The MSP market is more competitive than ever—and relying on referrals alone just doesn’t cut it anymore. In the latest episode of Talking VoIP with Datagate, our CEO Mark Loveys sat down with Laura Johns, Founder and CEO of The Business Growers, to discuss how MSPs can sharpen their positioning, embrace marketing automation, and strategically use AI to drive growth.
Laura has helped hundreds of MSPs and IT businesses break through growth plateaus with tailored marketing strategies. This conversation is packed with practical insights for providers looking to modernize their marketing approach and grow more predictably.
Below, we’ve broken the conversation into sections that follow each of the questions Laura answered—highlighting practical, real-world advice MSPs can use to improve their marketing, leverage partnerships, and scale more predictably:
Why Referrals Alone No Longer Drive MSP Growth
In a market where growth-minded MSPs are seeking more predictability and scale, depending on word-of-mouth alone has become increasingly risky. Many providers are now realizing that while referrals are valuable, they must be supported by a consistent, intentional system that drives visibility and demand.
“Referrals don’t work like they used to,” Laura said.
Instead, MSPs should build a referral system—complete with defined niches, consistent visibility, and genuine incentives:
- Niche down to make it easier for clients to refer ideal prospects
- Create content (like newsletters and case studies) that keeps you top-of-mind
- Offer incentives that don’t feel forced or gimmicky
Referrals are great—but they should be part of a broader, repeatable strategy.
Sharpening Your Messaging to Cut Through the Noise
As MSPs shift from relying solely on referrals to building a predictable marketing system, clear and compelling messaging becomes crucial. Standing out in a crowded field means communicating your unique value in a way that resonates.
Laura emphasized the importance of differentiated messaging based on outcomes, not just services.
Instead of saying “we’re responsive” or “we offer great service,” MSPs should:
- Lead with business problems solved
- Use case studies to back up claims
- Keep messaging consistent across all platforms
“The goal is to get prospects to say, ‘This MSP understands my problem—and they’ve solved it before.’”
AI in Marketing: The CRIT Method
As MSPs look to scale their efforts beyond traditional tactics, modern tools like AI are becoming indispensable. The conversation turned to how technology—especially AI—can streamline content creation, refine strategy, and deliver more consistent results with leaner teams.
Laura introduced a practical framework her team uses to integrate AI into their processes: the CRIT Method:
- Content: Use AI to generate blogs, social posts, SEO pages
- Repurposing: Break longform content into shorter snippets
- Ideation: Brainstorm headlines, campaigns, and hooks
- Templates: Build systems for repeatable execution
“You don’t need a content team—you need one marketer who knows how to use AI effectively.”
She shared how The Business Growers balances authentic storytelling with search performance:
- Feed AI both your SEO keywords and your top 20 client questions
- Use it to map out a content strategy rooted in real search volume
- Ensure quality content aligns with what prospects are already looking for
“AI won’t replace your team—but someone who knows how to use AI will replace someone who doesn’t.”
The takeaway: AI isn’t a shortcut for quality—but when paired with the right strategy, it can help MSPs scale their marketing faster and smarter.
From “Random Acts of Marketing” to Repeatable Growth
As the conversation turned from external partnerships to internal systems, Laura emphasized the importance of consistency in marketing execution. MSPs often fall into the trap of one-off campaigns or scattered content efforts that fail to move the needle.
“Pick one channel—and get consistent.”
That might mean:
- A monthly nurture email
- Regular LinkedIn activity
- Paid ads targeting warm audiences
The key is to choose something you can stick with—and scale once the system is working.
How to Start if You’re Overwhelmed by Marketing
Laura encouraged MSPs to start small and simple. You don’t need a complex funnel or big team to make progress.
“Marketing doesn’t have to be intimidating. It’s about consistency over complexity.”
Her suggestion:
- Pick one thing to do well, such as writing a helpful blog once a month or showing up on LinkedIn weekly
- Focus on real engagement over vanity metrics
- Build credibility over time with helpful, authentic content
Avoid disjointed, one-off efforts. Instead, focus on sustainable marketing that leads to real conversations.
FAQs
What is the best marketing strategy for MSPs in 2025?
The best strategy is one that combines niche positioning, consistent messaging, and scalable systems. That means defining your target audience clearly, differentiating your services with client-focused messaging, and using tools like AI and marketing automation to execute reliably.
How can MSPs use AI to generate more leads?
AI can be used to create content at scale, repurpose longform material into bite-sized posts, brainstorm campaigns, and build repeatable marketing templates. When combined with SEO insights and customer pain points, AI helps MSPs produce helpful, high-impact marketing more efficiently.
Are referrals still effective for growing an MSP?
Yes—but not in isolation. Referrals work best when supported by systems that make it easy for happy clients to refer you, stay top-of-mind, and convert leads through trust-building content. In today’s competitive landscape, referrals need to be intentional—not accidental.
🎧 Watch the Full Episode
This episode is a tactical guide for MSPs ready to evolve beyond referrals and take control of their growth. Watch the full episode on YouTube.
💡 Bonus Tip: Want to streamline your billing and customer experience too? Datagate integrates with your PSA, accounting system, and payments provider to simplify your quote-to-cash process. Learn more about Datagate here.
