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Paul Green's MSP Marketing Podcast

Paul Green's MSP Marketing Edge

Business Marketing

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507 episodes

SPECIAL: MSP Marketing Audit (2 of 3) - Generating Leads
03/08/2026 | 30 mins.
This is part two of our three-part marketing audit where we’re auditing your lead generation machine using my three-step lead generation system. Build audiences, grow relationships, and convert relationships.

Welcome to Episode 351 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

SPECIAL: MSP Marketing Audit (2 of 3) – Generating Leads

This is part two of our three-part marketing audit. Last week in episode 350, we looked at your foundations, that was your ideal client profile, your unique selling proposition, so basically who you want to work with and why they would choose you, then your website and your LinkedIn setup. So if you haven’t yet listened to that one or watched it on YouTube, please do go back and start there, those foundations are so important.

But today we’re going to go deeper into the engine room because we’re auditing your lead generation machine using my three-step lead generation system. Build audiences, grow relationships, and convert relationships. I’ve got 30 questions for you in total across this episode. It’s the same as last week. You’re scoring yourself with a yes or a no answer for each one, and I’ll tell you what your total means at the end. Let’s go.

SECTION ONE: Build audiences.

So in this first section I’ve got 10 questions for you asking whether or not you’re reaching enough of the right people to market to.

Question 1: Do you have a LinkedIn audience of at least 500 people who are decision makers at the kinds of businesses that you want to work with?

Marketing is very much a numbers game, and especially for MSPs because the sales cycle is so long, and therefore you need to have as many irons in the fire as you can. You need to have at least 500 connections on LinkedIn, but better… 1000, 2000, 3000.

Question 2: Are you adding new ideal prospect connections on LinkedIn every single day?

I do think this is something you should be doing every day. In fact, not you, but maybe someone on your behalf, perhaps a virtual assistant or someone on your team. But every day you should be attempting 10 connections. You find those people you really want to do business with and you go and connection request them. And there’s lots of different ways to do this. You could use an automated tool. You’ve got Dux-Soup, for example, or Meet Alfred, I think those two are both still going. I say I think because I haven’t personally used them for a few years and they do come with huge caveats of be very careful… LinkedIn hates automated tools.

You could also just use Claude, open LinkedIn in your Chrome browser and you’ve got the Claude plugin that can use LinkedIn for you. It’s slow, but it will get it done. Or as I say, just use a human. That’s the approach I prefer. And even I attempt 10 connection requests every single day. We’re up to about 8,500 to 9,000 connections on LinkedIn now, and we’ve done it the slow, long, hard way. And they’re good solid connections because I have a VA, Christelle, who every day is connecting only to MSPs and to vendors within the channel, it’s a very targeted list. You can do exactly the same thing. Now, even if you only get one or two people accepting your connection request, you’re still building your list every day, which is great.

Question 3: Do you have an email list of prospects separate from your client list that you are actively growing?

Most MSPs have their client list and they will email them, often from within the PSA. I believe you need a CRM separate and that’s where your prospect data sits. And you should be sending out regular emails to those prospects at least once a week, which is not overkill. Once a day is overkill, once a week is absolutely s...
SPECIAL: MSP Marketing Audit (1 of 3) - Do you have these fundamentals?
27/07/2026 | 39 mins.
To mark our 350th episode I’m giving you a complete audit of your MSP’s marketing. By the end of this you’ll know exactly where to focus your marketing efforts to create a stronger foundation.

Welcome to Episode 350 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

SPECIAL: MSP Marketing Audit (1 of 3) – Do you have these fundamentals?

It’s episode 350 and I can’t quite believe that we’ve actually made it here. We’ve been doing this every single Tuesday since the 5th of November 2019 and we’ve not missed a single week yet. So to mark this big anniversary, I’m going to do something a little bit different.

Not just today, but over the next three episodes, I’m giving you a complete audit of your MSP’s marketing. We’re not just talking about theory here. I’m actually going to go through a practical numbered checklist that you can work through right now, so that you can assess where you stand with your marketing.

Before we start, grab a pen and paper because you’re going to be scoring yourself as we go along. Actually, the score is simply yes or no. Yes, we’re doing this or no, we don’t. I’ve got 40 items to go through today and there’s going to be more next week and more the week after.

So today we are going to look at the foundations of your marketing. We’re covering things like your ICP, I’ll explain what that is in a second, your USP, we’re going to look at your website and we’re going to look at your LinkedIn setup. And as I say, there are 40 questions in total across this episode. So count your yes answers as we go and I’ll tell you what your score means at the end. Let’s get started.

SECTION ONE: ICP – Your Ideal Client Profile

We’ve got six questions in this first section and your ideal client profile means that you have a very strong grip on exactly the kind of client that you would like to work with. So I often ask brand new members to our MSP marketing edge, tell me about your ideal client profile and they’re like, “yep, yep, we’ve got all of that sorted out, we know exactly what we want.” And actually their idea of an ideal client profile is, businesses round here that’ll spend at least $400 or $500 a month or whatever the case is.

