MSP Marketing: Drive Demand as Trusted Adviser and Outpace the Competition
As an MSP founder or owner, you face constant pressure to differentiate your brand, attract new clients, expand client billings and navigate a rapidly evolving tech landscape. Here’s how to overcome those challenges and establish yourself as the trusted technology partner.
The total managed IT services market opportunity is growing significantly this year. But in a crowded landscape, simply having great solutions doesn’t guarantee growth. You need to articulate a clear, differentiated value proposition—and reach the right buyers at precisely the right time.
Effective MSP marketing isn’t a “nice-to-have” – it’s the engine that builds trust with decision-makers and net new leads, expands your services within existing clients and fuels the long-term expansion of your managed services business.
From content marketing and SEO to nurturing campaigns and strategic positioning, MSP marketing spans a wide spectrum of tactics aimed at showcasing how your services empower clients to grow. But before you can leverage those benefits, it’s critical to understand the major hurdles MSPs face in marketing—and how to overcome them. Let’s dive in.
Overcome MSP Marketing challenges
Limited budgets, inconsistent results, and minimal resources shouldn’t stand between you and your next big growth opportunity. At Filament, we specialise in helping MSPs tackle these exact hurdles—from clarifying your value proposition to generating leads in the most cost-effective way possible.
Challenge #1: Limited resources
Many MSP founders find it challenging to build a robust in-house marketing function because they lack the budget for a diverse range of experts, making it hard to produce consistent results. They might bring on a single marketing manager, but without specialized support across multiple skill sets, campaigns often stall.
Filament resolves this by providing access to a full team of specialists at a fraction of the cost of hiring in-house.
Challenge #2: No actionable marketing strategy
A hit-or-miss approach, e.g. posting random or sporadic content without clear goal, inevitably leads to scattered results and missed opportunities. Without a documented strategy, MSPs struggle to measure what’s working or pinpoint what’s preventing leads from converting.
Filament develops a data-driven roadmap aligned with your core business objectives, ensuring every marketing effort has a defined purpose.
Challenge #3: It takes forever to close a deal
For many MSPs, attracting prospects into leads takes a very long time. The when leads linger in the pipeline or drift away entirely, it often signals a lack of clear messaging and a disconnect between your solution’s benefits and your prospects’ real-world challenges. If your audience can’t see why they need your services, they’ll quickly lose interest.
Filament pinpoints the gaps in your marketing funnel and refines your value proposition so leads move toward a decision faster.
Challenge #4: Limited scalability
As your MSP grows, so do your marketing requirements. Adding headcount or new competencies in-house can be costly and time-consuming, especially when digital marketing trends evolve quickly.
Filament delivers flexible, on-demand marketing resources that scale with you, so you never miss opportunities because of internal constraints.
Challenge #5: Complexity of services and solutions offered
MSPs typically offer sophisticated solutions that can overwhelm non-technical stakeholders, making it tough to convey real value without bogging prospects down in jargon.
Filament helps translate your technical expertise into compelling, benefit-focused messaging that resonates with key decision-makers.
Challenge #6: Unable to continuously improve
Even a well-executed marketing plan demands constant tuning to stay effective, but gathering data, analyzing metrics, and fine-tuning strategies can be daunting if you lack a dedicated team.
Filament takes a proactive approach to ongoing analytics and optimisation, ensuring your marketing evolves and consistently delivers better returns.
Elevate Your MSP: Why a Clear Marketing Strategy Fuels Long-Term Growth
Think of your marketing strategy as the blueprint for your MSP’s future—a guiding vision that ties your biggest business goals to purposeful marketing efforts. Rather than just checking tasks off a list, a well-crafted strategy ensures your team stays focused on what truly matters: building stronger client relationships, accelerating revenue growth, and standing out in a crowded IT landscape.
1. Identify Your Goals
Where do you want your MSP to be in the next year, three years, or five years? Yes, sales may be a primary driver, but perhaps you also want to boost brand visibility, enter new markets, or enhance client retention. A clear set of goals paves the way for more intentional, results-driven marketing.
