How to Win Over MSPs: A Vendor’s Guide to Authentic Marketing

Marketing to Managed Service Providers (MSPs) is a unique and often tricky challenge. This is a tight-knit, technically savvy community that can spot inauthenticity from a mile away. They are bombarded with vendor messages daily, so if you want to break through the noise, your approach needs to be deliberate, respectful, and genuinely value-driven.

Having worked with MSPs for over two decades, we’ve seen what works, what doesn’t, and what can seriously backfire. If you’re a vendor aiming to build meaningful relationships with MSPs and become a trusted part of their tech stack, here are five essential lessons to keep in mind.

1. Ditch the High-Pressure Sales Tactics

MSPs have a bit of an “allergy to marketing” and high-pressure tactics. Their buying cycles are longer and more complex than in many other industries, often lasting anywhere from one to eight months. This means that a constant barrage of daily calls, emails, and LinkedIn messages will likely do more harm than good.

Instead, focus on nurturing. Share valuable content, give thorough answers to technical questions, and engage in discussions where you’re truly helping, not just selling. MSPs value relationships and insights over sales pitches, and if you consistently demonstrate value, they will come to you.

2. Participate Authentically in Online Communities

MSPs are incredibly active in online forums like the r/msp subreddit, Slack groups like IT Pool Party, and Discord communities. These platforms are a goldmine for understanding their concerns, product needs, and getting candid feedback, including on vendors like you.

Join these communities with the mindset to contribute, not to convert. Listen, learn, and answer questions where you can offer meaningful insights. Avoid salesy posts outside of designated spaces, and always use your real name, as MSPs have a sixth sense for fake accounts. Using deceptive practices like “shill accounts” or creating fake reviews can lead to negative community gossip and a damaged reputation.

3. Respect the MSP-Client Relationship

This is the golden rule: never go around an MSP to pitch your services directly to their clients. This is the fastest way to burn bridges and violate trust in the MSP community.

Instead, you should support your MSP partners. Provide things like white-label sales collateral, co-branded webinars, or marketing development funds (MDF) to help them market more effectively. If you participate in campaigns that put the MSP front and center, you will build loyalty instead of resentment.

4. Use Proper Channels (and Timing) for Outreach

MSPs are busy. Don’t clog their support ticket queues with sales inquiries or ping their personal numbers. Email is still the most respected method of communication, followed by LinkedIn and their business phone line.

Avoid “spray-and-pray” outreach; keep your messaging spaced out and respectful. Ask them how they prefer to be contacted and honor that preference. The goal is to open a door, not kick one down.

5. Understand Their High Switching Costs

Even if your product is better, easier, or cheaper, MSPs won’t jump ship overnight. Switching tools involves retraining staff, rewriting documentation, and potentially disrupting client service, which is a significant undertaking.

Don’t overstate the ease of migration. Instead, provide clear, easy-to-access documentation. Make it simple for MSPs to understand your pricing, technical specifications, and integration processes. Offer solid onboarding support and be available to answer detailed questions without pushing for a call before you’re ready with answers.

Final Thoughts

Marketing to MSPs isn’t about selling hard; it’s about building credibility, being helpful, and playing the long game. MSPs reward vendors who respect their process, contribute to their community, and treat them like strategic partners.

We covered these principles in more detail during a past webinar titled “What Should Vendors Know About Marketing to MSPs?”. If you’d like to hear examples and real-world stories that bring these tips to life, you can watch the full session here.

Need help marketing your MSP business?

We’ve been helping MSPs and IT service firms grow since 2001. Whether you need help refining your messaging, generating leads, or building trust in the channel, we’re here to help. Contact us today to learn how we can support your growth.