Get More MSP Leads with Laura Johns | Predictable Revenue for MSPs

Your MSP doesn't need a new tool to win more deals. It needs a message prospects can repeat back. In this episode of the Get More MSP Leads podcast, Laura Johns explains why having the same tech stack as the MSP down the street isn't the problem it's made out to be, and what actually gets a buyer to pick you over a cheaper option. Laura opens with a stat that's been getting a lot of attention: 92% of MSPs run basically the same tech stack. Same tools, same vendors, same certifications. Her take? Your stack was never the differentiator. A dental office owner can't tell one firewall from another. A CFO comparing EDR vendors is really asking one question: do I trust these people? The real risk comes when buyers can't tell you apart. Same stack plus same messaging usually ends in a price war, and you'll lose that to someone hungrier and cheaper three states away. "Fast, responsive, great people" won't fix it either. If someone has to become your client to feel your differentiator, it won't bring new clients in. What you'll learn: ✅ Why your tech stack is table stakes, not a selling point ✅ The 4 parts of a real MSP differentiator ✅ Why specific messaging matters even more now that buyers use AI search to find MSPs ✅ How TBG found its own edge (turnkey MDF expertise) ✅ A 3-step homework assignment to find the gap on your own website Want help finding what makes your MSP different and building a system around it? Get a free Growth Gap assessment from The Business Growers at the link below. Chapters 0:00 Intro: 92% of MSPs run the same tech stack 1:14 Why your stack was never the differentiator 2:07 The real risk: same stack + same messaging = price war 2:22 Why "fast, responsive, great people" doesn't win new clients 2:54 What a real differentiator looks like 4:13 How AI search changes the way buyers find you 4:27 What TBG found researching 9 competitors 5:34 The one thing no tool can copy 6:00 Your homework: the one-sentence test 6:50 Get your free Growth Gap assessment 🌱 Hi, I'm Laura Johns, founder of The Business Growers and host of the Get More MSP Leads podcast. I help MSPs and IT companies build the marketing foundation, pipeline, and sales infrastructure to grow past the plateau and scale with the right clients. 🔗 Find your Growth Gap: https://go.thebusinessgrowers.com/growth-gap?utm_source=youtube&utm_medium=video&utm_campaign=description 📖 Get my book - Know Grow Scale: https://www.amazon.com/dp/B0DFW781ZT Connect with me on LinkedIn: https://www.linkedin.com/in/laurapickardjohns Subscribe and watch more MSP growth videos on this channel. ✉️ [email protected] #MSPMarketing #MSPGrowth #ManagedServices #GetMoreMSPLeads

How do you get more MSP clients without burning your market? You stop counting outbound touches and start counting the conversations where you knew something true about the buyer. One marketing company in our space is now promising MSPs 4,000 automated outbound touches a week. No SDR required. On paper, that sounds like the answer to everything. Most MSP owners I talk to would be thrilled with 40 touches a week done consistently. So I did the math. 4,000 touches a week is 208,000 touches a year. If your real target market is 2,000 businesses in your region, every one of them hears from you twice a week, all year, sounding exactly like the last 40 vendors who bought the same tool. And your market is finite. Once a business owner marks you as spam in March, they still remember your name in October. In this episode of Get More MSP Leads, I walk through why high-volume AI outbound can hurt MSPs more than it helps: 📊 Why 4,000 touches a week burns a regional market fast 🎯 Why the 10th touch has to show the buyer something the first nine didn't 🔐 Why a machine pretending to be a person is a risky first impression when you sell security 👂 What you lose when you automate the SDR seat (the feedback loop that sharpens your messaging) 🧱 Foundation before fuel: why more outbound won't fix messaging that sounds like every other MSP 🤖 Where AI actually helps: research, trigger events, and making touch 10 smarter 🚗 The best outbound I ever did: 8 years, 4 rejections, and one drive to Dallas that turned into an AT&T partnership I'm not anti-AI. I use it every day. But motion isn't momentum. If you're running outbound right now, your homework is at the end of the episode: pull your last 30 days, count the conversations where something specific and true came up, and pick 10 accounts from your Dream 100 to reach out to with one message built on a real detail. If you want help building outbound that earns trust instead of burning your market, start with the free Growth Gap Assessment below. CHAPTERS 0:00 Intro 0:20 The 4,000 touches a week pitch 1:41 Do the math on your market 2:30 Why you can't burn your list twice 3:03 The 10th touch has to know something 3:49 You sell security 4:11 Motion vs. momentum 4:38 What you lose when you automate the SDR seat 5:17 Foundation before fuel 5:40 How MSPs should actually use AI for outbound 6:18 The AT&T story: why I drove to Dallas 7:07 Your outbound homework this week 8:09 Free Growth Gap Assessment 🌱 Hi, I'm Laura Johns, founder of The Business Growers and host of the Get More MSP Leads podcast. I help MSPs and IT companies build the marketing foundation, pipeline, and sales infrastructure to grow past the plateau and scale with the right clients. 🔗 Find your Growth Gap: https://go.thebusinessgrowers.com/growth-gap?utm_source=youtube&utm_medium=video&utm_campaign=description 📖 Get my book - Know Grow Scale: https://www.amazon.com/dp/B0DFW781ZT This episode is taken from the Get More MSP Leads podcast. Audio link: 🎧 https://open.spotify.com/show/1Awr19JiyZz3UBJxXlPNg7 Connect with me on LinkedIn: https://www.linkedin.com/in/laurapickardjohns Subscribe and watch more MSP growth videos on this channel. ✉️ [email protected] #MSPMarketing #MSPSales #OutboundSales #GetMoreMSPLeads #ManagedServices

