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Welcome to this SPECIAL edition of the show, Episode 268, of the MSP Marketing Podcast with me, Paul Green.

This week I’ve got another special episode for you. If your MSP isn’t growing, and you’re too busy running it to focus on growing it, this could be the answer for 2025.

Should MSPs hire a chief growth officer?

Featured guest: Jake Gregorich oversees revenue generation for Lyra Technology Group. He joined the team in January 2023 to help grow sales talent, increase collaboration among Lyra companies, and drive top-line revenue growth.

Prior to Lyra, Jake worked with MSPs including Impact Networking, Ntiva, and Equilibrium IT. He also served as an independent consultant to private equity backed MSPs and private equity companies looking to enter the MSP market on sales & marketing, diligence, acquisitions, and integration.

Outside of work, he enjoys time and good laughs with his wife Joanna, baby girl Sofia, toddler Charlie, golden retriever Bella, and large extended family. When he is not spending time with family and friends, Jake can be found outdoors hiking, biking, swimming, and playing team sports.

This is an MSP Marketing podcast special. Could this be any more perfect. A fresh idea, for a fresh new year. So, you want to make more money from your MSP and you’re looking for new ways to do it. Well, as we bring on a brand new year, it doesn’t get much fresher than this.

Welcome to a special episode dedicated to someone who’s found the solution to the problem of – how do you focus on growth if you are too busy with the day-to-day running of your MSP? Here’s a fresh perspective that’s definitely worth your time.

Hi, I’m Jake Gregorich, SVP of Growth at Lyra Technology Group.

And Jake, thank you so much for joining me for this special. It is of course your second appearance on the podcast. You were on, I think it was episode 205 back in late 2023, and ahead of having you back on the podcast again today I’ve just listened back to that, it was such a great interview and you were so very generous with the things that you shared. In our special today, we’re going to talk about what you guys are doing with this amazing MSP that you are building. And we’re also going to talk about the concepts of something called Chief Growth Officers. And not only in terms of how you’re doing that, because I think it’s really interesting how you are inspiring a large and growing number of people to grow their MSPs, but also we can look at it in terms of how the average MSP owner can take some of the concepts that you guys are proving are working right now and actually apply that within their own MSP.

So let’s start right at the beginning. Let’s assume that everyone who’s listening to this or watching this on YouTube has not heard you on the podcast before. Tell us exactly who you work for, what you guys are doing, what your mission is, and what you’ve achieved over the last few years.

Yeah, certainly Paul, great to be back, thanks for having me. Lyra Technology Group is a family of MSPs. We have now 77 companies across the US, Canada, the UK, Australia and New Zealand. Our business, compared to most highly acquisitive MSPs, is a bit different.

What we’re doing is we’re buying these companies (MSPs) but we’re retaining their people, their legacy, their brand.

And the Warren Buffett saying, first, don’t harm the investment in the business – and then we’re thinking about how we can help grow those companies. So our businesses are decentralised. Lyra is a shared service to those 77...

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Welcome to this SPECIAL edition of the show, Episode 267, of the MSP Marketing Podcast with me, Paul Green.

This week I’m taking you for a walk near my home. And we’re going to talk about a subject that’s very important to us as business owners…

How MSPs achieve a happy balance

Running an MSP is like constantly spinning plates and there’s a good chance that you’ve dropped the odd one from time to time. It’s a dizzying challenge trying to keep them all spinning and in perfect balance. If you are trying to juggle your home life with everything your MSP throws at you and it often feels impossible, today’s special episode is just for you. Come for a Christmas Eve walk with me as we find the answer to this question – How do you achieve the perfect happy balance?

Well, I hope you’ve had an insanely good year this year and you are really ready for Christmas tomorrow. Certainly if you’re listening to this when the podcast is released, what we’re doing today is kind of a bit of a new tradition, which we only started last year, but already it feels like the right thing to do every year is that you come for a walk with me. So last year, and you can go back and listen to last year’s special episode, we went for a walk round a lake near my home where I live. I live just outside Milton Keynes in the UK. It’s kind of in the middle of the UK. And today we’re just going for a walk near my house. Actually, I live near some fields. I live in a little village. It’s very nice around here. So it’s a beautiful, beautiful, sunny crisp December morning and I’m just taking you out for a walk to talk about the happy balance.

