Your MSP Needs Leads—But Are You Focused on the Right Kind?
Every MSP knows they need leads, but too many mistake lead generation for demand generation—and it’s costing them.
If your pipeline is empty or filled with low-quality, unqualified prospects, your approach is misaligned with how MSP clients actually buy.
So, what’s the difference between demand gen and lead gen—and which one actually works for MSPs?
Addressing these issues requires a structured approach to sales and marketing alignment that fosters collaboration and accountability.
Lead Gen vs. Demand Gen: What’s the Difference?
- Lead Generation: The process of collecting contact information from prospects through forms, ads, and gated content.
- Demand Generation: The process of creating awareness, positioning your MSP as the solution, and generating interest long before a prospect fills out a form.
Here’s the reality: Lead gen without demand gen is just cold outreach. If prospects don’t know, trust, or understand your value before they enter your funnel, they won’t convert.
The MSP Lead Generation Strategy That Actually Works
Step 1: Start With Demand Generation
- Your MSP needs more than an email list. You need an audience that already understands their pain points—and sees you as the solution.
- Content marketing, LinkedIn engagement, and industry events help build awareness before outreach.
Step 2: Define Your Ideal Customer Profile (ICP)
- Stop wasting time on bad leads. Refine your targeting to focus on the clients that actually need your MSP services.
Step 3: Align Sales & Marketing
- Your sales team shouldn’t be “chasing leads.” They should be closing deals from engaged, educated prospects.
- Your website, outbound efforts, and messaging should match what your best customers actually care about.
Conclusion
If your MSP is relying on lead gen without demand gen, your pipeline will always feel unpredictable.
The best MSPs don’t just generate leads—they build demand so prospects enter the funnel ready to engage, not just curious.