More leads will not fix a sales pipeline nobody is working. That is the lesson from a recent client visit where Laura Johns and her COO, Lydia Walker, found hundreds of open quotes sitting untouched inside a multi million dollar MSP. Active revenue nobody on the sales team was following up on. In this episode of Get More MSP Leads, Laura explains why the request she hears most, "we need more leads," is rarely the right diagnosis. Most MSPs asking for more leads already have plenty sitting in their pipeline. What they lack is a system for following up on what they already have. Before Laura touches a client's marketing strategy, she looks at three numbers: 1) How many quotes are currently open 2) How many proposals went out in the last ninety days 3) How many conversations have gone quiet Those three numbers show whether the issue sits in lead generation or in the sales process itself. Laura also breaks down the buyer cycle every MSP sale runs through, thirteen to twenty touches before a prospect decides, and the close rate a healthy MSP pipeline should hit, 25% to 35%. Pull up your pipeline this week, count every quote that has gone cold, and call each one instead of emailing. Fix the pipeline first, then spend on generating new leads. The Business Growers helps MSP and IT company owners build the marketing foundation, sales pipeline, and follow up systems that let them grow past a plateau. Find your Growth Gap below to see exactly where yours sits. 0:00 – Hundreds of open quotes nobody's working 2:11 – Why more leads won't fix a broken sales process 4:03 – Foundation before fuel: the 13 to 20 touch buyer cycle 6:02 – Why you can't measure what you don't track 8:04 – What a healthy pipeline looks like and the close rate benchmark 10:17 – This week's homework: call, don't email 🌱 Hi, I'm Laura Johns, founder of The Business Growers and host of the Get More MSP Leads podcast. I help MSPs and IT companies build the marketing foundation, pipeline, and sales infrastructure to grow past the plateau and scale with the right clients. 🔗 Find your Growth Gap: https://go.thebusinessgrowers.com/growth-gap?utm_source=youtube&utm_medium=video&utm_campaign=description 📖 Get my book - Know Grow Scale: https://www.amazon.com/dp/B0DFW781ZT Connect with me on LinkedIn: https://www.linkedin.com/in/laurapickardjohns Subscribe and watch more MSP growth content on this channel. ✉️ [email protected] #MSPSales #SalesPipeline #ManagedServices

MSPs can add mobile connectivity as a new recurring revenue line without learning how to run a wireless network. That's the case Brian Latchford, CEO and founder of Atomic Mobile, makes in this episode of Get More MSP Leads. He also flags the biggest mistake he sees MSPs make.Brian has launched over 100 MVNOs and built Atomic Mobile to defrag a mobile industry so fragmented that most brands don't know where to start.Follow him on LinkedIn: https://www.linkedin.com/in/brianlatchford/🌱 Hi, I'm Laura Johns, founder of The Business Growers and host of the Get More MSP Leads podcast. I help MSPs and IT companies build the marketing foundation, pipeline, and sales infrastructure to grow past the plateau and scale with the right clients.🔗 Find your Growth Gap: https://go.thebusinessgrowers.com/gro...📖 Get my book - Know Grow Scale: https://www.amazon.com/dp/B0DFW781ZTConnect with me on LinkedIn: https://www.linkedin.com/in/laurapickardjohns/ #MSP #ManagedServices #MVNO #Telecom #MSPGrowth

Brian Strong scaled Ten Hats from $2M to $19M in five years. His team now closes over 50% of deals without him in the room. Here is what he changed. Your MSP sales rep is not the problem. Your process is. If you built your sales process around how you close deals as the founder, no rep will ever replicate it. This episode is the one to send your sales team. IN THIS EPISODE: Why MSP sales reps keep failing and who is actually to blame The one thing keeping MSPs stuck below $10M Why 10 qualified prospects beat 30 bad ones every time The KPIs every MSP sales leader needs to track How to build a sales process that works without the founder in the room Why going upmarket changes everything about how you sell ABOUT BRIAN STRONG: Brian Strong is the CEO of Ten Hats, an MSP based in Knoxville, Tennessee. He scaled Ten Hats from $2M to $19M in five years by building a repeatable sales process that works without him. Twenty years in MSP sales. Sandler trained. Connect with Brian: linkedin.com/in/brian-strong ABOUT LAURA JOHNS: Laura Johns is the CEO of The Business Growers. She spent nearly a decade as the marketing leader inside an MSP before founding TBG. Author of Know Grow Scale. Host of Get More MSP Leads podcast. Book a free Growth Session at thebusinessgrowers.com. Get the book at amazon.com/dp/B0DFW781ZT