MSP Marketing Guide: Strategies to Get More Leads

Marketing your MSP (Managed Service Provider) can be challenging. You know the value you bring—keeping businesses secure, efficient, and running without a hitch—but getting that across to the right people? That’s where things get tricky.

If it feels like your campaigns are falling flat and your inbox is quieter than you’d like, you’re not alone. The good news: growing your MSP (Managed Service Provider)  doesn’t have to be frustrating or complicated. With the right approach, you can cut through the noise, attract the kind of leads you actually want, and focus on closing deals instead of chasing dead ends.

Content Marketing That Doesn’t Put People to Sleep

Your potential clients have problems. Big, scary, tech-related problems. Your job is to show them you’re the hero they’ve been waiting for. The best way to achieve this is through content that educates and informs, without sounding robotic.

Think about it: 70% of people would rather learn about a company through articles than an advertisement. Create blog posts, whitepapers, and case studies that tackle the real-world issues your target audience faces. Topics like “5 Cybersecurity Threats Small Businesses Will Face in 2026” or “How to Calculate the ROI of Managed IT Services” are pure gold. This approach, known as inbound marketing, generates three times as many leads per dollar as traditional methods. By consistently providing value, you build trust and establish yourself as a go-to authority in the IT space.

Master the Art of Local SEO

For most MSPs, your ideal clients are right in your backyard. This makes local Search Engine Optimization (SEO) your secret weapon. You need to show up when a frantic business owner in your city searches for “IT support near me.” It’s a huge opportunity, considering 46% of all Google searches are seeking local information.

Start by claiming and optimizing your Google Business Profile. Fill out every section with accurate information, high-quality photos, and encourage your happy clients to leave reviews. Positive reviews are a massive trust signal; 77% of consumers’ always’ or’regularly’ read them when browsing for local businesses. Also, focus on creating content that includes local keywords, like “cybersecurity services in [Your City]” or “small business IT support [Your Neighborhood].” This signals to Google that you are the relevant local expert they should recommend.

Prioritize Your Hottest Leads with Smart Tools

Okay, let’s say your content and SEO efforts are crushing it. Leads are flowing in, your inbox is buzzing, and everything is awesome. But now you have a new problem: which leads are actually ready to talk, and which ones are just kicking the digital tires? Chasing every single lead is a recipe for burnout and wasted resources. This is where you need to get strategic about lead prioritization.

Not all leads are created equal. Some downloaded a whitepaper out of curiosity, while others have visited your pricing page three times in the last week. You need a way to tell the difference. This is where a tool like eoScoring becomes a game-changer. It helps you score potential clients based on how they engage with your content. It moves beyond guesswork and gut feelings, giving you data-driven insights to identify the leads that are practically screaming, “I’m ready to buy!”

With eoScoring, you can pinpoint prospects showing strong buying intent. This enables your sales team to concentrate their efforts on the most promising opportunities, significantly accelerating the sales cycle. You can understand a prospect’s specific interests based on the content they consume, allowing you to tailor your pitch and skyrocket your conversion rates. Stop wasting time on lukewarm leads and start focusing your efforts where they’ll have the biggest impact.

Leverage LinkedIn for B2B Gold

If your ideal clients are other businesses, you need to be on LinkedIn. It’s not just a place for humblebrags and corporate headshots; it’s a B2B lead generation powerhouse. In fact, LinkedIn is responsible for 80% of B2B leads from social media. It’s the digital equivalent of the world’s largest and most efficient networking event.

Don’t just create a profile and ghost it. Actively share your valuable content, engage with potential clients, and join industry-specific groups. Use LinkedIn Sales Navigator to identify decision-makers at companies that fit your ideal customer profile. Send personalized connection requests—not a generic sales pitch, but a genuine note that shows you’ve done your homework. Building relationships is the key to success here. People do business with people they know, like, and trust.

The Power of Partnership and Referrals

Who already has the trust of your ideal clients? Accountants, business lawyers, and commercial real estate agents often serve the same small and medium-sized businesses you’re targeting. Building strategic partnerships with these non-competing professionals can create a powerful referral engine for your MSP.

Formalize these relationships. Offer a referral fee or a reciprocal arrangement. When a trusted advisor recommends your services, it’s a warm introduction that bypasses many of the usual sales hurdles. Don’t forget about your existing clients, either. A happy client is your best marketing asset. A formal referral program that rewards them for bringing in new business can be incredibly effective. Research shows that a referred customer has a 16% higher lifetime value than a non-referred one.

Conclusion

Getting more leads for your MSP isn’t about finding a single magic bullet. It’s about building a solid, multi-faceted marketing machine. By creating genuinely helpful content, dominating local search, strategically nurturing your leads, building relationships on professional networks, and fostering a strong referral system, you create a sustainable engine for growth.

It takes effort and willingness to step out of your comfort zone, but the rewards are immense. You’ll move from chasing cold leads to having warm, qualified prospects come to you. Start by implementing one or two of these strategies, measure your results, and build from there. You’ve got this. Now go out there and get those leads.

Ready to take the guesswork out of your sales process? Sign up for a free trial of eoScoring today and see which of your leads are the hottest!