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Paul Green's MSP Marketing Podcast

Paul Green's MSP Marketing Edge

Business Marketing

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496 episodes

MSPs Using LinkedIn To Find Clients: NEW WARNING
18/05/2026 | 30 mins.
MSPs, there’s a danger lurking inside my marketing advice… platforms like LinkedIn, Facebook and Instagram are actually “borrowed audiences”. Here’s how to build an “owned audience”. Also this week, how to turn boring compliance updates into lead gen on LinkedIn, and how to sell more cyber security by telling stories.

Welcome to Episode 340 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

The danger of building your MSP’s marketing on borrowed platforms

Can I be honest about something? There’s a danger lurking inside the marketing advice that I give to you every single week in this podcast and I want to address it head on.

If you’ve been listening to or watching this podcast for a while, you’ll know that I tell you to build your audience on LinkedIn to make connections, post every day, send messages, and just grow your network. And of course, I stand by all of that. LinkedIn is still the number one place for MSPs to go farming for new business.

But here’s the thing… LinkedIn is not yours.

Your connections, your content, your years of relationship building. All of it lives on a platform that belongs to someone else.

Well, it’s Microsoft, I mean, they own LinkedIn. So that means that someone, some vice president of Microsoft hidden away in a building somewhere can change the rules at any point without warning, without apology, and without any obligation to protect what you’ve spent years building.

We have a name for platforms like LinkedIn and Facebook and Instagram within marketing. They’re called “borrowed audiences”. And borrowed audiences are really cool right up until the moment that they’re not. So let me give you two examples from my world that really bring this to life. And the first one involves my own MSP Marketing Edge Facebook group, which we use for member support.

So I started that in 2017 and for years that group has been a buzzing community with members sharing ideas and asking questions and getting answers and just helping each other out. It’s been great. But over the last couple of years, I’ve noticed something. The engagement has dropped significantly and it’s not because our members stopped caring or because the content within the Facebook group got worse. It’s because Facebook changed its algorithm. It stopped showing content from the groups that you’re in, in your feed. And you might have noticed this yourself if you still use Facebook.

You’re probably still a member of 10 or 20 groups and they’re all things that you’re really interested in. But the content from those groups never really appears in your feed anymore. You have to remember to go to those groups. And instead in your feed, you just see content from other places and other people trying to sell you stuff. And Facebook, for whatever reason, has prioritised that. So I’ve still got great content in my group, there’s great help there and great conversations, but some of my members never see it because they don’t remember to go and look at it. And the algorithm has decided without asking anybody that group content wasn’t worth promoting anymore. Thank you, Mark Zuckerberg.

I didn’t get the memo on that. Well, actually there was no memo on that, there was no announcement, the rug just got pulled slowly and silently. And that was a risk. It crept up on me. And obviously we’ve now actually gone and we’ve started other communities for our members on other platforms. Technically, we’re going to face the same problems again, but at least we can get around the Facebook algorithm problem with our other places that we can build communities.

Now the second example involves a friend of mine, Matt Solomon of Better Tracker, who’s very, very well known in the channel. A couple of Christmases ago, Matt got what I can only described as L...
Grow Your MSP 10x Faster With Co-managed IT
11/05/2026 | 23 mins.
Hello and welcome to a very special edition of the podcast. For the first time ever, we’re doing a complete deep dive into one of the biggest growth opportunities available to your MSP right now… co-managed IT.

Welcome to Episode 339 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

Grow Your MSP 10x Faster With Co-managed IT

Before I get into it, I want to tell you something about how we prepared for this episode, because I think that’s going to matter. So some background… we’re launching a new co-managed IT marketing membership, and I’ll tell you more about that at the end of the podcast, although if you do want to sneak peek, it’s on my website right now at mspmarketingedge.com/membership.

Anyway, to help us get this right from day one, over the last six months, my team and I have done hundreds and hundreds of hours of research into this topic. We’ve interviewed IT directors, real ones who actually buy co-managed IT, so people who sit in the role that your MSP will be trying to reach if you did this. And we’ve also interviewed MSPs who already have co-managed clients and are winning more of them. And all of that work has helped us to build a new membership. And of course, it’s also got into this podcast episode.

So what you’re going to hear or see today isn’t just my opinion about marketing to IT directors, it’s grounded in what they actually told us. In their own words about how they think, what they fear and what they want, and crucially, how they make buying decisions. In fact, throughout this episode, I’m going to play you some clips from one of those research conversations. It was an interview I did with an IT director who was very open with us, and I’m operating here on the principle that it’s better to seek forgiveness than it is to ask permission so he doesn’t know I’m playing these clips. Let’s keep this a secret, shall we?

