In today’s competitive market, Managed Service Providers (MSPs) must continually refine their marketing strategies to stand out. I recently had the opportunity to sit down with MJ Patent, the Chief Marketing Officer (CMO) at Logically, on my podcast. During our conversation, MJ shared invaluable insights into how MSPs can optimize their marketing efforts. Here are 5 key takeaways from our discussion that can transform your MSP business.
1. Focus on Strong Positioning Before Scaling Sales
One of the most common mistakes MJ Patent sees in MSPs is rushing to hire salespeople before they’ve solidified their marketing and positioning strategies. He recommends MSPs first concentrate on defining their message clearly and understanding the value they offer to customers. This foundational work will ensure that when you bring in salespeople, they have the right tools and messaging to communicate your value proposition effectively. Without strong marketing positioning, it’s difficult for any sales team to consistently close deals.
2. Marketing Is About More Than Just Promotion
Many MSPs view marketing as simply executing tasks like running ads, posting on social media, and hosting events. However, MJ Patent emphasized that marketing goes far beyond just promotion. It’s about connecting with your customers, understanding their needs, and ensuring that your services address their specific challenges. Marketing should reflect the voice of the customer and focus on the business outcomes that your services deliver. By expanding your view of marketing, you can build deeper and more meaningful relationships with your audience.
3. Start Investing in Marketing Early
MJ Patent stressed that MSPs should begin investing in marketing as early as possible. Many MSPs wait until they’re more established before prioritizing marketing, but MJ suggests that marketing should be part of your strategy from the outset. Whether you’re a startup or an established MSP, having a clear marketing message early on is essential. This approach sets the foundation for growth and ensures that your sales team has the tools they need to attract customers and scale the business.
4. Align Sales and Marketing for Greater Success
As the lines between sales and marketing continue to blur, MJ Patent believes this shift is a positive one. He explained that aligning sales and marketing closely is critical to the success of MSPs. Marketing establishes trust and credibility, while sales builds the personal relationships that close deals. When both teams work toward shared goals and are aligned, MSPs can offer a seamless customer experience from initial contact all the way through to long-term engagement.
5. Consider a Fractional CMO for Strategic Guidance
For many MSPs, especially smaller or growing businesses, hiring a full-time Chief Marketing Officer (CMO) may not be realistic. MJ Patent suggests considering a fractional CMO—someone who works part-time to provide high-level strategic guidance. A fractional CMO can help define your marketing strategy, manage agencies, and coach your team. This provides the benefit of a seasoned marketing leader without the high cost of a full-time executive. It’s a great solution for MSPs that want to scale efficiently and ensure that marketing remains aligned with business goals.
MJ Patent’s insights offer a clear roadmap for MSPs looking to improve their marketing strategies and grow their business. By focusing on strong positioning, aligning sales and marketing, and considering strategic leadership like a fractional CMO, MSPs can optimize their marketing efforts for long-term success. These five key takeaways are just the beginning—if you want to dive deeper into these strategies, be sure to listen to the full podcast episode with MJ.
