Lead Generation for MSPs: Strategies That Work
How support teams are cutting costs without sacrificing quality — and the tools making it possible.
MSP Insights Webinar Series
August 10, 2023
This session, part of Simplesat's MSP Insights webinar series, brings together three practitioners to unpack lead generation for MSPs in plain, tactical terms: Matteo Trovato, Head of Marketing at Pronto Marketing; Jenna Chouinard, Owner and Founder of JC Marketing Group, an agency built specifically for managed service providers; and Hannah Logan, Product Expert at Simplesat. Hosted by Simplesat CEO Cory Brown, it gives MSP owners and marketers a clear, channel-by-channel playbook for using digital marketing to acquire and retain clients in a crowded market.
Key takeaways
- Differentiate through thought leadership - articles, white papers, webinars, and a sharply defined value proposition - since most MSPs sell near-identical services.
- Treat marketing like a healthy diet, not medicine: a consistent, multi-channel program beats one-time campaigns, and aligning sales and marketing correlates with roughly 20% higher growth and 36% better retention.
- Win local search by building location-specific service pages, optimizing your Google Business Profile, and actively soliciting five-star reviews to land in the Google "map pack."
- Lead with LinkedIn for social: pair consistent company posts with personal thought leadership and direct messages (87% of people answer a DM over email or a call), and tap vendor market development funds for campaigns.
- Keep email lists clean (scrub with a tool like Kickbox), segment by interest, and use marketing automation in HubSpot or ActiveCampaign to nurture toward 10-20 MQLs a month.
- Mine customer feedback for testimonials, before-and-after success stories, and a referral program grounded in real, quantifiable results.
What they covered
The panel opens on the core MSP challenges - market saturation, fuzzy value propositions, and long C-level sales cycles - then maps content marketing to two jobs: sales enablement (case studies, demo videos, comparisons) and awareness building (articles, ebooks, newsletters) for prospects still months from buying.
From there the conversation moves through SEO and SEM, with a deep look at local SEO mechanics, then into social media marketing and email marketing, including list hygiene, lead scoring, and automated nurture workflows. Jenna shares a LinkedIn contest that generated $62K in sales and $125K in pipeline.
The final stretch covers tracking and measurement - brand-awareness metrics, MQLs, and disciplined sales follow-up (roughly seven touches to convert) - plus building referrals from customer feedback. A closing Q&A tackles how to do cold outreach ethically.
Watch the full recording for the complete walkthrough, or grab the slides for the frameworks and checklists.
Give us a try
Speakers
Cory is fueled by a passion for customer service and a dedication to helping his own clients achieve excellence in their service offerings. With 15 years of experience collaborating with MSPs, he has honed his skills in improving their marketing and customer success strategies.
Jenna Chouinard is the Owner & Founder of JC Marketing Group, a full-service marketing agency helping MSPs gain clarity, act strategically, and achieve results. From strategy to execution, the goal is to have a well-oiled marketing machine. Her multi-channel and consistent approach is proven to drive brand awareness and lead generation by leveraging best practice through Social Media, Email Campaigns, Website & SEO Management, Brand Collateral, Vendor Relations, Market Development Funds, Event Planning, and much more.
Hannah Logan is a tech industry pro with 10 years of experience. Her mantra? Good customer service above all. She believes in putting the customer first, understanding their needs, and going the extra mile to help them reach their goals. Every interaction is a chance to build trust and establish a long-lasting partnership.
Matteo Trovato serves as the Head of Marketing at Pronto Marketing. He is responsible for charting the strategic direction of the company's marketing effort acros both intent and non-intent channels. These include organic search, search ads, direct marketing campaigns, podcasts, social media, and community.
