MSP Marketing Strategies & Agencies Driving Growth in 2026

Introduction

In the fast-evolving world of managed IT services, having a solid MSP marketing strategy is no longer optional – it’s essential for growth. Many MSPs (Managed Service Providers) have relied on referrals and word-of-mouth for years, but 2026 brings new challenges and opportunities. 

Buyers are more digital-savvy and demand value-driven outreach across multiple channels. In this comprehensive guide, we’ll explore how to craft an MSP marketing strategy that converts leads into long-term clients, and we’ll highlight the top 7 MSP marketing agencies and solutions in 2026 that can help accelerate your success. 

We’ll also tackle common questions – from effective marketing channels and tools to whether you should outsource marketing or keep it in-house. Let’s dive in and transform how you market your MSP business.

What is MSP Marketing?

MSP marketing refers to the strategies and tactics used by Managed Service Providers to promote their IT services, generate leads, and build lasting client relationships. In essence, it’s about communicating the value of your managed IT solutions to the right audience. Unlike consumer marketing or even other B2B niches, MSP marketing must blend technical credibility with clear business outcomes. It focuses on proving how your IT service delivers measurable value – such as cost savings, reliability, cybersecurity, and scalability – rather than just listing technical features (1). An effective MSP marketing plan encompasses the entire journey from brand awareness to lead generation, nurturing, conversion, and retention (1). In simpler terms: MSP marketing means telling your technology story in a way that resonates with business decision-makers, building trust over multiple touchpoints until a prospect becomes a loyal, long-term client.

Why is MSP marketing important in 2025? The global MSP market is booming – expected to exceed $500 billion by 2028 (1) – and competition is intensifying. Decision-makers now conduct extensive research before ever talking to a sales rep, meaning your online presence and content must do the heavy lifting of education and trust-building (10). Relying solely on referrals or a basic website won’t cut it when your rivals are running targeted LinkedIn campaigns, hosting webinars, and publishing case studies. Modern MSP buyers are also “smarter” and more skeptical – they seek providers who demonstrate expertise and credibility through consistent marketing. In short, a mature marketing strategy is now key to standing out in a crowded field and sustaining growth (10). If your MSP has never done any formal marketing (growing only through referrals so far), ask yourself: What’s holding you back from building a proper marketing system? It might be lack of time, expertise, or uncertainty about ROI. Yet overcoming these hurdles is critical – with a strategic approach, MSP marketing can unlock new pipelines of qualified leads and opportunities that referrals alone might miss.

Crafting an MSP Marketing Strategy That Converts

To turn prospects into long-term clients, MSPs need a strategic marketing plan – one that targets the right audience, delivers the right message, and engages leads across multiple channels. Here’s how to market your MSP business effectively:

Define Your Ideal Client and Niche

One of the first steps is to define your target market very clearly. Many MSPs make the mistake of saying “we serve any business with 10–100 employees” – which is too broad. Instead, analyze your best customers and identify a niche or segment where you excel (e.g. law firms, healthcare clinics, finance companies, local SMBs in a certain region, etc.). Determine your ICP (Ideal Customer Profile) by industry, size, location, and needs. Focusing on a specific vertical or specialization aligns your marketing with the clients you can serve best (1). For example, if you specialize in cybersecurity compliance for healthcare, build your messaging and content around that niche. MSPs that struggled with marketing in the past often found success by narrowing their niche and tailoring their services and messaging to stand out in that area. In other words, don’t be a generic MSP – be the go-to MSP for a specific problem or sector. This clarity will make all your marketing efforts more impactful.

Craft a Clear Value Proposition and Messaging

Why should a prospect choose your MSP over all the others? Your marketing must answer this clearly. Craft a compelling value proposition that highlights what makes you different and how you solve clients’ pain points. Maybe you offer proactive 24/7 support, or have expertise in cloud migrations, or an all-in-one solution that saves cost – whatever it is, articulate the benefits (not just features). Emphasize outcomes like uptime, security, productivity, and peace of mind. For example, instead of saying “We offer managed firewall and backup services,” frame it as “We protect your business from cyber threats and ensure 99.9% availability – so you can work worry-free.” Effective MSP marketing messaging is value-driven and speaks the client’s language (1). Avoid overly technical jargon that your buyers might not search for (12). Instead, address the business problems you solve (e.g. “preventing downtime,” “meeting compliance requirements,” “supporting remote work securely”). Back up your claims with proof like case studies, client testimonials, or statistics to build credibility (1). Remember, decision-makers ultimately care about outcomes – how you will make their lives easier or their business better. Make that promise loud and clear in your website copy, collateral, and sales pitches.

If you tried marketing before and got little traction, consider whether your messaging was too generic. One real-world MSP noted that shifting their messaging to focus on a specific audience’s pain points and outcomes made a huge difference in standing out from “me-too” competitors. The goal is to tell a story that resonates: show that you understand the client’s industry and have a solution to their unique challenges.

