The MSP marketing service that books sales meetings.
£19.2m in contracts won for our MSP clients since 2024.
Done-for-you outbound across physical mail, telemarketing, email, and LinkedIn. Orchestrated to land with the MSP buyers you want, not generic enough to bore them into deletion. For UK and Ireland MSPs over £1m revenue.
Measured as lifetime value at 7-year retention, the average for a good MSP. Individual case study figures and methodology below.
Working with Entrust IT Group, F1 Group, Bluespires, Auxilium, London Systems, Focus IT, and other UK and Ireland MSPs growing past their referral ceiling.
We’ve Got The Receipts
Named clients. What we changed. What they got.
| Client | What changed | The numbers | Case study |
|---|---|---|---|
F1 Group |
Cold calling kept hitting gatekeepers, digital ads were not finding decision-makers. We put F1 Group in front of 900 ideal local companies via multi-channel ABM. | £1m lifetime revenue · 16% reply rate · 900 ideal prospects engaged | Read → |
Entrust IT Group |
Multiple lead-gen firms and single-channel email campaigns failed to deliver qualified pipeline. Multi-channel ABM transformed lead quality. | £600k ARR · £5m projected LTV (7x increase) · significant response uplift across all channels | Read → |
Bluespires |
Outreach had plateaued despite a loyal client base. Traditional cold outreach was not generating new business. | £560k projected LTV · 22% multi-channel response rate · transformed in 12 months | Read → |
Auxilium |
Strong market reputation was not translating into new clients. Referrals alone could not deliver predictable growth. | £100k recurring revenue · 15% average reply rate · 1,000 enriched ideal accounts in the pipeline | Read → |
London Systems |
Heavy SEO investment with minimal returns. Cold calling and mass email producing nothing. | 8 new high-value clients · £60k annual support revenue · plus ongoing project and software licensing income | Read → |
Focus IT |
Limited regional reach kept high-value clients out of view. Digital ads and telemarketing alone were not breaking through. | £138k recurring revenue · £690k 5-year LTV · 900 high-value local firms engaged | Read → |
“Now that is a nice touch. Thank you very much for the personalised letter, nice to see a different approach.”
Tom MaloneyThese could be your numbers. Apply for a discovery call →
How we do it
Most MSP marketing is one channel done badly with boring IT-vendor messaging. Either email-only blasting to a stale list, or LinkedIn-only spray that gets ignored, or a content engine that takes 12 months to maybe work. The result is the same. Appointments do not happen, retainer money disappears, MSP owner gets burned, MSP owner concludes “marketing does not work for us”.
That conclusion is wrong. Marketing works for MSPs. Single-channel boring marketing does not.
MPhysical mail
Tactile, addressed, cuts through email fatigue. When done well, an MSP buyer who has ignored a hundred LinkedIn requests will read a posted letter because it took effort. We do not send junk. We send pieces that look like they came from a person, because they did.
TTelemarketing
Not autodialler spray. Real conversations, run by people who know how MSP buyers talk, using Diyar’s playbook from 10+ years of B2B telemarketing leadership. The goal of the call is a conversation, not a pitch. Conversations book meetings.
EEmail
Written to be read, not sent to be sent. Most MSP marketing email reads like vendor product copy. Ours reads like a peer asking a question. Jo’s perspective as ex-Head of Marketing at Plan-Net and Acora shapes every word.
LLinkedIn
Relationship work, not spam InMail. We use LinkedIn as the personal credibility layer that makes the rest of the campaign land. Buyers who have seen your name three times in different contexts are warmer than buyers seeing you cold.
The thing that actually matters: orchestration
Each channel on its own does not produce meetings reliably. Sequenced together, with the right timing and message consistency, they do. Our systems handle the timing. Our methodology handles the message.
Most agencies send the same boring IT pitch on their preferred channel. We send a different shape of message, designed to be interesting to a real MSP CEO, across four channels that compound. The £19.2m figure above is what that approach has produced for ABM Stars clients since 2024.
Data: how we know who to send it to
The lists matter as much as the messaging. Bad data means good messaging lands in front of the wrong people.
Most agencies buy lists from a data broker. The data is stale the day it arrives. Half the contacts have changed roles. None of it reflects what is happening at the company right now.
We built our own data IP. Our systems pull and refine prospect data dynamically, every hour of every day, using LinkedIn activity signals and Companies House filings as inputs. We can see when a company is hiring, expanding, restructuring, or filing accounts that signal growth. We see when a buyer is fresh in role or about to renew an IT contract.
That is what lets us put your message in front of MSP buyers who are actually in a buying window, not a static list of names that may or may not still work somewhere.
