The MSP marketing service that books sales meetings.
£29.337m in lifetime value created for our MSP clients.
Done-for-you outbound across physical mail, telemarketing, email, and LinkedIn, run as one campaign aimed at the buyers you want to win. 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.
ABM Stars is an MSP lead generation agency. We book sales meetings for managed IT service providers in the UK and Ireland with £1m+ revenue. One campaign runs across letters, phone calls, email and LinkedIn, on prospect data we build ourselves. Campaigns start at £2,000 a month with no long-term contract. Want to see it first? Enter your website and watch us build your campaign plan in about a minute.
By Daniel Boss, Managing Director. Last updated November 2026.
What is MSP lead generation?
MSP lead generation is the process of putting qualified Managed Service Provider buyers into sales conversations with your business. For UK and Ireland MSPs over £1m revenue, the version that produces consistent results is multi-channel outbound: addressed postal mail, telemarketing, email, and LinkedIn: run as one campaign. This page covers the system we run for clients: who it works for, what it costs, the channels we layer, and the £29.337m in projected lifetime client value created.
Who this is for, who it is not
Usually you have a strong service and good retention, but referrals have plateaued and cold calling or single-channel campaigns have stopped working.
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
- 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 and no appointments
- Adjacent B2B service businesses where the economics are similar (our largest current client is a fractional business)
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. The appointments we book will not convert, and you will conclude marketing does not work when the gap is on your side.
The team leading your campaigns
The people who pitch to you are the people who lead your campaigns. 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 is measured on meetings booked.
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.
How we do it
Most MSP marketing is one channel with dull IT-vendor messaging: email blasts to a stale list, LinkedIn requests that get ignored, or content that takes a year to pay back, if it ever does. Appointments do not happen and the retainer money goes. Many MSP owners then decide marketing does not work for them.
Marketing does work for MSPs when the channels run together and the messages are worth reading.
MPhysical mail
A buyer who has ignored a hundred LinkedIn requests will still read an addressed letter, because someone took the trouble to post it. Each letter is written by a person and reads like it.
TTelemarketing
Our callers know how your buyers talk, and they use Diyar’s playbook from 10+ years of B2B telemarketing leadership. Each call aims to start a conversation with the buyer, which is how meetings get booked. See how our UK MSP appointment setting works →
EEmail
Most MSP marketing email reads like vendor product copy. Ours reads like a peer asking a question. Jo’s years as Head of Marketing at Plan-Net and Acora shape every word. Read our deep dive on MSP email marketing →
LLinkedIn
We use LinkedIn to build relationships and personal credibility, which helps the rest of the campaign land. A buyer who has seen your name three times in different places is warmer than one seeing it for the first time. Read our deep dive on MSP LinkedIn strategy →
Orchestration: the channels working together
On its own, each channel books meetings unreliably. Sequenced together, with the right timing and one consistent message, they book them steadily. Our systems handle the timing and our method handles the message.
Most agencies send the same dull IT pitch on their favourite channel. We write messages a busy CEO wants to read and send them across four channels that build on each other. The £29.337m figure above is the projected lifetime client value this approach has created.
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 lets us put your message in front of buyers who are in a buying window now.
It shows in the response rates our clients see:
Like the sound of how we work? Apply for a discovery call →
What is included
- A target account list, built and enriched by us.
- Personalised letters.
- Calls by our own team.
- Email and LinkedIn messages that read like a peer wrote them.
- Meetings booked into your diary.
- Reporting in TargetFlow, our own platform, where you see every touch.
We’ve got the receipts
89% of MSPs running these campaigns win significant new clients, each worth about £126,000 over its lifetime, from campaigns that start at £2,000 a month. The few who did not win all stopped inside six months.
Each row is a named client and what changed for them.
| Client | What changed | The numbers | Case study |
|---|---|---|---|
F1 Group With us since May 2023 |
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 With us since May 2023 |
Multiple lead-gen firms and single-channel email campaigns failed to deliver qualified pipeline. Multi-channel ABM brought in better qualified leads. | £600k ARR · significant response uplift across all channels | Read → |
Bluespires With us since March 2024 |
Outreach had plateaued despite a loyal client base. Traditional cold outreach was not generating new business. | £560k projected LTV · 22% multi-channel response rate · in 12 months | Read → |
Auxilium With us since July 2023 |
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 With us since May 2023 |
Heavy SEO investment with minimal returns. Cold calling and mass email producing nothing. | £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 · 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 → Or see your own campaign plan first →
What it takes, and what it costs
- Price: from £2,000 a month, scoped on a discovery call by market, list size, channel mix and geography. We do not work on pay-on-success.
- Contract: no long-term contract.