Choose the Right Marketing Channels for MSPs

What are the most effective marketing channels for MSPs? In 2025, a mix of digital and traditional channels works best – in other words, an omnichannel approach. Here are key channels MSPs should consider, and how to leverage them:

• Content Marketing & SEO: Content is king for inbound lead generation. Blogging regularly about IT solutions, cybersecurity tips, or business tech trends can improve your search rankings and attract organic traffic. In fact, content marketing and SEO remain the top lead generation method among IT service providers (11). Optimize your website for relevant keywords (e.g. “IT support in Your City” or “MSP for healthcare”) and create educational content (guides, case studies, infographics) that establishes you as a knowledgeable authority. Over time, this drives “warm” leads who find you via Google. Just note: SEO drives traffic, but conversion requires the next steps – make sure your site has strong calls-to-action and lead capture (more on conversion below) (12).
  
• Email Marketing & Lead Nurturing: Email remains one of the highest ROI channels for B2B. Build an email list of prospects and nurture them with value-rich newsletters, tech tips, and offers. For example, send a monthly “Tech Insights” email to share recent cybersecurity news or productivity hacks. This keeps you top-of-mind. You can also set up automated email sequences for new leads – e.g. a series of onboarding emails when someone downloads a whitepaper. Marketing automation tools (like Mailchimp, HubSpot, or Martal’s platform) can streamline this. By staying in contact and providing useful info, you warm up leads until they are ready to talk sales (1). Just avoid spamming; personalize where possible and always offer genuine value in your emails.
  
• Social Media (LinkedIn and more): Do MSPs need social media marketing? Yes – especially on professional networks. LinkedIn in particular is a goldmine for B2B networking. Use LinkedIn to share thought leadership posts, engage in industry groups, and even run targeted ads or direct outreach. Many MSPs generate leads by connecting with local business owners on LinkedIn and sharing case studies or client wins. In fact, LinkedIn outreach is used by over 61% of IT service providers and is considered a highly effective channel (11). Other platforms like Facebook can help for local brand presence and reviews, and Twitter can be used to share tech updates, but prioritize the platforms where your decision-makers spend time (for most, that’s LinkedIn). YouTube is another overlooked channel – can an MSP get clients from YouTube? It’s possible if you create the right content. Publishing short videos (think explainer videos, Q&As, or client testimonial videos) can showcase your expertise and personality. Some MSPs run YouTube ads targeting local businesses or produce a technical tips series that gains followers. Video marketing is on the rise (video content sees ~30% better engagement on platforms) (10), so incorporating video can differentiate your marketing. Even a simple monthly video update or a recorded webinar can be repurposed across social media.
  
• Direct Outreach (Cold Email & Cold Calling): Outbound marketing is not dead for MSPs. Is cold calling still effective for MSPs? When done in a modern, targeted way – absolutely. Cold calling can cut through digital noise by giving you real-time conversation with prospects, something emails can’t match (4). Studies show 78% of business leaders have taken a meeting thanks to a cold call (5). The key is to integrate calls as part of a multi-touch sequence (not boiler-room dialing). For example, you might cold-call a list of 50 target companies after sending them an intro email or LinkedIn message – so it’s not purely “cold.” Persistence is crucial: 80% of successful cold call conversions happen after 5+ follow-ups, yet nearly half of reps give up after one attempt (16). An omnichannel cadence (call + email + LinkedIn) can boost conversion rates by 37% compared to single-channel (6). Cold emailing is similarly effective if highly targeted and personalized – rather than blasting generic pitches, craft emails that address a prospect’s specific situation. Many MSP marketing agencies (like Martal Group) specialize in this kind of targeted outreach at scale, using data and AI to optimize timing and messaging. The takeaway: outbound prospecting – when done with research and relevance – can generate quality leads and meetings for MSPs, complementing your inbound efforts. It’s certainly not “old school” if approached strategically in 2025.
  
• Referral and Partner Programs: Don’t forget the power of referrals – still one of the highest-converting channels. Encourage your satisfied clients to refer others by offering referral bonuses or simply asking for introductions. Also, build relationships with complementary businesses (like IT vendors, software companies, or even other MSPs in different regions) to exchange leads. Many MSPs join local business networks or chamber of commerce groups to get referrals. While referrals alone may not scale your business indefinitely, formalizing a referral program can consistently bring in warm leads who trust you from the outset. Word of mouth is essentially free marketing – amplify it!
  
• Events and Webinars: Hosting or participating in events remains effective for MSP lead generation. In-person events like local business meetups, lunch-and-learns, or sponsoring a booth at a trade show can yield high-quality contacts (even if attendance is smaller, those who come are often interested). Meanwhile, virtual events and webinars allow you to reach a broader audience without geographical limits. For instance, you could host a cybersecurity webinar or join a panel discussion online. These positions you as an expert and provide a forum to capture leads (attendees who register). A hybrid approach – some in-person, some online – works well in 2025 (1). Just ensure your events focus on educating and helping the audience, not just a sales pitch. By delivering value (say, a webinar on “5 Ways to Secure Your Remote Workforce”), you attract prospects who then trust you when it’s time for a sales conversation.
  
