Introduction

You know the story: a happy client refers you, and that turns into another monthly contract. But if your entire pipeline depends on good vibes and word-of-mouth, you’re building a house on sand.

If you want consistent growth, here’s how the best MSPs are winning new clients month after month.
Here are 10 Ways Successful MSPs Land Clients.

1. Structured Referral Systems

Top MSPs don’t just hope for referrals. They ask. They create referral programmes, offer incentives, and make it easy for happy clients to recommend them.

2. Consistent Email Marketing

Weekly updates, value-packed newsletters, and automated email sequences turn cold leads into warm ones. Email is where the trust game happens.

👉 Stat: Email generates £36 for every £1 spent, making it one of the highest ROI channels (DMA UK, 2023). That's $73 AUD for every $2 spent. Although if you're doing it yourself or if it is Automated it could be free!

3. Strategic Partnerships

Smart MSPs align with accountants, IT consultants, HR firms, or co-working spaces. Partnering gives you access to ready-made networks.

4. Strong Case Studies

Don’t just say, "We helped a client save time." Break it down: what the problem was, what you did, and what the business result was. Real impact sells.

5. Automated Follow-Up

Many leads aren’t ready the first time. That doesn’t mean "no" — it means "not now." Top MSPs use drip campaigns to stay on radar without being annoying.

6. Hyper-Specific Offers

Generic ads don’t work. But "Free 15-minute IT audit for financial advisers"? That gets attention. Niche down to get in.

7. Industry-Relevant Content

Different clients have different worries. Medical clients fear HIPAA breaches. Retail clients fear POS downtime. Speak directly to each.

8. Warm LinkedIn + Email Combo

A DM to connect, followed by a warm, helpful email. That’s the combo top MSPs use to nurture leads.

9. Webinars and Q&As

Host a session on "Cybersecurity 101 for Clinic Owners." Show expertise. Build authority. Collect leads.

10. Cold Emails That Don’t Suck

Personalised, benefit-driven, and written like a human. Not a brochure. Cold outreach still works when it doesn’t feel cold.

👉 Here a stat: 89% of B2B marketers use email as the primary channel for lead generation.(Content Marketing Institute).