MSP Lead Generation: Best Practices and Tips

MSP Lead Generation Best Practices and Tips

I know, why you’re here. You’re an MSP service provider looking for an effective MSP lead generation strategy that will help you convert more MSP leads and close more sales. If not, then maybe you’re an IT Managed service provider looking to scale and boost your B2B lead generation efforts.

Whatever your reasons are, we’ll make sure that this blog is worth your time. 

As businesses increasingly rely on technology to drive their operations, MSPs play a crucial role in providing comprehensive IT solutions. While your MSP services excel, excellence alone doesn’t guarantee you success. You also need to get the attention and interest of your target audience. What I mean is that you need to have a better understanding and grasp of B2B lead generation and marketing.

However, due to the limited MSP sales training opportunities, acquiring these skills can be a challenge. So, here are some marketing channels and actionable tips and best practices you can use to enhance and leverage your MSP lead generation efforts to attract and drive more conversions for your IT Managed business:

Multi-Channel Marketing

Leveraging the advantages of multiple marketing channels is one of the most crucial parts when it comes to running an MSP business. So, take a look at some of the useful marketing channels you can use for your business.

illustration for multiple multichannel marketing

MSP telemarketing

While cold calling might feel outdated, its effectiveness for B2B lead generation, especially for small businesses, cannot be ignored. In smaller communities, where alternative outreach methods—like advertising and referrals—are less impactful, cold calling can be your only option. 

That’s why, helping your sales staff with different proven and tested methods that work is important to make your telemarketing efforts more effective and successful.

In other words, investing in proven cold calling techniques that are specifically tailored for the MSP industry is crucial for maximizing results. Winging it with DIY scripts or relying on your untrained staff will likely lead to wasted time and lost opportunities.

If you are looking for a sample cold calling script, you may check out our blog entitled “Don’t Waste a Moment! See Sample Cold Calling Scripts” to learn how to craft an effective script for your business.

Here are some advantages and challenges of telemarketing that you might consider:


  • Cost-effective reach: Compared to other outreach methods, cold calling allows you to connect with your potential clients directly without significant upfront costs.
  • Relationship building: Successful cold calls can initiate personalized interactions, opening the door to lasting relationships with your new prospects.


  • Unfamiliarity: Reaching out to individuals who haven’t expressed interest initially can be met with resistance, requiring adaptability and tact.
  • Negative perception: Cold calls can sometimes be perceived as intrusive or impersonal, potentially leading to disinterest or frustration.
  • Skill mastery: While successful cold calling can be instinctive for some, it often requires dedicated training and practice to overcome common challenges and achieve desired results.

B2B referral MSP leads

When it comes to B2B marketing, customer referrals stand at the highest level of qualified MSP sales leads. Why? It’s because when potential clients hear positive recommendations directly from your satisfied customers, they enter the relationship with a pre-established trust, making them more likely to convert.

However, unlike other marketing tactics, making use of the power of referrals requires finesse, not force. You can’t dictate positive word-of-mouth, but you can cultivate an environment that encourages it.

image for b2b referral MSP leads

Here are some strategies to nurture a referral-rich community:

  • Active social media presence: Foster genuine interactions on platforms where your target audience is active. Customer testimonials and positive comments serve as organic endorsements.
  • Incentivized referrals: Consider offering discounts or rewards for successful referrals, but tailor them to be mutually beneficial to both referrer and new client.
  • Exceptional customer service: Delivering consistent, positive experiences fosters loyalty and advocacy, naturally encouraging customers to become brand ambassadors.
  • Targeted outreach: Identify and proactively engage with satisfied customers, expressing appreciation and subtly inviting referrals when it feels natural.

Remember, authenticity is the key here. By building meaningful connections and demonstrating genuine value, you can unlock the hidden value of referrals within your existing customer base.
Referral leads equals high quality that also needs high effort. Take a look at the benefits and challenges of referral marketing.

graphic for referral marketing


  • Qualified prospects: Referral leads often come pre-vetted by existing customers, increasing the likelihood of genuine interest and suitability.
  • Enhanced trust: Positive word-of-mouth carries significant weight, creating immediate trust and rapport with potential clients.


