What Is MSP Marketing?

MSP marketing involves promoting managed IT service providers to boost their visibility and sales. Your company can connect with the right target audience and convert potential clients into customers with the right MSP marketing strategy. You can also use MSP marketing to engage and retain existing customers.

MSP marketing techniques aren’t that different from the strategies to promote other types of businesses. However, you cannot successfully promote an MSP company without identifying the obstacles stopping customers from purchasing your fully managed IT services.

The obstacles frustrating your marketing efforts may include:

  • Price
  • Lack of trust
  • Scalability and security concerns

Once you identify what’s impeding your lead generation, you can create a marketing plan that turns the impediments into unique selling points that win over customers.

For example, prospects may be hesitant about hiring your MSP company because they doubt that it can add value to their business. You can convert these prospects by showing them how your services will reduce overheads and increase profitability.

What Is the Difference Between MSP Sales and MSP Marketing?

Several MSP marketing companies use the terms MSP sales and marketing interchangeably, but the terms have different meanings.

Effective MSP marketing strategies will get new customers by engaging and educating your target audience instead of focusing on sales. By educating prospects about the value of your services, you increase the trust that prospects have in your brand and expedite the sales cycle.

Remember that the people to whom you are marketing your managed services have probably never heard of your company or its solutions. It’s your job to enlighten them without overwhelming or boring them with the technical details of your services.

An effective MSP marketing strategy will accomplish this by explaining how your managed services can add value to a client’s business.

Once a potential client understands the value of your solution, you will have an easier time convincing them to proceed to the MSP sales process.

Why Do You Need MSP Marketing?

Marketing for MSPs is crucial, especially if you are new and unfamiliar to your target customers. Even if your target customers have heard about your services, they may not know enough about your product to care about it.

Since more than 59% of the global population is now online, internet marketing has become the preferred choice for reaching more prospects and generating valuable leads. However, we have discovered that combining traditional and internet marketing for MSPs yields the best results.

The most powerful traditional marketing tactic is word-of-mouth referrals, when one company loves your product and refers it to other companies. It is low cost, low effort, and generates quality leads because the prospects that contact you are ready to try your MSP IT services.

Relying solely on word-of-mouth referrals isn’t enough to reach all your potential clients in different localities though. The top managed services providers stay ahead of the competition through technology-based MSP marketing that leverages the internet’s extensive reach.

Important MSP Marketing Phrases You Should Know

Before promoting your MSP company and its solutions, you should know these MSP marketing terms:

MSP Email Marketing

MSP Email Marketing

Email marketing is an effective internet marketing strategy that involves sending emails to prospective clients. The email may contain ads, promotional offers, and other information related to your business.



Leads are people who contact your MSP company after engaging with your marketing campaign. Qualified leads are the most likely to patronize your MSP IT business.

Call-to-Action (CTA)

Call-to-Action (CTA)

Every marketing message must contain a CTA. The CTA guides your target customers towards taking the action you want. The action may be calling your company, signing up for a free trial, booking a consultation, or anything else that converts potential clients.

MSP Inbound Marketing

MSP Inbound Marketing

MSP inbound marketing is a digital strategy that requires creating engaging content about how your product can solve your audience’s problems. You will then promote the content on websites, social media, and other online channels to generate leads.

MSP Outbound Marketing

MSP Outbound Marketing

MSP outbound marketing is a marketing process that involves promoting your services via traditional mediums like TV, newspaper ads, and cold calls. With outbound marketing, there are no guarantees that viewers will become qualified leads.

Lead Generation

Lead Generation

This activity involves identifying and turning prospective customers into buyers.

Landing Page

Landing Page

A landing page is the website page at which potential clients arrive after clicking on your online ad. The webpage contains optimized content to convert prospects.

What Is in an MSP Marketing Plan?

Marketing plans for managed service providers typically consist of a strategy and tactics. The strategy defines your target audience and marketing message. You can create an effective MSP marketing strategy by asking:

  • Who is my perfect customer, and what IT problems are they facing?
  • Can my solutions resolve those problems?
  • What’s the best marketing strategy for reaching my potential clients?
  • What sets my brand and solutions apart from those of other managed services providers?

Your answer to these questions will help you create a marketing campaign that resonates with prospective customers.

Your tactics are the marketing methods you use for promoting your brand. The right type of tactic for your IT business will depend on your budget, target audience, desired results, and other factors.

What Are the Marketing Tactics Available to MSPs?

Pay-Per-Click (PPC) is a fast and efficient way to generate leads and boost your visibility online. The most popular option for PPC is Google Ads (formerly Google Adwords).

After launching a well-planned Google Ads campaign, your MSP website should appear at the top of relevant search results in the paid Ads sections. (In this way, it differs from SEO, the goal of which is to rank high, organically).

One of the upsides of PPC is that you only need to pay for each time a user clicks on your promoted website. You can also modify a PPC campaign to target specific classes of users. For example, you can target your campaign at certain demographics in specific locations or of specific ages and increase the likelihood of getting only qualified leads.

While PPC can generate brand awareness, it’s best for reaching people in the middle of the sales funnel. Mid-funnel customers are people who already know about your services and are considering making a purchase. Besides Google Ads, you can run a PPC campaign through YouTube advertising or other search engines like Bing.

The Cold, Hard Truth about MSP Marketing Scope

Your MSP marketing services team should tell you from the start that no one-size-fits-all solution exists for a successful campaign. If you want tangible marketing results, you’ll need the right combination of MSP marketing techniques tailored for your business.

You’ll want to make sure you select an MSP marketing agency that will consider your unique needs and goals so you can be sure to increase sales leads and convert prospects.

After identifying your target audience and understanding your goals, you can talk to your agency about PPC, SEO, and other tactics to form an MSP marketing plan that works specifically for you.

If online marketing cannot reach your target customers fully, you may want to incorporate traditional marketing strategies to create a rewarding campaign. Your marketing team should also monitor your campaign and lead generation making tweaks if necessary, to ensure that you’ll get a high return on investment.

Liongard software solutions help MSPs standardize, secure, and scale their IT Managed Services through unified visibility into their IT stacks. Contact the Liongard team today at 1 (800) 332-0460 to learn more and request a free demo.


The best MSP marketing strategy for acquiring clients quickly will depend on your target customers and other factors. That said, digital marketing, especially social media marketing and PPC, are some of the fastest ways to reach several prospects quickly.

Select an MSP marketing agency that will provide you with an MSP digital marketing campaign that engages your target customers and leads them through the sales process.

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