Complete List of MSP Lead Generation Strategies
Managed service providers (MSPs) are more in demand than ever. With companies rapidly evolving the way they work and adopting new technologies across departments, seeking professional help for setting up frameworks is now more normal than going through an extensive learning curve themselves.
But irrespective of the industry you are in, the competition amongst expert-managed service providers is also increasing.
While most MSPs rely heavily on sales outreach to build their client base, it’s not sustainable in the long run. Manual sales outreach is both time-consuming and overwhelming as the sales cycle can extend from anywhere between days, weeks, to even months.
If you want to build a steady pipeline of prospects, you need to master the art of MSP lead generation.
After having worked with leading MSPs across the globe, we identified a few tactics, best practices, and strategies they use to generate more leads. In this blog, we share them all!
What is MSP Lead Generation?
MSP lead generation refers to the process of attracting prospects to your business and increasing their interest in your services through strategic nurturing - with an end goal of converting them into a customer/ client. This may include leveraging several online and offline marketing tactics to reach your target audience.
How to Generate More MSP Leads?
While there are several ways in which MSPs can reach their target audience and generate leads for their business, let’s look at some tactics that we have seen success with:
1. Optimize Your Website
If you want prospects to believe you’re the best in the business, having a basic landing page that lists your services won’t cut it. You need to build a website that stands out from the pack. Here are a few pointers to keep in mind:
- Rewrite your website copy to show the value you’re offering to your clients
- Create informative blog posts, whitepapers, and eBooks that address common pain points and challenges prospects face
- Showcase social proof and testimonials on how you’ve helped clients in the past
- Add a live chatbot to address queries directly
2. Focus on Search Engine Optimization (SEO)
As per Gartner, B2B buying journeys almost always begin from the search engine. But getting discovered on search is no longer easy. With an increasing amount of competition in the industry, simply setting up a website does not guarantee a place in the top search results - you need to have a clear SEO strategy in place.
Conduct keyword research to identify your MSP services' most relevant and high-traffic keywords. For example, if you provide IT services for law firms, find suitable keywords related to your services. Optimize your website's meta tags, headings, and content with targeted keywords.
Another great way to rank is to create a Google My Business listing and add your clients’ Google reviews.
3. Leverage Social Media
Establishing a social presence by creating relevant content is a great way to build awareness about your services.
You can start by identifying the social media platforms where your target audience is active. According to a survey by MSP Success Magazine, LinkedIn and Facebook were the top two social media sites used for actively promoting businesses.
Share engaging content, industry news, and success stories on social media to attract your audience. You can join online communities and participate in relevant discussions to establish your expertise and build relationships.
4. Implement Email Marketing Campaigns
Email marketing continues to be a highly effective B2B lead generation strategy because it allows you to nurture leads, build relationships, and promote your services effectively without seeming pushy. Here are a few steps to follow when launching email marketing campaigns:
- Grow your email list through tactics like account-based marketing, lead generation campaigns, and more
- Segment your email list based on point of subscription, interest, and intent
- Personalize your emails to increase engagement and craft attention-grabbing subject lines
- Provide valuable content and exclusive offers to subscribers; this can range from tech tips to industry updates as well
- Always set up automated email follow-up campaigns to nurture based on campaign interaction
5. Share Lead Magnets and Freebies
Lead magnets are the best way to obtain a prospect’s contact information. You can create valuable resources like infographics, checklists, templates, or free assessments that offer immediate value to potential clients.
Gate these resources behind a lead capture form to collect contact information. Once you have their emails, you can nurture leads through email campaigns tailored to their specific pain points.
6. Invest in PPC Campaigns
While organic MSP lead generation should be front and center of your marketing strategy, you cannot ignore paid ads. Paid Per Click (PPC) ads are an effective way to rank on search engines for your desired keyword. If you’re targeting location-specific keywords, here’s an example:
You can also invest in paid ads on specific social media platforms to get your prospects’ attention. Here’s what a Facebook feed ad would look like:
Make sure you have an optimal budget for your PPC campaign and track the impact of your ads using the right tools.
The more specific you are about your target audience, ideal customer persona, and the value proposition you offer, the more likely you are to generate qualified leads at a CAC that does not burn a hole in your pocket!
7. Ask Current Clients for Referrals
Referrals are one of the best lead generation ideas for MSPs out there. You can ask existing clients for referrals or set up a referral program.
Referral programs can be a highly effective way to generate leads through word-of-mouth marketing. Follow these tips when implementing a referral program:
- Develop a referral program that rewards both referrers and new customers
- Provide clear instructions on how to refer others
- Offer incentives such as discounts, freebies, or exclusive access
- Leverage your existing customer base to kickstart the referral program
- Track and reward successful referrals to encourage further engagement
8. Try Cold Calling
While most service providers shudder at the prospect of cold-calling prospects, it’s a handy MSP lead generation tactic for those who have recently entered the market.
Start by researching potential clients who fit your target market and develop a script that communicates the benefits of your MSP services. Personalize your approach and offer a specific solution to their pain points.
Here’s an example of a script your telemarketing team can follow:
9. Send Cold Emails
Like cold calling, cold emails are a great way to reach prospects directly and offer your services. Keep these tips in mind when crafting a cold email for your ideal client:
10. Attend Online/ Offline Events
Attending industry events, trade shows, and local business meetups is great to network with potential clients and meet other people in your niche. Take full advantage of these events to hand out business cards, brochures, promotional giveaways, etc., to get your name out there.
Remember to research the participants and the attendees beforehand to ensure you go prepared with your elevator pitch!
11. LinkedIn Outreach
Given that most key decision-makers are active on LinkedIn, you can certainly find high quality leads for your business. Use LinkedIn Sales Navigator to gain deeper insights into a prospect’s profile and craft personalized messages that highlight the value you can provide to their organization.
However, you must make sure that your message isn’t too salesy. Focus on building meaningful relationships rather than pushing for immediate sales. You can also use other IT Industry-Specific Sales Tools to simplify your outreach process.
12. Partnerships and Collaborations
Along with relying on word-of-mouth marketing from your clients, you can also form referral-based partnerships with other businesses you know your clients use.
For instance, you can collaborate with Wifi providers to form a mutually beneficial partnership wherein you offer bundled services or referral opportunities to each other's customers. You can also try cross-promotion by guest posting or hosting webinars.
One important thing here is to be mindful about partnering with anyone whose services overlap or even may just potentially overlap with yours.
If you want to learn more MSP marketing tips, check out our eBook to know the fundamentals of digital marketing for MSPs.
13. Experiment with direct mail marketing
In a world of online marketing, don’t be afraid to experiment with direct mail to reach your target audience - especially if you cater to a specific demographic.
Direct mails are known to get a much higher open rate and leave a lasting impression on the recipient as they are rarely used these days. But to make direct mail marketing work, you need to follow a few best practices:
- Identify your target audience demographics
- Create your value proposition
- Find a print and ship partner for your direct mail
- Design a collateral that presents your brand in the best way possible
- Sync with online efforts by adding elements like scannable QR codes
- Add an offer to nudge an action
As you can see, there’s a plethora of MSP lead generation tactics out there to attract high quality leads. While you cannot implement them all at once, make sure you measure the impact of each strategy and double down on what works best for your business.
But remember to streamline what happens once a lead is brought into the funnel - your timely responses become crucial to conversion.
This is where automating your sales process comes in handy and Zomentum is built for MSPs to tackle exactly that!
From nurturing your leads to converting them and further keeping them engaged with your business, Zomentum enables you to set it all up on one dashboard.