  • Customer base dependency: Leveraging referrals requires a solid foundation of satisfied customers willing to recommend your services.
  • Incentive considerations: Encouraging referrals might involve offering discounts or rewards, incurring potential financial outlay.
  • Nurturing Advocacy: Building a culture of customer advocacy takes time and effort, requiring proactive engagement and relationship management.

PPC campaigns

While the sight of banner ads can evoke nostalgia for the early days of the internet, dismissing pay-per-click (PPC) campaigns as outdated would be a mistake. In fact, when strategically optimized, PPC campaigns can offer MSPs a powerful and cost-effective way to reach their target audience.

The key lies in moving beyond the “spray and pray” approach of low-cost, indiscriminate ad placements. Now, your success hinges on targeted campaigns. Understanding your ideal customer profile and their online behavior allows you to tailor your ads to appear on relevant websites frequented by qualified leads.

Instead of simply aiming for sheer quantity, prioritize quality by focusing on platforms and placements favored by your target audience. This ensures your message reaches individuals genuinely interested in managed IT services, maximizing the value of your ad spend.

illustration for pay per click campaigns

Here’s why PPC, when executed strategically, remains a valuable tool for MSPs:

  • Targeted Reach: Find potential customers actively searching for solutions you offer.
  • Measurable Results: Track campaign performance and optimize for maximum impact.
  • Scalability: Adjust budgets and targeting based on your needs and ROI.
  • Web-Centric Audience: Reach IT professionals and decision-makers who conduct business online.

Remember, effective PPC campaigns go beyond simple banner ads. By embracing a data-driven approach and strategic targeting, you can harness the power of PPC to attract high-quality leads and grow your MSP business.

Creating content for blogging and social media

As the needs of prospects and clients are continually changing, crafting a compelling and unique content strategy stands out as one of the cornerstones of your success. The journey from capturing attention to converting leads depends on the delivery of your content that not only engages but also resonates with your specific target audience.

image for creating content for blogging and social media

Here’s how you can strategically make use of content for blogging and social media:

Understand your audience needs:

Before you even consider the type of content to create, make sure that you understand your ideal customer. Find out: 

  • What are their pain points? 
  • What questions keep them up at night? 
  • What social media platforms do they frequent? 

Learning and understanding these insights forms the foundation for content that resonates—content that addresses their specific concerns and speaks their language.

Tailor your content for different platforms:

Blogging and social media are distinct platforms, each with its own set of dynamics and audience expectations. So, it’s always important to remember that your audience craves diversity.

While educational blog posts remain essential, explore other content formats to keep things fresh and engaging. Consider:

  • Infographics: Bite-sized visuals that distill complex information into easily digestible chunks.
  • Video testimonials: Real-life customer stories showcasing the tangible value you offer.
  • Interactive quizzes: Fun and informative assessments that capture leads and provide valuable data.
  • Social media polls and live Q&As: Foster two-way communication and build meaningful connections with potential clients.

Learn how to generate leads and boost sales with social media marketing.

Boosts your social media efforts with 


Don’t just create content; infuse it with your brand personality. Inject humor, share your unique perspective, and offer valuable insights beyond just promoting your services. This authenticity allows you to connect with your audience on a deeper level, fostering trust and brand loyalty.

Track, analyze, and adapt your metrics

Content creation is a continuous journey. Regularly track your content’s performance, analyzing engagement metrics and identifying what resonates most with your audience. Use this data to inform future content, adapting your strategies to continuously refine your approach and maximize impact.

Remember, creating compelling content takes time and effort, but the rewards are substantial. By following these expert-backed tips and prioritizing the needs and interests of your audience, you’ll be well on your way to crafting content that attracts, engages, and converts potential clients into loyal customers for your MSP business.

call to action for ai-powered multichannel marketing

Forget long, boring articles about sales funnels – let’s talk about how you can easily attract your target key decision-makers!

Imagine a smooth, fast slide – that’s what your sales funnel should be for bringing new businesses to your IT company. But sometimes, it feels more like a confusing maze, right?  Don’t worry, we’ve all been there!

