Paul Green's MSP Marketing Podcast

Paul Green's MSP Marketing Edge

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Why is this so controversial for MSPs?
27/1/2026 | 32 mins.
If you want more hot leads for your MSP, put a price estimator on your website. Marcus Sheridan is here to tell you why this works. Also this week, change your life (and MSP) with this daily habit, and why email is the #1 MSP marketing tool.

Welcome to Episode 324 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

Why is this so controversial for MSPs?

If you want more hot leads for your MSP, put a price estimator on your website. For some reason, this is one of the most controversial things in the channel, with many MSPs saying it’s impossible to give an idea of pricing before you’ve spoken to a prospect. And yet, prospects don’t want to talk to you in order to get a price. What to do? Well, I’ve got marketing expert and bestselling author, Marcus Sheridan, here right now to give you what I believe is the definitive word on this.

I like to think of myself as a bit of a marketing sponge. I read almost every single business and marketing book that I can get my hands on, actually, I listen to them more these days, but I’m also constantly reviewing different ideas and different ways of doing things to keep my mental model of the best way to market your MSP fully up to date. And there was something that I added to this model years back when I read a book called They Ask You Answer by Marcus Sheridan. Have you read this?

One of the big ideas in the book is the idea of transparent pricing. Marcus in that book talked extensively about radical price transparency, which means that you talk very openly about your price. You explain what drives the cost up and down, you discuss cheap versus expensive options, and you compare yourself to alternatives.

You’re just trying to help people who want to buy from you, who want to switch MSPs, you’re trying to help them to understand value.

And then Marcus released a book called Endless Customers last year, which was a reinvention of They Ask You Answer and kind of updated for the AI age. And he took the idea of radical price transparency and took it even further by suggesting that you put a price estimator onto your website. What’s a price estimator? It’s a tool for someone to get a rough idea of how much it costs to be a client of your MSP.

This to me was so obvious that I actually negotiated a partnership with Marcus Sheridan and his business partner, Steve Auchettl, and we launched MSP Price Guide at the backend of last year. It’s an AI-driven price estimator tool that you can put onto your website and we’ve done all the hard work for you. So we’ve built templates, we’ve added in all the standard managed services, all of that kind of stuff. So you can just start your 30 day free trial and get an estimator onto your website within 10, 20 minutes or so. You can see that at msppriceguide.com.

Anyway, I asked Marcus to pull together something to show you why all of this is so critical and so applicable to MSPs. Take it away, Marcus.

Hello MSP community, Marcus Sheridan here. Let’s have an honest conversation about whether or not you should be considering a pricing estimator for your website. First thing that we have to understand is that 75% of all buyers today say they would prefer to have what’s known as a seller-free sales experience. In other words, we don’t hate salespeople as buyers, we just don’t want to talk to them until we are good and ready. And that was a B2B study by Gartner, by the way. And I think you would agree with that. We don’t want to talk to sales until we’re confident, comfortable, and we feel like we’re not going to make a mistake. The answer to that is give the buyer more control through what is known as self-service.

Self-service are interactive tools mainly on your website that allow...
How to market your MSP to lawyers
20/1/2026 | 22 mins.
Law firms are a vertical that can be incredibly profitable for MSPs. If you want more lawyers as clients for your MSP, here’s everything you need to know. Also this week, why MSPs are working so hard, and how MSPs are losing revenue.

Welcome to Episode 323 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

How to market your MSP to lawyers

If you want more lawyers as clients for your MSP, here’s everything you need to know. Let’s talk about what lawyers look for in a new MSP, why they would switch, and what kind of marketing is going to grab their attention and convince them to talk to you.

So law firms are a vertical that can be incredibly profitable for MSPs. And I know that sometimes lawyers can be difficult people to deal with, but if you’re confident in your service and you know that you want more professional firms that put technology at the heart of everything they do, let’s get more lawyers. In fact, I believe they’re one of the easiest verticals to market to when you know what they care about. And spoiler alert, it’s not Windows 11 and Copilot.

Law firms buy IT differently from most other businesses. And the reason for this is simple. Everything they do revolves around risk.

Their risk, their client’s risk, the risk of regulators breathing down their necks, and the risk of missing a deadline because Outlook decided today was a fun day not to work properly. So if you want to win lawyers, you don’t sell IT support, you sell risk reduction and professional reputation protection.

Let’s talk about their biggest pain points. So first is compliance and confidentiality. Lawyers live in a world where one email sent to the wrong person can cause a catastrophe. So talk to them about secure communication systems, email encryption, MFA everywhere, data loss prevention, and of course audit trails. Second, billable time. Every minute a lawyer can’t work is literally money disappearing. So your message here is simple. We keep your fee earners earning. And then third, case management and workflow tools. Many firms still use clunky old systems or they haven’t fully adopted cloud tools yet. So show them how better tech can make caseloads smoother, faster, and more profitable.

