If you have ever hired a marketing agency that “works with every industry,” you probably already know the problem.

At first, it sounds appealing. They have a wide portfolio, they promise to apply “proven” strategies, and they might even share success stories from completely different sectors.

But here is the reality: marketing for Managed Service Providers (MSPs) is not like marketing for restaurants, gyms, or retail. The sales cycle is longer, the buyers are more informed, and the stakes are higher. If your marketing partner does not understand those realities, you risk wasted spend, disconnected campaigns, and missed opportunities.

According to the 2025 CompTIA State of the Channel Report, MSPs face one of the most complex B2B buying environments, often needing to engage multiple stakeholders over a period of 3–9 months before closing a deal. This is not something a one-size-fits-all marketing plan can solve.

Let’s look at why generic agencies struggle with MSP marketing and how to find a partner who will help you grow with clarity and confidence.

1. They Don’t Understand the MSP Buyer

When you market an MSP, your buyer is rarely a single person. You might need to connect with: 

• Business owners who want stability, cost predictability, and peace of mind 
• CFOs who want measurable ROI and efficiency 
• IT managers or directors who need technical credibility and a reliable partner 
• End users who will experience the tools and processes daily 

That is four different perspectives you have to address in your marketing. 

A generic agency often builds campaigns aimed at one “ideal customer” and calls it a day. That can work for a single-audience business, but it misses the mark for MSPs. 

A specialist agency will create layered messaging that works at every level, from boardroom strategy to technical Q&A, ensuring every decision-maker feels understood and confident. 

2. They Treat MSP Marketing Like a Quick Win

In some industries, a quick ad campaign or limited-time offer can drive immediate sales. In the MSP space, you are asking for a long-term commitment that involves: 

• A major technology transition 
• A support model change for their team 
• Often a multi-year service agreement 

That level of trust does not happen overnight. 

Generic agencies often lean on short-term tactics like a burst of ads or a couple of blog posts, reporting back with vanity metrics such as impressions or clicks. 

The right MSP marketing partner will focus on a long-term strategy, keeping your brand visible to the right audience, building authority, and nurturing leads through every stage of the buying journey until they are ready to act. 

3. They Focus on Tactics Without Strategy

A generic agency might be excellent at individual tactics such as Facebook ads, PPC, or even designing a slick website. But without a connected strategy, those tactics are just activity without direction. 

For MSPs, marketing strategy should align with: 

• Your sales process 
• Client onboarding workflows 
• Customer success initiatives 
• Referral generation programs 

When those pieces work together, marketing becomes part of your growth engine instead of a series of unrelated campaigns. 

4. They Struggle to Balance Technical and Business Messaging

MSP marketing is a balancing act. You need enough technical depth to earn the trust of IT leaders, but also clear business value for executives. 

Generic agencies often miss one side: 

• Too much jargon and non-technical buyers lose interest 
• Too much simplification and technical audiences lose respect 

An MSP-focused agency can do both. They will produce content that satisfies IT pros and still communicates ROI, security, and stability in language business leaders value. 

5. They Stop at the Sale

For many agencies, marketing ends once the contract is signed. 

But MSP client relationships are built for the long term. The first year with a client is an opportunity to: 

• Reinforce trust and prove value 
• Increase service adoption 
• Earn referrals 
• Secure renewals 

A strong MSP marketing strategy includes post-sale engagement, ensuring your clients feel supported and confident long after onboarding. 

6. They Miss the Real Differentiators

Most MSPs use similar tools and offer similar services. That makes differentiation critical and tricky. 

Generic agencies often promote features such as “24/7 support,” “cloud migration,” or “proactive monitoring” without realizing every MSP says the same thing. 

An MSP specialist will dig into how you deliver your services, your team’s unique approach, and your client success stories. They will help you build a brand story that is hard to copy and easy to remember. 

What to Look For Instead

When you are evaluating a marketing partner for your MSP, look for these qualities: 

Deep MSP Knowledge 
They understand your service model, sales cycle, and competitive environment. 

Long-Term Strategy 
They focus on building authority and nurturing leads, not just chasing quick wins. 

Balanced Messaging 
They can speak to both technical and non-technical audiences with equal impact. 

Full Lifecycle Marketing 
They support you from first touch through retention and referral generation. 

True Differentiation 
They position your MSP in a way that stands out and resonates with your market. 

How First Call Digital Fits the Bill

At First Call Digital, MSP marketing is not an add-on service. It is what we do every day. We know your challenges, your competitors, and your opportunities. 

We: 

• Keep your messaging clear, consistent, and client-focused 
• Align your marketing with sales and service delivery 
• Build trust with every audience you need to reach 
• Deliver results you can measure and build on 

You do not have to explain what an MSP is or how your service works. We already know, and we know how to market it for long-term growth. 

Book a free discovery call today to see how a specialized MSP marketing strategy can work for your business.