Here’s how to simplify your sales funnel and get more people interested in what you offer:

Attract Attention: Grap your prospect’s attention by using social media, blog posts, or even free guides to attract them and let them know you exist. Say you need some help with MSP lead generation. You do a quick Google search and found the following results.

searching MSP lead

Make Signing Up Easy: Don’t scare them off with long forms! Ask for just the basics (name, email, company, number) and let them explore freely.

Callbox contact us form for managed IT leads

Show What You Do: Highlight your strengths! Share how you help other businesses and why you’re different. Include happy customer stories (case studies) and awards, too.

Callbox client success for IT business firm

Answer Their Questions: Make sure people can easily find your FAQs, success stories, and anything else they might be curious about.

Callbox frequently ask questions

Make Buying Clear: Offer different payment options and explain the process clearly. Security matters, so show them you take it seriously. 

Keep It Smooth: Watch how people use your funnel and fix any bumps they might hit. 

By following these steps, you can build a sales funnel that attracts attention, builds trust, and makes it easy for people to become customers. And that’s how you get more business.

Thinking Like an MSP

As an IT Managed service provider, you’re not just about offering tech solutions – but also about understanding the people you’re helping (your target audience). By adopting a mindset that puts you in the shoes of an MSP, you can better grasp the challenges your clients face. 

This means really getting to know their problems and goals. By building genuine connections based on this understanding, you can earn the trust of your clients, which is crucial for turning MSP sales leads into successful partnerships.

So, Why Should You Focus on MSP Lead Generation?

image for why should you focus on MSP lead generation

MSPs operate in a space where technological advancements and client expectations are continually evolving. That’s why prioritizing lead generation is essential for several compelling reasons. 

First and foremost, it enables your MSP business to meet the changing needs of your target audience by aligning your services with advancing technologies. Establishing market visibility is another crucial aspect, allowing you to position your business as an industry leader and be readily recognized by potential clients. 

The emphasis on building meaningful connections through lead generation goes beyond acquiring contacts; it fosters trust and lays the groundwork for long-term partnerships. Furthermore, lead generation serves as the engine for sustainable growth, providing your MSP business with the means to expand your client base, increase revenue, and solidify its market position.

Lastly, adaptability to competitive dynamics is facilitated by a proactive lead generation approach, helping you to stay ahead by responding to changing market trends and outshining competitors. In essence, MSP lead generation is not just a task but a strategic imperative that ensures success, growth, and lasting success of your business in IT-Managed industry.

Check out the trends in the MSP industry for continuous growth.

Partnering with MSP Lead Generation Agency

illustration for partnering with MSP lead generation agency

Outsourcing or partnering with specialized MSP lead generation companies or agencies has a lot of benefits for your business. They have the expertise and experience to bring to the table, offering strategic insights and proven methods to optimize your lead generation strategy. Here are some of the benefits:

  • Expertise and Industry Knowledge: B2B MSP lead generation agencies specialize in understanding the nuances of the MSP industry. By leveraging their industry knowledge, your MSP can benefit from tailored strategies that align with the specific challenges and opportunities within the market.
  • Targeted Approach: B2B lead generation agencies employ targeted approaches based on data-driven insights. They can identify and reach your ideal audience with precision, ensuring that your efforts are focused on high-potential leads most likely to convert.
  • Time and Resource Efficiency: Outsourcing lead generation to experts allows your internal team to focus on core competencies. This not only enhances overall efficiency but also ensures that your MSP remains agile and responsive to market demands.
  • Continuous Optimization: Lead generation agencies often have access to advanced tools and analytics. This enables continuous monitoring and optimization of your strategy, ensuring that it stays effective and adapts to changing market dynamics.

By exploring the advantages presented by partnering with a lead generation agency, your MSP can tap into a multiple resources and industry knowledge, enhancing your lead generation efforts to new heights.

See how Callbox helped a managed IT firm close 150K in one campaign.


MSP lead generation is a multifaceted journey that requires strategic thinking, content creation, technology integration, and potential collaborations. By adopting the best practices outlined in this guide, you can position your MSP business for success. From the initial stages of understanding the B2B lead generation to the final steps of potential collaboration with agencies, this guide equips MSPs with actionable insights to thrive in a competitive and dynamic environment.