Managed service providers might find themselves throw money at ads, hiring overpriced agencies, or trying to run digital marketing campaigns in-house to limited results.
So they go back to referrals, hoping word of mouth from existing customers will save the day.
But a good MSP marketing plan can still deliver strong results. It’s just that most MSPs are doing the wrong things, or doing the right things without consistency.
I want to break down what’s probably worth your time (and marketing budget) and what’s not.
First, the problem with most MSP marketing efforts
Most MSPs either underinvest in a B2B marketing strategy or misallocate what little budget they do have. I’ve spoken to firms that spend 2% of revenue and others that claim to spend 30%.
The ones who spend more aren’t always the ones growing faster. That’s because it’s not about how much you spend—it’s about what you spend it on.
In ScalePad’s 2025 MSP Trends Report, about 14% of surveyed MSPs said they spend 35-50% of their total budget on marketing; a high figure to most people. And while that number might work for a PE-backed growth play, it doesn’t make sense for the average MSP owner.
So what actually works?
Your MSP website still matters. It’s often the first impression a potential client gets of your company, especially if they found you through a Google search.
Simple things like fast load times, clear CTAs, and service pages make a big difference. If your site doesn’t make it obvious what you do, who you serve, and how to get in touch, you’re leaving easy money on the table.
LinkedIn content marketing works, too—especially if it’s written by an SME with direct experience of the problem space. Founders who show up regularly with insights and real stories build trust, which compounds and eases sales. And yes, technical founders can write, too.
You can land inbound leads just by talking through client wins, common pain points, and lessons from the field in video marketing material. It doesn’t need to be LinkedIn either; Twitter and YouTube can also drive your social media marketing.
Vendor co-marketing is another lever MSPs underuse. Your hardware, software, or cloud vendors usually have marketing development funds (MDFs) you can tap into.
That could mean money for an event, joint campaign, or content asset—things you’d otherwise be paying out of pocket for. If you’re not sure what’s available, ask your rep. You might be sitting on free budget.
Client-facing events work well, too, beyond trade shows. Think invite-only lunch and learns, small AI or cybersecurity sessions, even baseball games. We’ve seen clients use these to deepen relationships and drum up referrals.
Paid ads can work, but only when targeted and tied to strong content. A Facebook or LinkedIn campaign promoting a valuable guide or video will almost always outperform a generic “book a call” ad. Google Ads can also capture demand you’d otherwise miss.
That said, if you haven’t nailed your messaging or audience targeting, you’re better off holding back on that PPC campaign.
MSP marketing tactics, ranked
| Tactic | Type | Execution | Success % |
|---|---|---|---|
| Optimized MSP website | Inbound marketing | Improve site speed, add clear CTAs, optimize service pages for SEO | High (if website is optimized) |
| LinkedIn content marketing | Inbound marketing | Share insights, case studies, and lessons regularly to build trust | Very High (consistent posting drives inbound leads) |
| Social media marketing (Twitter, YouTube) | Inbound marketing | Engage with industry discussions, post valuable insights | Moderate (depends on audience engagement) |
| Vendor co-marketing | Partnership marketing | Tap into vendor MDFs for co-branded content and events | High (many MSPs underutilize vendor funding) |
| Client-facing events | Relationship marketing | Host lunch & learns, cybersecurity sessions, appreciation events | High (great for referrals and strengthening relationships with existing customers) |
| Paid advertising (LinkedIn, Facebook) | Outbound marketing | Run targeted ad campaigns promoting valuable guides or videos | Moderate (depends on ad targeting and content quality) |
| Google Ads (PPC) | Demand capture | Capture high-intent traffic with search-focused PPC campaigns | High (captures demand from active searches) |
Which MSP marketing tactic doesn’t work?
Traditional ads like billboards, radio, or TV are a hard no for most MSPs. They’re usually expensive, hard to measure, and end up being a visibility play with no direct pipeline impact. Unless you’ve got brand awareness money to burn, I’d skip this at first.
The same goes for one-off campaigns, like pushing a webinar, ebook, or newsletter, then disappearing for months. That kind of stop-start marketing effort doesn’t build momentum.
Cold outreach also tends to flop if you don’t have a content trail and name recognition behind you. A potential customer needs to know and trust you before they reply to outbound marketing. If your MSP website could use some love and your LinkedIn is empty, your message becomes just another sales pitch in a crowded inbox.
Hiring an MSP marketing agency that doesn’t understand your target market can also backfire. They’ll happily take your money and run a generic lead gen campaign that fills your funnel with tire-kickers. If they can’t speak your language—or your client’s—they’re not the right partner. Not everyone offers good MSP marketing services.
And finally, chasing virality. Too many MSP business owners think the goal is likes, not leads. I’ve seen founders go viral with a post about their dog or an inspirational quote, and then wonder why it didn’t drive business. Your content should attract your ICP, not just attention.
Marketing tactics with minimal impact on MSP sales
| Tactic | Type | Execution | Why It Fails |
|---|---|---|---|
| Traditional ads (billboards, radio, TV) | Outbound marketing | Brand awareness campaigns with no measurable ROI | Expensive, hard to track, little impact on pipeline or MSP sales |
| One-off campaigns | Inconsistent marketing | A single push (e.g., webinar or ebook) with no follow-up | Doesn’t build momentum or compound trust within the MSP market |
| Cold outreach with no content trail | Outbound marketing | DMs or MSP email marketing without a strong website or LinkedIn presence | Lacks credibility, feels spammy to your target customer, low response rate |
| Hiring a generalist marketing agency | Outsourced marketing | Agency runs lead gen without MSP-specific insight | Fills funnel with unqualified leads, burns marketing budget |
| Chasing virality | Misaligned content strategy | Posting for likes or views instead of targeting your ICP | Builds attention, not authority or pipeline |
Final thoughts on MSP marketing strategy
The best MSP marketing is simple, consistent, and focused—and doesn’t require a huge budget. It just requires knowing what works and doing it long enough to see the results.
Build a solid website, show up on LinkedIn, tap into vendor dollars, host events, and run ads once your message is dialed in. These steps will help you grow your managed IT services business.
