EP228 – MSP Lead Gen Secrets with Scott Millar & Ian Luckett

Now, for those of you who don’t know Scott, he’s been helping MSPs since 2016 after experiencing the all-too-familiar frustration of lead generation in his own MSP. As he says, once you’re in the room with a prospect, it’s usually straightforward to talk about tech, pain points and solutions. The hard bit? Getting in the room in the first place. That challenge became the mission behind IT Rockstars, and today Scott works with hundreds of MSPs around the world, transforming how they attract and engage new business. 

The heart of our conversation was about practical, real-world tips for MSPs who want to finally get some traction with their marketing. One of the key points Scott made early on was the power of lead gen ads—especially using Meta (yes, Facebook and Instagram), not just LinkedIn. It’s a bit counterintuitive, but Meta’s algorithm is miles ahead when it comes to identifying and targeting the right people based on behaviour, not just job titles. And with lead forms that open within the feed, the friction for conversion is much lower. Scott shared that they’re seeing cost-per-lead figures of £3–£4 for webinar sign-ups, which is incredible when you think about the quality and warmth of those leads. 

Another gem in this episode was around how to actually use AI in your marketing without it turning into robotic mush. Scott walked us through how he uses tools like Descript and ChatGPT to turn transcripts into blog posts and LinkedIn articles. And the best bit? If you tailor your prompts properly, the output feels more human, more you—and less like it’s been churned out by a bot. As we said, it’s like baking a cake: if the ingredients are good and you’ve got the right recipe, the result is going to taste spot on. 

Scott and I also got into one of my favourite topics: the importance of building a Power Audience. That is, creating a group of people who want to hear from you. Not cold outreach, not spamming inboxes, but an actual audience who’ve opted in because your messaging resonates. Once those leads are in, that’s when the real work starts—nurturing them with regular value-add content, running useful webinars, and having follow-up processes that are simple, human and consistent. MSP marketing doesn’t need to be complex, it just needs to be consistent and personal. 

We touched on the elephant in the room too: SEO. Scott was very open about this—yes, SEO still has its place, especially when you go after low-hanging fruit keywords like “cyber essentials price” (hint hint), but it’s not the golden ticket some think it is. Algorithms change, rankings fluctuate, and if you’re not careful, you end up building your whole strategy on shifting sand. Instead, focus on what you can control—your content, your voice, and your relationships. 

There was also a brilliant reminder from Scott that when it comes to lead magnets, the old-school PDF downloads don’t really cut it anymore. What’s working now are educational, insight-driven webinars, where you show up, deliver real value, and start building that all-important trust. As Scott says, getting uncomfortable—whether that’s showing up on camera or hosting a webinar—is often the fastest route to growth. It’s not always easy, but it is simple. 

And finally, a golden nugget to finish: don’t just focus on who isn’t ready to buy. Many leads aren’t in buying mode today, but they might be in six months. Your job is to stay visible, stay valuable, and be the one they remember when they’re ready. Nurture, follow up, and—this bit I loved—don’t forget the referral goldmine in your list. A formal referral programme can turn a “maybe” into a warm intro with zero ad spend. 

So, if you’re serious about getting your MSP’s marketing moving, stop overthinking it. Try a lead gen ad. Run a webinar. And most importantly, play the long game. Scott Millar’s insight today is a brilliant reminder that MSP marketing isn’t about magic tricks. It’s about showing up with the right message, at the right time, to the right people—and doing it in a way that feels natural and honest. 

Connect with Scott Millar through his LinkedIn HERE and to learn more about Scott and his work with MSPs, check out HERE. 

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK 

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Until next time, look after yourself and I’ll catch up with you soon!