EP200 - Special 200th Episode - Marketing Special with Paul Green
IT Experts Podcast with Ian Luckett
Release Date: 09/27/2024
IT Experts Podcast with Ian Luckett
But is that really the end of the road, or is there something you can do to keep that client, maintain profitability, and avoid unnecessary churn? In this episode of the IT Experts Podcast, I sat down with our resident finance coach, Clare Elliott, to explore what MSPs can do when faced with clients who are reconsidering their contracts. Clare works with MSPs every day inside the Growth Hub, helping business owners understand their numbers, optimise their pricing, and make better financial decisions. One of the key takeaways from our conversation is that if a client calls you to say...
info_outlineIT Experts Podcast with Ian Luckett
I’m joined by fellow MSP Growth Hub coaches Stuart Warwick, Julie Hutchison, and Clare Elliott, as we reflect on the key takeaways from our January 2025 two-day intensive. These intensives are the cornerstone of the MSP Growth Hub’s Scale with Confidence model, bringing together MSP owners and leaders to reflect, reset, and refocus on their business growth. The January event was centred around the theme of ‘Harnessing Ambition’—not just setting strategic goals but ensuring they are cascaded throughout the entire organisation. This is where business owners can make real...
info_outlineIT Experts Podcast with Ian Luckett
Many MSPs start with a handful of technical people, then bolt on account management, sales, marketing, and operations as they grow. But without a clearly defined structure, this approach can create inefficiencies, miscommunication, and stalled growth. That’s why we brought in Alison Whitfield from Cultivate People Services, a people and culture expert with a wealth of experience working with MSPs. Together, we unpack the essential components of structuring an MSP for growth, leadership development, and team alignment. Alison shares her perspective on why structure is so much more...
info_outlineIT Experts Podcast with Ian Luckett
As business owners, we often pride ourselves on pushing forward, solving problems, and keeping things moving. But what happens when we don’t stop to reflect? What are the hidden risks of ploughing ahead without taking a moment to reassess our strategy, our goals, and even our own leadership? Stuart and I unpack exactly that in today’s conversation, and trust me, if you’re an MSP looking to scale, this is something you don’t want to ignore. We all know the feeling of getting caught up in the day-to-day operations—whether it's handling client issues, managing your team, or...
info_outlineIT Experts Podcast with Ian Luckett
Now, if you've ever been in the frustrating position of recruiting someone you thought was perfect for the job, only to find out they’re not the right fit at all, you’re not alone. This happens more often than you might think, and in today’s episode, we uncover exactly why MSPs keep attracting the wrong people—and more importantly, how to stop it from happening. Julie shares a story from a recent conversation with an MSP owner who was struggling to find the right person for their team. They needed someone dynamic, open to change, and capable of taking the business forward. But...
info_outlineIT Experts Podcast with Ian Luckett
For those who aren’t familiar, B Corp is essentially a certification that demonstrates a company’s commitment to social and environmental responsibility. It’s often described as the gold standard for ethical business practices, ensuring that organisations consider the impact of their decisions on employees, customers, suppliers, the community, and the planet. It’s about running a business with integrity and proving that you’re doing the right thing—not just saying you are. Gildas explained that he’s always been passionate about running a business with strong values,...
info_outlineIT Experts Podcast with Ian Luckett
One of the biggest takeaways from our conversation is that when clients say an MSP is “too expensive,” what they actually mean is that they don’t see the value in the service. This is a massive problem in the industry. MSPs often assume that if tickets are low and complaints are minimal, everything is running smoothly. But in reality, service delivery is about so much more than just fixing issues. It’s about building relationships, setting clear expectations, and continuously improving processes to meet client needs. Michelle Coombs quickly pointed out that the traditional...
info_outlineIT Experts Podcast with Ian Luckett
One of the biggest challenges we see in the MSP space is that many business owners started their journey as technical experts. They didn’t necessarily set out to run a business – they just knew they were great at what they did and wanted to do it better than the company they worked for. The problem? Running a business requires a completely different skill set to just doing the technical work. At some point, every MSP owner reaches that moment where they realise they can’t do it all themselves. But that realisation often comes with frustration—because even when they bring in a team,...
