One of the most common hurdles I hear from MSPs is, “I don’t have a list.” This concern often comes up because they’re struggling to launch marketing campaigns that rely on a list of prospects, leads or customers. So, let’s clear up what I mean by a “list” and outline exactly how to build one from scratch, no matter your budget or current resources.
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The Core Of Your Marketing List: What It Is And Why You Need It
A marketing list is simply a database of individuals—potential clients, leads and past customers. Ideally, this data includes essential information like names, company details, mailing addresses, phone numbers, emails and maybe even LinkedIn profiles. If you’re serious about scaling your marketing efforts, you’ll want this information stored in a reliable CRM or marketing automation platform rather than a basic spreadsheet. The quality and structure of your list can make or break your marketing campaigns.
The Four “M” Foundations Of Any Successful Campaign
Every successful marketing campaign hinges on what I call the “Four Ms”: Market, Message, Media and Math.
- Market: This is the list itself, the group of people you’re targeting.
- Message: This includes the content you deliver in your campaigns, from email subject lines to the pitch at a trade show.
- Media: This is the vehicle you’re using to deliver your message—email, social media, direct mail, etc.
- Math: Understanding the metrics and benchmarks, such as the number of calls to book a meeting or the conversion rate on emails, helps you gauge success and adjust your approach.
If even one of these pillars is off, your campaign’s response rates will drop. Nail each of these, and you’re setting yourself up for significantly better results.
Building Your First List: A Two-Pronged Approach
There are two primary ways to build a list: acquiring data directly or generating leads through marketing. Here’s how each works:
- Buy Or Scrape Data: You can purchase lists through tools like ZoomInfo, Seamless.AI or even gather data from online directories and other public sources. However, buying a list is just step one—you still need to reach out to these contacts.
- Generate Inbound Leads: Run campaigns across various channels (Facebook, LinkedIn, SEO, direct mail, etc.) that encourage people to express interest in your services. These inbound leads are warm contacts and are more likely to convert than a cold list.
Getting The Most Out Of Your List: Proven Outreach Strategies
To kick off your outreach, focus on “warm outreach” first, then move to cold strategies if necessary.
Warm Outreach
Warm outreach involves contacting people who already know you in some capacity—past clients, friends, vendors, local business owners and even old colleagues. These are your “low-hanging fruit.” Reach out with a straightforward message explaining your services and asking if they know anyone who could benefit from what you offer.
This strategy could also mean reconnecting with those you’ve previously done business with. Remember, this initial connection is about starting a conversation, not necessarily closing a sale on the spot.
Cold Outreach
Cold outreach is about getting in front of prospects who don’t know you yet. Tactics here include LinkedIn prospecting, attending networking events, canvassing and even doing the “five around drop,” where you introduce yourself to nearby businesses around a client’s location.
Remember, cold outreach is about creating awareness. The messaging should be tight, and the offer should be compelling enough to catch their interest.
Practical Steps To Expand Your List Quickly And Effectively
Here are some specific methods that are highly effective for building a list from scratch:
- Networking Events: Join local business groups or MSP-specific networking groups. Collect business cards, follow up immediately and enter those contacts into your CRM for consistent follow-up.
- Referral Campaigns: Ask satisfied clients for referrals. In our guide to packaging and pricing MSP services, we talk about ways to make referrals an easy ask and a big win for both you and your clients.
- Website Opt-Ins: Add opt-in forms to your website to capture visitor details in exchange for something valuable, like a free report on cybersecurity or a checklist for secure remote work.
- Five Around Drop: Stop by the five businesses around each client’s location, introduce yourself and drop off information about your services. These quick introductions establish your presence in the area and open doors for future conversations.
- Joint Ventures: Partner with local businesses or associations that share your target audience. Offer to do a free webinar or educational session in exchange for being introduced to their list.
Organize And Automate Follow-Up With CRM And Drip Marketing
Having an initial list isn’t enough; you need to continuously nurture it. Put all new contacts in a CRM and tag them according to where they came from and their potential interest. Set up a drip marketing campaign to stay top of mind with valuable content, like blog posts, videos and webinars.
Regular communication keeps your business at the forefront when they’re ready to make a purchase. This could be as simple as monthly newsletters or more structured campaigns tailored to their engagement history.
Key Takeaways
- Start With Warm Outreach: Your existing connections are the best place to begin building your list.
- Leverage Cold Outreach: Expand with strategic methods like networking, LinkedIn and partnerships.
- Use A CRM To Stay Organized: Track interactions and automate follow-ups to stay relevant.
- Don’t Forget The Math: Measure your efforts to understand what’s working and where to adjust.
Building a quality list is foundational to any MSP’s marketing success. It’s about systematically gathering contacts and nurturing them over time. By focusing on these proven methods and maintaining an organized CRM, you’ll be positioned to turn your list into a revenue-generating machine.
