Lead Generation for MSPs and MSSPs
We do lead gen for MSPs. Here's the short version: we watch for companies with 20 to 500 employees that just posted an IT job, or picked up a compliance deadline, or signed a lease on a second office, and we email the owner that same week about that specific thing. When they write back, we put them on your calendar.
It starts as low as $2,999 a month, month to month, and what you get is a meeting with a company that has a reason to change something about their IT this quarter. We don't hand you a list, and we don't book "we'd love to learn more about your business" calls.
Who you're selling to, and why most lead gen doesn't work on them
Your buyer is an owner, or a controller, or an ops manager, at a company that's too big to have a nephew doing IT and too small to hire a real department. Somewhere between fifty and three hundred people, usually. They've already got an MSP, or they've got a guy inside the company doing IT on top of his real job.
They don't switch because your email said your help desk answers faster. They switch when something breaks. The old MSP misses a ransomware event. The cyber insurance renewal comes back asking for MFA and EDR that nobody set up. A DoD customer asks for a CMMC assessment. They open a second office and the current provider says "we don't really cover that area." The guy doing IT on the side quits.
Most MSP lead gen ignores all of that. It pulls every company in a 50-mile radius with the right headcount and sends them "are you happy with your current IT provider?" Some of them say yes, sure, let's talk, and you take the meeting, and they are in fact happy with their current IT provider. After three or four of those you stop trusting the vendor, and you're right to.
Buying a list of "MSP leads" is worse, if anything. The same list got sold to every MSP in your metro, so by the time you call, the prospect has heard from four of your competitors.
Here's the thing about your market. There are maybe forty companies in your metro that'll switch MSPs this year, and that number doesn't move much. The only question is whether you're in front of them the month they decide, and you won't be if your email went out in March to everyone with 50 employees.
What we actually watch for
There are five signals. They are all public and dated, and they all indicate that the company is making an IT decision right now.
Somebody posts an IT admin job. When a 120-person company puts up its first sysadmin posting, it's outgrown whatever it has. Sometimes that means they're leaving an MSP to go in-house. Sometimes it means the owner is trying to fix an MSP problem by hiring a person. Either way there's a decision on the table, and we email the hiring manager with a co-managed option that costs less than the salary and starts sooner than the hire.
A compliance deadline shows up. CMMC started landing in DoD contracts in November 2025 and tightens again this November, so any subcontractor with a SAM.gov registration and a DoD award is on a clock whether they know it or not. HIPAA, SOC 2, and the state privacy laws do the same thing for clinics, software companies, and professional services firms. We match the deadline to the company and put the date in the subject line. This is the one that converts fastest, because the buyer already has a calendar.
They open a new location. A lease announcement, a building permit, a job posting with a city that wasn't there before. New site means new network, new endpoints, and often a new provider, because the old one doesn't cover that geography. We don't pitch the whole account. We offer to quote the new site.
A peer company gets breached. State AG breach notification lists and SEC 8-K filings tell you who just got hit and in what industry. The companies that look like the victim, same industry, same size, read that story and call their insurance agent. We email the owner and ask whether their current provider has run the same checks.
Somebody posts a Microsoft 365 or Azure migration role. A job listing asking for Intune or Entra experience at a company that's never had a cloud role is announcing a project. We offer to run the migration as a fixed-price project. A lot of our MSP clients' managed contracts started that way, six months after the project ended.
What the email looks like
Subject: CMMC before the November deadline
Hi Marcus,
Saw you posted the IT Administrator role last week, and that you hold an active DoD subcontract. The Level 2 requirements start showing up in renewals this November, and I don't think an admin hire gets you through an assessment on its own.
We take DoD subs with 40 to 200 seats through the gap analysis and the fixes, then run the environment after. Two of our current clients went through the same thing this year.
Want to see what the assessment would cost on your setup?
Priya
Priya is your rep, not ours. The job posting, the SAM registration, and the deadline all came from the signal. And notice the email doesn't say anything about the MSP until the third line, because nobody cares about the MSP until they've been told something about themselves.
If you want to know which of these five fires most in your territory, book a 15-minute call and we'll pull the last 30 days before you get on it.
What we mean by "lead"
When we say lead, we mean someone wrote back, they fit what you told us you wanted, and we got them on your calendar. We don't count whitepaper downloads or form fills.
Before anything sends, we write down the line with you: minimum seats, industries you'll take and won't, geography, and whether co-managed deals count. If a reply doesn't meet that line, we hand it over as a note and we don't count it.
And you see every reply, including the ones that say no. That's how you check whether the signals are working instead of taking our word for it.
How it runs
Week one we set up sending domains and mailboxes, separate from your main domain so nothing we do can touch your client email. We agree the line above, and we turn on monitoring for the five signals in your territory.
Week two the first emails go out, under your rep's name, from a mailbox you own.
When someone writes back, it goes to your rep the same day with the signal attached, so the rep walks into the call already knowing why this company answered.
And then every morning we look at yesterday's meetings against the target. If we hit it, we send more. If we didn't, it's one of four things, and we've never found a fifth: we emailed the wrong companies, we didn't email enough of them, the email itself was off, or it didn't land in the inbox. We figure out which, fix it, and that's what goes out today. You can follow along in the log. Most agencies do this once a quarter, if they do it at all.
When you leave, the domains and mailboxes are yours. We hand over the logins.
What it costs
Starts as low as $2,999 a month, month to month. No setup fee, no minimum term.
That covers the domains, the mailboxes, warmup, building the list, watching the signals, writing the emails, sending them, handling replies, booking the meetings, and the daily log.
It doesn't cover a caller. If you want phone and LinkedIn on top of email, that's the outbound program, which is linked further down.
Results
Those are software, logistics, and restaurant clients. We'll put an MSP number here the first time an MSP client lets us use their name.
Book a 15-minute fit call
Tell us your seat range, your territory, and roughly what your pipeline looks like right now. We'll tell you whether we'd take the account, which of the five signals fire in your area, and, if it shouldn't be us, who to call instead.
Other ways we work with MSPs and MSSPs
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if you want email plus LinkedIn and calling, with our team on the phones.
Lead Generation for other industries
Questions people ask us
How is this different from the appointment-setting guys who charge per meeting?
They get paid when a meeting happens, so they'll book anyone who'll sit still. We get paid monthly and show you every reply, so our incentive is to send fewer emails to better companies. You can compare the reply list to the meeting list any day you want.
Do you work with more than one MSP in the same metro?
We check on the fit call. If we're already running a program in your territory at your seat range, we'll tell you before you sign anything.
Can you email small businesses without breaking CAN-SPAM?
Yes. CAN-SPAM lets you send unsolicited commercial email to businesses as long as you say who you are, the subject line's honest, and there's a working unsubscribe. Every email we send does that. We don't scrape personal Gmail addresses.
How many emails go out?
Fewer than you'd think. A signal-based list in one metro is a few hundred companies a month, not tens of thousands. It depends on how many of the five things happen in your territory, and we can estimate that before you start.
How long until the first meeting?
Usually weeks three to five. The compliance and new-office signals tend to go fastest, because the buyer already has a date.
Do we need a salesperson to take the meetings?
Somebody on your side has to run the call. A lot of our MSP clients are owner-led and the owner takes the first few. We send over the signal, the reply thread, and the notes, so you're not starting from "tell me about your business."