EP258 - Why MSPs Need to Think More Strategically About Marketing with Nicola Moss and Ian Luckett

In this episode of the IT Experts Podcast, we explore why so many MSPs hit a ceiling when it comes to growth and how shifting your marketing mindset from activity to strategy can unlock the next level of success. 

I’m joined by THE Nicola Moss, a seasoned marketing leader and founder of The Fractional Marketeer, who works with MSPs to bring structure, credibility and clear direction to their marketing efforts. Nicola has spent years leading marketing functions inside MSPs, so she knows first-hand the challenges that owners face when they try to move from tactical marketing, emails, webinars, and social posts to a true strategic approach that builds long-term business value. 

At The MSP Growth Hub, we see this all the time. Many owners tell us they are doing “some marketing” but feel it’s not getting traction. They’re sending emails, posting online, maybe running the odd event, but it all feels disconnected. Nicola explained that this is where most MSPs sit for far too long, often because marketing isn’t their happy place. It feels complicated, time-consuming, and expensive. But as Nicola reminded us, what got you here won’t get you there. The habits that got an MSP to a few million in revenue are rarely the ones that will take it beyond that point. To grow, you need to think differently. 

Nicola talked about the moment when MSPs start to realise they need a more cohesive approach. That’s when things start to feel messy. There’s often a marketing assistant, a digital agency, maybe a salesperson, but no one is joining the dots. It becomes fragmented, and without a guiding hand, you end up with activity without impact. This is where having a clear marketing strategy connected directly to your business goals becomes essential. 

At The MSP Growth Hub, we help MSPs connect the dots between their commercial plan and their marketing focus. Nicola shared that one of the biggest mindset shifts for MSPs is to start viewing marketing not just as lead generation, but as a way of building transferable value. She made the point that every MSP will eventually exit their business, whether through sale or succession, and that marketing has a direct influence on valuation. A well-defined brand, a consistent message, and clear differentiation all make the business more attractive to both clients and buyers. 

We also explored the question of what an effective marketing team should look like. Nicola explained that in smaller MSPs, marketing often starts with an outsourced agency or a junior hire handling basic digital tasks. But as the business grows, it becomes important to have someone internal who understands the company, its values and its customers. Eventually, that person needs strategic guidance to connect all the moving parts: sales, operations, and growth priorities. This is where bringing in a fractional CMO or senior marketing lead can make a huge difference. 

At The MSP Growth Hub, we often encourage MSPs to grow their own internal marketing resource but to support them with strategic oversight. Nicola’s experience as a fractional CMO mirrors this. She shared how her clients benefit from having someone who isn’t just managing an agency but is actually embedded in the business, aligning marketing to outcomes such as revenue growth, client retention, and brand credibility. 

A major part of the discussion was about measurement. Marketing can feel hard to measure, especially when some activities build awareness and trust over time. Nicola acknowledged that not everything can be tracked to a spreadsheet, but revenue growth, margin contribution, and progress against the business plan are strong indicators that marketing is doing its job. She also pointed out that marketing and sales should share the same growth targets. Success comes when both teams work together, not in silos. 

Another powerful insight came when we talked about the middle of the funnel: the stage between awareness and conversion. Many MSPs are active at the top of the funnel, creating blogs or posting on LinkedIn, and they get referrals at the bottom, but there’s a big gap in the middle. Nicola explained that this is where educational webinars, customer advocacy, and community engagement play a huge role. Case studies, client stories and thought leadership all help to build trust and credibility before a sales conversation even begins.  

As we wrapped up, Nicola left us with an important reminder. Marketing isn’t a nice-to-have. It requires investment, consistency and strategic thinking. The MSPs that succeed are those that move beyond scattergun activity and focus their marketing around clear objectives that support the overall business plan. When marketing, sales and leadership are aligned, growth becomes predictable and sustainable. 

At The MSP Growth Hub, we see this shift in action every day. The MSPs that take a more strategic view of their marketing see stronger lead flow, better client retention and ultimately higher valuations when it’s time to sell or seek investment. Nicola’s insights show that this level of clarity doesn’t come from doing more, it comes from thinking smarter, aligning your message with your market, and building a marketing function that truly drives the business forward. 

If you’re ready to step back and look at your marketing through a more strategic lens, this episode with Nicola Moss is one you won’t want to miss. It’s a reminder that sustainable growth starts with focus, alignment, and a plan that connects marketing directly to your MSP’s long-term goals.

You can connect with Nicola Moss on her LinkedIn HERE. 

Make sure to check out our Ultimate MSP Growth Guide, a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It’s 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click HERE to get your copy. 

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

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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To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE 

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