If you want your MSP to stand out, you need to stop sounding like an IT company and start sounding like someone who understands legal practices. Use their terminology – fee earners, case files, discovery, retainers, compliance obligations, client confidentiality – all words like that. Because when they hear their own world reflected back at them by a potential IT partner, they immediately think, “Ah, yeah, this one understands us.”

You do need some specialised proof. Law firms don’t buy from generalists, they buy from specialists. So create a case study with a local legal firm, a landing page dedicated to IT for law firms with a short guide called something like, The seven biggest cyber risks facing law firms in 2026. And then just get a few testimonial quotes from partners or office managers. You don’t need dozens, one or two strong quotes will carry huge weight.

And here’s a little marketing trick. Law firms love audit. I mean audits is basically their favourite word. So offer them something like a free 20-minute legal IT risk assessment saying something like, Is your firm compliant with your regulators cyber guidance? Find out. And this positions you as a safety first expert rather than just another IT fixer.

Another smart tactic is to pick a sub niche. So don’t just market to all law firms, pick a slice. It could be family law or conveyancers or criminal defence or corporate commercial, maybe personal injury. Each of them has slightly different pressures and workflows, and the more specific you’re messagin...
Is FREE a good marketing tactic for MSPs?
13/1/2026 | 36 mins.
Let’s explore whether giving away something for free is a good marketing tactic for your MSP. Also this week, why you must put your personality in your MSP’s marketing, and the MSP that grew from $0 to $36m in 12 years.

Welcome to Episode 322 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

Is FREE a good marketing tactic for MSPs?

Free. It’s a big, shiny word that always draws the attention of MSPs. No matter how much cash you’ve got, free is always an appealing proposition because if something’s free, there’s zero risk, right? So here’s a question, can you use giving away something free as a marketing tactic for your MSP? And more to the point, if you can, should you? Or does it risk devaluing what you do for people?

Giving away something for free is one of the oldest playbooks in marketing. I mean, right back in the 19th century, Coca Cola was giving away free samples to promote itself. In fact, that was one of the ways that that brand became so dominant across the US. Free has always been a magic word, hasn’t it? It grabs attention, it lowers barriers, and it makes people feel like they’re getting something for nothing.

In the world of B2B, and especially for MSPs, is free still a smart tactic? Or does it actually make people value you less?

Before we decide, let’s be clear on something. Free doesn’t automatically mean bad. There are good kinds of free, and there are bad kinds as well. So let’s start with the good ones. When you offer free value, say a helpful guide, a webinar, a checklist, or even a 15 minute consultation, that’s a smart kind of free. It gives potential clients a taste of what you’re like to work with. They see your expertise, your communication style, and the way that you think, and that builds trust. People buy from people they trust, and small, risk-free experiences like that are a great way to earn it.

But then there’s the other kind of free, the kind that feels desperate, like giving away months of support, doing unpaid audits, or fixing little things just to prove yourself. And that’s where free starts to devalue what you do. Because if you make it seem like your time, your skill, and your expertise aren’t worth paying for, why would anyone believe that they are? And here’s the tough truth. Once someone sees you as the free guy, it’s very hard to change that perception later. You’ve anchored your value at zero.

So how do you walk that line? How do you use free strategically without shooting yourself in the foot? Here’s the test that I like to use. If it gives value but doesn’t cost you much time or money, then it’s “good free”. But if it costs you significant effort or replaces something you should be charging for, it’s “bad free”. So a downloadable guide that explains how to protect a business from phishing attacks, great free. But a two-hour deep dive audit of someone’s network, that’s not free, that’s a service. No pay, no play.

Here’s one more thing to keep in mind. In 2026, attention is the new currency. So giving something away for free can be a brilliant marketing exchange as long as it earns you attention or trust. Thank you very much for those. But if it earns you nothing but extra work and frustration, it’s not marketing, it’s martyrdom. So is free still a good marketing tactic for an MSP? Yes, it is, but only when it’s intentional, limited, and built to lead somewhere valuable.

Don’t give your time away, give away your thinking. That’s what positions you as the local IT expert and gets local business owners saying, wow, if this is what this person gives away for free, imagine what I get if I paid for it.

Why you must put your personality in your MSP’s marketing

Have you ever wondered what it’s like being an ordinary business owner or man...
MSP marketing SPECIAL: Convert relationships
06/1/2026 | 6 mins.
We are continuing a three part series based on the MSP Marketing Edge 3 step system, and in this special episode we focus on the third step: Convert relationships.

Welcome to Episode 321 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

Convert relationships

Hello and happy New Year, and welcome to our final special episode of this podcast. We’re finishing a three part series this week. Last year, I released my book, MSP marketing: Start Here, about a 3 step lead generation system, which is trusted by hundreds and hundreds of MSPs around the world.

In the first special, we looked at the first step – build audiences. Last week was the second step – grow relationships, and today, starting 2026, we’re going to do the final step – convert relationships.