info_outlineIT Experts Podcast with Ian Luckett
info_outlineIT Experts Podcast with Ian Luckett
We began by addressing a common stigma: why so many MSPs avoid Apple devices despite their undeniable popularity and premium quality. Ben highlighted that while many MSPs are deeply rooted in the Microsoft ecosystem—largely due to its strong channel support and financial incentives—Apple has been quietly making significant inroads into the business world. In fact, as Ben pointed out, companies like IBM and Cisco have embraced Apple devices, with up to 60% of their employees choosing Apple when given the option. This trend is a clear indication that Apple is no longer just for creatives...
info_outlinePaul Green is well known for his deep insights into MSP marketing and how to create lasting results through simple, effective strategies. During this live episode, he shared valuable tips on how MSPs can consistently find new prospects, nurture relationships, and convert leads into paying clients. As Paul emphasised throughout our discussion, the key to success in marketing is consistency. He highlighted the importance of showing up regularly—whether it's through weekly emails, posting on LinkedIn, or running a podcast like ours. The big takeaway here is that marketing isn’t a one-off activity; it’s about building relationships over time, something that requires daily, weekly, and monthly commitment.
One of the first crucial topics we addressed was the top methods MSPs can use to turn cold prospects into warm leads. Paul Green stressed the importance of using LinkedIn as the primary platform for MSPs to find decision-makers and influencers. According to Paul, LinkedIn is a goldmine for prospects, and with everyone MSPs would want to do business with already on the platform, it’s just about making the right connections. In addition to LinkedIn, Paul mentioned the power of networking—physically attending events like BNI or chamber of commerce meetings. He pointed out that networking accelerates trust-building, helping MSPs move relationships forward faster. Lastly, building an email list was another critical tactic Paul highlighted. By capturing emails from LinkedIn connections and adding them to your marketing funnel, MSPs can create direct and ongoing communication with prospects.
We then explored the challenge of finding a niche, a problem faced by many MSPs. Paul shared a very practical approach to discovering your ideal niche: look at your current clients and ask yourself, “Who do I enjoy working with, and who is most profitable?” By identifying these two factors, you can focus your marketing efforts on clients that bring both satisfaction and financial return. Paul Green has helped many MSPs discover their niche and scale their business by honing in on specific industries or verticals. The lesson here is that marketing becomes exponentially easier when you make your message relevant to a defined group of people.
Another key topic we tackled was the role of marketing tools in measuring success. Paul had a straightforward answer: the most important tool is your bank account. He encouraged MSPs not to get bogged down in vanity metrics like LinkedIn's Social Selling Index or the open rates of email campaigns. Instead, focus on the actual outcomes—new clients and increased revenue. Paul reiterated that marketing, at its core, is about creating opportunities to have meaningful conversations with prospects, and the best metric of success is the number of clients you bring on board.
We also delved into the power of personalised video messages in marketing. Paul Green discussed how platforms like Vidyard and Bonjoro allow MSPs to send tailored video messages to their prospects. The key here is personalisation. By recording a brief message directly for a client and embedding it in an email, you increase engagement dramatically. Paul shared a great tip—holding up a card with the recipient’s name in the video’s thumbnail—to make it more likely that they’ll open the email. This small touch can make a big difference in getting your message across in a crowded inbox.
As the episode progressed, Paul and I took questions from our live audience, covering a range of topics from how to structure LinkedIn content to adapting marketing messages for different geographical audiences. One of the standout moments was when Paul provided his golden rule for time management in marketing: spend 90 minutes every weekday working on your business. This simple yet powerful tip can help any MSP owner build momentum and see long-term growth.
In summary, this episode was packed with actionable advice from Paul Green, especially on how MSPs can take control of their marketing by being consistent, focused, and creative. Whether it's using LinkedIn effectively, defining your niche, or utilising personalised videos, the underlying message is clear—marketing is a long game, but if you show up regularly and stay committed, you’ll see the results. As always, it was a privilege to share this special milestone with our community, and we’re looking forward to continuing to support MSPs on their growth journey.
Thank you to everyone who has supported us over the past 200 episodes, and a huge thanks to Paul Green for joining us for this unforgettable event!
And when you’re ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.
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Until next time, look after yourself and I’ll catch up with you soon!