2. Know Your Target Audience
Who exactly needs your managed services? Instead of casting a wide net, invest time in learning which businesses and decision-makers can benefit most from your solutions. Through targeted research and real-world feedback, you’ll uncover the specific pain points your MSP can resolve.
3. Define the Key Benefits of Your Offering
Clients don’t just buy features—they invest in outcomes. Identify why your solution is uniquely valuable. Does it save time, lower costs, or enhance security? Emphasize those core benefits to show how your MSP truly empowers clients to grow.
4. Craft Your Brand Positioning & Messaging
Your brand positioning clarifies how you fit into the market and why you’re different. When you communicate your value through concise, relatable messaging, decision-makers quickly understand that you’re not just another IT provider—you’re a strategic partner who tackles their biggest challenges.
5. Select the Right Channels for Your MSP
Which platforms do your prospects trust or visit most? Whether it’s email, LinkedIn, webinars, or industry events, choose channels that align with your audience’s habits. Engaging the right people in the right places maximizes impact and helps you stand apart from the competition.
6. Define Key Metrics & KPIs
To maintain momentum, you need a way to measure progress. Whether it’s leads, webinar attendance, or website conversions, well-chosen KPIs give you real-time insight into what’s working and where to pivot. They transform your high-level vision into a tangible plan you can refine over time.
Cut Through the Marketing Noise: Focus on What Truly Moves the Needle
With so many marketing channels, tactics, and buzzwords, it’s easy to feel overwhelmed – or question whether marketing efforts really pay off.
At Filament, we believe successful marketing is rooted in tangible data, not guesswork. We help you pinpoint the strategies that actually deliver, so you don’t waste time or resources on ineffective campaigns.
Here’s how we do it:
- We start by gathering the right metrics—from website traffic and social media engagement to lead-to-customer conversion rates—to see which efforts resonate most with your target audience.
- Armed with real-time insights, we refine your campaigns on the fly, continually improving performance. This data-driven approach gives you clear visibility into what’s working (and what isn’t), making each new campaign more precise than the last.
- Rather than expecting you to juggle endless marketing possibilities, we guide you toward measurable actions that push your MSP’s growth forward.
Think of us as your strategic partner: by focusing on what truly matters, we keep your marketing lean, targeted, and profitable, so you can feel confident in every step you take.
Want to accelerate your MSP's Go-to-Market and get more MDF?
Start generating meaningful demand for your MSP while unblocking more vendor MDF with Filament.
Schedule an obligation-free consultation to speak with a B2B tech marketing strategist who can help you analyse priorities, re-align tactics or identify low-hanging fruit. No sales pitch, no obligation, just strategy.
Proven experience in driving demand for MSP services
When FUJIFILM Business Innovation’s managed IT services subsidiary, CodeBlue, set out to launch Microsoft Copilot to the SMB market, they partnered with Filament for a targeted, multi-channel marketing campaign.
Aimed at engaging IT decision-makers, this AI Readiness Campaign, co-funded by Microsoft, addressed the unique needs and concerns of SMBs beginning their AI journeys. Through a suite of tailored tools, including an AI Readiness Calculator, assessment reports, webinars, and in-person events, Filament helped CodeBlue build trust, generate demand, and convert leads.
The campaign positioned CodeBlue NZ as a trusted AI advisor, generating hundreds of leads and positioning the company as a go-to provider for SMBs looking to adopt Microsoft Copilot. Our comprehensive strategy demonstrated how AI could align with business goals, moving SMBs from initial curiosity to readiness for AI integration.
Read the full case study to see how Filament can drive demand and results for your AI services.
Supercharge Your MSP Growth with Market Development Funds (MDF)
Market Development Funds (MDF) present a powerful opportunity for MSPs to expand their marketing reach without straining their budgets. By tapping into vendor-contributed resources, it’s a win-win: the vendor gains wider exposure, and you gain momentum to expand your reach.