To protect his privacy, his voice has been filtered, and I’m going to call him Dave. Obviously, that’s not his real name, but these are his real words, completely unscripted. And remember, the call that I did with him was a research call six months ago. It wasn’t an interview. I’ve picked Dave for this because he really gave us insight into the emotions that an IT director goes through when they think about partnering with an MSP. And I think when you hear him speak, it’s going to change how you think about this massive opportunity.

So, four things we’re going to cover today. First of all, what co-managed IT actually is, and just as importantly, what it isn’t. Number two, who makes the buying decision. Number three, why businesses choose co-managed. Number four, how you need to position and market yourself differently if you want to win this kind of work. Let’s go.

What co-managed IT is and what it isn’t

The single biggest mistake that MSPs make when they try to enter the co-managed market is assuming that it’s just a variation of what they already do. They take the same messaging that they use for business owners and bolt the words co-managed onto the front. And then they wonder why the conversation dies. Well, it dies because the buyer is completely different and a different buyer needs completely different language.

In traditional B2B sales, you’re usually talking to a business owner or a senior manager who doesn’t live inside technology every day like you do. They don’t really want to understand it. They don’t want to talk about governance, architecture, service tiers, all of that stuff. What they want is relief. They just want someone to take all of the technology away from them. And that’s why phrases like, “We handle everything” or “Leave your IT to us”, they work so well in B2B marketing because you’re selling peace of mind to someone who just wants...
Find new MSP clients: Only THIS marketing works
04/05/2026 | 35 mins.
Your MSP’s marketing should feel repetitive to you but fresh to the people seeing it… here’s how that works. Also this week, what margins should you aim for and how to increase them, and you can be an influencer in your marketplace without taking photos of your dinner.

Welcome to Episode 338 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

Why your marketing should feel repetitive to you, and fresh for prospects

Your MSP’s marketing should feel repetitive to you, but fresh to the people seeing it. And I know that sounds like a kind of a strange goal at first, because when something feels repetitive, most of us assume we’re doing something wrong. We assume we should mix it up and try new things and be more creative. But actually, when it comes to marketing your MSP, the opposite is true.

Now, I’m a huge fan of marketing systems. And by that, I mean a simple set of activities that you do on a regular basis. Small tasks, repeated daily or weekly. Things like publishing a blog or recording a podcast, posting on LinkedIn, emailing your list, putting out videos. None of these things are individually spectacular, but they have a power, which comes from doing all of them consistently every day and every week.

Now here’s the interesting bit, if you run a proper marketing system for your MSP it will eventually start to feel boring to you.

I’m recording this podcast for the 338th time. So every week since November 2019 I’ve sat down, decided what I want to talk about, written myself a script, and then recorded it. And obviously I’ve had holidays and vacations along the way, but in that instance, I just do two podcasts in a week so I never get behind.

It is a hamster wheel, I will tell you. And writing the script is not a thrilling creative adventure every week, I’ll be honest. It’s a job, it’s a task in the system. And of course I still enjoy it, but I have to sit down, I have to write it, I have to record it. My team, I’m sure it’s as much a hamster wheel for them. They have to edit it. They have to do all the colour corrections and the promotions and all of the stuff like that. It’s all just a whole series of systemised tasks. And I do it and my team, which is James and Simon and Laura, they do it as well because it’s an important part of our business’ presence out there.

And the same thing happens with your MSP’s marketing. If you’re doing it properly, there’s going to be a rhythm to it. You’re doing the same types of content every day or every week, the same channels, the same cadence week, after week, after week. And after a while, you might start thinking, “Oh my goodness, am I just repeating myself here? Am I just saying the same things again and again?” And the answer is probably yes. And that’s a good sign because here’s the thing that most MSP owners forget. You see your marketing every day… your prospects do not see it every day. You’re inside the system, they’re only catching glimpses of what you put out.

So if you do think about it from their point of view, a prospect might see one LinkedIn post from you this month, or maybe they read one blog on your website or they hear an episode of your podcast if you do that because someone recommended it to them. They are seeing a tiny, tiny slice of what you produce. Meanwhile, you’re seeing everything… every post, every email, every article, every video. So of course, to you it feels repetitive because you’re experiencing the whole system, but your prospects are not. And even if they do see your content more than once, it’s usually spread out to them over time. So they might see something today and then they might not see anything from you for another two weeks. And then by the time they see the next thing, the first one has already kind of faded from their memory.
These 4 things will mend your MSP's website
27/04/2026 | 34 mins.
Your website is having conversations on your behalf because that’s its job… it’s there to explain who you are, what you do, and why someone should trust you. The question is, what’s it saying? Also this week, why most MSP reporting to clients is ignored, and huge mistakes you’ll make today that’ll damage your exit.

