In 2020, after 20 years in business, I came clean. It was uncomfortable to admit, but I finally realized that as the owner of an MSP, I needed to grasp what real growth required. There was the assumption that I knew how to grow a business. After all,...
Here’s the timing I follow for re-engaging prospects: Wait 4 to 6 months before reusing the same offer. Reach back out sooner if you have a different offer. I get this question from SDRs and MSP owners all the time: ‘We did our initial outreach. We did the...
In 2018, I did something most people would consider crazy: I stepped into running a managed services company in Green Bay, Wisconsin, that had never actually made my family a dime. For 10 years, my husband had been investing in this MSP. On paper, it should have been...
I get asked this constantly: ‘Robin, we’re ready to invest in prospecting. Should we focus on SEO? GEO? Content marketing? Direct mail? Strategic partnerships? Where do we start?’ The answer always stops people in their tracks because it’s not what they expect. Before you spend another dollar on...
When someone asks me what’s working for lead generation, they’re usually asking the wrong question. They want to know which channel to pick. Which media. Which platform. And that’s where most MSPs go sideways. The Four M’s Framework Here’s what actually moves the needle. I call it the...
AI is a legitimate tool for MSPs who want to move faster, sharpen their writing, and get more done with less. But there’s a version of AI use in marketing that’s actively hurting the MSPs doing it, and most of them don’t realize it’s happening. The Problem Has...
The first time I attended a Technology Marketing Toolkit (TMT) Roadshow, I almost didn’t go. My wife, Mandy, had to drag me there. I thought it would be a waste of time. We were running Impress Computers, a 17-year-old break-fix shop in Katy, Texas: four technicians, more chaos...
Most MSPs show up to a sales meeting and spend the first 20 minutes explaining why they’re good. That’s backwards. By the time you’re sitting across from a prospect, they should already be sold on you, or at least well on their way. That’s the job of the...
Last week I showed you the three mistakes killing most MSP LinkedIn pages. Writing for peers instead of prospects. Sending people off the platform. Posting and ghosting (see what I did there…it rhymes! Moving on…) If you ran your last five posts through the test we gave, you...
I looked at an MSP’s LinkedIn page the other day and immediately felt bad. Not tragic bad. More like “you were picked last for the kickball team in gym class” bad. They were posting two or three times a week. Good-looking graphics. Cybersecurity tips. Blog links. The whole deal. Somebody was clearly trying. And every post...