However, securing MDF is often easier said than done. Each vendor program has unique structures, tiers, and application criteria. They require meticulous planning, measurable targets, and a clear demonstration of potential return on investment.
At Filament, we specialise in guiding MSPs through every step of the MDF journey. From crafting compelling proposals to mapping out comprehensive, data-driven campaigns, we handle the details so you can focus on growing your business. Our expertise in channel partner ecosystems ensures your MDF is deployed with precision, accelerating demand generation and forging more profitable vendor relationships.
Ignite Growth with Action: The Marketing Tactics Every MSP Needs to Thrive
Effective tactics bridge the gap between vision and results. They’re the day-to-day actions that bring your overarching strategy to life, allowing you to communicate your MSP’s unique value to the right audiences and transform prospects into long-term partners.
Here’s a look at the top tactics that can position your brand as trusted adviser while generating demand. Each of these tactics, when strategically selected and consistently executed, propels you closer to your MSP’s vision—whether it’s scaling up, entering new markets, or becoming the recognized authority in your field.
1. Content Marketing
Content marketing uses articles, case studies, and whitepapers that solve real-world IT challenges and demonstrate your expertise. By sharing insights that help decision-makers save time, reduce costs, or avoid pitfalls, you build trust and stand out as a genuine technology partner—rather than just another service provider.
2. Email Marketing
Email marketing remains a personal, cost-effective channel for lead generation and nurturing. Segment your audience based on roles, pain points, or past behaviours, then tailor each message so it resonates on a deeper level. When done well, email can spark conversations that lead to meaningful business relationships.
3. SEO
Search Engine Optimisation goes beyond keywords. By crafting high-quality, targeted content and ensuring your site delivers a seamless user experience, you’ll climb search rankings naturally and attract prospects actively seeking IT services—an essential foundation for sustainable growth.
4. Podcasting
A podcast lets you showcase thought leadership and foster genuine connections. Invite current or potential clients to share their stories, turning interviews into long-form, authentic conversations that strengthen relationships and offer unique insights to your audience.
5. Social Media Marketing
Use platforms like LinkedIn to engage decision-makers where they already spend time. Post thought leadership content, success stories, or short explainer videos that spark dialogue and direct interested viewers back to your MSP’s website or landing pages.
6. Digital Advertising
Pay-Per-Click (PPC) offers quick visibility and targeted reach, helping you connect with prospects ready to invest in MSP services. With tightly crafted ads and refined audience parameters, PPC campaigns can deliver high-impact results with high-intent website traffic.
7. Referral & Partner Programs
Leverage the trust you’ve built with satisfied clients and industry allies by encouraging them to refer your services, often through incentives or co-marketing opportunities. Word-of-mouth recommendations remain one of the strongest trust signals in B2B settings.
8. Influencer Marketing
Collaborate with well-respected figures who have the ear of your target audience. Their endorsement and reach can introduce your MSP to new, engaged prospects—while boosting your credibility in an industry where trust is paramount.
9. Virtual & In-Person Events
Webinars, conferences, and workshops give you face-to-face (or screen-to-screen) access to potential buyers. These gatherings build credibility, spark conversations, and can accelerate your sales cycle by showcasing your expertise and approachability in real time.
Why Choose Filament? The Real Advantages of Partnering with a Specialised MSP Marketing Agency
Reduce overhead and boost ROI
Building an in-house marketing team can be a huge drain on your budget, requiring salaries, training, and specialized tools. By outsourcing to Filament, you tap into an entire ecosystem of marketing pros—strategists, copywriters, designers, and more—at a fraction of the cost. Plus, our flexible pricing models let you scale up or down based on your current needs, ensuring that every dollar spent drives measurable returns.
