Paul Green's MSP Marketing Podcast

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1. MSPs: Never Use This Social Platform

   3 november 2026 · 40 min

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   Social media for MSPs… here’s my platform by platform verdict on the best options for your business. Also this week, the comparison trap: why watching other MSPs’ success can sabotage yours, and the most common questions when thinking of selling your MSP. Lees meer

   Welcome to Episode 364 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

   Which social platforms should you be on?

   There are more social media platforms than ever, and it’s easy to feel a pressure for your MSP to be on all of them. But my view on this is that you should resist that pressure because I believe it’s far better to do really well on one or two platforms than to be average across several. In fact, a half-hearted presence everywhere is worse than a very strong presence on a very specific platform. So right now, I want to give you my platform by platform verdict for MSPs.

   We’ll start with LinkedIn. In fact, with LinkedIn, you should go all in. If you’re only going to be active on one platform, make it LinkedIn because this is where the decision makers are. The business owners, the operations directors, finance managers, IT directors, if you’re doing co-managed IT, they’re on LinkedIn every single day. And the platform is actively rewarding consistent, human, non-AI generated content right now. So the kind of stuff that you should be doing because it’s good for the humans is what the platform is rewarding. So I believe that every day on LinkedIn, you should be making connection requests to the kind of people that you would like as clients. And then post at least every 24 hours, and that includes a LinkedIn newsletter once a week. And of course, that newsletter counts as a piece of content within a 24-hour period.

   LinkedIn is where you build audiences and grow relationships. And of course, some of those relationships will eventually turn into clients. Now, I’ve been recommending LinkedIn to MSPs for about seven or eight years out of the 10-odd years that I’ve been runn…

2. The Real Reason Prospects Choose One MSP Over Another

   27 oktober 2026 · 43 min

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   MSP’s should build their marketing around a personal brand rather than building it around the business, and here’s why. Also this week, hiring your first marketing person: what to look for and when to do it, and what a second generation MSP owner knows that you don’t. Lees meer

   Welcome to Episode 363 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

   Building a personal brand when you genuinely hate self-promotion

   If you’ve listened to or watched last week’s show, we were talking about the power of having a really strong opinion in your marketing. And I want to build on that right now because actually there’s a bigger idea underneath having a strong opinion but this big idea is something that makes a lot of MSP owners genuinely uncomfortable. They really resist it. The idea is about building your marketing around you personally rather than building it around your business. And I know why that makes a lot of MSPs uncomfortable. So let’s talk this through properly and see if I can convince you that it’s a good thing for you to do.

   Most MSP owners push back on the idea of building their own personal brand for one of two reasons. And the first is just discomfort, because what if it feels like you’re showing off? What if it feels like you are coming across as arrogant or attention seeking? That’s the first fear and that’s a very real fear. But the second reason that they don’t want to do it is more strategic and it is a very real objection. If you build all of your marketing around yourself, doesn’t that make your business harder to sell one day? Because of course, a buyer isn’t just buying your client list, they’re buying a business. They’re buying a business that can run without you and that has marketing and has branding. It’s the whole thing, that’s what they buy. So both of those concerns are very valid.

   Let me answer the second one first because I believe that changes everything. So if you build your MSP’s marketing around your own per…

3. This Crazy Mistake Stops MSPs Capturing Leads In 2026

   20 oktober 2026 · 55 min

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   Is your lead magnet being ignored? It’s a common experience for MSPs and today I want to talk about why that happens and what actually works. Also this week, the power of a strong opinion in your marketing, and the fascinating insight of why this MSP sold… and why the buyer bought. Lees meer

   Welcome to Episode 362 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

   Best lead magnet for MSPs in 2027

   Let me start today by asking you a question… have you ever put something on your website that says “Sign up for our newsletter” or “Get our free guide” or something like that? And then over a number of years you’ve discovered that nobody ever does it. Maybe your mum fills in the form or something, but she’s the only one. No one else does it. If that’s happened to you, then you’re not alone, that’s a common experience for MSPs. And today I want to talk about why that happens and what actually works instead.

