PR and Thought Leadership
Three arguments you would defend in public, written under the names of your leaders, and placed where your buyers already read and listen.
Book a scoping call2.2 million
verified data points
5 days
to the first qualified leads
60+
technology leaders
30
state programs
How it works
This is PR and Thought Leadership, scoped with the people who will carry the byline. One program manager owns the calendar, the writing, and the placements.
Define the territory
Define the subject you can own: the sector, the problem, and the argument you are prepared to defend in front of the people it names.
Build the profiles
Build the public profile of each leader who will publish: their history, their proof, and the way they are introduced on a stage or a panel.
Write the opinion pieces
Write articles, posts, and guides that take the position and show the working, using a client outcome or an incident you handled as the evidence.
Book the placements
Book the trade coverage, podcasts, and speaking slots where your buyers already look, and brief the leader before each one.
Start here
Tell us what your pipeline needs to do next quarter. We will tell you plainly whether we can fill the gap, what it would involve, and whether we are the right partner. You will hear back within one business day.
A post explaining what ransomware is tells a buyer nothing about you. Authority comes from a position somebody could disagree with.
For a managed service provider (MSP), that position is usually a view on how IT should be bought, staffed, or budgeted in one sector. It has to be yours, and it has to be defensible.
Take the last ten first calls and list the moments where you told a buyer they were doing something wrong. Those are your arguments.
Three arguments are enough for a year of publishing. Put a person's name on each one, because a buyer remembers a name and rarely remembers a company page.
A buyer who has read you arrives with fewer questions about whether you know the subject. Our MSP Lead Generation program still has to find that buyer while they are deciding.
A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history. Your reps see which pieces the buyer read, because content downloads sit in that history.
Bylined work written by someone junior reads like it. The program manager interviews your leaders and writes from what they said, and nothing publishes without their approval.
An agency outside the IT channel needs the argument explained before it can write it. We sell into the IT channel only, and the program manager who interviews your leaders is the one who writes the piece.
Managed service providers with a leader willing to publish under their own name, selling to organizations of 100 to 2,500 seats. MSSPs, security-led MSPs, and Microsoft-centric MSPs all sit inside the published fit.
If nobody in the business will take the byline, the program has nothing to build on, and the scoping call will say so.
Why thought leadership accelerates MSP sales
The xpandly guarantee
It applies to Microsoft Copilot leads, and the program page states it in full.
68%
of IT buyers say they prefer to work with MSPs they have already seen publishing relevant, credible content in their industry before first contact
40%
shorter average sales cycle for MSPs whose prospects have consumed at least two pieces of their content before a discovery call takes place
2.4x
higher inbound enquiry rate for MSPs with a consistent, visible expert positioning versus those with no published thought leadership
Common questions
What is thought leadership?
A position on how something should be done, published under a name, with evidence attached. Explaining a technology is education, and it builds no preference on its own.
Who should be the author?
The person who will answer for it on a call. That is usually a founder or a technical director, and the byline has to stay consistent to be worth anything.
How often should we publish?
At a rate you can hold for a year. One argued piece a month from a named leader does more in a shortlist than a weekly post nobody signs.
Does this produce leads?
Not directly. It shortens the part of the sale where a buyer decides whether you know the subject, and the accounts still have to be found while they are evaluating.