Unlock more vendor MDF opportunities
Our extensive MSP industry experience also opens doors to additional Marketing Development Funds (MDF) from your vendors. We navigate the nuances of these partnerships, helping you secure extra budget to amplify brand awareness, generate more demand, and drive better leads for your MSP.
Faster Go-to-Market execution
Launching a new service or product is time-sensitive, and any delay can mean missed opportunities. Thanks to our streamlined processes, Filament gets your campaigns off the ground fast. This agility gives you an edge—when market conditions shift, we pivot quickly so you stay in front of your prospects at the perfect moment.
Industry expertise that drives results
At Filament, we don’t just know marketing—we know MSPs. Our team is constantly analyzing the latest trends in B2B tech, so you never waste time or budget on dated tactics. We quickly spot which strategies align with your objectives, helping you stand out in an industry where differentiation is key.
Scalable capacity, on-demand
As your MSP grows, so do your marketing needs. Instead of juggling recruitment, training, or expanding an internal team, you can lean on Filament. We handle the extra workload, instantly adapting to fit your evolving goals without the typical overhead or delays.
Consistency that fuels growth
Your marketing should never lose momentum simply because you’re busy running the day-to-day. Filament’s dedicated experts ensure your brand message stays consistent across channels, so you’re always top of mind with potential clients—even during hectic business periods.
Ready to Ignite Your MSP Growth?
In a crowded MSP market, consistent, targeted marketing can be the difference between plateauing and scaling to new heights. Instead of juggling ad hoc tactics or stretching an already busy in-house team, let Filament’s specialized MSP marketing experts handle everything—from refining your strategic positioning to executing multi-channel campaigns that deliver real ROI.
Don’t let limited resources or inconsistent results stall your growth.
Contact Filament today and discover how we can propel your MSP business to the next level.
MSP Marketing Frequently Asked Questions
1. Inbound vs. Outbound Marketing for MSPs: How do you choose?
There are two broad types of digital marketing you can do for your MSP: inbound and outbound marketing.
Inbound Marketing
Inbound marketing involves leveraging your current marketing assets, such as your website and social media profiles, to passively attract new prospects and leads.
Some of the key tactics you can employ in inbound marketing include:
- Creating and distributing valuable content on your website and social media channels
- Optimising your website for search engines
Unlike other forms of direct marketing/sales, inbound marketing is very cost-effective. However, you need to invest a considerable amount of effort into your website and social media to start attracting leads, which also takes a long time.
Outbound Marketing
Outbound marketing is the exact opposite of inbound marketing. Here, you proactively reach out to prospects and pitch your products and services instead of waiting for them to approach you.
With outbound marketing, you’re more likely to see results in the short term, but it still requires a significant investment.
Examples of outbound marketing include:
- Direct outreach through email and LinkedIn
- Paid ads on social media, search engines, etc
Which is Right for You?
Regardless of the size of your MSP, deploying a mix of inbound and outbound marketing is the best way to achieve results and generate demand for your products and services, both in the short and long term.
With outbound marketing, you can generate leads more quickly, but it can be costly and time-consuming, so it’s not a good idea to fully rely on it for your marketing. Inbound marketing, on the other hand, is a long-term investment, but simply waiting for prospects to approach your MSP is unreliable and inconsistent — you still need to proactively look for qualified leads and expand your network.
2. How do you measure success for MSP marketing efforts?
Tracking the performance of your MSP marketing campaigns is crucial for identifying issues and making necessary refinements. By measuring the performance of your marketing strategies and benchmarking them against pre-established KPIs, you can gain actionable insights to optimise your efforts.
Some important metrics and KPIs to consider include conversion rate, number of generated leads, customer acquisition cost, and customer churn rate.
To track and analyse these digital marketing metrics, you can use tools like Google Analytics and CRM platforms.
Setting Measurable Goals
The first step to measuring your MSP marketing success is to set measurable and achievable marketing campaign goals, such as increasing website visits, growing your email subscriber list, and expanding your reach in specific markets.
Establishing these goals will guide your marketing strategy and help you focus on the metrics that matter most for your business.
