MSP Rebooted: If I Were to Start Over Again – Lead Generation

If I had to start my MSP all over again, knowing what I know now, I’d do a few things differently. Especially when it comes to marketing and lead generation. When you’ve been through the ups and downs of running an MSP, you start to realize which strategies actually move the needle and which ones just burn time and money.

I’m not planning to start another MSP anytime soon, but I’ve been thinking about this question a lot lately. What would I do if I had to build from scratch today? The reality is, I’ve learned some hard lessons over the years, and I want to share them with you. Whether you’re just launching your MSP or trying to reignite growth in your existing business, these insights should help you think differently about attracting the right clients and building a stronger, more predictable pipeline.

This is the first in a new sub-series I’m calling “MSP Rebooted: If I Were to Start Again.” Over time, I’ll tackle different aspects of building an MSP from the ground up, armed with the knowledge I wish I’d had the first time around.

Let’s dive into what I’d do differently with marketing and lead generation.

Build a Professional Website First

Your website is your digital business card. It doesn’t need to be fancy or packed with bells and whistles, but it absolutely must be clear, concise, and professional.

Here’s what matters most:

• Clearly state who you are, who you help, and how you help them. Don’t make visitors guess what you do.
• Avoid technical jargon. Your prospects care about business outcomes like reducing risk, minimizing downtime, and staying secure. They don’t care about your RMM stack or your particular flavor of backup solution.
• Keep your domain name short, ideally 8 to 10 characters, and easy to pronounce. You want people to remember it and be able to share it easily.

A well-crafted website sets the tone for your brand and makes it infinitely easier for clients to refer you. When someone asks, “Do you know a good IT company?” you want your clients to be able to say your name and direct them to a website that backs up their recommendation.

If I were starting again. . .I would build a decent looking site on WordPress, make sure I had pages or who we are, who we help, and how we help them. Quick and simple to start.

Define Your Target Client Profile

This is foundational to everything else you’ll do. You need to know exactly who you’re trying to serve before you can effectively market to them or find them in the wild.

Here’s how I’d think about it:

Client Size: I’d target companies with 15 to 25 employees. Smaller clients can be less profitable and often lack the budget for proper IT. Larger ones introduce complexity and may require capabilities you’re not ready to handle when you’re just starting out. The 15 to 25 employee range is a sweet spot where companies understand they need IT help but aren’t so large that you need a massive team to support them.

Verticals: Choose industries you understand and actually enjoy working with. If you hate working with lawyers or construction companies, don’t pursue them just because someone told you they’re profitable. Life’s too short to work with people you don’t enjoy. Pick verticals where you can genuinely add value and where you’ll stay engaged.

Technical Environment: Decide upfront if you’ll support Windows, Mac, or both. Make sure you have the expertise to back up whatever you choose. There’s nothing worse than landing a client and then realizing you’re in over your head with their technology stack.

A precise target client profile informs your marketing, your prospecting, and your service delivery. It makes every decision easier because you can ask yourself, “Does this serve my ideal client?”

If I were starting again. . .I would target professional service organizations like lawyers, CPAs, and architects. I’d want them to be in the 15-25 user range, and I would be good with Windows or Mac. Who is your ideal client?

Focus on Prospecting Over Broad Marketing

Here’s a hard truth: as a small or solo MSP, broad marketing rarely moves the needle. You don’t have the budget to compete with larger firms on paid ads or brand awareness campaigns. What you do have is time and the ability to build relationships.

That means you need to concentrate on targeted prospecting.

Attend relevant networking opportunities in your market. Chambers of Commerce, BNI, industry groups, business meetups. Whatever exists in your area, you need to be there. But here’s the key: prioritize groups where your target clients or their key partners are present. CPAs, business lawyers, realtors, ISPs. These are the people who talk to business owners every day and can become powerful referral sources.

Don’t settle for the first group you find. This is a mistake I made early on. I joined a networking group because it was convenient and I was invited. But I never toured other options or evaluated whether my target clients were actually represented in the room. I didn’t even think of looking at other options. Visit multiple groups, talk to the organizers, and make sure you’re investing your time where it will actually pay off.

Master the Art of Networking

Networking isn’t about selling. It’s about building genuine relationships with people who might eventually need your services or know someone who does.

