About ABM Stars: 14 Years of B2B Marketing, Now Built for UK MSPs
Founded in 2012 as a digital-ads business for B2B operators. Merged with a telemarketing specialist in 2019. Built our own data and campaign platforms. Now seven years deep in MSP-buyer intelligence — and almost guaranteed to outperform other marketing efforts on the data alone.
The story so far
2012. ABM Stars was founded in the digital-ads world, running Google Ads and B2B campaigns for operators trying to reach buyers online. Digital was getting noisier and the cost of attention was climbing every year.
2019. Merged with Diyar’s telemarketing and sales agency. The combination changed everything: digital alone had become a diminishing-returns channel for B2B, and old-school relationship-led outbound was unfashionable but quietly effective. Putting the two together — digital plus telephone, with proper orchestration — produced campaign outcomes nobody was getting from either channel alone.
2020-2022. Demand from UK and Ireland Managed Service Providers became wild after Covid. The IT sector was growing, MSPs were professionalising, but their marketing was still running on referrals and word of mouth. The fit was obvious. We doubled down.
2023-2024. Built our own data and campaign platforms — including a proprietary intelligence database for MSP buyers — and rebranded as ABM Stars to reflect the multi-channel, account-based reality of what the agency actually does. Jo joined the team to bring the inside-MSP operator perspective. £19.2m of contracts won for MSP clients since 2024.
2026. Working with Entrust IT Group, F1 Group, Bluespires, Auxilium, London Systems, Focus IT, and other UK and Ireland MSPs growing past their referral ceiling.
What makes ABM Stars different
Seven years of MSP-buyer intelligence, in a proprietary database
Most marketing agencies start every MSP campaign from a cold list. We don’t. Seven years of digital and telephone interactions with MSP buyer markets has produced an intelligence database for UK and Ireland MSP prospects that, as far as we can tell, nobody else has.
Hundreds of thousands of conversations and digital interactions are now sitting in our IP, refined hour by hour through LinkedIn activity signals, Companies House filings, and proprietary scoring logic. When a campaign launches for a new MSP client, we already know which accounts are warm, which are dormant, which are moving, and which to skip. That edge alone usually puts us ahead of the marketing competitors most MSPs try first.
Multi-channel orchestration that actually orchestrates
Every B2B agency claims “multi-channel”. Most run four channels separately, hoping volume in each produces results. We run four channels — addressed postal mail, telemarketing, email, LinkedIn — as one orchestrated campaign. Each channel makes the next one work harder. From our data, accounts that receive the full multi-channel sequence convert to appointments at roughly 6X the rate of any single-channel approach.
No junior between you and the work
The three of us own ABM Stars and we work on every client account. There is no account-management layer between the buyer and the people who actually design and run the campaigns. When something needs to change at 5pm on a Thursday, it changes.
The team
Dan Boss
Founder & Growth
Dan founded ABM Stars in 2012. Previously led a digital products business as MD that scaled from $500k to $26m in five years — The Times Tech Track ranked it the 4th fastest-growing tech business in the UK that year. He has designed and run B2B marketing campaigns globally and brings the growth-strategy view to every ABM Stars client.
Jo
Head of Marketing — Inside the MSP World since 2007
Jo has been in the MSP world since 2007. Most recently Head of Marketing at Plan-Net, a London-based MSP that exited to Acora (a PE-backed MSP). She stayed as Head of Marketing at Acora through the transaction, then joined ABM Stars in 2023. Jo has been both the buyer of MSP marketing services AND the operator of MSP marketing inside an actual MSP. That perspective is rare and it shapes how every campaign gets built.
Diyar
Partner — Telemarketing & Sales
Diyar built and ran a telemarketing and sales agency from 2015. That agency merged with MSP Stars in 2019 to form the multi-channel sales and marketing model ABM Stars now runs. His telemarketing background is the reason the dialler side of our campaigns books meetings rather than just hitting dial volume.
Between us we have run the buyer side, the operator side, and the marketing side of MSPs. There is no junior account manager between you and the people doing the work.
Who we work with
ABM Stars works with UK and Ireland MSPs over £1m annual revenue who are past the referral ceiling and need predictable, multi-channel pipeline to scale further. We do not work with:
- MSPs under £1m revenue. At that stage, referrals plus tighter sales motion is almost always a better investment than marketing.
- MSPs outside UK and Ireland. Our IP database and operational delivery are UK-and-Ireland-specific. We do not pretend to be transatlantic.
- Generalist IT resellers without a recurring-services model. The economics of our campaigns assume MRR-style retainer revenue.
If you are a UK or Ireland MSP, over £1m revenue, and you want pipeline that does not depend on the next referral arriving, we are almost certainly worth a conversation.
By the numbers
- 2012 — year ABM Stars was founded.
- 2019 — year of the telemarketing-agency merger that created the multi-channel model.
- 7 years of MSP-buyer intelligence sitting in our proprietary database.
- £19.2m in contracts won for MSP clients since 2024.
- 6X appointment conversion rate uplift for accounts receiving the full multi-channel sequence vs single-channel-only.
- UK + Ireland — the only geographies we operate in. By design.
- £2,000/month — campaign starting price. Scales with target market scope, channel mix, and list volume.
Recognition
In January 2023, SuperOps announced the winners of the inaugural 2022 SuperOps MSP Awards. The campaign ABM Stars delivered for our client IT Backbone was selected as MSP with the Most Innovative Marketing and Sales Campaign — one of nine winning categories that year.
The judging panel that picked the campaign included Tracy Pound (Chair of the Board of Directors, CompTIA), Richard Tubb, Paul Green, Mark Copeman (Wingman MSP Marketing), Nate Freedman (Tech Pro Marketing), Pete Matheson, Todd Kane, Nancy Henriquez, and Dave Sutton.
Where to go next
If you want the full operating system we run for clients, see the MSP lead generation pillar — case studies, channel-by-channel detail, and pricing.
If you want the strategic frame behind it, the MSP Marketing Strategy article covers the four decisions in order that determine whether any marketing programme works for an MSP.
If you want the closing side of the campaign — what happens to the appointments we book — the MSP Sales Blueprint shows how Diyar runs the closing motion with a 30%+ close rate from qualified appointments.
If you would like to talk to us about whether we can do for you what we have done for Entrust, F1 Group, Bluespires, Auxilium, London Systems and Focus IT, apply for a discovery call. Diyar takes the first call.
Want help running this for your MSP?
We run multi-channel campaigns for UK MSPs over £1m revenue. Postal, telemarketing, email, LinkedIn — orchestrated so each channel makes the next one work harder.
Apply for a discovery call →