- Controls
- The final decision and the relationship with whoever handles IT today, often a friend or long-time vendor.
How to open: Ask what happened the last time something broke and how long it took to get fixed.
Industries · MSPs
MSP lead generation: meetings with owners who are done with their current IT setup
Most managed services deals start when an owner gets frustrated with the person or company handling IT today. We book meetings with those owners and their finance and operations leads before the frustration turns into a quick referral to someone else, so your MSP is already in the conversation when they decide to switch.
Ask Ava anything about selling MSP services
Where the pipeline comes from
The accounts a MSP program calls
- Professional offices with 20 to 200 seats
Law, accounting, engineering and insurance offices run on email, file shares and line-of-business software, and usually have one overloaded person or a break-fix vendor holding it together.
- Medical, dental and specialty practices
Patient data rules, practice management software and multiple locations make IT a compliance question, not only a help desk question.
- Multi-location businesses
Franchise groups, branch offices and service companies need the same network, devices and security at every site, which a single in-house IT person struggles to cover.
- Manufacturers and distributors
Shop floor systems, ERP and an office network share the same infrastructure, and downtime stops shipments, so owners pay attention to backup and recovery.
- Companies with an internal IT team of one or two
Co-managed IT is an easier first sale: you take the help desk, security tooling and after-hours coverage while their staff keep the projects.
- Firms with cyber insurance or client security questionnaires
Renewal applications and customer audits ask about MFA, backups and endpoint protection, and the owner needs someone to answer them.
Who decides
The people behind a MSP buying decision
- Controls
- The IT budget, vendor invoices and the cyber insurance application.
How to open: Lead with predictable monthly cost and ask who filled out the last insurance security questionnaire.
- Controls
- Day-to-day systems and a strong opinion on whether outside help is a threat or relief.
How to open: Position co-managed support: ask which tickets eat their week and what they never get to.
- Controls
- Onboarding, new locations and the complaints from staff when systems are slow.
How to open: Ask how long it takes to get a new hire set up with a laptop, accounts and access.
Reasons to call
What opens a MSP account
- A security incident or close call
A phishing loss, ransomware scare or compromised mailbox makes the owner question the current setup in a way nothing else does.
- Cyber insurance renewal or a client audit
The questionnaire asks for controls they may not have, and someone has to put them in place before the deadline.
- The IT person leaves
When the internal admin or the one-person vendor moves on, the company has to decide whether to replace them or outsource.
- Growth, a new office or an acquisition
More seats and new sites expose a network and device setup that was built for a smaller company.
- End of life hardware and software
Servers, firewalls and operating systems reaching end of support force a project, and projects open the door to a managed agreement.
How it works
Your MSP outbound program
- 01
Build the list
Target businesses in your area by seat count, vertical and location count, with the owner, finance lead and any internal IT contact for each.
- 02
Run the outreach
A dedicated U.S.-based SDR works phone, email and LinkedIn under your MSP's name, leading with response time, security and cost predictability rather than a list of services.
- 03
Book qualified meetings
Every meeting is with the right company, the right contact and a real timing reason, such as a renewal, a departure or an incident, booked onto your calendar.
- 04
Nurture the rest
Accounts locked into a current provider stay in a follow-up cadence until the agreement is up or something breaks.
What we fix
Why MSP pipelines stall, and what changes
- "We already have an IT guy"
The SDR does not argue with the relationship. They ask about response time, backups and after-hours coverage, and book the meeting around the gaps the owner names.
- Referral-only growth that stalls
Outbound puts you in front of businesses that match your ideal seat count and vertical, not only the ones your current clients happen to know.
- Engineers and owners selling between tickets
Your SDR handles prospecting and follow-up full time, so your technical team shows up to qualified discovery meetings instead of cold calling.
- Long gaps between a first call and a switch
Contracts with the current provider run out on their own schedule. Nurture keeps you in contact until the term ends.
Results
Programs we have run in related industries
Beyond the calls
What your MSP buyers see after the first conversation
Our SDRs open the door. Our creative and inbound teams make sure what a buyer finds next, your website and the material your reps send, closes the gap.
Sales collateral Sell sheets, case studies and decks for owner, president or managing partners The one-pager in the follow-up email, the case study they forward upstairs, the deck for the first meeting. See the collateral portfolio →
Websites and inbound A website that turns MSP searches into calls Pipeline Inbound builds the site, content and search presence that turn interest into conversations your team can work. Shown: Ironwatch Security. See Pipeline Inbound →
Pricing
Flat monthly programs, guaranteed in writing
Best for $2M to $10M revenue. A dedicated U.S.-based SDR at 50% capacity, a custom 1,500-account target list, phone, email and LinkedIn.
Best for $10M to $50M. A dedicated SDR at 100%, plus direct mail, intent and trigger data, and nurture up to 18 months.
Best for $50M+. A team of 2 to 6 specialists across territories and divisions.
Guaranteed. The activity or qualified-appointment number is agreed in writing before launch. If we miss it, we keep working at no additional cost until we hit it.
Exclusive. One MSP program per market: we will not run the same program for your direct competitor in your territory.
See everything each plan includes or compare with hiring an SDR.
Questions
MSPs appointment setting, answered
What kinds of MSP deals can outbound generate?
Fully managed IT agreements, co-managed support alongside an internal team, security and compliance projects, and infrastructure work like firewall, server or cloud migrations that lead to a monthly agreement.
Who does the SDR call?
Owners and managing partners, CFOs and office managers, internal IT leads and operations administrators, at professional offices, practices, multi-location businesses, manufacturers and distributors.
Can you target a specific vertical or seat count?
Yes. The list is built around the businesses you serve best, whether that is healthcare practices, law firms, manufacturers or companies in a certain seat range.
Will you work for another MSP in my area?
No. We run one MSP program per market, so your territory and your messaging stay yours.
What does a program cost?
Foundation is $5,000 a month and Growth is $8,500 a month, with Enterprise quoted to scope. The activity or appointment number is guaranteed in writing, and we keep working at no extra cost until we hit it.
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