MSP lead generation
Meetings with businesses that have outgrown doing IT themselves.
Done-for-you cold email for managed service providers. We reach owners, operations directors and practice managers at the businesses you want to support, and book the assessment meeting. You pay per qualified meeting that shows up.
Pay per qualified meeting that shows up. No retainer.
Who you’ll meet
The buyers we book you in front of.
Owners and managing directors
In businesses with no IT department, the owner signs the contract and feels every outage.
Operations and finance directors
Often the people who inherited IT because nobody else would, and who want it off their desk.
Office and practice managers
In law firms, accountancies, clinics and agencies, the practice manager runs the supplier relationships.
Heads of IT
For co-managed IT: an internal lead who needs more hands, specialist skills or out-of-hours cover.
Targeting
How we build the list.
Headcount bands you service well — big enough to need you, small enough to lack their own team.
Sectors where IT failures are expensive or regulated: legal, accounting, healthcare administration, financial services, manufacturing.
Your geography, if you offer on-site support.
Timing: office moves, new sites, fast hiring, a new operations lead, or an IT role the business has advertised and can't fill.
Exclusions for your clients and anyone locked into a contract you can't compete with.
The emails
What the outreach leads with.
- 01
An assessment with something to show for it
An IT or security review that leaves them with a written list of risks is an easy yes, and it gives you the reason for the second meeting.
- 02
The hire they don't need to make
A business advertising for an IT generalist is the clearest sign of need there is. The email offers a whole team for the cost of the role.
- 03
Questions they're already being asked
Where clients, insurers or regulators are asking about security, the meeting is about answering them.
Every email goes out under your name, and you approve every line before anything sends.
Qualified meetings
What counts as a qualified meeting.
We write the definition with you before a single email goes out. For managed IT service providers it usually looks like this:
The attendee decides on, or signs off, IT suppliers.
The business is inside your agreed headcount band and sectors.
It's in your service area, if you need to be on site.
The meeting is an assessment or a proposal conversation.
A meeting that doesn’t match isn’t billable. More on writing qualified meeting criteria.
Why pay per meeting
Why it suits managed IT service providers.
Managed services contracts are recurring and sticky, so a new client pays back over years. That's exactly why so many lead generation suppliers want a monthly retainer from MSPs — and why so many MSPs have paid one for months of activity with no contracts to show for it.
Pay per meeting turns that round. You pay when a decision-maker at a business that fits your criteria has sat down for an assessment, and a month where nothing books costs you the tech fee.
See how it works or compare pay per meeting vs retainer.
Pay per meeting
How you pay
- Monthly tech fee
Covers the tech, at cost
Sending domains, inboxes and the software your campaigns run on. It pays for infrastructure, not for our time, and it is the only fixed cost there is.
- Per qualified meeting
The only thing we earn
One fee per meeting, agreed before we start. It is the whole of our upside, which is why our incentive and yours point the same way.
A meeting is billable only when all three are true
Qualified. It matches the buyer criteria we write down together before a single email goes out.
Booked. It is on your calendar, at a time they chose, confirmed.
Showed up. They attended. A booking that no-shows is our problem, not your invoice.
You never pay for
- Our time
- No-shows
- Unqualified meetings
- A month where nothing books
The detail — including how the fee is agreed — is on pay-per-meeting pricing.
Managed IT (MSPs) lead generation, answered.
Yes, but they're different buyers — an owner with no IT team, and a head of IT who needs support — so they run as separate campaigns with separate criteria.
No. We book the meeting; the assessment and the proposal are yours. Our job is done when a qualified decision-maker is on your calendar and turns up.
Where they help, yes. Partner status and certifications are useful proof in an MSP email, and they go into the copy you approve.
Email only. The service is done-for-you cold email, sent from dedicated domains we set up, so your main domain is never at risk.
We book qualified sales meetings.You only pay for the ones that show up.