So what is the happy balance? Well, I’m a business owner just like you, and I’ve been doing this, actually next year it will be my 20th year. It was February, 2005 when I started my very first business, not the one I have now, I sold that in 2016. But back then I started and I had all the hopes and fears and all the difficult times that everyone has when they start their first business. And it took me probably about seven years to achieve this thing called the happy balance. And the happy balance is a mixture of, or a combination of five things that you need to have in your life in order to achieve happiness. Because if your experience of starting your MSP was anything like my experience of starting my first business, you throw yourself into it with such gusto that it becomes almost an unsustainable beast. And you kind of look up a year, two, three years in, and you realise that you are spending so much of your time working that you have got all the other parts of your life out of balance.

Things like, well, all the things we’re going to talk about today, but especially your family, your partner, your kids (if you’ve got them), your social life, your friends, all of these things, they take a backseat to the business and I think that’s okay for a year, maybe two years. But if it goes on any longer than that, the risk is that you are just out of balance. We cannot live our lives out of balance for a very, very long time. I do know business owners, MSP owners, in fact, who have been out of balance for years, decades in some cases. And yeah, some of them are sitting on very successful businesses, successful as in there’s lots of revenue coming in and there’s lots of profit going into their bank accounts. But I have business owning friends who are in that position and they go home to their luxury apartment in the evening where there is no partner and there’s no kids because the price of them building the business and making themselves a millionaire, the price of that was losing their family. And I dunno about you, but I would rather have the family and the happy life and...

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Welcome to Episode 266 of the MSP Marketing Podcast with me, Paul Green. This week…

• 3 big MSP marketing priorities for 2025: The silver bullet to getting new clients and growing your MSP lies in consistent and persistent marketing. Make it easy by prioritising these three things.
• And 3 big questions to ask yourself: Before the new year begins, take some time to answer these questions and focus yourself on your future goals, in life and in business.
• This MSP is using a clever backdoor marketing tactic: My guest this week tells us what his special marketing tactic is, how it makes finding clients easier, and how you can do a version of this in your MSP.
• Paul’s Personal Peer Group: Graham, an MSP owner in Omaha, reflects on how little he feels his MSP has achieved in terms of lead generation this year. He wants to know why his marking projects take so long to implement.

3 big MSP marketing priorities for 2025

Did your MSP sales engine feel broken in 2024? Well, here’s the fix. The best new revenue comes from lead gen that’s driven by a marketing machine, but don’t be scared. It’s dead easy and it’s built with just a few simple parts and it’s going to make 2025 your best year yet.

Right now let’s go through why your current marketing isn’t working, how to find more people to speak to and how to make all your marketing easier. I do love this time of year because everyone has a collective pause and after you’ve had a few days off to enjoy some time with your family, you move on to time to just kind of take stock of what’s happened in the last 12 months. And you figure out what it is that you want to improve next year.

Most of the MSPs that I’ve spoken to this year just want to win more new clients, and keep their existing ones and make sure those clients are happy.

And of course, make sure their staff are happy and service quality is important too. These are all important things to MSPs, but ultimately, if you nail it down to what’s the one thing that you would do to improve your business, if you could wave a magic wand, for most MSPs it would be to win new clients.

So let me suggest to you three marketing priorities to focus your business on next year. These are not difficult concepts to understand. In fact, I’ve deliberately made this as easy as I can, as I try to do with all the marketing that we talk about in our podcast and on the YouTube videos.

My first recommendation is to create a marketing system rather than a series of one-off activities. Now, the reason I suggest this is because the whole channel seems to be geared around helping you to do one-off activities. You get big vendors giving you marketing campaigns or social media that you can just roll out in one go. Now, don’t get me wrong, I think doing a one-off campaign or being all over social media for a couple of months is better than no marketing at all. But the very best kind of marketing is consistent and persistent, and that comes from having a marketing system.

A system means you have a series of tasks that are happening on a regular basis. Ideally, you personally as the owner of the MSP, is not doing them. You have someone doing them on your behalf, whether that’s someone who works for you or a trusted outsource person. If you’ve been listening to my podcast or watching my videos for a while, you’ll know the marketing system that I recommend. I suggest you build audiences of people to listen to you, starting with your LinkedIn and your email list. And then grow relationships with those people using education...