• Paid Advertising (PPC): Running targeted online ads can generate leads faster, though at a cost. Google Ads (search ads) can put your MSP at the top of search results for keywords like “IT support [Your City]” – capturing prospects actively looking for services. Pay-per-click can be competitive, but if managed well, it yields immediate visibility. Likewise, LinkedIn Ads or Facebook Ads can be used to target specific industries or job titles with tailored messages (e.g. an ad offering a free network assessment for finance companies). The key is to set a clear budget and track ROI. Note that PPC advertising is a moderately used channel in the IT services space (about 35% use it) (11) – it’s often part of a broader strategy rather than a sole focus. Ensure your landing pages for ads are optimized to convert (clear headline, offer, form to capture info). If you saw a spike in website traffic but zero conversions after running ads, the issue could be your landing page or offer, not the ad itself. Always align your ads with a strong call-to-action and follow-up plan.
  

In summary, the most effective marketing channel for MSPs isn’t one single channel – it’s the combination. MSP marketing in 2025 is about being present on multiple fronts so that prospects see your brand repeatedly in different contexts (search, social, email, events, etc.). As one industry guide put it: MSPs must implement hybrid and AI-driven strategies that show up “in the right places with the right message, at every stage of the buyer’s journey” (1). By integrating inbound and outbound methods, you create a pipeline that continuously feeds new leads while nurturing existing ones.

Leverage Tools to Scale Your MSP Sales Pipeline

Having the right tools and technology can dramatically improve your marketing and sales efficiency. What tools help MSPs scale their sales pipeline? Here are some essential ones to consider:

• Customer Relationship Management (CRM) System: A CRM like HubSpot, Salesforce, or Dynamics 365 is fundamental. It’s where you track all leads, deals, and client interactions. A good CRM gives you a visual sales pipeline, reminds you to follow up, and stores important notes about each prospect. For MSPs, a CRM integrated with your PSA (Professional Services Automation) tool can ensure no lead falls through the cracks and that handoff from sales to service delivery is smooth. CRM isn’t just a database – it provides insights (e.g. which marketing source a lead came from, how long your sales cycle is) that let you optimize your strategy.
  
• Marketing Automation Platforms: Tools like HubSpot (Marketing Hub), Marketo, or specialized MSP marketing platforms help automate repetitive tasks and campaigns. They allow you to schedule social media posts, set up drip email campaigns, and score leads based on engagement. According to industry experts, MSPs benefit from marketing automation to streamline lead generation and customer engagement processes (14). For example, you can set an automation so that when a prospect downloads a whitepaper from your site, they automatically get a series of email follow-ups over the next few weeks. Automation ensures consistent touches without manual effort and can significantly increase your conversion of raw leads into sales-ready leads.
  
• Sales Engagement and Sequencing Tools: To scale outbound outreach, consider tools that help send personalized cold emails or LinkedIn messages in a sequence. There are platforms like Outreach, Salesloft, or Apollo that let you build multi-step cadences (e.g. Day 1 send email, Day 3 auto-send LinkedIn invite, Day 7 reminder email, etc.). Martal Group, for instance, has an AI SDR platform that uses advanced algorithms to find optimal times to contact prospects and can even capture intent data to prioritize hot leads. Using AI for sales can improve targeting and save your team time – Martal notes that leveraging AI to score leads and time outreach improved their sales efficiency by 50%, saving 27% of reps’ time on wasted dials (4). In short, these tools amplify your SDR (sales development) efforts, ensuring no follow-up is missed and every prospect gets a timely touch.
  
• Data and Research Tools: Good data is the fuel for your marketing engine. Tools like ZoomInfo, LinkedIn Sales Navigator, or Seamless.ai can help you build targeted prospect lists with the right contacts (e.g. CEOs of companies 20-100 employees in X region). Additionally, intent data services (Bombora, for instance) can signal which companies are actively researching topics related to your services, allowing you to reach out at just the right moment. Having up-to-date contact info and firmographics means your cold outreach will hit more often than miss. If you don’t have the resources for pricey databases, even using LinkedIn and industry directories to research prospects is worthwhile.
  
• Analytics and Tracking: To scale and improve, you need to track what’s working. Use tools like Google Analytics (for website traffic sources and behavior), and your CRM’s reporting for pipeline metrics. Track key performance indicators (KPIs) such as website visitors, conversion rate (visitor-to-lead), email open/click rates, cost per lead (for ads), and ultimately ROI per channel. By monitoring these, you can double down on the channels that yield the best leads and adjust or cut the rest. For example, analytics might show that content SEO is bringing a lot of traffic but few conversions – indicating you need better calls-to-action or perhaps that those visitors are early-stage researchers. Or you might find your LinkedIn ads have a high cost per lead but those leads close at a high rate – meaning it’s a worthwhile investment. Data-driven improvement is vital; regularly reviewing metrics ensures your campaigns evolve with the market and you allocate budget smartly (10).
  
• MSP-Specific Tools: Since MSPs also run technical operations, consider how your marketing ties into your service tools. Some PSA systems (ConnectWise, Datto/Autotask) have marketing modules or integrations (like ConnectWise’s marketing tool or JoomConnect for ConnectWise). These can sync your marketing efforts with your service delivery platform, providing a unified view from prospect to client. Additionally, tools for customer satisfaction (CSAT) and referral tracking can be part of your growth stack – happy clients leaving good reviews on Clutch or Google can be showcased in marketing.
  

