Outbound for MSPs and MSSPs
We run outbound for MSPs. Email, LinkedIn, and phone, run as one sequence by someone on our team who’s on your account and knows why every company is on the list.
If you’ve bought appointment setting before, you probably got what most MSPs get: a calendar full of meetings with companies that were perfectly happy with their current provider, because the vendor got paid when the meeting happened and not when it fit. We don’t work that way. Our list is built every day from companies that just posted an IT job, or hit a compliance deadline, or opened a second office. The email goes first, about that thing. Then we call and connect on LinkedIn about the same thing. Starts as low as $2,999 a month, month to month, for the email, with the calling layer priced for your volume.
Why the phone works as a second touch and not a first
Here’s the thing about calling an MSP prospect cold. The owner of a 90-person company doesn’t take cold calls. The receptionist screens them, and even if you get through, “do you have a few minutes to talk about your IT” is dead before the sentence ends. Every appointment setter in the country has already made that call to that owner.
But a call that comes three days after an email about their IT admin posting is a different call. The call opens with “I sent a note Tuesday about the IT Administrator role.” Half the time the owner remembers it, and the other half he asks what it said, which is a conversation either way. The email did the work that the call couldn’t have done on its own.
LinkedIn works the same way. A connection request from a stranger gets ignored. A connection request from the person whose email about the CMMC deadline is sitting in your inbox gets accepted, and then there’s a second channel open.
So the sequence is always email first, then phone and LinkedIn about the same thing. Not three channels shouting at once.
Who does the calling, and what to ask about them
On our programs the person doing the calls is one named member of our team, assigned to you. They look at the signal list every morning, they know which company got which email and why, and they work phone and LinkedIn against the same companies the email is hitting that week.
Whoever you hire for this, ask them these:
Is the rep dedicated or shared, and across how many accounts? Shared across two is fine for an MSP program, because the list is small. Shared across six means you get a day a week.
Where are they, and who trained them on MSP sales? An offshore rep with a tight script can book meetings for a simple product. MSP sales isn’t simple. The moment the owner says “we’re on Microsoft 365 already, what would you even do,” the rep has to have an answer.
What’s the call-to-meeting ratio on your last three MSP accounts? On a signal list, one meeting per 50 dials is the floor. Worse than that and either the list or the script is wrong.
What happens when the rep quits? They will, eventually. The answer should be a training process with a timeline, not “we’ll get you someone.”
What the sequence looks like
Here’s 14 business days for a company that just signed a lease on a second location. Every touch is about the new site.
Day 1. Email. Saw the lease on the Ridge Rd location. If the network and endpoints for the new site haven’t been scoped, we can quote that as a standalone project, separate from whoever handles your current office. Day 2. LinkedIn. Connection request to the owner or ops lead. No note. Day 3. Call. “I sent a note Tuesday about the Ridge Rd buildout. Has anyone scoped the network for it yet, or is that still open?” Day 5. Email. Reply to day 1. One line about a similar-sized firm’s second-site build and what it cost them to do it late. Day 7. LinkedIn. If they accepted, a message. Same question as the call, shorter. Day 9. Call. Second attempt. Voicemail if no answer, under 20 seconds, names the address. Day 12. Email. Last one. Asks whether to close the file or check back when the buildout starts. Day 14. Call. Final attempt. If nothing, the company goes back into monitoring and gets a fresh sequence the next time something happens there.
Eight touches, three channels, three weeks, all about one building. It reads like one person following up, because it is.
The five signals
The list gets rebuilt every day from these. Whoever’s calling sees which one fired for each company before picking up the phone.
An IT admin or sysadmin posting. The company’s outgrown what it has. The email offers co-managed; the call asks whether the hire’s meant to replace the MSP or help it.
A compliance deadline. CMMC, HIPAA, SOC 2, a state privacy law. The date’s in the subject line and it’s the first thing we say on the call.
A new office, warehouse, or clinic. That’s the sequence above.
A breach at a company that looks like them. The email names the incident. The call asks whether their current provider has run the same checks.
A Microsoft 365 or Azure migration role. The email offers to run it as a fixed-price project. The call asks when it’s supposed to start.
What we mean by “meeting”
Somebody at a company that fits the seat range and industries you told us wrote back or picked up, they agreed to a call, and it’s on your calendar. Held meetings and no-shows are both reported, separately, because they’re not the same thing and anyone who lumps them together is hiding the no-show rate.
Before anything sends we write down the line with you: minimum seats, industries in and out, geography, whether co-managed counts. If a reply misses that line, we hand it over as a note and we don’t count it.
And you see every reply and every call outcome. We don’t report dials.
How it runs
Week one we set up sending domains and mailboxes in your name, agree the line, turn on the five signals in your territory, and assign the person on our team who’ll be on your account.
Week two the first emails go out. Calling and LinkedIn start in week three, once the email has shown us which signals are getting replies, so the calls go to companies that are already warming up.
Replies and booked meetings go to your rep the same day with the signal, the thread, and the call notes.
Every morning we look at yesterday’s meetings against the target. If we hit it, we send more and we dial more. If we missed it, it’s one of four things: wrong companies, not enough of them, the message was off, or it didn’t land. We find which, fix it, and that’s what goes out today. You can follow it in the log, by signal and by channel.
When you leave, the domains and mailboxes are yours and the call notes go with them.
What it costs
Starts as low as $2,999 a month, month to month, for the email program on domains you own. No setup fee, no minimum term.
The LinkedIn and calling layer is priced per program, based on how many dials a day your territory supports and how much of a rep that needs. We’ll give you the number on the fit call, and it’s a flat monthly figure, not per meeting.
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 whether you want calling on the account or just LinkedIn. We'll tell you whether we'd take it, what the calling layer would cost at your volume, 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 haven't picked a channel and want the qualification line and the reply report first.
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if you want to retarget the same list with paid social while the sequence runs.
Outbound Sales for other industries
Questions people ask us
We used an appointment setter and the meetings were junk. Why would this be different?
Because they got paid per meeting and we don’t. A per-meeting vendor books anyone who’ll agree to a call. We charge a flat monthly fee, write down with you what counts, and show you every reply and every call outcome. If the meetings are junk, you’ll see it in the log the same day, and so will we.
Can you really get through to an owner on the phone?
As a first touch, no, and neither can anyone else. As a follow-up to an email about their own IT posting or their own compliance deadline, yes, often. That’s why the email always goes first.
Do we get a dedicated rep?
Shared across two accounts is the default for MSP programs, because a single territory doesn’t produce enough dials for a full-time person. If your territory does, we’ll tell you, and dedicated is available.
Can the rep use our company name and our reps’ LinkedIn profiles?
Emails go out under your reps’ names on domains you own. Calls are made as your company. LinkedIn runs on a profile you control. Nothing runs on an agency-owned profile you’d lose when the contract ends.
How many dials a day?
It depends on how many of the five signals fire in your territory, because we only call companies that got an email first. For a single metro that’s usually a few dozen calls a day, not hundreds. Volume for its own sake is how you end up with the junk meetings you just described.
How long until the first meeting?
Usually weeks three to five, same as the email-only program, but the meetings tend to hold better because the prospect has talked to a person before the calendar invite shows up.