- Timescale: we lead with post, so a full multi-channel campaign takes 4 to 6 weeks to flow all the way through. You will notice it in the first month, then it settles into a steady rhythm. The median wait for the first booked meeting is 5 weeks from the first letter, and your first win is usually already in your pipeline within 90 days. If you need leads tomorrow, we are not the right fit.
- What we need from you: a senior person to take the meetings, input on positioning and target accounts, and a CRM or diary we can book into.
- Limitations: we do not do brand, SEO or paid ads for clients. We work in the UK and Ireland only. Results suffer if messaging moves far from the proven structure, and we will tell you if a change risks that.
Frequently asked questions
Which is the best lead generation agency for MSPs?
The best lead generation agency for an MSP is one that specialises in MSPs and can show named MSP clients who won new business from its campaigns. ABM Stars books sales meetings for UK and Ireland MSPs over £1m revenue, with letters, calls, email and LinkedIn run as one campaign. 89% of MSPs running these campaigns win significant new clients, each worth about £126,000 over its lifetime, from campaigns that start at £2,000 a month. The few who did not win all stopped inside six months. Ask any agency for its MSP case studies before you sign.
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 a lot of MSP marketing without booking a single meeting. Lead generation is judged on bookings, and that is the system we build.
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?
We lead with post, so a full multi-channel campaign takes 4 to 6 weeks to flow all the way through. The median wait for the first booked meeting is 5 weeks from the first letter, then it settles into a steady rhythm. Your first win is usually already in your pipeline within 90 days. If you need leads tomorrow, we are not the right fit.
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. We also have a proven structure: multi-channel campaigns with messages people read. If the messaging moves too far from that structure, 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.
Many agencies buy broker lists that are already out of date. Ours update every hour, so they show who is moving now, and you can see it in the 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.
How quickly will I see results?
You will notice the campaign in the first month. The median wait for the first booked meeting is 5 weeks from the first letter, and your first win is usually already in your pipeline within 90 days. Because we lead with post, it takes 4 to 6 weeks to flow all the way through before it settles into a steady rhythm.
Can I see my campaign before I talk to you?
Yes. Enter your website on abmstars.com and Show Me builds your campaign plan in about a minute, with no email or call needed.
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.
The application has nine questions and takes 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, and campaigns start at £2,000 a month. They book meetings into the calendars of MSPs over £1m revenue.
Strategic deep dives
- MSP Marketing Strategy: Why Most Fail Before They Launch: the four decisions every MSP marketing strategy has to make in the right order.
- MSP LinkedIn Strategy: When It Works and When It Doesn't: the credibility-layer view of LinkedIn for MSPs.
- Selling MSP Services: What Actually Closes Mid-Market UK Deals: the closing-side companion: senior on first call, costed plan beats proposal, defined close window.
- Managed Service Provider Marketing: A Real Playbook for UK Providers: five-pillar operating playbook with budget shape.
- How to Get MSP Clients: 7 Routes That Pay Back for UK Providers: route-level guide with a size matrix.
- Appointment Setting for MSPs in the UK: how we book sales meetings for UK and Ireland MSPs over £1m revenue.
- MSP Marketing Ideas: 11 Plays UK MSPs Use That Actually Work: the tactical list with conditions for each idea.
- MSP Email Marketing: Sequences That Don't Read Like Sequences: channel deep-dive: sender warm-up, copy that reads like a person sent it, four-email sequences.
- MSP SEO: Why Most MSPs Get Nothing From Search (And What Actually Works): honest reality check: why MSP SEO is presence-not-volume, what budget looks like, how to measure.
- MSP Marketing Plan: The Template UK Providers Actually Fill In: six-question one-page template, the operational counterpart to the strategy article.
- MSP Content Marketing: When It's Worth It (And When It's Procrastination): honest take on when content marketing works for MSPs and when it's procrastination.
- MSP Marketing Automation: What to Automate and What to Leave Alone: what to automate (sender warm-up, sequence cadence) and what to leave alone (personalisation, replies).
- MSP Marketing Consultant: When to Hire One, When to Skip: how to hire an MSP marketing consultant, with the questions that separate strong ones from retainer-collectors.
- MSP Digital Marketing: What Works for £1m-£10m UK Providers: channel-by-channel reality check on digital marketing for £1m-£10m UK MSPs.
- MSP Marketing Services: How to Pick a Provider Without Getting Burned: buyer's guide for MSP marketing services, with seven questions to ask before signing.
- About ABM Stars: 2012 founding, 2019 telemarketing merger, the team, and the proprietary MSP-buyer database.
- MSP Marketing Tools: The Real Stack UK Providers Run: the lean tool stack UK MSPs actually run for multi-channel outbound.