One sector.
MSPs.
We deliberately work with one type of business: UK and Ireland Managed Service Providers over £1m revenue. That’s the whole list. Everything we do is built around how MSPs actually win deals.
£19.2m in contracts won for our MSP clients since 2024. Working with Entrust IT Group, F1 Group, Bluespires, Auxilium, London Systems, Focus IT, and others.
Why one sector and not five
Generalist agencies run the same playbook against every industry. We don’t. Here’s what 15+ years of MSP-only specialism actually gets you.
1We know the buyer cold
MSP CEO, MSP Sales Director, MSP Marketing Lead. Their job titles, what they read, when they’re between contracts, what makes them ignore your email, what makes them pick up the phone. 15+ years of being inside MSPs, not Googled.
2Channel mix tuned for MSPs
Mail, telemarketing, email, LinkedIn. Not because we read that on a blog. Because we’ve tested it on 37+ MSPs and the response rates are 22%, 16%, 15% — not the 1% generalist agencies see when they run the same channels against accountancies.
3MSP-tuned data IP
Live lists pulled hourly from LinkedIn signals and Companies House filings. Filtered for the company profiles MSP buyers actually convert from. No broker lists, no stale CSVs, no generic SaaS firmographic filters.
If you’re not an MSP, this site probably isn’t for you. If you are an MSP over £1m, you’re in the right place.
Six sections. Receipts in every one.
Click through to the pillar and here’s the substance you’ll find. Real receipts beat thin promises.
Receipts table
Six named MSP clients — F1 Group £1m, Entrust IT £600k ARR / £5m LTV, Bluespires £560k / 22% response, Auxilium £100k, London Systems 8 new clients, Focus IT £138k / £690k LTV. With case study links.
How we do it
The four channels — physical mail, telemarketing, email, LinkedIn — explained in detail, plus the orchestration logic that makes them compound rather than compete.
Data IP
How our hourly-refreshed prospect data — built on LinkedIn signals and Companies House filings — finds MSP buyers in active buying windows that broker lists never see.
Who this is for / not for
Honest qualification on revenue, closing capacity, and attitude. We say no to MSPs we don’t think we can win for. Read it before you apply.
The team
Full bios on Jo (ex-Head of Marketing at Plan-Net and Acora), Dan (MD of a Times Tech Track 4th-fastest-growing UK tech business), and Diyar (telemarketing agency founder). The three people who run your campaign.
FAQ — nine real questions
What’s the difference between MSP marketing and MSP lead generation, how much does it cost, how quickly do meetings land, can we adjust messaging, do you work with competing MSPs — answered honestly.
£19.2m won for MSP clients since 2024. See how →
The three people running your campaign
Not pitched by senior people then handed to junior ops. The three operators behind ABM Stars run the work.
Dan
Led a digital products business from $500k to $26m in five years (Times Tech Track 4th fastest-growing UK tech business). Brings the growth-strategy view to every campaign.
Jo
15+ years inside MSPs. Most recently Head of Marketing at Plan-Net (London MSP, exited to Acora) and then Acora itself. Has been both the buyer and operator of MSP marketing.
Diyar
Founded a telemarketing agency in 2015, merged with MSP Stars in 2019. His telemarketing background is why our dialler books meetings rather than hitting dial volume.
Where we focus today
One service. One sector. Everything channelled into outbound that books meetings.
More sectors will appear here as we expand. For now MSPs are the only show in town, and that’s the point.
The hub-level questions
Detailed product questions (cost, ramp, exclusivity, list-building) live on the MSP page itself. These are the “why do you only work with MSPs?” questions.
Why do you only work with MSPs?
Because MSP marketing requires specialism that generalist agencies cannot fake. We have been inside MSPs since 2007 (Jo at Plan-Net then Acora). We have run B2B campaigns globally (Dan). We have run telemarketing for B2B services since 2015 (Diyar). Every campaign we have ever shipped has been for an MSP or an adjacent B2B service business. We know what works because we have tested it on dozens of MSPs, not because we read a blog about it.
If we worked with everyone, we would not be able to charge what we charge or get the response rates we get. Specialism is the moat.
What if my business is adjacent — service business but not an MSP?
Worth a conversation. Our largest current client is a fractional business, not an MSP. The economics are similar — small-team B2B service business going after specific named accounts with a personalised outbound motion. If your buyer pattern looks like an MSP buyer pattern, the approach transfers.
If you sell to consumers, or transact in volume rather than relationships, we are not the right fit.
Are you planning to add other sectors?
Eventually. The roadmap is intentionally slow — we would rather get UK and Ireland MSPs right (and we are getting there) than dilute the specialism across five sectors before any one of them is dominant. When we add a sector, it will be because we have spent the time to know its buyer as well as we know MSP buyers, not because we drew up a TAM slide.
How is this different from a generalist agency that “also does MSPs”?
Generalist agencies sell you channels — “we do LinkedIn” or “we do SEO” — and run the same playbook against every industry. We sell a sector-specific outcome (booked meetings with MSP buyers) and the playbook is built from scratch for how MSP buyers actually behave. If you have tried a generalist agency before, you know the difference within the first two months. The MSP page goes deeper on this.
Run an MSP over £1m? Let’s talk.
Read the full picture on the MSP lead generation page, or skip straight to the application.