Ideally, your goals must be SMART:
- Specific: Clear goals with clear outcomes
- Measurable: Can be measured with pre-established metrics
- Achievable: Goals must be realistic.
- Relevant: Marketing objectives also must be relevant to your broader business ambitions.
- Time-Bound: Set a start and end date for your campaigns.
Setting measurable goals ensures that you aren’t wasting resources in your marketing campaigns. Without clear goals, it can be difficult to determine whether your marketing dollars are well spent.
Selecting Key Performance Indicators (KPIs)
Once you have determined the goals of your marketing campaigns, you need to define the KPIs that help you track progress. For instance, if your goal is to increase your pipeline, your KPIs might be the number of new customers and the number of sales-qualified leads.
With KPIs, you’ll be able to evaluate your marketing tactics and see what can be done to drive better results.
Capture, Analyse and Interpret Data
To accurately measure marketing success, you need to collect data — lots of it.
Such a process can be very inefficient when done manually.
The good news is there are many ways to collect and analyse large amounts of data on a scale. A Customer Relationship Management (CRM) works great for collecting important data like the number of website visitors, email open rate, and other data from your customer interactions.
If you use social media, you can leverage each platform’s built-in analytics capabilities to collect and analyze relevant data.
Additionally, you can leverage emerging Artificial Intelligence (AI) tools to collect and analyze data about your campaigns’ performance and create hyper-personalised experiences for your customers.
3. What are key metrics to measure for an MSP marketing strategy?
Here are seven crucial marketing metric formulas that can help MSPs evaluate and optimise their marketing strategies:
Customer Acquisition Cost (CAC)
Customer Acquisition Cost measures the total amount of money spent on marketing and sales to acquire a new customer. For instance, if you spend $10,000 on marketing and sales in one month and you acquire 20 new customers, your CAC is $500.
Customer Lifetime Value (CLV)
Customer Lifetime Value predicts the revenue your MSP business can get from one customer account over its total lifetime. So, if your average buying value is $150 and customers pay for your product 12 times a year for an average customer lifespan of 4 years, your CLV is calculated by multiplying these numbers together for a total CLV of $9,000.
Knowing how much revenue to expect from a single customer is essential for determining your marketing budget and allocating resources more effectively.
Lead Conversion Rate (LCR)
Lead Conversion Rate captures the percentage of leads that become paying customers. LCR gives you a good idea of the feasibility of your marketing and sales efforts.
Suppose that you received 50 leads in one month and 8 of them became paying customers. In that case, your LCR would be 15%. of them converted into paying customers, your LCR would be 16%.
Churn Rate
Churn Rate is the percentage of customers who abandon your services in a specific period. Keeping your customer churn rate low is important for maintaining a consistent revenue stream and driving long-term results.
The Churn Rate can be calculated by simply dividing the number of customers lost by the end of the period by the total number of customers at the beginning of the period. So, if you had 200 customers on day 1 of the month and lost 10 customers on the last day of the month, it means that your churn rate is 5%.
Net Promoter Score (NPS)
Net Promoter Score measures customer satisfaction and loyalty by asking clients how likely they are to recommend your services to others. It’s a clear indicator of customer loyalty and referral-fueled growth.
For example, if you survey 100 customers and receive 20 promoters, 10 passives, and 5 detractors, your NPS would be 35.
Return on Marketing Investment (ROMI)
Return on Marketing Investment is the total revenue generated from your marketing spend. It helps you evaluate the performance and financial effectiveness of your marketing campaigns.
ROMI can be calculated by dividing your marketing revenue by your marketing spend. If you spent $10,000 on a marketing campaign and it generated $50,000, then your return on investment is 5.
Social Media Metrics
Social media metrics enable you to measure the performance of your social media marketing metrics and provide insights into how customers interact with your brand. Some key social media metrics to look at include:
- Engagement rate
- Number of social shares
- Number of website link clicks