Actually for a good ideal client profile, you need to go more into detail with that. The more you have a real grip on exactly who you want to do business with, the more relevant you can make your marketing. Because one of the biggest tricks and secrets to marketing is making it seem really relevant to the person that you most want to reach. So I’m going to go through six questions and as a reminder, you’re answering yes or no. So just write these down. You can just do like one, two, three, four, five. And at the end we’ll go through what it means depending on how many yeses and nos you’ve got.

Question 1: Have you actually written down a specific description of your ideal clients?

And if you have, have you included these kind of things? The size of your ideal clients, the kind of sector that they’re in. I mean, it could be that you’ll work with literally any business or you might just prefer professional services, for example you might like manufacturers. Have you written down the location of where the ideal client is? Now, you and I know that you can look after clients all around the world, but you may choose to have clients that you can physically visit at least once a year just so you can show your face because we all know there are benefits still of meeting people in real life. And do you know what the job title of the decision maker is? For example, if it’s smaller businesses, which is typically up to 50 staff, is it the operations manager, the CEO, something like that? So that’s the first question is have you written down, literally in writing stuck on the wall of your...
How MSPs Can Find New Clients With Direct Mail
20/07/2026 | 45 mins.
MSPs not yet using direct mail to warm up leads are missing out on a major marketing channel – here’s five ideas to get started. Also this week, do video testimonials like this to influence prospects, and how MSP owners unintentionally self-sabotage their marketing.

Welcome to Episode 349 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

Five super smart ideas for MSPs to use direct mail

If you’re not yet using direct mail to warm up leads and find out who’s nearly ready to buy from you, then I believe you’re missing out on a major marketing channel for your MSP. Back in May this year, I was a guest at the MSP Show in London, and I got to share a stage with Ian Luckett, Darren Strong, and Mit Patel.

These are all people who’ve been on this podcast in the past. It was great to meet particularly Mit for the first time in real life. And we were talking about what it takes to grow and succeed with your MSP.

Anyway, later in the day, I was interviewed by James Steel for the GTIA on Location YouTube channel, which by the way, is well worth you looking up, there’s some great content on there. And James asked me a whole load of questions about marketing, but the one that really got me going was when he asked about direct mail.

I’m a massive fan of direct mail for MSPs, and I think it’s one of the most underused tactics in the whole channel.

So today I want to give you five smart ideas for making your direct mail stand out and actually get a response. And let’s start by asking why direct mail at all? And remember, I’m talking about stuff that’s sent through your letterbox, physical real life stuff. Well, here’s why. In 1999, yes I was alive then, I had 1000 pieces of mail come through my post box every single day. I mean, we were inundated with mail back then. Those of us that were alive, we remember what it was like. So we had all of this stuff in our post box, but we would only get three emails. And today of course, it’s the other way around, right? Everyone’s inbox is full. Their email inbox is full, their notifications inbox is full, their social media feed. It’s all ping, ping, ping, ping, ping. It’s a complete digital mess.

So our brains and our inboxes in our digital world are completely full. We’re now getting 3000 things every day digitally, but the physical post, well, that’s almost empty by comparison. In fact, just before recording this, I went out and I checked my mail. Where I live here in the UK, I have an external mailbox. I haven’t checked for a week, which shows how unimportant it is. I just went out there and I’ve got two pieces of mail that were sent to me. One’s like a bank statement that the bank can’t actually physically switch off, they don’t know which computer’s sending it to me. And then there was a letter from some company about something and three flyers for Domino’s and stuff like that. So there’s not a huge amount of physical mail. And this is good because it allows you to stand out in a space where there’s not a lot of competition.

A well-crafted piece of direct mail gets physically handled, which means it’s noticed. Notice what I just said there. I went out of my way to go and get my post. I don’t go out of my way to check my notifications or my email. It’s just something that I have to do every day and something I choose to want to stay on top of so I don’t have 67,000 unread emails, which my girlfriend currently does, which is driving me crazy I’ll be honest. But your competitors are almost certainly not doing this, right? They are not sending direct mails. And that means that the physical mailboxes, the physical postal space of all of the prospects in your area or your vertical, that could be yours.

Now this works brilliantly alongside LinkedIn. Imagine if you were hitting the same prospe...
MSPs' Greatest Sales Weapons
13/07/2026 | 43 mins.
Here are six psychological weapons of influence that you can apply to your MSP’s marketing to win more clients. Also this week, three hot marketing ideas around Copilot, and the surprising secret for talking to clients about cyber security.

Welcome to Episode 348 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

A deep dive into the psychology that drives prospects

One of my all-time favourite books is called Influence by Dr. Robert Cialdini. And today I want to walk you through his six psychological weapons of persuasion and show you exactly how they apply to winning clients for your MSP.

Now, this book which I’ve owned for about 20 years, in fact, if you’re watching on YouTube, the copy I’ve literally got in my hands now, I’ve had for a round of 20 years or so, it was actually first published in 1984. Of course, it’s been updated since, but it is still, in my opinion, the definitive work on why people say yes.

