Introduction

MSP is not a very complicated industry as per our experience with our customers and what we have seen so far. It’s just their reach out methods should be accurate enough.There are many ways MSPs can figure this out. Here’s our updated 2025 guide for MSPs and how they can keep the flow of the leads despite the competition:

1. Scraping the right suspects
2. Following up with them at regular intervals (once a week)
3. Nurturing the suspects when they are neutral to positive in their response
4. Setting up the appointments with the leads who showed interest in the service offering (either Managed IT or Co-Managed IT)

#1 Scraping the right suspects

You can either scrape the leads out of the web with automated LinkedIn generators, or you can buy the lists from various databases that are available in the market. Either way, building a good list of suspects is important. Now you need to understand which ones are good to be followed on. Have every important prospect on your list so that you have a good chance of setting up the appointment with them.

Titles like CEO, owners, president, OfficeManager, COO, Operations Manager in 11-100 employee size companies are very important in terms of Managed and Co-Managed IT campaigns. As you see some IT contacts in these companies, then we recommend taking them as well. Any local business that needs any changes with the IT would need the email delivered to their right suspects.

#2 Following up with them at regular intervals (once a week)

You can put all the leads in the campaign and then put the top email scripts for Managed IT / Co-managed IT campaign upfront. Make sure you have the right strategies to get the email in the inbox. Because scraping without the right strategy to land them into the inbox is a total waste of effort. We would recommend an expert help in getting your emails into the inbox.

After you define the strategy, have someone check on the IP reputation, follow a warm-up guide, and then always check the sender reputation to make sure it has no spam complaints. Always send within the limits because that can be a big factor.

Once you start sending the emails to your leads, following up with them is important too. We recommend following up with them weekly, and repeating the email content is also not recommended here. We think keeping the email content unique would help in a big way. So keep the content fresh. Keep it short as well; consider your 85% of suspects will be looking at these emails on their cell phones.

#3 Nurturing the suspects when they are neutral to positive in their response

Once you execute the campaigns, it is important to have someone monitoring the inbox for replies. Every response is important, whether it is neutral, positive, or negative. Negatives: You need to manage these exclusions somehow so that your mailing list won’t have them. After this, you can focus on neutral to positive responses. For neutral responses like:

“I’m good now. We can talk about this later”

“I have a good provider; I think I’m set”

So, the above response can be nurtured and can be brought as appointments to see what their IT situation is, what their spend is, and then take the next steps. You would also see some of the responses as positive ones, like:

“Interesting. Let’s talk about it”

“Let’s set up some time and review your offerings for our IT infrastructure.”

These responses should be responded quickly, and then you can get these appointments scheduled on your calendar. These replies should be handled by some person who is just monitoring the inbox and replying to everyone on time.

#4 Setting up the appointments with the leads who showed the interest in the service offering (either Managed IT or Co-Managed IT)

We strongly recommend syncing up the calendars once you receive a positive response. Asking too many questions would ruin the lead. Once you are able to sync the calendar, you can always put a form link, which wouldn’t be mandatory for users to fill. This would actually tell us which suspects are having genuine needs. This is a good practice to nurture the lead while you set up the call with them.

We recommend doing the discovery call without asking too many questions over the email. Because talking to customers is going to create a much better experience to the full discovery.

Some small tips which would make the campaign effective:

1. Keep one link per email.
2. Use a regular font, as fancy fonts might not download in every email client.
3. Signatures should have phone numbers and schedule a meeting link.
4. Sending the meeting link once the prospect shows interest is not recommended by us.
5. Highlight the important text—making it bold or putting an underline is recommended.
6. Use generic subject lines.
7. Keep the CTA simple—ask for appointments always.
8. A/B Testing of email templates
9. Make email marketing your primary reach-out method.
10. Avoid cold calling, but add mail campaigns and ad-hoc campaigns.

These tips are self-explanatory because this will create an impact that would get you some of the better appointments in 2025. With all the AI buzz, MSPs are busy searching for the tools that can make B2B lead gen and appointment scheduling simple. Your campaign is effective when you follow the above 4 important tips and also the 10 small tips we mentioned.

We have helped several MSPs get the right suspects and then get them the appointments and, of course, nurturing them for a successful prospect discovery. There are many things that can go wrong, but if you follow our framework, there are 98% chances that you would see some appointments getting scheduled in 2 weeks’ time. We have also seen 92% of leads going to the proposal/onsite stage, and then a lot many are getting closed.

This updated guide of 2025 would give you the right approach to closing some business in the MSP space. These are very well tried and tested methods, and MSPs have received 15x revenue. ROI is guaranteed too in this campaign.

Some facts which you should know:

1. Sending a large batch of emails won’t guarantee you appointments.
2. Everything can’t be qualified over an email or call.
3. Average sales cycle differs with employee size and urgency of their requirements.
4. You need to respect the suspect's preferences, as in, if they are not interested, do not ask them again.
5. Always respect the current clients, and do not send them any campaigning emails.
6. Be spot on with your dates. Do not mess up.
7. Always maintain the dates of reach out on your calendar.
8. Please nurture the leads based on their preferred time and date and also the topic they want to talk on.
9. Sending too many emails to one company at one go is not recommended at all.
10. Remove the company once you establish contact.

Conclusion

This completes an ultimate guide to a successful 2025 B2B lead gen & appointment setting for MSPs. Have good luck with lead hunt and getting some MRR for your business.