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MSPRegional managed IT services provider
Breaking the referral ceiling with a pipeline they could control
Built a predictable inbound and ABM engine for an established MSP. 52 new recurring contracts, +41% MRR, 4.3x return on marketing spend.
Client overview
An established MSP with excellent retention but flat growth had hit the ceiling of its referral network and needed a pipeline it could control.
The challenge
Nearly all new business came from referrals. There was no inbound system, no local search presence, and no way to predict or scale new MRR.
The strategy
- 01Define a tight ICP: 20–200 seat companies in legal, finance, and healthcare within the service region
- 02Build a local SEO and paid search engine for high-intent service queries
- 03Layer an ABM program targeting a shortlist of ideal mid-market accounts
- 04Rebuild messaging around business outcomes — uptime, compliance, continuity — not technical specs
The execution
- Built service-specific and city landing pages mapped to local search intent
- Launched geo-targeted Google Search and LSA campaigns inside the service area
- Ran coordinated LinkedIn and email outreach to the ABM shortlist on a multi-touch cadence
- Aligned sales and marketing on a shared definition of qualified opportunity and won MRR
The results
+0
new recurring contracts
+0%
monthly recurring revenue
0.0x
return on marketing spend
Quarterly
pipeline now forecastable
Built for MSP growth
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