In summary, think of technology as your multiplier. A small MSP with a solid CRM+AI sales automation setup can punch above its weight in marketing, competing with larger firms. Many of these tools offer affordable plans or even free tiers (HubSpot CRM, for example). The investment is well worth it: as one MSP marketing advisor says, starting with a CRM and marketing automation platform is crucial – if you’re under $5M revenue, something like HubSpot can cover most of your needs to manage and nurture leads (15). The bottom line: let software handle the busywork and data crunching, so your human team can focus on strategy and relationship-building.

Nurture Leads and Convert Them Into Long-Term Clients

Attracting leads is only half the battle – the real goal is converting those leads into long-term, recurring clients. MSP contracts are typically ongoing services, so you want clients who stick with you for years. How do you achieve that through marketing? By designing your strategy not just for lead generation, but for lead nurturing and client retention from day one.

Remember that very few prospects will sign a managed services contract on a first interaction. In fact, studies indicate B2B leads often require 7+ touchpoints with your brand before they are ready to buy (12). MSP services are not impulse buys – a CFO isn’t going to randomly click an ad and purchase a full IT support package on the spot (12). Therefore, your marketing plan should anticipate a longer courting process and build a relationship over time. Here’s how:

• Provide Value at Every Stage: From the first touch (say, a blog post or an eBook download) through to sales meetings, focus on educating and helping the prospect. Offer free value upfront – for example, a free network security assessment, or a checklist for choosing an MSP, or insightful content that addresses their concerns. By continuously providing high-quality content that answers their questions and shows how you solve their problems, you give prospects reasons to keep engaging with you (12). They’ll come back to your website or look out for your newsletter because they genuinely learn something each time. This builds trust. When they trust your expertise, they’ll be far more likely to reach out when a need arises. Essentially, you are nurturing them from a cold lead into a “warm” prospect who views you as a helpful advisor, not just a vendor.
  
• Implement Lead Nurture Campaigns: As mentioned, use email sequences or retargeting ads to stay in touch with leads who aren’t ready yet. For instance, if someone attends your webinar but doesn’t book a meeting afterward, enroll them in a nurture email flow that sends a case study, then a week later a client testimonial video, then an invitation to another event, etc. Vary the content and keep it relevant to their interest. Over time, these touches move them down the funnel. Your CRM can help track lead stage and trigger appropriate actions. The goal is that when they are ready to consider a change (maybe their current IT provider messes up or their in-house person leaves), your MSP is the first name that comes to mind because you’ve been steadily nurturing them.
  
• Optimize Your Website for Conversion: Earlier we talked about generating traffic via SEO/content. If you have good traffic but “zero conversions,” the issue might be how your website is converting visitors. Make sure you have clear Calls-to-Action (CTAs) on your pages – e.g. “Schedule a Free Consultation” buttons prominently visible. Place a strong CTA in the top section of your homepage and other key pages (above the fold) so visitors see an action to take without scrolling (12). Use contact forms, quote request forms, or even live chat to capture interested visitors. Also, offer lead magnets – valuable resources gated by a form – such as a downloadable guide or a short assessment quiz. This way even visitors who aren’t ready to talk to sales can convert into a lead by getting the resource (trading their email). The JoomConnect marketing team points out that SEO’s job is to get visitors to your site, but then it’s on you to give them a reason to take the next step (12). Provide that reason via compelling offers and easy conversion paths. Once you have the lead’s info, you can nurture them via other channels.
  
• Demonstrate Trust and Proof: Closing an MSP deal often comes down to trust – the client is essentially handing over their “digital keys” to you. So your marketing should continually reinforce trustworthiness. This includes showcasing client testimonials, case studies, and reviews. For example, include a few testimonial quotes on your homepage or a link to your Clutch reviews. Use specific stats if possible (“We helped a client reduce cloud costs by 30%” or “95% customer satisfaction rate last year”). Highlight any industry certifications or partnerships (Microsoft Gold Partner, etc.) that add credibility. During the sales process, having a portfolio of case studies in the prospect’s vertical can be the clincher that turns a lead into a signed client – it shows you’ve done it before successfully. All these marketing assets help convert leads into clients by mitigating their risk and convincing them you’re the real deal.
  
• Focus on Relationship-Building, Not Just Selling: Perhaps most importantly, approach every lead with a mindset of helping and building a long-term relationship. This means listening to their needs, providing honest assessments, and not pushing services they don’t need. Often, a slow-burn approach yields the biggest clients. For instance, you might have a lead who isn’t ready to switch providers for a year – but you periodically check in, invite them to a local tech lunch, and share tips. When their contract is up, they turn to you. Once you win a client, continue the marketing in the form of client marketing – send them quarterly business review reports, keep them subscribed to your newsletter (so they see all the other cool things you do), maybe invite them to refer others for a bonus. Treat existing clients like the gold they are; increasing retention by even a few percentage points can dramatically boost your MSP’s profitability. Loyal clients also expand their spend over time (upselling new services) and become advocates for your brand.
  

