of businesses actively searching for IT support and cybersecurity services.
Unlike SEO, which takes time to build momentum, PPC can begin generating traffic and leads as soon as your campaigns go live. The key is targeting the right audience with the right message—and sending them to a landing page designed to convert.
Popular PPC platforms for MSPs include:
- Google Ads
- Microsoft Ads (formerly Bing Ads)
- LinkedIn Ads
- Facebook Ads
Successful PPC campaigns focus on specific services and buyer intent. Instead of advertising “Managed IT Services,” create campaigns around high-value searches like cybersecurity assessments, co-managed IT, compliance, Microsoft 365 security, or IT support for your target industries.
Every click costs money, so it’s essential to continuously monitor campaign performance, test new messaging, refine your targeting, and optimize your landing pages to improve conversion rates and maximize ROI.
MSP PPC Best Practices
- Keep your messaging consistent. Your keywords, ad copy, and landing page should all reinforce the same service and value proposition.
- Use dedicated landing pages. Avoid sending paid traffic to your homepage. Create landing pages focused on a single offer with a clear call to action.
- Put your offer above the fold. Make it easy for visitors to schedule a consultation, request a cybersecurity assessment, or download a valuable resource without scrolling.
- Invest enough to generate meaningful data. While budgets vary by market, many MSPs should plan on spending at least $3,000 per month to gather enough data for optimization and consistent lead generation.
- Optimize continuously. Review search terms, pause underperforming keywords, test new ads, and improve landing page conversion rates on an ongoing basis.
- Use ad scheduling strategically. If your sales team only responds during business hours, consider limiting your ads to those times to maximize efficiency and reduce wasted spend.
- Track every conversion. Measure calls, form submissions, booked meetings, and closed revenue—not just clicks—so you know which campaigns are actually producing customers.
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Acquire Small MSPs
For a 10-person MSP looking to grow aggressively, acquisitions can outperform marketing.
Look for:
- Solo operators
- MSP owners nearing retirement
- Small break-fix firms
- One-person IT consultancies
Many owners have client relationships but no succession plan.
The above marketing plan contains 15 unconventional strategies for implementing a predictable client acquisition system for an MSP or Managed IT services firm without using paid ads. Each one has been thoroughly tested, proven and used by successful MSPs around the world.
Like to know more? Contact us for a 15 minute A.I. and Business GROWTH Consultation & DEMO.