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Welcome to Episode 265 of the MSP Marketing Podcast with me, Paul Green. This week…

• Successful MSP owners exercise: Our bodies are amazing, but they’re even better when we use them on a regular basis. Even just a 20 minute walk every single day keeps your body sharp – and also your mind.
• How one client question can turn into 7 pieces of content for your MSP: To do great marketing for your MSP, you need great content. There’s tons of it around and there’s a simple way to extract it from everyday conversations with clients and prospects.
• This guy phoned 1,000 decision makers… and learned these hard lessons: Making more outbound calls is essential to win new business for your MSP. If you HATE picking up the phone, this interview is going to blow your mind.
• Paul’s Personal Peer Group: Steven, from as MSP in London, UK, is looking forward to getting organised in 2025 – his question is: Which project management software do you recommend?

Successful MSP owners exercise

MSP Running Shoes on. Have you ever felt that owning an MSP business is like running a marathon in more ways than one? And if you prioritise looking after your clients and their technology ahead of looking after your own body and health, then you have a very low chance of completing the marathon that is being a business owner for the next 20 years. Let’s find out why successful business owners exercise, how they do it when they have zero time, and the benefits of doing it to you, your clients and your staff.

A few months back, I had my dad come and stay with us for a couple of nights. Now he lives about 150 miles away and we don’t really see him more than a couple of times a year. So it was lovely having him stay. My daughter and I, we took him to London for a full day being tourists in our own capital city, and we went to see a theatre show and we went to some museums and it was great fun. But we walked about 20,000 steps, which is about 10 miles, and we do a lot of walking because London is a walking city. It’s so much easier to walk around and just catch the tube. You wouldn’t drive around London. No one does that.

My dad is in his early seventies, so he’s not really that old and he’s kind of fit and kind of healthy as he has been throughout his life. But he has let his fitness slip in recent years and he was really struggling. So at the end of that day, he just looked ill. He was sitting down, his back was hurting, his knee was hurting, his hip was hurting, and he won’t go and see the doctor about his dicky hip. And I got him to admit that he doesn’t really do any regular exercise. He’ll have a walk now and again. Now all the medical advice from all the doctors everywhere is that someone of his age, in fact, someone of every age should be going out for at least a 20 minute walk every day. And I told him that even last year when I couldn’t exercise much because I’d injured my knee and I needed surgery on it. I couldn’t go running or anything like that, but I still exercised every single day. I’d go for a 20, 30 minute walk or go on the treadmill for a mile, or I actually bought an exercise bike, which I’ve since sold. But you get the idea.

I was telling him how the most successful business owners and MSP owners I know, they always make time for exercise regardless of how busy they are. Do you do this? Do you make time no matter how busy you are and force yourself to do exercise on a regular basis? Maybe you prioritise looking after your clients, you prioritise your partner if you’ve got one, your kids, if you have them, your staff, you prioritise all of this stuff. And it’s very easy...

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Welcome to Episode 264 of the MSP Marketing Podcast with me, Paul Green. This week…

• Why MSPs procrastinate (and how to cure it): Don’t confuse busyness with business. Keeping yourself busy doing things that you really shouldn’t be doing, at the expense of the things that matter is a form of procrastination.
• What technicians write in tickets can damage your brand: Your brand is YOU, and your team, and the way you communicate. And critically… how that makes people feel.
• Why successful MSPs use PowerPoint to tell stories: Eliminate death by PowerPoint using story telling to simplify complex information and help your presentations come to life.
• Paul’s Personal Peer Group: Want to fire a problematic client but don’t know how? I have the answer…

Why MSPs procrastinate (and how to cure it)

One of the dangers of doing a podcast every week and appearing in lots of YouTube videos is that at some point your friends and family stumble across your content. And every now and then I get a message from a friend saying, Hey, I just watched your latest video on YouTube, I’ve no idea what you were talking about Paul, but it seemed okay. Now, the reason that this is a risk is because I do try and put a lot of my life into my content, because as a working parent and a business owner myself, that helps you and me to relate to each other. So the story I want to tell you today is about a friend who I hope never stumbles across this recording because I know he will recognise himself immediately and no one likes to be talked about in a negative way.

Now, this friend of mine runs his own business. Don’t worry, he’s not an MSP. In fact, what he does is almost irrelevant, but times sadly are not very good for him right now. He’s lost a lot of clients over the last few years and his business is not in great shape. We do occasionally talk about marketing. Of course, I give him as much advice as I can, but he rarely takes action on it. I think the problem is that he hasn’t yet emotionally dealt with the fact that a business that he’s been building up for decades has flattened out. In fact, it’s in decline now. He needs to do things differently to rescue it and turn it around.