Marketing and service delivery are two sides of the same coin – what you promise in marketing, you must deliver in service to keep clients happy. Ensure customer service, sales and marketing alignment so that expectations set in the marketing phase are met or exceeded by your onboarding and support. This creates a virtuous cycle: happy long-term clients produce great testimonials and referrals, which feed back into your marketing for new leads.

Finally, don’t be discouraged by early setbacks like a campaign that generates traffic but no immediate customers. It’s often a signal to tweak your approach (maybe the message or offer needs improvement (12)), not to abandon marketing altogether. One common scenario: an MSP tries a marketing agency for a few months, sees a spike in website visits but no new clients, and concludes “marketing doesn’t work.” In reality, it may require refining the targeting or giving it more time – consistent pipeline building can take a few months of momentum. Measure meaningful metrics (like qualified leads or meeting bookings), not vanity metrics alone. And ensure your sales process is ready to promptly handle leads that do come – if marketing brings in leads but your sales follow-up is slow or ineffective, conversions will suffer. Marketing and sales must work hand in hand to convert interest into signed contracts.

By focusing on delivering value, staying persistent with multi-touch nurturing, and aligning your message with what you actually deliver, you’ll increase your conversion rates and build a client base that stays with you for the long haul. As the saying goes, “under-promise and over-deliver” – market honestly, then wow them in service. This is how MSPs turn leads into lifelong clients.

Outsourced Marketing vs In-House: What’s Best for MSPs?

Now that we’ve covered strategy and channels, you might wonder about resourcing: Should MSPs outsource marketing or hire internally? It’s a crucial question, especially for smaller providers or those without a dedicated marketing team. The answer depends on your situation, but we can outline the pros and cons of each approach – and there’s even a hybrid option to consider.

In-House Marketing Team (or DIY Approach)

Pros: Keeping marketing in-house means you have full control over your branding and voice. Your in-house marketer (or team) will develop an intimate understanding of your company’s services, culture, and customers. Communication is easier since they’re within your organization, and they can work closely with sales and technical teams daily. Over time, an internal team builds proprietary knowledge about what works specifically for your MSP. If marketing is a core competency you want to develop, building an internal team could be part of your long-term strategy.

Cons: The obvious drawback is cost and capacity. Hiring experienced marketing talent is expensive – a marketing manager or content writer salary plus benefits, tools, etc. It may simply be out of reach to hire a full team (SEO specialist, designer, copywriter, etc.) for many MSPs. Often, one person is asked to wear many hats, which can limit effectiveness. There’s also a ramp-up time; a new marketing hire might take months to really learn the MSP industry nuances. If you hire junior people (to save cost), they may need significant training and oversight. Some MSP owners try to DIY marketing themselves, only to find it’s incredibly time-consuming on top of running the business. Consistency can suffer if marketing isn’t someone’s full-time focus. Essentially, in-house requires investment and patience. If you have the budget and commitment, it can pay off – but many MSPs struggle to get substantial results quickly with a brand-new internal team.

Outsourcing to an MSP Marketing Agency

Outsourcing sales and marketing, whether partially or fully, means partnering with specialists who do this for a living. A good MSP marketing agency brings a wealth of experience from working with many providers – they know what messages resonate, which channels to hit, and have proven processes. They often have a ready-made team of experts: strategists, content creators, SEO gurus, outreach SDRs, etc., plus tools and data resources that would be costly for you to get on your own. This translates to speed and scale – agencies can ramp up campaigns in weeks, not months. In fact, MSPs that outsource parts of their sales development have been shown to ramp up 3× faster and reduce costs by up to 65% compared to hiring in-house for those roles (7). Agencies also provide an outside perspective and new ideas that you might not generate internally. Another benefit is flexibility: you can typically start with a smaller package and scale up as needed, without the long-term commitment of adding full-time staff. And if the agency isn’t delivering, you can switch – whereas letting go of employees is tougher.

The Hybrid Approach: “Fractional” Marketing and SDR Teams

You don’t necessarily have to choose entirely between in-house and outsourced. Many MSPs use a hybrid model. For instance, you might keep a marketing coordinator on staff who handles content updates and coordinating campaigns, but you outsource specialized tasks like SEO optimization or appointment setting to an external provider. Or you could utilize a fractional SDR team – outsourcing lead generation (cold calls, cold emails, LinkedIn outreach) to a firm like Martal Group, while your internal team focuses on closing the warm leads and managing client relationships. This can give you the best of both worlds: the efficiency and expertise of an external team driving leads in, and the personal touch of your internal folks nurturing and closing deals. In fact, research indicates that outsourcing inside sales (while internal sales focuses on closing) allows MSPs to grow faster without the hiring delays and overhead – your senior salespeople aren’t bogged down with prospecting, so they spend more time on demos and proposals (7). This division of labor can be very effective.

