If you ask any MSP what their biggest headache is, I can guarantee generating new leads is right up there. Leads are potential prospects who express an interest in your products or services. These are individuals or organizations that can become lifelong, loyal customers…if you play your cards right.

Have you done everything you can possibly think of and still can not obtain that lead flow you need to grow your MSP into that next billion-dollar company? As leading experts in this field, we realize that lead generation is no stroll in the park. When it comes to leads, we often get stuck with that one-night stand rather than committing to a second or third date that could eventually lead to a long-term relationship.

Marketing is all about having a vision and taking risks.  It’s about making connections, delving into the analytics, crossing those fingers, and encouraging creativity.  It’s about forcing your products and solutions to come to life in different ways, for different people.

The very first thing you should consider when it comes to marketing your products and solutions is who are you actually going to market to.  Where in the internet does your audience live? If this is a question you cannot answer, don’t even bother with those brilliant marketing ideas of yours – seriously.  If you have no solid leads to market to, then what’s the point?
One of the most important and foundational elements when it comes to growing a business is having access to a steady stream of leads to market to. This tends to be one of the biggest issues for many MSP’s. In this industry, generating new monthly recurring revenue can be difficult if you are not focused on the right leads. It does not matter how many prospects you are talking to if you aren’t talking to the right ones.
Well, fear no more! The following three tips will help you create and launch a successful lead generation plan that will take your MSP to the next level!


Networking groups are by far one of the most effective ways to generate new leads. They provide an opportunity to actually meet these people face to face. No need to wait for that email response or phone call. Networking groups give you an opportunity to look future customers in the eye and tell them how your company is different than other MSP’s. Not only do they get to meet you and know more about your business, you get the chance to know more about them and decide whether or not they could be potential prospects.

Even if they don’t seem to be that qualified fit you’re looking for, it’s okay. These connections will make great referrals for future business. Start these conversations and you are now in the midst of creating that long-term relationship and increasing the chances of a second date. Take advantage of these social gatherings, and make new acquaintances you can later convert into new business.

It does not matter how good your product or service is, if no one knows about it, no one will buy it.


When most marketers think of social media they instantly associate it with brand awareness and not sales. After all, no one really buys a product or service based on a Facebook post, right? Wrong!
Truth is, social media is so much more than just a platform to grow your brand and connect with your current customers. When done correctly, you can actually use social media sites to generate new leads for your MSP. Not only is social media very effective, it is extremely cost efficient. However, just because it’s cheap does not mean it’s easy…
Your audience no longer wants their attention bought, they want their attention earned. Don’t expect engagement if you have no valuable information to give your consumers. Is your content really worth their personal information? You have to remember; email addresses and phone numbers are the number one currency on the web. Why? It’s simple – they are new leads. Make your resources worth it!


There’s always the option to purchase a lead list, but you must do so with caution.  Make sure the leads you purchase are relevant – industry, revenue, and size should all come into play at some point during this process.  In other words, research is required.
Hoover’s is a great place to start; however, don’t bother paying for any email addresses (you don’t want to “accidentally” slip into a spamming grey area).  As long as you have a phone number, you’re good to go.  Hold an in-house event like a webinar or lunch and learn and use this as your way in.  Call down on your list and invite these new leads to your event – and even if they can’t make it, ask for the email address anyways.  Let them know you can send them follow up information based on the event or a white-paper regarding some prominent cyber-threat.
Lead generation should be thought of as a long-term and continuous process. Keep the leads warm, nurture them, add them to your database and get to it! There is no automation behind it, it all requires constant work. By incorporating these strategies into practice, you’re surely set for MSP success. Get out there and get it done!