Welcome to Episode 337 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

What your MSP’s website is secretly saying to prospects behind your back

Your MSP’s website is talking behind your back. So the only question is, what’s it saying? While you’re out at dinner, walking the dog, in a meeting, or even having a sneaky kip at three in the afternoon, yeah, I know what you get up to. Your website is having conversations on your behalf because that’s its job, right? It’s there to explain who you are, what you do, and why someone should trust you.

The problem is that for a lot of MSPs, your website is having the entire conversation with the prospect, because if they don’t very quickly find something on there that engages them and makes them think, “Oh, right. Yeah, this is the right place for me,” then they just move on. They go back to Google or AI or however they got to your website in the first place, and they go looking at other MSPs.

And do you know what? You never even know that they were there because you don’t know their name, you don’t know what they were looking for. All you know is that another invisible conversation just died. So what is your website saying behind your back?

From what I see, most MSP websites accidentally deliver one of four damaging messages…

The first message is this: We don’t really want to tell you much about us. You see this everywhere in kind of vague written content, which of course we call copy. You see generic service descriptions or a homepage that says almost nothing specific or uses very generic text like proactive IT support, trusted partner, cyber security solutions. And here’s my favourite. We keep your business running. Now, there’s nothing technically wrong with those phrases until you realise that every other MSP within like a 25 mile radius is using the exact same words or the same intentions at least.

And when everything sounds the same, you sound the same as all of your competitors. And when everyone sounds the same like that, the prospect has no reason to choose you. So the silent message becomes, we don’t really know what makes us different, so we’re going to hide behind safe language. And prospects really feel that. If you don’t give them something distinctive that they can hook onto, then they will go looking for someone else who does.

The second damaging message is: Lack of transparency. Many MSP websites avoid talking about price. They avoid explaining how their services work. And they avoid spelling out what’s included and what isn’t included. Instead, everything funnels towards contact us to find out more. So put yourself in the buyer’s shoes. They’re already nervous about switching MSP and they don’t want mystery, they want clarity. If your website withholds really basic information like pricing, then the message it sends is that they have to speak to a salesperson before they can even decide whether you are relevant to them or not. And in 2026, that just kills momentum.

Buyers want to research quietly. They want to understand what you do, roughly how you price and how you think before they ever talk to you. And your website either supports that research or it blocks it. As a side note, if you know that’s a problem and you want an easy way to fix it, I’ve partnered with bestselling author Marcus Sheridan to create msppriceguide.com. You can get an interactive price calculator on your website...
Should your MSP fire your most annoying client?
20/04/2026 | 37 mins.
Should your MSP fire a client? It’s a question almost no one asks aloud, but a lot of MSP owners think about it privately… this is what you need to know. Also this week, analogies to help any prospect understand complex tech issues, and how this guy generated 1,000 highly qualified leads for MSPs.

Welcome to Episode 336 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

Should your MSP fire your most annoying client?

A big question… Should your MSP fire a client? It’s a question almost no one asks aloud, but a lot of MSP owners think about it privately. Now, you know the client I mean, right? The one whose name pops up and your stomach tightens slightly. The one who, when they ring, your team kind of looks around quietly hoping someone else answers the phone or more likely they look down at their desk hoping they don’t make eye contact with someone. I mean the client who drains more energy than they generate. And you know that name that’s in your head right now, if you’ve had that name negatively floating around in your head or in meetings or in discussions more than once over the last few weeks or months, then what I’ve got to say here is worth paying attention to.

Every so often in business, perhaps if you just take a few days off or if you have a bit of space to think about things strategically, you get this amazing rare combination of perspective and momentum, the two going together. Perspective because you can step back and see the bigger picture to how the last 12 months have really felt and momentum because you’re thinking about growth and direction and what the next stage of your MSP’s growth looks like. And when you zoom out like that, the handful of difficult clients, they really stand out very, very clearly.

