EP234 – The MSP Marketing Clock: 12 Steps to Building A Lead Engine That Works

The marketing space for MSPs is full of confusion. Vendors are pushing content that’s really just product sales in disguise. Agencies are selling packages that might not suit your niche. And most MSPs we speak to are stuck trying to work out what to say, when to say it and who to say it to. The problem isn’t a lack of effort. It’s a lack of sequence. That’s where this clock comes in. 

We begin with step one, which is all about identifying your ideal target market. And not in a vague way. “Professional services” is not enough. You need to be thinking of real businesses with real problems, like accountants in Luton or legal firms in Manchester. When your content speaks directly to them, they’ll know straight away that you understand their world. This level of precision is what starts the lead engine working properly. 

Once that’s in place, step two is to align your message with their language. If you're talking to healthcare businesses, use their words. If you're talking to finance or legal, pay attention to how they describe their challenges. Go deep. Look at their websites. Listen to your existing clients. Match their tone and show them you really understand what they’re dealing with. 

As we move round the clock, I take you through the importance of creating a valuable middle-of-funnel offer. This is where you offer something that educates rather than sells. A survey, a buyer’s guide or an event are all great ways to build trust and demonstrate expertise. You’re not pitching. You’re positioning. That’s how you warm up cold contacts and get people curious about what you do. 

Step four is about tracking your prospects down. Where do they hang out? What events do they attend? Are they in niche online groups? Who do you know that knows them? This isn’t guesswork. You need a map. Your lead engine needs fuel, and this is where you find it. 

Then we talk messaging. If your outreach feels too salesy, people switch off. This is where many MSPs fall flat. You’ve got to keep it real, human and helpful. Imagine you’re talking to someone at a networking event. You wouldn’t walk up to them and say “Hi, we sell IT support, do you want to buy some?” You’d ask how things are going, have a chat and see where the conversation goes. That’s what this part of the MSP Marketing Clock is all about. 

As the clock moves on, we cover connecting with your audience, chatting with them, and nurturing those conversations over time. Email is still one of the most powerful tools at your disposal. The key is to send emails that matter to the reader. Make it about them, not about you. And remember, this is about building relationships. Not rushing to the close. 

Towards the end of the clock, we shift into demonstrating your expertise and aligning your solution with their business needs. This is where you show them how your service solves real problems. Not just technical ones, but business ones. Slow file transfers. Security risks. Compliance issues. You don’t have to lead with a brand or a product. You just need to clearly show how life gets better with the right technology in place. 

We wrap up with step eleven, which is all about overcoming objections and making sure your offer is rock solid. Then finally, we close and onboard. This bit really matters. Overdeliver on your promise. Make your new client feel like they made the right decision. And make sure your operations team is aligned with the same energy and clarity that won the deal in the first place. 

The MSP Marketing Clock is a practical way to move from random marketing activity to a structured, scalable lead engine. It’s designed to help you stay consistent, stay patient and stop second-guessing your next move. If you’re trying to build a marketing process that works for your MSP, share this episode with your team. And if you’d like help putting it into action, just drop me a message or book a chat through the website. 

Let’s get your lead engine ticking. One step at a time. 

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!