Dr. Robert Cialdini is a psychology professor, but he specialises in marketing. He’s still active now, I don’t know if he teaches still, I think he’s in his 70s, but he’s in New York, I believe.

He’s identified six psychological weapons of influence, and we can apply every single one of them to your MSP.

So let me take you through them and give you an example of how each one can help make your marketing so much easier and more effective.

The first is something called reciprocity. People feel compelled to give something back when they’ve received something completely free or something of high value at very, very low cost. So for example, I give away a free MSP marketing wall planner, and I do that partly because I want to educate thousands of MSPs around the world how to have better marketing. But also I know that in giving someone a physical free wall planner that I’ve had printed at my cost, that I’ve mailed out to them at my cost, there’s a certain level of reciprocity in that. And many, not all, but many of the people who get one of those wall planners will come back and buy something from me at some point in the future.

And by the way, if you don’t have one of those wall planners yet, I’ll tell you in just a few minutes how you can get one completely free. And there is no obligation to buy anything if there’s a psychological obligation that’s set up in your brain and that’s just good marketing from Dr. Robert Cialdini. But you can do this as well so you can give away free guides, you can give away other kind of lead magnets, scorecards are working really well right now as a lead magnet, and there’s still some reciprocity from that. You could do a really in-depth LinkedIn post, you could do a major in-depth guide on cyber security or something else on your websites. All of this is reciprocity in action.

What you’ve just got to remember is that when you give genuine value first, then the prospects feel a pull towards you before you’ve ever asked them for anything, ever asked them to buy anything from you. So practical question on this, what are you giving away that’s actually useful? So things like a buyer’s guide or a sales brochure, those kind of things are okay, but the more value you can give in your freebie, in the things you give away, the better.

And just a reminder, by the way, if you’re a member of the MSP Marketing Edge, we have a book called Email Hijack. That’s available to our B2B members. You can get it in the portal right now. It’s in the tool section and it’s kind of like a book, a fictional book about an email compromise attack. So you can very quickly update that with all of your details, put that on your website for free. People just enter their email address and you email them or physically post them, mail them, ship them a copy of email hijack. But th...
MSPs: Use Webinars To Find Hot Prospects
06/07/2026 | 46 mins.
Let’s look at why webinars are an amazing way for MSPs to grow their business primarily because most MSPs aren’t doing them. Also this week, get up at 5am every weekday to grow your MSP, and before you do any marketing or sales, you MUST get these foundations right.

Welcome to Episode 347 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

How to use webinars to identify the hottest prospects

So have you ever thought of doing webinars to promote your MSP and if you have, what stopped you from actually going ahead with it? Were you worried that perhaps no one would turn up or worse than no one… one person would turn up? Or maybe you were worried about your own performance. Let’s look at why webinars are an amazing way for MSPs to grow their business primarily because most MSPs aren’t doing them.

And let’s just address this right from the start. Yes, there is room in the world for more webinars. You might think there are too many webinars already, but that’s just because you’re inside the channel. Outside the channel, they are getting lots of webinars about the law or carpentry or manufacturing or whatever line of work your prospects are in, but they’re not hearing a lot from MSPs that are pushing technology and talking about the importance of cyber security.

There’s plenty of business out there to be won through webinars, but you’ve just got to approach it the right way.

Most MSPs think the goal of a webinar is all about getting the attendance numbers in. Get 50 people on a webinar, get big conversion rates. That’s not what it’s about at all. The real goal of a webinar is intelligence. It’s telling you something about the leads and the prospects that you’re talking to right now, the people who are in your CRM or who are connected to you on LinkedIn. I mean, even if you just look at who has done something, so who registered for a webinar in the first place?

Actually, you could take that back a step and say, who clicked the email link to have a look at the webinar that I’m promoting? Who then registered for that webinar? Who then showed up for that webinar? Who stayed for the majority of it? Who asked questions? Who booked a meeting or did something afterwards to say thank you? All of this tells you really interesting things about the leads and prospects that you are talking to. And it helps you to kind of sort out the wheat from the chaff. It helps you to show who are the hottest prospects right now and where should you be focusing all of your attention. I mean, the very fact that someone would attend your webinar or even register for your webinar that says something to you.

Now, you might know that with my members, I work either helping them to win B2B business, which is what most MSPs want, more business owners, or I help them to grow their co-managed business, so helping them to reach IT directors. And in both these instances, webinars can be a really, really powerful tool. It can help you to see who through their behaviour alone is worth me talking to. Who’s worth me following up, ringing them, sending more emails to them, sending stuff to them in the post in the mail.

Someone registering for a webinar and turning up for a webinar and being engaged with a webinar, it’s like their hand going up. These are buying signals that people are inadvertently sending to you and it’s great for you because you then know exactly who you should be following up and exactly who you should be talking to over the next couple of weeks. Now there are three, if you like, kind of three tiers of heat after a webinar. By heat, I mean, how hot is a prospect.

So the first tier is where someone has attended and they’ve asked a question or they’ve stayed to the end. So they’ve turned up, they’ve stayed engaged. In fact, if they’ve asked a ques...

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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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