If you were in a situation like this where you’re actually struggling to meet payroll in some months, you’d think that your full attention would be on the rescue and the recovery, right? I mean, that would certainly be the case for me, but not for my friend because the other day when we were chatting and I asked what he was doing that day, he said he was going on a training course. Not a training course on anything that would be useful to him in terms of turning his business around or improving the service. It was a very low level training course around some minor changes to regulations regarding the service that he sells. So really, he could have just sent one of his staff or just skipped it altogether. It really wasn’t an important training course, but it was an entire day of his time.

I was utterly gobsmacked when he told me about this because just a few days before, he was telling me that he didn’t have any time to implement all of the new marketing ideas that we discussed to help him win new clients. And then I had an epiphany. Him going on a training course was a form of procrastination. My friend had confused busyness with business. To him going on a training course, was doing some work, but the reality is it wasn’t productive work. It was just him passing the time and maybe not even having to think about his problems for a few hours. Maybe that was the appeal.

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Welcome to Episode 263 of the MSP Marketing Podcast with me, Paul Green. This week…

• How to create the perfect MSP about us page: An about us page must be about the people and the core values of your business. But it’s not really about us, it’s about the prospect. It’s a selling page.
• It takes 50+ touchpoints to get a new client for your MSP: Don’t run marketing campaigns – set up a marketing system. Long-term a system will outperform any campaign you could run, I promise you.
• A Google ads strategy for MSPs: If you want to try Google ads, don’t try to be all things to all people. You need to be very specific to stand out in a competitive market.
• Paul’s Personal Peer Group: Christine from an MSP in Portland wants to know why I’m so insistent that MSPs hire a phone person to contact prospects.

How to create the perfect MSP about us page

The two most important pages on your website are the homepage and the about us page. Why? Because those are the pages that most people are going to look at, the ones they’re most going to be influenced by because they’re most likely to land on your website on the homepage. And then of course they want to know what you’re about. They want to know who the people are behind the business, so they’ll head over to the about us page.

Let’s have a look at some of the elements that you should have on your MSPs about us page to make sure it delivers the most value to your business. Now, where a homepage is almost like a summary of the whole business, the about us page is about the people and the core values of the business. So of course you still have an attention grabbing headline, although a different one to the one that you have on the homepage. And of course you’d still have your social proof, data capture maybe, and certainly a call to action, plus of course videos and photographs of real people. It’s just that you present those in different ways than you would do on your homepage.

The most important thing on your about us page is your story. But it needs to be presented in a way that’s relevant to the reader.

And actually it’s not really about you – you can talk a little bit about you and how you are really into tech, and as a child and you are obsessed with computers, and as a teenager and you’ve been doing it now for 800 years and then 20 years ago you had an entrepreneurial seizure and you decided you’ve got to do your own things, your own way, etc, etc.

I mean, all of that is good. In fact, actually you can take that backstory, you can embellish it, you can enhance it, but you have to tell it in a way that makes it interesting to the reader. Because you being obsessed with computers, that’s not really of interest to them until they realise or you tell them that it means that you are across every technology detail in your business, and you only hire people who are incredibly attention focused, very good technology people, and they’re very good at following systems and documenting success, and all of that kind of thing.

So, you take your story and you keep flipping it round and looking at it from a different angle so that actually your story is about the reader. Even an about us page is not really an about us page, it’s about the prospect. It’s a selling page. That’s what it really is. So of course something else you’d do on there is you’d put some case studies on there. Now, if you’ve got case studies on your homepage, you can repeat those, and video case studies are absolutely fine, you can repeat those across the site. You can also repeat just sort of normal prin...

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Welcome to Episode 262 of the MSP Marketing Podcast with me, Paul Green. This week…

• A mini masterclass on LinkedIn: Improve these three things on your LinkedIn profile to get people’s attention and encourage them to engage with you.
• The 3 tests to apply to new initiatives: The fear test, the regret test, and the comfort zone test – will these push you into taking the next big leap for your MSP?
• Should you start a podcast for your MSP?: Podcasts are a great way to grow relationships with an audience, but is it the right thing for your MSP?
• Paul’s Personal Peer Group: Stuart from an MSP in Atlanta has asked how much he should be paying for a content writer. Find out more on this and whether AI is a good tool to use too.

A mini masterclass on LinkedIn

It’s very easy to become complacent about social media and believe that it’s just a waste of time to a busy business owner like you who’s trying to build their MSP.

But the reality is that social media is still incredibly important.

