Are you struggling to generate leads for your MSP or IT business? Don’t worry; you’re not the only one.

The MSP and IT industry are vital in today’s digital world. You provide essential services like network management and technical support. People are looking for you, and the demand is strong.

So, that leaves us with the one thing that stops you from finding clients: they can’t see your business.

If that is the situation you find yourself in, then this guide is for you. I’ve repeatedly seen this phenomenon over 15+ years of experience in digital marketing and across many industries. After reading this guide, the good news is that it is an easy fix.

Let’s dive in!

Quick Summary

We know you’re busy, so here’s a brief rundown of everything covered in this comprehensive guide:

  1. What is lead generation?
  2. Should you outsource your lead generation or do it yourself?
  3. How you can put lead generation into action
  4. How to use SEO for generating leads
  5. Lean on social platforms with social media marketing
  6. Use Email Marketing for qualified leads
  7. Tools that will help you generate leads
  8. Measure your success
  9. Turning interested people into customers

If you are more of a visual learner and would instead learn at your own pace, you can catch our free masterclass on lead generation; most of what we cover here will be there in a bit more detail.

Hot to get MSP & IT leads

1. Have the right lead generation strategy

The first step to getting MSP & IT leads is to have the right strategy.

A good lead generation strategy consists of four primary components:

  1. Attraction: This is where potential customers first learn about your business and its offerings. This could be through a social media post, an online ad, or a search engine result.
  2. Conversion: Once a potential customer is on your website or landing page, the goal is to convert them into a lead by having them fill out a form, subscribe to a newsletter, or make a purchase.
  3. Nurturing: The lead is encouraged through regular communication and engagement to move them further down the sales funnel after the conversion.
  4. Closing: The final step is to convert the lead into a customer by persuading them to purchase.

Lead Generation for IT and MSP Businesses

Lead generation for IT and Managed Service Providers (MSPs) can differ slightly. The IT and MSP industries often deal with more complex, technical products and services.

Therefore, the most successful lead generation strategies may involve more educational content, technical demonstrations, and longer nurturing phases to convert leads into customers effectively.

For a deep dive into how to leads & appointments with your ideal clients, watch my Free Masterclass Training here.

2. Get help where needed

Skyline social

With MSP & IT lead generation, it’s essential to consider two valuable resources: your time and your money.

If you prefer to save money upfront and you have the time to dedicate to mastering the art of lead generation, then you can definetely learn how to do everything yourself.

But the reality is…

Most IT & MSP business owners are busy.

So if you prefer to focus on what you do best (the core operations of your MSP or IT business) and save time, then outsourcing most or at least some parts of your lead generation might be your best option.

We can help you

Here at Skyline Social, we can help with either approach. We offer comprehensive training for those who want to take the reins of their lead-generation efforts. And for those who’d rather outsource, we provide a ‘done-for-you’ service that takes the hassle out of lead generation.

To get started with either option, check out my free masterclass on lead generation.

Ultimately, the choice between DIY and outsourcing comes down to your personal preference and the unique needs of your business. Whatever you choose, know that we are here to support you.

3. Use SEO for generating leads

Search Engine Optimization (SEO) is like a bridge. It connects your IT services and products to those searching for them.

How does it work?

  • SEO uses relevant keywords and quality content.
  • This makes your website more visible on search engines.
  • This visibility attracts potential leads to your business.

It’s a journey with several steps:

  • Keyword research
  • On-page optimization
  • Building authority with backlinks

Let’s dive deeper into these steps, starting with keyword research.

Keyword research for the IT industry

Keyword research is about finding the words people use in search engines. It’s a key part of Search Engine Optimization (SEO), which helps your website get found online.

For example, if you’re in the cloud storage business, you could use a keyword research tool to find out how often people search for “cloud storage,” “online backup,” or “data protection.”

You then use these popular terms in your website content. This increases your chances of appearing in search results when potential customers search for these terms.

Make your website better for search engines

Enhancing your website’s visibility in search engine results can be achieved through various tactics, including:

  • Keyword optimization
  • Meta descriptions
  • Title tags
  • Alt text for images
  • Optimizing content
  • Internal links
  • URLs

By implementing these strategies, businesses can improve search engine rankings and attract more potential leads.