The noisy one, the energy vampire, the one who questions every single line on every invoice, the one who is permanently unhappy, the one who doesn’t treat your team with respect. And you find yourself thinking, “Am I really going to put up with this for another 6, 12, 18 months?” And then the doubt creeps in. You tell yourself, “Oh, hang on here. I’m trying to grow the business. Firing your client is going backwards.” No, that’s completely the wrong way to think about it because here’s something that most MSPs don’t realise until they’ve done it…

Your worst client often costs you more than they actually pay you.

Now sometimes yes, that cost is financial, but it’s always emotional, mental, and operational. A single difficult client can completely demoralise your team. They can drain all the time from your senior technicians and from senior management. They can create chaos in your calendar and slow down work that you’re doing for good clients. Bad clients can even contribute to staff churn, I’ve seen it happen, and they can absolutely destroy your personal mood or the mood of your team with a single ticket. Why would you continue to tolerate that? The opportunity cost of keeping the wrong client is huge. So how do you spot one clearly? To me, there are four big red flags:

First, is when your team groans, when their name appears on caller ID. That is the biggest warning sign of all. If your people feel dread and are just avoiding the call, something is very wrong there.

Second, they argue over everything – quotes, invoices, priorities, response times. Every time anyone speaks to them, any kind of interaction, it just feels like a negotiation, which is not a partnership, is it? That’s just pain.

Third, they expect champagne service on a lemonade budget. I love that line. They want premium response and premium outcomes, but when you explain what that costs, suddenly you’re too expensive.

Fourth, they don’t follow your processes. They won’t log tickets properly. They won’t approve upgrad...

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About Paul Green's MSP Marketing Podcast

Welcome to Paul Green's MSP Marketing Podcast. If you're a Managed Service Provider (MSP) and want to improve your marketing & grow your business, this is the show for you. It's out every Tuesday on your favorite podcast platform. Since launching in 2019, this has become the world's most listened to podcast about MSP marketing. Host Paul Green is the world's go to MSP marketing expert, and the founder of the MSP Marketing Edge. Every week you'll get really smart ideas to improve your marketing. Plus you'll hear from the best guests, who will help you think differently about the way you attract new clients. You can easily email and chat to the host Paul Green, who answers MSP's marketing questions every week. And there are versions of the podcast on YouTube if you want the full video experience. Paul and his team at the MSP Marketing Edge say their mission for the podcast is to give you practical insights and expert advice to boost your business performance. They provide strategies to help you get more clients, increase your Monthly Recurring Revenue (MRR), and grow your net profit. They know that profitability is crucial, and we're here to help you succeed financially. Running an MSP can feel lonely. If you ever feel lost or overwhelmed, this podcast is for you. Each week it covers key topics for MSPs, offering specific, practical advice tailored to the channel. You will learn effective marketing techniques to attract new clients and grow your business consistently and profitably. Marketing an MSP involves many strategies, from digital marketing to traditional networking meetings. Paul's podcast explores all avenues to help you reach your target audience. The weekly episodes discuss creating compelling marketing materials, using social media effectively, and optimizing your website for search engines. Every episode features special guests, including industry veterans and successful MSP owners, who share valuable insights and real-world experiences. These interviews provide inspiration and practical tips you can apply to your business. Paul Green often talks with successful MSPs about how they are growing their businesses, sharing actionable tips and strategies. The discussions cover finding new clients, increasing revenue, and building service consistency to give you a competitive edge. They also address day-to-day business aspects like recruitment, leadership, and financial management. The goal is to equip you with the knowledge and tools to run your business efficiently and profitably. Topics include attracting and retaining top talent, creating a positive workplace culture, and motivating your team. Business growth is a central theme. In the podcast you'll hear strategies for scaling your business, expanding services, and entering new markets. Paul and his guests discuss the challenges and opportunities of growth, providing practical advice to overcome obstacles and seize opportunities. Innovation is another key topic. Discuss the latest trends in the MSP industry and how to leverage them to your advantage. Topics include digital transformation, cybersecurity, and cloud computing, helping you stay competitive. Though based in the UK, Paul's content is relevant globally. MSP challenges are similar worldwide, and his advice addresses these common issues, regardless of your location. The MSP Marketing podcast offers in-depth discussions about the channel and MSP industry, providing actionable insights and practical advice. Listen each week for expert advice, practical strategies, and insights from industry leaders. Whether you're looking to boost your client base, optimize operations, or increase profitability, the MSP Marketing Podcast supports your journey to success. About Paul Green Paul encourages listener interaction and values your feedback and suggestions. Connect with him through the website, social media, and email to share your thoughts and ideas. Paul Green is a le

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