This week’s MSPi Primecast features Joe Pannone sharing his approach to helping MSPs grow using podcasting, video, and real conversations. Drawing from his own experience building and selling an MSP, along with launching a podcast and media platform, Joe explains how the way MSPs attract clients is changing.
He points out that today’s buyers are no longer searching the way they used to. Instead, they are scrolling through content, watching videos, and engaging before ever reaching out. This shift creates an opportunity for MSPs to connect earlier in the process.
1. Conversations Come Before Opportunities
Joe explains that instead of chasing leads, MSPs can create opportunities by starting conversations.
By hosting a podcast or similar format, MSPs can speak directly with business owners, partners, and prospects in a natural way. These conversations are not sales pitches—they are simply discussions that build familiarity and trust over time.
He shares examples of MSPs who started podcasts to talk with local businesses, and over time those conversations turned into clients and referral relationships.
2. One Conversation Can Be Used Many Times
A key part of Joe’s approach is taking one conversation and using it across multiple formats.
After recording a podcast or video, that content can be turned into shorter clips, shared on social platforms, and used in newsletters or blogs. This allows MSPs to extend the reach of a single conversation.
He describes this as a way to continue sharing the conversation long after it happens, helping more people see and engage with it.
3. Real Conversations Matter More Than a Scripted Format
Joe places strong emphasis on having real conversations instead of structured interviews.
He explains that listening carefully, not interrupting, and asking genuine questions leads to better discussions. The goal is to make it feel like a natural conversation rather than a formal interview.
In many cases, guests don’t even realize they are being recorded because the conversation feels so natural.
4. Consistency Is More Important Than Going Viral
Joe also highlights that many podcasts and content efforts stop too early.
He notes that a large percentage of podcasts do not continue past a small number of episodes. Instead of focusing on going viral, he encourages MSPs to focus on showing up consistently.
Publishing regularly and continuing to have conversations over time leads to growth.
What This Means for MSPs
Joe Pannone’s approach centers on using conversations as the starting point for growth. By speaking with others, sharing those conversations, and continuing the process consistently, MSPs can create more visibility and stronger relationships.
Rather than relying only on traditional lead generation, this approach allows MSPs to build connections first and let opportunities develop from there.