Moreover, on-page optimization provides a seamless user experience on your website, fostering trust and credibility among potential clients.

Show you know what you are talking about

With so much online info, search engines prioritize content with ‘authority’. This means the content is trusted and essential.

How do they know? Through backlinks. Backlinks are like thumbs-ups from other websites. If a good website links to yours, they say, “These guys know their stuff.” This boosts your website’s authority and search engine ranking. So, by getting strong backlinks, you can show search engines your content is top-notch, helping you attract more potential leads.

Another way to demonstrate your expertise to search engines is to write from personal experience.

4. Find clients on social media platforms

Illustration of social media platforms for IT lead generation

Social media is a potent tool for generating IT leads. Platforms like LinkedIn, Meta (Facebook and Instagram), and TikTok are not just for socializing but can be leveraged for outreach, networking, and targeted advertising.

Here’s how you can utilize these platforms to your advantage:

Build Professional Connections on LinkedIn

LinkedIn is a powerful platform for building professional relationships and generating leads. As an IT company, you can:

  • Optimize your profile to showcase your services and expertise.
  • Share valuable industry-related content that can attract potential clients.
  • Engage with your connections to build relationships and establish your brand.
  • Use LinkedIn Sales Navigator and LinkedIn Lead Gen Forms to enhance your outreach efforts.

Run Targeted Ads

TikTok Ads, Facebook and Instagram, can be used to run targeted ads. These platforms can help your IT company:

  • Reach your target audience with advanced targeting capabilities.
  • Increase the chances of conversion by showcasing your IT services to the right people.
  • Offer various ad formats and placements to create engaging and effective campaigns.

5. Use Email Marketing for qualified leads

Photo of a person analyzing email marketing performance

Email marketing is like having a friendly chat with someone interested in what you do.

You’re sending emails just right for these leads, helping build trust and increase the chances of marketing qualified leads and turning them into clients.

Now, let’s break down how you should approach your email marketing strategy:

Build an email list

Building a categorized email list is key to sending personalized messages that resonate with your leads. Here’s a simplified approach:

  1. New Leads: Share educational content about your IT services.
  2. Evaluating Leads: Send case studies and testimonials to show your value.
  3. Ready-to-Buy Leads: Offer discounts or free trials to encourage purchase.

Email software can help manage this process, keeping your list up-to-date and effective.

Craft personalized email campaigns

When creating personalized email campaigns, the process is more involved than simply sending out a broad, one-size-fits-all email blast. The goal is to make each recipient feel like the email was crafted specifically for them. Here’s a simple breakdown of how to do it:

Step 1: Segment Your Email List

Start by dividing it into segments based on the recipient’s interests, behavior, or where they are in the buyer’s journey. For instance, new leads might need more information about your company, while long-term customers might appreciate exclusive offers or updates on new services.

Step 2: Craft Tailored Messages

Once you’ve segmented your list, it’s time to create content that resonates with each group. This could mean highlighting certain products, sharing relevant tips and insights, or offering special discounts. Remember, the more relevant the content, the more likely it is to engage your audience.

Step 3: Personalize the Email

Beyond the content, consider personalizing the email. This could be as simple as using the recipient’s name in the greeting but could also reference past purchases or interactions with your company.

Step 4: Use Automation Tools

Email marketing software and automation tools can significantly help manage personalized campaigns. They can automate the process of sending emails to different segments at the right time, and many also offer features like personalization tokens, which automatically insert personalized details like the recipient’s name or a recent purchase.

By following these steps, you can create personalized email marketing campaigns that resonate with your audience, help build stronger relationships, and drive more conversions than generic email broadcasts.

Measuring and Optimizing Email Performance

Monitoring email performance metrics and refining your campaigns based on data insights can bolster your email marketing initiatives and generate more leads. By monitoring key metrics such as:

  • Open rate
  • Click-through rate
  • Conversion rate
  • Bounce rate
  • Unsubscribe rate

You can learn a lot from how well your email campaigns are doing. By keeping an eye on things like how many people open your emails or click on the links inside, you can get a good idea of what’s working and what isn’t.

And guess what? There are tools out there that can help you keep track of all this stuff. With email marketing software and analytics tools, you can get a clear picture of the performance of your emails.