The concept of Sales as a Service has gained popularity – essentially renting a high-performing sales and marketing engine. Even some Fortune 500 companies outsource portions of their sales process. As Martal Group describes, sales-as-a-service partners bring trained outsourced SDRs, proven outreach strategies, and the latest tools to fill your pipeline, while you concentrate on servicing clients and closing sales deals. The benefit is you skip the learning curve and avoid common pitfalls (like hiring a junior BDR who struggles due to lack of guidance). One caution: ensure any external team truly acts as an extension of your brand – you’ll need to sync regularly, provide feedback, and keep messaging aligned. Good agencies will essentially function like part of your company, with regular cadence calls and transparent reporting.

When to outsource? If marketing is not your strength and you need results quicker, outsourcing sooner than later makes sense. Also, if you calculate that outsourcing will cost e.g. $50K a year but a full-time marketing hire would cost $70K+, outsourcing is a financially sound choice. Data shows about 68% of U.S. companies (including many small businesses) outsource some services already (8) – and 63% report that outsourcing led to cost reduction and allowed them to focus on core business (9). Many MSP owners find that partnering with a marketing and demand generation agency allowed them to concentrate on operations and client service, while the experts filled the sales funnel.

When to keep in-house? If you already have a person with marketing talent on your team or you yourself enjoy marketing, you might start in-house for authenticity and then outsource specific gaps (like design or ad management). Also, consider your growth stage: a very small MSP might do a bit of “guerilla marketing” internally until they reach a revenue milestone that can justify agency spend. But be careful – doing nothing until you can afford a full internal department could mean stagnating your growth. Sometimes the boost an agency gives you can generate the revenue that later enables hiring more staff.

In conclusion, weigh the costs, benefits, and your company’s core competencies. If marketing/sales isn’t something you’re equipped to excel at, there is no shame (in fact, it’s often smart) in bringing in outside help. The goal is to build a reliable marketing system – whether that’s powered by your employees, an agency, or a mix, is up to you. Many MSPs find that a partnership approach works: you and your marketing agency form a unified team, with frequent collaboration. And if one approach isn’t yielding results after a fair trial, be agile enough to pivot – e.g. if one agency didn’t work out, maybe a different agency or strategy will. The endgame is pipeline growth. How you get there can be flexible.

How to find the right MSP marketing agency? Look for agencies that have proven experience with MSPs or the IT channel. Ask for case studies or references in your industry. Ensure they offer the services you need (be it SEO, outbound lead gen, content marketing, etc.) – some agencies specialize, others are full-service. Assess their communication: a good agency will ask deep questions about your business and goals (beware of anyone offering cookie-cutter packages without understanding your situation). Check if they understand the nuances of MSP sales cycles and recurring revenue models. Also, consider scale and fit – a very large agency might assign you a junior account rep if you’re a smaller client; a boutique agency might give more hands-on senior attention. And of course, discuss metrics – a quality agency will be transparent about how they measure success and report to you regularly. Ultimately, the right agency will feel like a sales partner invested in your growth, not just a vendor.

With that strategic perspective in mind, let’s transition to profiling some of the top MSP marketing agencies and solutions out there in 2025 that you could consider.

Top 7 MSP Marketing Agencies and Solutions in 2025

When it comes to outsourcing, you want the best in your corner. We’ve compiled a list of seven top-rated agencies and solutions that specialize in MSP marketing or sales enablement. These firms have a track record of helping MSPs and IT service companies generate leads, improve their marketing, and win new clients. Whether you need end-to-end digital marketing or targeted lead generation campaigns, these agencies offer a range of services.  

1. Martal Group – Outsourced Lead Generation & Sales Acceleration

Martal Group is a top-tier B2B lead generation and sales outsourcing agency that has specific expertise in the MSP industry. We help businesses fill their pipelines with qualified leads and booked appointments. Think of us as your fractional SDR team – we generate leads, qualify them, and set meetings on your behalf.

What sets us apart is our combination of human expertise and AI-driven technology, executing multi-channel outbound campaigns via cold calls, email, and LinkedIn – all finely tuned for MSP buyers.

Why MSPs Choose Us:

• Over a decade of experience working with MSPs worldwide.
• Deep understanding of complex MSP sales cycles and multi-stakeholder decision-making.
• We take time to learn your services and ideal customer profile to ensure precise targeting.
• Skilled at reaching key decision-makers, from small business owners to IT directors at mid-market firms.
• We know MSP buyers – not just marketing tactics.

Our Lead Generation Approach:

• We use AI-powered prospecting and intent data to reach the right prospects at the right time.
  
• Our platform captures buying signals like IT job postings or tech stack changes to prioritize leads.
  
• Leads are scored and segmented so we focus on high-quality opportunities, not just volume.
  
• Multi-touch outbound campaigns combine cold emails, LinkedIn, and calls to maximize conversion.
  
• Messaging and timing are continuously optimized for the best results.
  
• Our team is professionally persistent, ensuring busy executives are engaged (often requiring 5+ touches).

Our Services for MSPs:

• Outbound lead generation and appointment setting service
• LinkedIn outreach and cold emailing
• Cold calling as a service
• AI SDR Platform to support internal teams
• B2B sales training for in-house reps
• Flexible service tiers to start small and scale by region or vertical

MSP Marketing Success Story

This case study highlights our work with a U.S.-based MSP that offers digital workspace, networking, cloud, and cybersecurity services.  Their small, experienced team of 10 faced a competitive MSP market, extended sales cycles, and a backlog of leads that hadn’t been fully engaged. We stepped in to accelerate their sales process and generate qualified opportunities.