   What we’re talking about there is something called a lead magnet. You’ve probably heard that phrase thrown around the internet. It’s a common phrase in marketing. And we’re going to talk about the kind of lead magnet that works best for MSPs, not just at the end of this year, but in 2027.

   Put simply, a lead magnet is something that you give away in return for someone’s contact details or to start a conversation with them.

   That’s the whole concept. It’s not new at all. In fact, the concept of a lead magnet actually predates the internet. It was something that was being done in the 19th century where people would give out samples to start a conversation with people. That’s how old it is. But in the internet age, we give away a thing, a PDF or a physical thing, and we do it in order to get their contact details and then we can do some automated marketing to them. That’s the theory.

   However, it’s 2026 and nobody wants more emails, right? If you just say to someone, “Please sign up for our newsletter,” they’re not going to do that. That’s actua…

4. How Introvert MSPs Can Be Better At Networking Than Extroverts

   13 oktober 2026 · 44 min

   Afspelen
   The vast majority of MSPs are introverts but you can still go out and do networking or speak at a public event, if you know how. Also this week, why you should be thrilled when a Super MSP comes to your town, and what’s working best in MSP search lead generation right now. Lees meer

   Welcome to Episode 361 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

   How to ace networking, even if you’re an introvert

   I want to start today by sharing something personal. For most of my career, I thought that I was an extrovert. I mean, after all, I was a radio presenter, literally on the radio every day for 10 years. And now today I speak at conferences, I did ScaleCon this year, I did MSP Global again this year. And I host this podcast. These are all the activities of an extrovert, right? Well, it turns out no.

   A few years ago I had a guest on this very podcast who said something that completely stopped me in my tracks. They explained that extroverts gain energy from being around people, while introverts lose energy from being around people. And it made me realise that every networking event that I’d ever been to and every conference that I’d ever spoken at, basically every room full of new people that I’d ever walked into, I’d come home and I needed a very long lie down. And my partner at the time used to find that hilarious. I would literally come back from a two-hour networking and I just needed to be on my own and recover. And neither of us really understood it at the time, but now I understand why this happened.

   I am an introvert who has learned to be extroverted when the situation demands it, and that’s become normal for me. And because of that normalisation over 30 years, that’s why I thought I was an extrovert. Now, I know that a lot of MSPs are in exactly the same position. So today I want to show you how you can do the same thing, because the benefit for you is you can go out and do more networking, you might even get up on a stage and spe…

5. Step By Step: Attracting New Clients With Your MSP's Origin Story

   6 oktober 2026 · 45 min

   Afspelen
   The most powerful way for an MSP to let a prospect know who you are before they’ve ever spoken to you, is to tell them your origin story… find out how. Also this week, can you use your local community to generate leads?, and what if you could own your MSP but not have to run it? Lees meer

   Welcome to Episode 360 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

   How to use your MSP’s origin story as a marketing asset

   People buy from people, not from logos, not from service descriptions, and not from lists of accreditations. They buy from people. And the most powerful way to let a prospect know who you are before they’ve ever spoken to you is to tell them your MSP’s story. Today, I want to talk about your origin story, what it is, why it matters, and where to use it across all of your marketing. So let’s start by talking about why origin stories are so important for MSPs.

   Every prospect who lands on your website or your LinkedIn or just looks at any of your marketing materials is subconsciously asking themselves the same question. Who is this person and can I trust them? A list of services that you do that doesn’t answer that question, a load of certifications or qualifications or memberships, or even talking about your tech stack which is weird and bizarre but some MSPs do it, none of those answer that at all. But a genuine human story does because you are talking to people who do not understand what you sell. They don’t know what they don’t know about technology, but they are wired the same as all other humans.

   As humans we’re wired for stories. From childhood stories are how we learn, how we connect, and how we decide who to trust.