Not all the networks, of course. I really don’t think most MSPs will get much from TikTok for some time, at least not until the generation that’s growing up with TikTok are the decision makers.

For B2B marketing in 2024 and next year as well the social media network to go for is of course…

LinkedIn – this is still the very best platform for MSPs looking for new clients, and I do highly recommend that you put in time on it every single day.

Let’s spend a few minutes now on a mini masterclass on LinkedIn, and I’ve got three things for you to look at.

The first is to improve three things in your profile. So here’s an interesting question. Based on your current profile, if you were an ordinary business owner or manager, would you want to be a client of your MSP? If not, here are three areas to spend more time on: The headline – focus on the benefit to your prospects rather than what you do. “I do IT for town businesses”, becomes “Helping town businesses grow with technology”. Then look at your headshot and don’t be cheap – pay a professional who does headshots every day and can make you look beautiful. Your about us bit – write it for your prospects, not other IT professionals. You want them to read it and think, ah, this is exactly the kind of person I want looking after my business.

Next up then, is to build your personal brand. And your personal brand is what others think about you. It’s not something you control, but it is something that you can heavily influence. And it’s based on a number of factors: the number of connections you have, the recommendations that you have, what you post about, and how often you post, the value of your contributions, the speed of your responses, and whether you do something like a LinkedIn newsletter or a LinkedIn live. Because people who are perceived as experts, they do these things. Now, like much of marketing, getting better results is about doing a series of small actions on a regular basis, for years. I spend no more than about 15 to 20 minutes a day on LinkedIn. I have a virtual assistant who does functional stuff like accepting connection requests. I just do new content and commenting.

In the early days, this felt like a waste of time, but today I have two sizable and engaged audiences – my connections and my LinkedIn newsletter subscribers. And these have only come from doing the work day in, day out for years whether I wanted to or no...

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Welcome to Episode 261 of the MSP Marketing Podcast with me, Paul Green. This week…

• Stop clients calling you personally for first line support: You can’t grow your business while you’re delivering first line support. Find out how you can free yourself from these burdens whilst retaining great relationships with your clients.
• Why victory loves preparation: Planning small actions regularly will make the biggest difference to your business.
• How introverts can communicate more confidently – and feel better about it: Learn how to tap into your passion using this confidence formula, whatever your “vertness”.
• Paul’s Personal Peer Group: Greg from South Carolina wants to know what the Parthenon principle of marketing is and how to apply it to his MSP.

Stop clients calling you personally for first line support

When you are the person who started the MSP, one of the hardest transitions for you is to get away from delivering first line support to that very first set of clients that you won in your first few years. But it’s something that you absolutely have to do or otherwise you get trapped in doing technical work forever.

Now, don’t get me wrong, there’s nothing wrong with technical work, but you can’t grow your business while you’re doing password resets and setting up new users, right? This problem happens to most MSP owners and the reason it’s so hard is because you used to look after these clients yourself, you personally. So they feel that they have some kind of special bond with you. And even when you’ve employed first line technicians whose very job it is to sit there and help your clients, they will still email you directly or call your mobile directly rather than speak to the help desk.

Now, this steals your time when you should be working on the business, but also reduces your ability to sell more to them during a strategic review.

You can’t be the technology strategist and first line support at the same time. Clients’ minds will only let you sit in one of those boxes.

There are a number of different ways to tackle this problem without annoying your clients, and you’ll probably put a couple of the things I’m about to talk about together into a blended solution. In fact, here are nine things that I recommend.

The first is to set clear expectations. Now, this is really easy with new clients, but hard with longer standing clients. So just remember you have to educate them, constantly. What’s top of mind for you is item 1,058 in their mind’s list of priorities.

Number two, make it easy. Put stickers with the help desk number on every single device. Put them on their hands so they can’t help but see them.

Number three, have a standard operating procedure to roll out each time a client contacts you directly. Make a plan in advance so you don’t have the emotional trauma of wondering, how am I going to deal with this?

Number four, play dumb. Tell them you don’t know how to fix that as you focus on strategy these days, but you’ll ask someone on the help desk to call them immediately.

Number five, change your voicemail to say that you’re not working today and for any support, please call the help desk on this number. You can then let client calls go to voicemail forever. Perhaps just follow up with them the first couple of times it happens or when their issue is being resolved just so that they know you are there, but you are not the one doing the work.

Number six, set up an email auto reply exactly at the same principle as the voicemail.