Here’s what matters:

Show up consistently and be present. Don’t just attend meetings and disappear. You MUST be present to win. Contribute ideas, offer support, and genuinely engage with the people in the room. People remember who shows up and who adds value.

Focus on learning about others. Ask questions about their business, their challenges, and what keeps them up at night. The more you understand their world, the better positioned you’ll be to help them when the time is right.

Remember that referrals are a two-way street. If you want people to refer business to you, you need to refer business to them. Be generous with your connections and introductions. It comes back around.

This relationship-driven approach is essential in the MSP world. Trust and reputation drive growth more than any marketing tactic ever will.

I say it all the time: We are in a relationship business, not a transaction business.

If I were starting again. . . I would join at least a couple of networking groups and focus on building relationships. My goal would be to never eat alone (within reason).

Invest in SEO and Content Creation

A website alone won’t generate leads. You need to give people a reason to find you and a reason to stay once they do.

That means publishing regular blog posts. At least once a week. Address common client questions, write about industry trends, share case studies or lessons learned. Use keywords your target clients are actually searching for. Things like “how to prevent ransomware” or “signs you need managed IT services” or “what does an MSP actually do.”

Write in your own voice, even if you use AI tools to help with drafting. People can tell when content is generic or lifeless. Your personality and experience are what will set you apart. I’m also not a fan of syndicated content, meaning don’t just sign up for a service that will give you content and drop it in.

SEO is a long-term investment. You’re not going to publish three blog posts and suddenly rank on page one for competitive keywords. But if you’re consistent and patient, you’ll gradually increase your visibility and start attracting inbound leads. Those leads are often warmer and easier to close because they’ve already done their research and decided you might be a good fit.

The key with your website is that you aren’t trying to attract a lot of random traffic, you are looking for leads from your target clients.

If I were starting again. . .I would write a blog post per week trying to speak to my target clients. I would also do a short video per week as well. Probably 5 minutes or less.

Learn to Ask for Referrals Effectively

Generic requests for referrals rarely work. If you ask someone, “Do you know anyone who needs IT help?” they’ll probably say no or give you a vague answer. You need to be specific and strategic. You want to get a single referral in their head when you ask.

Here are some approaches that actually work:

Ask for introductions to people in a particular industry. “Do you know any CPAs who might benefit from our services?” or “Are you connected with any manufacturing companies in the area?” The more specific you are, the easier it is for someone to think of an actual person.

Reference mutual connections. “I see you’re connected to John Smith on LinkedIn. Would you be willing to introduce us?” This makes the ask tangible and gives the person a clear action to take.

Inquire about industry events or conferences your clients attend. “What networking groups are you part of?” or “Are there any industry conferences coming up that you’d recommend?” This can open doors to new networking opportunities you didn’t even know existed.

The more targeted your request, the more likely you are to receive actionable referrals.

If I were starting again. . . After doing good work for clients I’d ask for a referral. I’d ask for a referral at every Business Review meeting.

Lessons I Learned the Hard Way

Two mistakes stand out when I look back at my own journey:

I neglected lead generation during busy periods. Early on, I’d land a big project and become so focused on billing hours that I’d completely stop prospecting. Then the project would end, and I’d have nothing lined up. The feast or famine cycle is real, and the only way to avoid it is to keep prospecting even when you’re busy.

I settled for the first networking group I found. I joined a group that was convenient and seemed decent, but I never explored other options. I never asked myself if my target clients were actually in the room or if there were better groups out there. That lack of diligence may have cost me opportunities. That said, I learned a lot in that group

Don’t make these mistakes. Keep your pipeline full, and don’t settle for “good enough” when you could find “great.”

Final Thoughts

If I were starting over today, my playbook would be straightforward: build a clear, professional website with a memorable domain; define a precise target client profile; prioritize targeted prospecting and relationship-driven networking; invest in SEO and content creation for long-term visibility; and master the art of asking for specific, actionable referrals.

Marketing and lead generation for an MSP isn’t rocket science, but it does require consistency and intentionality. You can’t just throw money at ads and hope for the best. You need to show up, build relationships, and create value over time.

These fundamentals will set you up for sustainable growth and help you serve the right clients in the right way. And honestly, that’s what building a great MSP is all about.