   And this is built-in behaviour. It’s been the same behaviour for hundreds of thousands of years since humans first evolved into the kind of people we are today. In fact, we used to use stories to pass down knowledge from generation to generation before we had written languages. So we are hardwired to really…

6. SPECIAL: Fast Growing MSPs Do Just TWO Things Differently

   29 september 2026 · 20 min

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   What’s the difference between MSPs that are standing still right now and those that are rocketing ahead? It’s a special episode today because there’s only three months left of 2026, and I’ve actually got one of my colleagues as a special guest. He’s spent 10 years talking to MSPs about how to grow their business, and he’s going to share all of his brain with you right now. Lees meer

   Welcome to Episode 359 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

   Fast Growing MSPs Do Just TWO Things Differently

   Featured guest: Ben Smith has been part of the MSP Marketing Edge journey from Day 1, he helps MSPs build simple, repeatable marketing systems that compound over time, generating consistent leads instead of chasing the latest trend.

   Having spent over 15 years consulting with business owners he brings practical, real-world experience rather than marketing theory.

   Away from work, you’ll usually find him outdoors with his family or working on his latest renovation project.

   Hello, my name’s Ben Smith. I work with Paul at the MSP Marketing Edge.

   And how has it taken so long to get you on the podcast? We’ve been doing this podcast, what, seven years or something like that?

   Good question.

   I know, it is a good question. And you and I have actually worked together a very long time, way longer than actually the MSP Marketing Edge has been around. We’ll explore that in a second. But it’s good to have you here today, Ben, because you talk to MSPs all day, every day, and you hear the good, the bad, sometimes you hear the ugly because your job of course is to help people with their growth, with their marketing. And that means you’ve got quite a unique insight into what’s happening with MSPs around the world right now. So do you want to just start by telling us a little bit about you and your background and how we came to work together and what exactly you do for us here in the MSP Marketing Edge?

   Absolutely. So we’ve worked together for is it 15 …

7. Full Guide: Setting Up Emails That Create MSP Clients

   22 september 2026 · 45 min

   Afspelen
   A simple automated email sequence is one of the highest return marketing assets that your MSP can build… here’s how to get started. Also this week, how to get your whole team involved in marketing, and how to arrange a party for 3,000 MSPs. Lees meer

   Welcome to Episode 358 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

   The one email sequence every MSP should have running

   Most MSPs never use this, which even though it’s an oldie, is still completely valid in 2026. It’s an automated email sequence which warms up a prospect who has joined your CRM. And the beauty of it is that you set it up once and then you forget about it and it’s going to work for you for years and years to come. There are still far too many MSPs who connect with someone on LinkedIn or hand over a business card at a networking event or someone comes and downloads something from their website and that’s it. That person kind of disappears, maybe the MSP remembers them maybe they don’t, and actually they’re never contacted again.

   Today, I want to fix that because a simple automated email sequence is one of the highest return marketing assets that your MSP can build. And as I say, once it’s set up, you don’t really have to do anything. Let’s talk about the one email sequence every MSP should have running. So we should start with looking at how people end up on your list in the first place and how if you don’t have a list, you should have a list.

   Most MSPs underestimate the opportunity that having an email list presents.

   So of course, LinkedIn connections are a massive source of leads because when you connect with a business owner or manager on LinkedIn, then not only do you have a connection on that platform, but you have the ability to then go and harvest other information about them. I’m a big fan of taking your connections on LinkedIn, finding their email address. There’s a number of different ways you can do that… you can either get it off LinkedIn or you can use a…

8. Writing The ONE Piece Of Content That Generates MSP Leads

   15 september 2026 · 49 min

   Afspelen
   Case studies are the single most powerful piece of marketing in an MSP’s toolbelt, here’s how to get started. Also this week, is it ever a good idea to rebrand your MSP? And, you can’t grow your MSP until you’ve got solid leadership (even if it’s just you and a tech). Lees meer

   Welcome to Episode 357 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

   How to write a case study that makes prospects salivate

   If a prospect said to you right now, “Go on, send me a case study about your MSP,” what would you send them? Do you have just a simple paragraph on your website that’s actually a testimonial wrapped up as a case study that’s just a client logo and a quote saying, “Great service would recommend?” That’s not a case study.