To accelerate the client’s sales cycle and generate qualified leads, we implemented a targeted lead generation, multichannel strategy:

• Curated targeted lead lists using technographic and buying intent data
• Developed campaign copy tailored to the client’s ideal customer profiles (ICPs)
• Executed coordinated email sequences to educate and engage prospects
• Connected with key decision-makers (VPs and Directors of IT, Infrastructure, Engineering, Solutions Architecture, and Network Security) via LinkedIn
• Followed up by phone to gauge interest and qualify leads
• Re-engaged existing opportunities within the client’s pipeline through multichannel campaigns
• Booked meetings with sales-qualified leads interested in the client’s services

Results in 20 Months:

• 339 leads generated
• 223 Marketing Qualified Leads (MQLs)
• 56 Sales Qualified Leads (SQLs)
• 39 booked meetings

By combining data-driven targeting, multichannel outreach, and close collaboration with the client’s team, we accelerated the MSP’s sales cycle and improved business development efficiency. Our professional, innovative approach continues to deliver strong results for our client. For MSPs aiming to actively grow their client base in 2026, Martal Group is a partner you can rely on.

2. Marketopia – Marketing & Lead Generation for MSPs

Overview: Marketopia provides marketing and sales support for MSPs, VARs, and IT solution providers. They cover both digital marketing and sales enablement, but their structured, process-driven approach may require close alignment from clients to achieve maximum results.

Key Features:

• Integrated marketing campaigns (email, tele-prospecting, webinars)
  
• Outbound lead generation and appointment setting
  
• Sales training and enablement programs
  
• Partner programs and channel support
  
• Marketing/sales portals with templates and collateral
  
• Regular performance reporting and benchmarking

Ideal For: MSPs seeking a comprehensive marketing and sales support program with both strategy and execution, and willing to follow structured processes.

3. Ulistic – Inbound Marketing & Content Specialists for MSPs

Overview: Ulistic focuses on inbound marketing and content for MSPs, emphasizing blogs, SEO, and social media. Their approach is effective for organic lead generation but less suited for immediate outbound sales.

Key Features:

• MSP-focused content creation (blogs, newsletters, social media)
  
• SEO optimization and search engine ranking support
  
• Website design and digital marketing consulting
  
• Email marketing campaigns
  
• Marketing coaching and peer networking support

Ideal For: MSPs aiming to strengthen online presence and attract leads through consistent, educational content over the long term.

4. Big Orange Marketing – StoryBrand Marketing for Regional MSPs

Overview: Big Orange Marketing uses the StoryBrand framework to clarify messaging for MSPs. They focus on content, local SEO, and website design, but may have limited capacity for large-scale lead generation campaigns.

Key Features:

• StoryBrand messaging and workshops
  
• SEO and local search optimization
  
• Website design and branding
  
• Content creation (blogs, case studies, email campaigns)
  
• Social media management and paid advertising support

Ideal For: Regional MSPs seeking brand clarity, content-driven marketing, and local lead generation with a hands-on team.

5. Tech Pro Marketing – Conversion-Focused Inbound Marketing

Overview: Tech Pro Marketing delivers conversion-focused inbound marketing with websites, content, and SEO. They emphasize measurable results but primarily focus on inbound leads rather than immediate outbound appointment setting.

Key Features:

• Website optimization for lead conversion
  
• SEO and content marketing
  
• Email campaigns and LinkedIn outreach
  
• PPC management and lead nurturing
  
• Niche targeting and client testimonial marketing
  
• Sales coaching and MSP-specific guidance

Ideal For: MSPs seeking an inbound marketing program designed to convert traffic into qualified leads.

6. New North – Strategic B2B Marketing & ABM for IT Firms

Overview: New North provides strategic marketing, branding, and ABM for IT companies, including MSPs. Their approach is research-driven and suited for complex offerings, but they are not MSP-exclusive, so some initial onboarding may be needed.

Key Features:

• Branding and positioning
  
• Content creation and thought leadership
  
• Account-Based Marketing (ABM) campaigns
  
• Web design and SEO
  
• Paid media management (Google Ads, LinkedIn Ads)
  
• Marketing automation and operations consulting
  
• Sales enablement support

Ideal For: MSPs targeting mid-market or enterprise clients, needing strategic guidance and ABM execution.

7. JoomConnect – Marketing Automation & MSP Marketing Platform

Overview: JoomConnect combines a marketing automation platform with pre-built content for MSPs. It supports in-house execution, but relies on internal team effort rather than fully outsourced lead generation.

Key Features:

• PSA/CRM integration (ConnectWise and others)
  
• Automated email campaigns and social media scheduling
  
• Pre-written content library and collateral
  
• Website templates with conversion elements
  
• Referral and lead nurturing campaigns
  
• SEO, PPC, and website development support

Ideal For: MSPs looking to automate marketing processes and consistently manage campaigns using ready-to-use content and automation tools.

