IT Marketing Campaigns
Activity becomes pipeline when the content answers the buyer's current question, the channel list shrinks, and every page offers one route to a reply.
Book a scoping call2.2 million
verified data points
5 days
to the first qualified leads
60+
technology leaders
2,000+
qualified Microsoft Copilot leads delivered
How it works
IT Marketing Campaigns applies those three fixes across your channels and reports each one on the pipeline it created. Campaigns that do not convert are cut.
Map the buyer questions
Map the questions your ideal customer profile (ICP) asks at each stage, from whether to change provider at all to which provider to choose. That map decides what gets written.
Review the channel list
Review each channel you run and fund only those that reach your buyers. This program uses email, LinkedIn, outbound calling, programmatic, and placements on vettdd.com, and pauses the rest.
Write the pain-led content
Write the guides, comparisons, and answers a buyer searches for while deciding, in the language they use for the problem. Each piece names the stage it serves.
Fix the conversion path
Fix the route from a page to a reply: one ask per page, a form that works on a phone, and an answer inside one business day. Each reply reaches your team the day it arrives.
Start here
Send the channels you run and what each one produced last year. The scoping call settles which to keep, which to pause, and what to report.
Count how many buyers asked you to call them this month. That count, and the pipeline behind it, is the measure that decides the budget.
Three checks are worth running before you spend again, and none of them needs a new website. They are the stage, the channel count, and the route from a page to a reply.
Sort last year's content into three piles: is there a problem, what are the options, and which provider do we pick. An empty pile names the buyers your content does not reach.
Write for the empty pile first. A buyer choosing between managed service providers (MSPs) wants comparisons, the questions to ask, and what a transition involves on a live network.
Count the channels you maintain and the hours each one takes every week. If a channel has never produced a first meeting, pause it for a quarter and watch what changes.
Put the freed hours into answering the inquiries you already receive on the day they arrive. That needs no new hire.
Open your five most visited pages on a phone. If none of them asks for anything except a contact form in the footer, the traffic has nowhere to go.
Give each page one ask that matches its stage. An early-stage page offers a checklist, a late-stage page offers a comparison, and a ready buyer is offered a conversation.
Reporting here is accepted leads and the pipeline behind them. Your sales team receives a qualified lead with the trigger and the stakeholder map attached, synced to your CRM.
A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history. Anything short of that is reported as an inquiry.
Ask what they will report in month one, and whether the headline number is an impression or an accepted lead. Here it is accepted leads and pipeline, on a dashboard you can open yourself.
Ask how long before the first name arrives. Most programs go live inside 30 days, and the first qualified leads arrive within 5 days of launch.
The fixes suit MSPs selling into 100 to 2,500 seat organizations, including MSSPs, security-led MSPs, and Microsoft-centric MSPs. The three apply whether or not you employ a marketer.
If the marketing already produces replies and nothing happens to them, that is a follow-up problem, and Sales and Marketing Automation is the better starting point.
The cost of MSP marketing that does not convert
The xpandly guarantee
It applies to Microsoft Copilot leads, and the program page states it in full.
76%
of managed service provider marketing spend generates engagement metrics but no measurable pipeline or qualified leads
54%
of MSP websites fail to convert more than one percent of visitors into inquiries because CTAs and messaging are misaligned to buyer intent
4.1x
return on investment from pain-led, buyer-specific MSP campaigns compared to feature-led or brand awareness-led equivalents
Common questions
Why do no leads arrive?
Start with three checks: the stage your content answers, the number of channels you are maintaining, and whether any page makes an ask. One of the three is usually loose.
Should we stop blogging?
Not if the posts answer questions a buyer asks while choosing a provider. Stop the posts that comment on industry news and keep the ones a buyer could act on.
How is marketing measured here?
On accepted leads and the pipeline they create, reported by channel. Impressions, followers, and click counts sit in the detail below that number.
Do we need an agency?
Not for the three checks, which are an afternoon of work. An agency earns its place when the channels have to run each week and each reply needs an answer the same day.