   A case study is a proper story that takes a prospect on a journey. When they’re reading it or watching it they’re feeling and thinking, “That’s exactly my situation. This is the IT support company that I should be talking to and hiring.” Well, today I want to show you how to write that second kind, because done properly, a case study is one of the most powerful sales tools your MSP will ever have.

   Let’s start by looking at why most MSP case studies are useless. And most MSPs either don’t have case studies at all, or if they do have something it’s so vague and generic it could have been written by anyone about anyone. If yours looks something like this, “We helped a local business to improve their IT infrastructure and reduce downtime”, well, that tells the prospect nothing at all. And the problem you’ve got there is you’ve written that case study from your own perspective. It’s about what you did technically rather than looking at everything from the client’s perspective. And the client cares about the problem they had, how it felt when the solution came in, and what changed, what got better, what the results were.

   A case study is not a description of services, and it’s not a boast of how clever you are technically. A …

9. REALLY Messing Up An MSP 'Discovery Call'

   8 september 2026 · 49 min

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   A discovery call is the thing that turns a warm lead into a booked sales meeting – here’s a 6 part format for getting the most from them. Also this week, how to market your MSP during a quiet spell, and the secret to being recommended more by AI. Lees meer

   Welcome to Episode 356 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

   The format for a perfect discovery call

   The discovery call is the most underloved, most misunderstood part of the entire sales process for MSPs. Most owners treat it as an opportunity to tell the prospect about their services, but that’s not what it’s really for.

   Done properly, a discovery call is the thing that turns a warm lead into booked sales meetings.

   And right now I want to give you the exact format for running one that actually works, including the differences between a B2B call and a co-managed IT one. And I’ve broken this down into six easy parts to make it easy for you to understand, follow along, and of course implement.

   Part 1: The mindset shift.

   When we’re talking about a discovery call, we mean normally a video call and it’s normally the first quality contact with a new prospect. And the goal of the video call, the discovery call is not actually to sell anything. It’s actually to do two things. Number one is to qualify the prospect as someone that you really want to work with, someone that’s worth pursuing. And then secondly is to make them feel as though, “Ooh, this is interesting. These are the guys we should pursue.” So you know that you want to work with them and they are intrigued… they feel heard, they feel as though you could be the right people for them.

   And the way that you do that is by zipping your mouth because the prospects should be talking like 80% of the time. You ask questions, but then you shut up and you listen really, really carefully and you just occasionally reflect back what you’ve heard, what they have said. Because the best sales don’t come from talking at someone the b…

10. MSP's Ultimate Guide To Winning Financial Services Clients

    1 september 2026 · 54 min

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    If your MSP is looking for a vertical that ticks almost every box, then financial services might be the one… here’s why. Also this week, the “trust transfer” trick of borrowing credibility from people prospects already trust, and my guest built an MSP to $143m exit and understands why MSP founders get stuck. Lees meer

    Welcome to Episode 355 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

    Deep dive into winning financial services clients

    If you’re looking for a vertical that ticks almost every box – recurring revenue, long-term loyalty, genuine willingness to pay for good IT, and a compliance pressure that never goes away – then financial services might be the one.

    Right now, I want to do a deep dive into winning wealth managers, independent financial advisors, mortgage brokers, and insurance brokers as clients for your MSP, because this is a sector that is genuinely crying out for MSPs who understand their world. Let me show you how to become one of them.

    Let’s break this down into six easy parts…

    Why is this vertical so attractive?

    Well it’s pretty simple really, it’s very stable, very profitable, long-term businesses. These kind of financial services clients don’t tend to disappear overnight, and they also have a very high dependency on technology. You think about it, everything they do involves data, communications and client records. So they are genuinely willing to pay for high quality IT because for them, the cost of getting it wrong is huge, just huge. It isn’t just that the technology is needed by them, it is absolutely mission critical. That ticks a big box for us.

    But also, and this is huge as well, compliance pressure. For these people, we have no idea what the compliance pressure must be like for them because they have to operate under an increasingly complex and burdensome set of rules. There’s always new rules coming in. It’s very rare that someone comes in and says, “Let’s have fewer rules for financial services.” T…

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