Security services don't sell themselves. Here's the demand generation playbook that's helped MSPs consistently fill their pipeline with qualified security opportunities.

Let me be direct: most MSP marketing is terrible. Generic websites, boring content, no differentiation. It's no wonder so many MSPs rely solely on referrals.

But referrals don't scale. If you want predictable growth, you need a marketing engine. Here's how to build one.

The MSP Marketing Problem

Why does MSP marketing fail?

• No differentiation: "We're your trusted IT partner" = everyone
• Feature focus: Talking about tools instead of outcomes
• No niche: Trying to serve everyone, resonating with no one
• Inconsistent effort: Marketing in spurts, not systems
• No measurement: Can't improve what you don't track

The Security Services Advantage

Security is actually easier to market than general IT services. Why?

• Fear sells: Breaches are in the news daily
• Compliance drives urgency: Deadlines and requirements create action
• Clear ROI: Cost of breach vs. cost of protection
• Executive attention: Security is a board-level conversation

You just need to leverage these advantages systematically.

The Demand Generation Framework

1. Define Your Positioning

Answer these questions clearly:

• Who specifically do you serve? (industry, size, geography)
• What problem do you solve better than anyone?
• Why should they choose you over alternatives?
• What proof do you have that you deliver results?

Example: "We help healthcare organizations under 500 employees achieve HIPAA compliance and protect patient data—guaranteed, or we'll pay your audit fees."

2. Build Your Content Engine

Content builds trust before the sales conversation. Create:

Top of Funnel (Awareness):

• Blog posts on security trends and threats
• Social media commentary on breaches
• Educational videos and webinars
• Infographics on compliance requirements

Middle of Funnel (Consideration):

• Case studies with specific results
• Comparison guides (your approach vs. alternatives)
• ROI calculators and assessment tools
• Detailed service descriptions

Bottom of Funnel (Decision):

• Free security assessments
• Consultation offers
• Proposal templates
• Testimonials and references

3. Activate Distribution Channels

Organic Channels:

• LinkedIn (personal profiles, not just company page)
• SEO-optimized blog content
• Email newsletter to existing contacts
• Local business group participation

Paid Channels:

• LinkedIn Ads targeting specific titles/industries
• Google Ads for high-intent keywords
• Retargeting website visitors
• Sponsored content in industry publications

Partner Channels:

• Co-marketing with complementary vendors
• Referral programs with accountants, lawyers, insurance
• Joint webinars with technology partners
• Industry association sponsorships

4. Convert with Compelling Offers

Don't just ask for a meeting. Offer value:

• Free Security Assessment: 30-minute review with actionable findings
• Compliance Gap Analysis: Where do they stand vs. requirements?
• Dark Web Scan: Are their credentials already compromised?
• Ransomware Readiness Check: Could they recover from an attack?

These offers provide immediate value while qualifying the opportunity.

5. Nurture Until Ready

Most leads aren't ready to buy today. Build a nurture system:

• Monthly email newsletter with valuable content
• Automated drip campaigns based on interests
• Regular social media touchpoints
• Quarterly check-in calls for warm leads

The Metrics That Matter

Track these weekly:

• Website visitors: Are you getting traffic?
• Lead captures: Are visitors converting?
• Marketing Qualified Leads (MQLs): Are leads the right fit?
• Sales Qualified Leads (SQLs): Are they ready to talk?
• Pipeline generated: What's the dollar value?
• Cost per lead: What are you paying for each opportunity?

Quick Wins to Start This Week

1. Audit your website: Does it clearly communicate who you help and how?
2. Post on LinkedIn: Share a security insight with your network
3. Create one lead magnet: A simple checklist or assessment
4. Email your list: When did you last reach out to past contacts?
5. Ask for referrals: Your best clients know others who need help

The Compound Effect

Marketing isn't a campaign—it's a system. Small consistent actions compound:

• Month 1: 100 visitors, 5 leads, 1 meeting
• Month 6: 500 visitors, 25 leads, 8 meetings
• Month 12: 2,000 visitors, 100 leads, 30 meetings

The MSPs who start building their marketing engine today will dominate their markets in 2-3 years.

Don't wait for referrals. Build your pipeline.

Need help building your MSP marketing engine? Let's connect.

Scott M. Jonasz is Head of Americas at Fortress Cyber, a channel revenue architect with $1B+ in partner revenue across his career. Former executive at Insight and Ingram Micro, he leads go-to-market strategy and partner acceleration at Fortress.