Podcasts BusinessPaul Green's MSP Marketing Podcast

Listen to this podcast for free in the app:

radio.net

Sleep timer

Save favourites

Download for free in the App Store

Paul Green's MSP Marketing Podcast

Paul Green's MSP Marketing Edge

Business Technology

Latest episode

482 episodes

MSPs: Never be ignored on LinkedIn, again
2026/2/10 | 31 mins.
LinkedIn is the number one place for MSPs to build relationships with potential clients, and here’s how. Also this week, how your MSP can excite ANY prospect, and the Disney lesson your MSP mustn’t ignore.

Welcome to Episode 326 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

MSPs: Never be ignored on LinkedIn, again

For MSPs, LinkedIn is the number one place to go farming, never hunting, but farming. Slow, steady, reliable relationship building with the exact people that you want to do business with. And that means adding new connections, ideally on a daily basis. Let me give you five super smart LinkedIn connection request messages that you can swipe and use today.

Farming on LinkedIn is about slow, steady, reliable relationship building with the exact people that you want to do business with. And the good news is that LinkedIn makes this incredibly easy, if you approach it the right way. Most MSPs massively underuse it. They log in every now and again, maybe post something, maybe like something, and then they wonder why nothing really changes. They get nothing out of LinkedIn. But the real power of LinkedIn is in building your network, your connections.

Think of every connection as a tiny little seed. The more relevant seeds you plant, the more opportunities grow later.

Your job is simply to show up every day and plant a few more seeds. So how do you do that? Very simply, you search for the people you most want to do business with -business owners, managers, decision makers, in your target verticals and your target geographical areas. If you serve financial firms, go and look for accountants/CPAs, financial planners. If you specialise in manufacturing, look for operations managers, plant managers, supply chain directors. If you are local only and you just want local businesses, search by your town or your region.

And then, here’s the system… you send 10 personalised connection requests every day. Not 50, not 100, just 10. Because consistency beats volume every time. Doing something small every day is always more powerful than doing something big every now and again. So make it part of your daily routine, same time each day, same process, no emotion attached, it’s just a system. In fact, you can get other people to do this for you, maybe a member of your staff or a virtual assistant.

Now let’s talk about the connection request messages, and again, here’s where a lot of MSPs go wrong. They send the same bland, boring copy and paste connection requests that screams, I’m going to pitch you something here. But we’re not pitching remember, we’re farming, we’re starting a relationship. And that’s why you want a set of smart, simple human sounding messages that you can just rotate your way through. Today I’m going to give you five of the best, and these are the same ones that I give to my MSP Marketing Edge members. So let’s go through them.

The common ground message. This one is beautifully simple: Hi , it looks like we both, . I want to add you to my professional network. Now, maybe the thing that you insert is that you both live or work in the same area or maybe you’re in the same industry group or maybe you’re both fans of a particular business author or a local sports team or something like that. Humans connect through shared identity, so point out the common ground with them. They’re much more likely to accept your connection requests.

The local business owner message. If you target a geographic area, this one is gold: Hi , it looks like we’re both local business owners in . Should we connect to see if there’s anything we can do to help each other? People feel good supporting businesses on their do...
MSPs who don’t do this, risk losing clients
2026/2/03 | 35 mins.
Delighting your clients is really important to retention, so it should be systemised in every single MSP. Also this week, AI prompts for MSPs to win new clients, and this is how MSPs lose revenue.

Welcome to Episode 325 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

MSPs who don’t do this, risk losing clients

Insane retention for your MSP isn’t just about doing a great job for your clients, it’s also about making sure they feel really positive about you. Most MSPs have great retention by default. Sure, you’re looking after people properly, but you must also remember that for ordinary business owners and managers, switching MSPs is a distress activity.

In fact, the perception is that moving to another MSP is difficult and dangerous and that’s what keeps people with you. It’s called inertia loyalty. But relying on it is a really bad strategy. Instead, here’s how to systemise going the extra mile so that your clients don’t just respect what you do. They love it.

We’re really talking here about delighting your clients, but not in a haphazard way. One of the great things about owning your own business is having complete control over the experience of the customers, right? If you and I could clone ourselves, then we’d have the perfect businesses because everyone in our team would behave like us.

But the reality is that no business is like that. We need other humans and other humans behave in different ways. So unless we put in place systems and train our people on the systems and then coach them to follow those systems and thrive within them day in, day out, we get haphazard performance.

I think that customer service is absolutely one of those areas that could and should be systemised in every single MSP.

And by customer service, I mean going the extra mile, the stuff that genuinely makes clients think, wow, these tech people are different. Because when you do that consistently and not just occasionally, you create loyalty, referrals, and a reputation that’s almost impossible for your competitors to touch. So let’s get into 10 simple but practical ways that you can go the extra mile and more importantly, how to turn each one into a repeatable system inside your business.

Proactive communication. I don’t just mean the usual emails that say your ticket has been updated, but actually I mean reaching out to someone before something becomes an issue. So like a quick monthly check-in call or a short video from a technician summarising what they’re working on for them. The magic here isn’t the contact, it’s the proactive nature of it. And yes, you can systemise this with a simple CRM task. Every client gets a check-in every 30 days, no exceptions. Now obviously if you’ve dealt with some tickets with them in those 30 days, you can skip that, but if you haven’t really dealt with your clients, you haven’t sorted anything big out for them in the last 30 days, then send them a proactive video just telling them some stuff you’re doing or just checking in to say, Hi, how are you? What’s happening right now within the business?

Personalised micro touches. Things like remembering their birthday. I mean, what if you got the birthday of every user at every client and you just sent them something? Just send them a card or just send them a video message from the team. I know that means a bit of work every week, but it’s a point that it really connects with them. What if you celebrated their business anniversary? What if you found out and congratulated them when they hired someone new? In fact, you are one of the first people to find out when they hire someone new, right? If they remember to tell you, although I realise most of your...
Why is this so controversial for MSPs?
2026/1/27 | 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
2026/1/20 | 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?
2026/1/13 | 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...

More Business podcasts

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

Podcast website

Business Technology Marketing