Let me paint a picture. You’ve built your audience, you’ve nurtured your relationships, but now what? How do you turn all of that goodwill into actually clients without feeling pushy, desperate, or salesy? Because no MSP wants to be like that. Well, that is where step three comes in – convert relationships.

I like to think of this stage as harvesting, farming. You’ve spent months planting seeds – every post, every email, every conversation – and now it’s time to gently shake the tree and see what’s ready to fall out.

And I say gently because good sales isn’t about pressure, it’s all about timing. Remember, business owners only switch MSPs when they are ready, not when you are ready, or you need more MRR. So your job is to make sure that when that readiness appears, when they finally get fed up with their current incumbent MSP, you are the first person that they think of. And that’s why conversion is as much about staying in touch as it is about asking for the business. There are a few practical ways to do this.

The first is personal outreach, and by that I mean a phone call. But here’s the trick. It shouldn’t come from you. So I’m assuming that you are the business owner and you’ve already got a million other things to do, right? So hire someone, even if that person is part-time, to just make those calls for you. A back to work mom is great for this. Someone working two to three hours a day, two to three days a week, and you want someone warm, friendly, and curious. Their job is not to sell IT support, it’s just to have conversations on your behalf. Things like, Hey, we connected on LinkedIn a while ago, or you connected with my boss on LinkedIn a while ago. How’s business going? Something super simple like that, something human that starts and maintains and builds relationships that can turn into video calls. That’s the thing. Her job is to book a video call with you, a 10 to 15 minute video call, and then you do the hard work of turning the video call into a real sales meeting.

Now, the other way that you can do this is through marketing campaigns. And I’m not talking about the one-off hit and hope campaigns that we all get tempted by or that we get from vendors, and you think, oh, this is brilliant, and you do one piece of activity and then you’re kind of upset that nothing happens from that. I’m talking about systematic outreach marketing campaigns that build on the relationship that you’re building with your prospects. So things like sending a physical letter out to a batch of prospects and then following that up with an email the next day saying, Hey, did you get my letter? And then making a friendly follow-up call later in the week. Now, this stuff is old school, but I promise you it works because most MSPs don...
MSP marketing SPECIAL: Grow relationships
30/12/2025 | 5 mins.
We are continuing a three part series based on the MSP Marketing Edge 3 step system, and in this special episode we focus on the second step: Grow relationships.

Welcome to Episode 320 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

Grow relationships

Hello and welcome to another special episode of the podcast. We are continuing a three-part series this week. Earlier this year I released my book, MSP marketing: Start Here, about a 3 step lead generation system trusted by hundreds and hundreds of MSPs around the world. Last week, we looked at the first step – build audiences. Today it’s the second step – grow relationships.

I want to tell you a secret about marketing that most MSPs miss. It’s not about technology. It’s not about your tools, your stack or your accreditations. It’s about trust. Because nobody’s buying from you until they trust you, and they can’t trust you until they like you, and they can’t like you until they know you. That’s why the second step, growing relationships, matters so much.

Think about your own buying habits. When was the last time you hired someone for your business – a supplier, a consultant, or an agency – where you knew deep down, these are my people, this is my person. That didn’t happen because they cold called you at the right moment, right? It happened because you felt like you already knew them. Maybe you’d seen their content or you’d heard their stories or maybe laughed at their bad jokes, or maybe a friend had talked about them, or maybe you just liked their energy. You trusted them before you ever met with them. And that’s what you’re trying to create for your prospects.

Growing relationships is about showing up regularly with something useful, human, consistent. And the good news is it doesn’t need to be complicated.

You don’t need to become a social media influencer or hire a full-time marketing team. You just need to keep feeding your audiences with what I call edutainment – education and entertainment combined, something that teaches and makes them smile at the same time. Now, that’s your weekly email, that’s your blog on your website, that’s your LinkedIn posts which should go out every day, it’s your videos that you make or that you get in for your business. It’s not about talking tech, it’s about talking people.

Business owners don’t care about patching, monitoring, or endpoint protection. They care about whether their team can get work done without tearing their hair out. They care about productivity, they care about growth, stress, risk. So talk about those things. Show them that you understand what it’s like to run a business because that’s what builds connection. One of my favorite ways to do this is through storytelling. Tell stories about your clients with permission of course, or at the very least, anonymise it. Tell them how a small tech change made someone’s life easier, about mistakes that you made early in your business and what you learned. Because stories stick and if you can make someone feel something – curiosity relief, even a little amusement – they will remember you.

And the magic is that over time, these people start to feel like they know you. They see your face on LinkedIn every week. They read your newsletter over their morning coffee. They might even forward one of your emails to a colleague. They’re building a relationship with you even though you’ve never met. That’s the heart of marketing today. Asynchronous relationships. You build them slowly with every piece of content that you publish. And one day out of nowhere, that quiet relationship becomes real. Someone you’ve never spoken to sends you a message saying, Hey, do you know we’ve been following your stuff for ages, can we talk? And that’s wh...

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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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