Choosing the Right Partner or Solution: Consider your MSP’s immediate needs and long-term goals. If you need appointments now and lack outbound sales capacity, an agency like Martal Group that can execute omnichannel outreach might be the best fit. If your website is outdated and you’re invisible online, a content/SEO-focused agency like Ulistic or Big Orange could transform your inbound results. For those who want an all-encompassing push (including events, training, etc.), Marketopia offers breadth. And if you prefer in-house execution with help from technology, JoomConnect is there to empower your marketing coordinator.

Also weigh factors like budget, desired level of involvement, and trust. Speak with the agencies, ask for case studies or references, and see who “gets” your vision. The good news is, all the options listed above have proven track records – engaging any of them can help you avoid the mistake of trying random marketing tactics that lead to a spike in traffic but zero conversions. Instead, these experts will align tactics with strategy, ensuring that increased traffic or outreach translates into real leads and clients.

Conclusion and Next Steps

Marketing an MSP effectively in 2025 requires a blend of strategic planning, multi-channel outreach, and industry-specific savvy. Gone are the days when an MSP could rely solely on referrals or a basic website – today’s market leaders are investing in comprehensive marketing systems that consistently generate and nurture leads. We’ve explored how to craft a winning MSP marketing strategy: identifying your niche, leveraging both inbound and outbound tactics, nurturing leads through value-driven content, and choosing the right mix of tools and people (internal or external) to execute. By implementing these practices – focusing on buyer pain points, being present on the channels where your prospects spend time (from LinkedIn to webinars to even YouTube), and following up diligently – your MSP can build a robust pipeline.

We also reviewed the top MSP marketing agencies and solutions that can accelerate your success.  As you evaluate them, consider your growth goals: do you need 5 extra qualified sales appointments per month? Do you want to double your website leads this year? The right sales agency or solution will align their plan with those outcomes.

Remember, effective marketing is not a one-off effort but an ongoing system. It may take a few months to see the full fruits (e.g. SEO gains or the compounding effect of consistent outreach), but once the engine is humming, the payoff is sustained pipeline growth and a stronger market position for your MSP. In an industry built on long-term client relationships, the clients you win from marketing today can fuel your business for years to come.

Ready to supercharge your MSP’s growth? This is where we invite you to take action. One of the best steps you can take is to leverage expert help in building that omnichannel marketing and sales engine. That’s exactly what Martal Group delivers. As a leader in B2B lead generation and sales enablement, Martal offers a complete omnichannel strategy – from cold calling and personalized email campaigns to LinkedIn outreach and beyond – all tailored to the MSP industry. We operate as an extension of your team, not only feeding your pipeline with qualified leads but also helping you refine your sales approach with data-driven insights. With Martal’s AI-driven platform and seasoned, outbound SDR team, you get the benefit of cutting-edge technology and human touch working in tandem to engage your ideal prospects at the right time (2). Our tiered packages provide flexibility – whether you’re looking for a small boost or a large-scale program, we have solutions that won’t break the bank but will deliver measurable results (13).

Beyond lead generation, Martal Group can support your growth with additional services like B2B sales training (sharpen your team’s skills with guidance from experts who have closed deals in 50+ industries (3)) and consultative sales outsourcing services (our fractional sales execs can help close deals, not just open them). We bring a wealth of industry experience – having successfully partnered with tech companies and MSPs across North America and internationally, we understand the challenges you face and how to overcome them.

Imagine stepping into next quarter with a consistent flow of discovery calls on your calendar, arranged with owners and CEOs of companies that fit your sweet spot. No more wondering where the next client will come from – instead, you’ll be focused on delivering proposals and onboarding new business. That’s the power of a proactive marketing strategy and a partner like Martal executing it. As one of our MSP clients attested, Martal’s team delivered over 20 qualified leads with appointments every quarter, opening doors they previously couldn’t reach (2). We’d love to create the same success story for you.

Let’s Talk: If you’re serious about accelerating your MSP’s growth, we invite you to reach out for a consultation. There’s no better time than now to invest in your pipeline. Book a consultation with Martal Group – we’ll discuss your goals, show you how our omnichannel approach (cold calls, emails, LinkedIn, AI insights, and more) can be tailored to your needs, and outline a plan to deliver the results you’re looking for. This isn’t a generic demo; it’s a real conversation about unlocking your revenue potential. Whether you choose to engage our services or simply take away actionable ideas, you’ll gain clarity on the path forward.

In 2025, the MSPs that thrive will be those that market smarter and sell smarter. Together, let’s ensure you’re one of them. Contact Martal Group today and let’s build you a robust pipeline for sustained success. We’re ready to be your partner in growth – and we have the team, the tools, and the proven track record to make it happen.

References

1. NinjaOne
2. Martal Group, MSP Lead Generation
3. Martal Group, Sales Training
4. Martal Group, Cold Calling Skills
5. Lead Forensics
6. Martal Group – Omnichannel Statistics
7. Martal Group _ MSP Sales
8. Zippia
9. Customer Think
10. Equilibrium Consulting
11. Techreviewer
12. JoomConnect
13. Reddit r/msp thread
14. Work 365
15. Technology Marketing Toolkit
16. Salesforce