6. Tools that will help you generate leads

With the abundance of AI lead generation tools available in the market, it’s easy to get overwhelmed. However, if you are starting, the following three tools are the main ones you should focus on:

CRM and lead management software: your lead organizers

Customer relationship management (CRM) and lead management software can be considered your assistants in the sales world. They play a crucial role in keeping your sales operation organized and efficient.

What do they do?

These tools help your sales team keep track of leads, prioritize them, and organize your sales pipeline.

How do these tools help your lead generation?

CRM software, such as Pipedrive, OnePageCRM, or HubSpot Sales, provides businesses with a comprehensive view of their leads. They track interactions with leads and ensure that no potential clients fall through the cracks.

By improving the quality of leads, these tools enhance business operations and enable businesses to use resources more efficiently. These more high-quality leads also mean you can focus more on the most promising qualified leads, making your sales efforts more effective and successful.

Landing page builders: your conversion architects

Tools like Unbounce and Instapage are like your personal architects, designing landing pages primed for conversions. These tools allow you to create custom landing pages specifically designed to capture potential leads.

How do they do this?

By allowing you to construct visually appealing and user-friendly landing pages. These pages are optimized to encourage visitors to share their contact information and engage with your brand.

What’s the end goal?

To increase the chances of converting these visitors into customers. By creating a compelling landing page, you can effectively draw in visitors and motivate them to take action, whether filling out a form, signing up for a newsletter, or purchasing.

Automation tools: your efficiency engineers

Automation tools like Zapier and IFTTT are like your personal efficiency engineers. They automate repetitive tasks, freeing up your time for strategic lead-generation activities.

What do they do?

They handle tasks such as data entry, lead scoring, and email marketing. This allows you to streamline your lead generation processes and focus on more critical aspects of your campaigns.

So, in a nutshell, automation tools help you work smarter, not harder.

They allow you to focus on the bigger picture while they handle the nitty-gritty details.

7. Measure your success

Let’s talk about Tracking Your Progress. It’s all about using tools to see how well you’re doing and making changes when necessary.

Here are some things you might want to keep an eye on:

  • How many people are visiting your website
  • How many people are engaging with you
  • How many meetings you’re booking and attending
  • The rate of positive replies you’re getting
  • How often your emails aren’t making it to the recipient

These can help you see if you’re doing well or need to change something.

Tools like Google Analytics, HubSpot, and Ruler Analytics can help you keep track of everything. They can give you the information you need to improve your strategies.

Set up key performance indicators (KPIs)

Setting up KPIs can help you see how well you’re doing. You might want to track things like:

  • How many leads you’re generating
  • Your conversion rate
  • The average size of your deals
  • How long it takes to close a deal
  • How quickly you respond to leads

Keeping track of these things can help you understand how well you’re doing and where you can improve.

Use analytics tools

Tools like Google Analytics and HubSpot can give you useful information. They can help you understand how well your strategies are working and what you can do to improve them.

Make changes based on what you learn

Always be ready to make changes based on what you learn. The more you know how well your strategies work, the better you can make them. This can help you generate better leads and grow your business in the IT industry.

8. Turning interested people into customers

After you find people who might be interested in what you offer, you need to help them learn more about your services. This can help them decide to become your customers. It’s important to keep talking to these people, tell them about what you do, and help them see why they should choose you.

Keeping in touch

It’s important to keep talking to the people who might become your customers. You should respond quickly when they reach out to you. This helps them trust you. You can use tools that send automatic replies to ensure you always respond fast.

Teaching your leads

You should also share helpful information with these people. This can make them see you as a trusted expert. For example, you can share news about your industry, useful tips, and success stories. This can help them feel more confident about choosing your services.

Overcoming doubts

Sometimes, people might have doubts or concerns about choosing your services. It would be best to address these doubts to help them feel more confident. For example, you can offer free trials or discounts. This can encourage people to try your services and see how they can benefit.


Wrapping things up, the IT world is constantly changing, so generating leads is important for your business to succeed.

By knowing your audience, making interesting content, using SEO and social media, email marketing, and lead generation tools, you can make the most of your business and get good leads that will push your IT company forward.

Keep improving your strategies based on the data, and build strong relationships with your leads to succeed.