It shows in the response rates. Numbers most B2B outbound never approaches:
Like the sound of how we work? Apply for a discovery call →
Who this is for, who it is not
Who this is for
- UK and Ireland MSPs at £1m+ annual revenue
- You have capacity to close the sales conversations we book — a closer with sales chops, not a junior ops handover
- You are tired of agencies talking about funnels and content engines when what you need is more booked calls with MSP buyers
- You are worn out by channels that produce noise rather than appointments
- Adjacent B2B service businesses where the economics are similar (our largest current client is a fractional business, not an MSP)
Who this is not for
- MSPs under £500k revenue — you are probably not ready for us yet. If you have raised funds or you are particularly ambitious, get in touch anyway.
- MSPs that hand new sales conversations to a junior ops person rather than a closer. The appointments we book will not convert, and you will conclude marketing does not work when the gap is on your side.
The team running your campaign
This is not an agency where the people who pitched you are different from the people running your campaign. The three operators behind ABM Stars run the work.
Dan
Dan 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
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 private-equity-backed MSP). She stayed as Head of Marketing at Acora through the transaction, then joined ABM Stars in 2023.
Jo has been 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
Diyar built and ran a telemarketing and sales agency from 2015. The agency merged with MSP Stars in 2019 to form the multi-channel sales and marketing model ABM Stars now runs.
His telemarketing background is why the dialler side of our campaigns books meetings rather than 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.
Frequently asked questions
What is the difference between MSP marketing and MSP lead generation?
Marketing is the broader category: branding, content, paid media, events, partnerships, the whole field. Lead generation is the specific outcome of putting qualified MSP buyers into a sales conversation with you.
You can do MSP marketing without ever booking a meeting. You cannot do MSP lead generation without a system that produces bookings. We build the system.
We tried a marketing agency before and it did not work. Why would this be different?
Almost every MSP owner has tried an agency that did not work, and almost always it failed for the same reason. The agency did not specialise in MSP buyers. They ran the same playbook they run for accountancies and law firms. The buyer language was wrong, the channel mix was wrong, and the appointments either did not happen or were the wrong people.
Tell us what you tried and what happened. If we think we are not different enough to produce a different result, we will tell you. If we think we are, we will tell you why and let you decide.
How much does it cost?
Campaigns start at £2,000/month. Pricing scales with campaign size and complexity: target market scope, list volume, channel mix, geographic spread. The discovery call gets us to specifics.
How long until we see the first meeting?
First meetings typically appear on calendars within 2-4 weeks of campaign launch. The list build, messaging design, and channel setup happen in parallel so the campaign moves fast.
Can we adjust the messaging and tone of voice?
Yes, to a degree. We will tailor messaging to your brand, your service mix, and your specific audience. But we have a proven structure that works. Orchestrated multi-channel with messaging that actually gets read. Break too far from that structure and the results suffer. We will tell you when a request is moving outside the zone we know works, and the choice is yours from there.
How do you build the lists?
Our own data IP. We have built technology that pulls and refines prospect data dynamically every hour of every day, using LinkedIn activity signals and Companies House filings as inputs. We see hiring, expansion, restructuring, accounts filings. The signals that show a company is in a buying window.
Most agencies buy stale broker lists. We build live lists that show who is actually moving. It shows up in response rates.
What kind of MSPs do you work with?
UK and Ireland MSPs over £1m revenue, primarily. £1m+ is the sweet spot. Smaller MSPs only if you have raised funds or are particularly ambitious. Adjacent fit: service businesses with similar economics. Our largest current client is a fractional business.
Do you write the messaging or do we?
We write the messaging. Your job is to know your offer and close the meetings we book. Our job is to find the right buyers and create the conversation. Where we need your input on positioning we will ask, but you do not need to provide copy.
Do you work with MSPs that compete with each other?
We respect geographic and vertical exclusivity for clients who want it. If you tell us “no other MSPs in [your city] or [your niche]”, we make that part of the deal. If you do not need that exclusivity, we work with multiple MSPs in adjacent territories. The buyer pools rarely overlap as much as operators think.
Apply for a discovery call
If you are a UK or Ireland MSP over £1m looking for booked sales meetings on your calendar via a real multi-channel outbound campaign, the next step is the application.
Nine questions. Five minutes. We qualify on revenue, attitude, and closing capacity, then book a discovery call. If we think we are a fit, we scope a campaign. If we are not, we will tell you and probably refer you elsewhere.
No long-term contracts. £2,000/month starting. Just real multi-channel campaigns that book meetings on the calendars of MSPs over £1m revenue.