Setting a Budget for MSP Marketing: Finding Your ROI Sweet Spot

Building a marketing budget for your MSP is a lot like gearing up for a fitness journey.

You can’t just grab some dumbbells, chug a protein shake, and hope for a six-pack by Friday.

Nope, real progress requires clear goals, the right strategy, and some serious dedication. (And maybe fewer cheat meals.)

At First Call Digital Agency, we know what it’s like to feel stuck on the marketing treadmill, running fast but getting nowhere. Why? Because we’re part of the same MSP ecosystem as you.

As the marketing arm of First Call Computer Solutions, an MSP in Missoula, Montana, we live and breathe this world. We’ve tested the strategies, tracked the data, and cracked the code to get MSPs more leads, better visibility, and actual ROI—not just marketing fluff.

So, let’s talk about how to budget for MSP marketing in a way that delivers real results, without wasting a dime.

1. Set Your Marketing Fitness Goals

First rule of fitness: know what you want. Are you building strength (lead generation), working on endurance (client retention), or testing your flexibility (breaking into new markets)?

Your goals will dictate your strategy and how you spend your dollars.

Here’s what that might look like:

  • Lead Generation: Content marketing and SEO to attract new clients.
    • The intensity and frequency of that creation depends on your competitors – where is their baseline and what level of content marketing are you competing against?
  • Retention: Email marketing, client nurturing, and creating loyalty programs.
    • Have you taken audit of your actual CSAT scores lately? Before diving headlong into investing in marketing budget to create new prospects, ensure that your current ones are happy with the product offering you’re delivering.
  • Market Expansion: Budget for localized campaigns and hyper-targeted strategies to hit your new audience.
    • Ready to move in to new markets? Do you know what your niche industry target is? If so, have you assessed what the Total Addressable Market is of that area? It may be that you only want to target Construction businesses with 30 or more seats but that new city you’re drooling over really only has start-up construction companies with 20 or fewer endpoints.
    • Maybe you’re looking at the right industry / wrong town.
    • Moreover, if you’re looking to add a new service offering such as expanding in to Advanced Cybersecurity, you want to ensure you know what the competition is before throwing a bunch of money at an ad campaign.

Without clear goals, you’re just flailing around. (Ever seen someone try to bench press without a plan? Yeah, don’t do that.)

2. Invest in the Right Marketing Equipment

You wouldn’t show up to the gym in flip-flops, right? (If you would, we need to have a different conversation.) The same goes for your marketing strategy—you need the right tools to get the job done.

Here’s your marketing “starter pack” for MSPs:

  • CRM Systems: To keep sales and marketing on the same page.
  • Marketing Automation Platforms: Tools like Active Campaign, Hubspot, Constant Contact, or Mailchimp to make your life easier.
  • Analytics Tools: Google Analytics, SEMrush, or similar to track what’s working.
  • Database and Network Building: Not always a requirement but a database building tool like Apollo.ai or Sales Navigator can help make valued connections and prospect discovery easier.

Yes, these tools cost money, but they’re worth it. Skimping here is like pulling that abandoned treadmill into your “home gym” that squeaks every time you step on it—not a good look.

Remember, when you hire a marketing agency for your MSP, you’re often buying these tools and knowledge of how to apply them as an unspoken part of that package.

3. Build a Balanced Routine

Overtraining one muscle group leads to injuries. Over-relying on one marketing channel? Same result. Your strategy needs balance.

Here’s a well-rounded MSP marketing routine:

  • Content Marketing: Blogs, case studies, and eBooks build trust and authority.
  • Social Media: Engage your audience where they already hang out.
    • Important note here: Don’t just post to your Company Profile – also build your C-Suite and other company representatives as authorities.
    • Additionally, employee participation in posts boost some metrics like LinkedIn by showing Employee Engagement.
  • SEO: Climb those search rankings like a fitness pro hitting new personal bests.
  • Email Marketing: Leverage your lists through nurturing channels to deliver targeted content. Stay connected with existing clients and build a referral network.
  • Networking Events: Even if you’re small enough to not have a business development team, you should still find representatives (here’s looking at you CEO) to attend local events and build your presence. Work with marketing to help develop pamphlets, booth displays, speaking engagements, branded presentations, business cards, or other materials to support your endeavor.

A mix of these channels keeps your strategy lean, flexible, and effective. No skipped leg days here.

4. Track Your Progress Like a Fitness App Addict

What’s the point of all that effort if you don’t track results? Think of marketing metrics as your fitness tracker: they show you what’s working and where you need to adjust.

Key metrics to monitor:

  • Impressions & Traffic: Are you getting noticed?
  • Keyword Rankings: Are you ranking for terms like “Managed Services Provider for [target industry]”?
  • Lead Conversion Rates: Is your traffic turning into leads? If not, where is the drop off occurring and why?
  • ROI: Are you getting more money back than you’re spending?
    • Important note here: some marketing channels take time to build. An SEO strategy is “always on” and sometimes takes over a year to build effectively, depending on competition. So, take your measurement of ROI carefully into consideration with realistic timelines for your campaigns.

Without tracking, you’re just throwing spaghetti at the wall to see what sticks—and that’s not a budget strategy anyone wants.

5. Adjust & Optimize (Because Stagnation is for Suckers)

No fitness routine stays static, and neither should your marketing plan. If something isn’t working, pivot. Maybe your PPC ads aren’t pulling in leads, but your blog posts are crushing it—shift some resources and keep going.

It’s all about iteration. Marketing success comes from testing, tweaking, and doubling down on what works.

So… How Much Should You Spend?

Here’s the million-dollar question—or more accurately, the 7%-to-10%-of-your-revenue question.

7% of annual revenue: Great for MSPs with steady growth.

10% of annual revenue: Best if you’re just starting or planning aggressive expansion.

Marketing is an investment, not an expense. Think of it like hiring a personal trainer—it might feel pricey, but the results? Totally worth it.

Why Partner with Digital Marketing Experts?

Sometimes, you just need a coach. Someone who knows the ropes, keeps you accountable, and helps you avoid rookie mistakes. That’s where First Call Digital Agency comes in.

We get MSPs because we are one. Whether you need a killer content strategy, to bolster your social media brand, or SEO that actually works, we’ve got you covered.

Your ROI Sweet Spot Awaits

Budgeting marketing services for your IT company doesn’t have to be a headache. With clear goals, the right tools, a balanced strategy, and consistent tracking, you’ll find that sweet spot for ROI.

Ready to crush your marketing goals? Let First Call Digital Agency be your guide. We’ll craft a custom strategy to get you off the treadmill of mediocre results and onto the fast track to success.

Let’s start building your marketing fitness plan today! Contact us now! Tired of all the fitness analogies? Tell us in person by booking time with Cassia.

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