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For most managed service providers, a practical starting mix is customer referrals, vendor and channel relationships, and carefully chosen industry events—supported by useful content, webinars, and a clear website. Recent MSP-focused surveys identify these as common ways to generate conversations, but they do not prove which channel delivers the best return for every provider. Choose tactics for your target customers, then judge them by the qualified opportunities and wins they produce.
What the recent MSP surveys say
Two recent MSP-focused reports point to relationship-led marketing as a strong starting point. Their percentages describe survey responses, not measured conversion rates, revenue, or return on investment. The reports use different samples and questions, so read each set on its own.
Summer 2025: sources of new conversations
In MSP Global’s State of the Industry Report, Summer 2025, 35 respondents could select up to three ways they generated new conversations. Industry events led the selections, followed by customer referrals, LinkedIn or social media, webinars, and vendor or distributor leads. The report also recorded fewer selections for inbound website or SEO, email or newsletters, and telesales or cold calling.
| Channel | Respondents selecting it |
|---|---|
| Industry events | 71% |
| Customer referrals | 51% |
| LinkedIn or social media | 43% |
| Webinars | 40% |
| Vendor or distributor leads | 40% |
| Inbound website or SEO | 23% |
| Email or newsletters | 9% |
| Telesales or cold calling | 6% |
These are respondent selections in a small survey, not proof that the higher-ranked channels convert better. In particular, the lower selection rate for website or SEO does not show that search visibility is ineffective: the survey measured reported conversation sources, not long-term search contribution or attributable pipeline. MSP Global’s Summer 2025 report is the source for these figures.
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Winter 2026: recurring emphasis on events and referrals
MSP Global’s State of the Industry Report, Winter 2026 says industry events were the most commonly cited effective lead-generation method across survey waves, at 58–78%; customer referrals ranged from 52–55%. It also reports that “improve digital marketing performance” rose from 24% in July to 48% in January. The report cautions that its sample sizes are modest, so treat these results as directional rather than precise benchmarks. Read the MSP Global report.
Referrals: reliance is not the same as a formal program
ConnectWise’s 2026 MSP Marketing Report, created with ChannelPro, says 72% of MSPs cited referrals as a key driver, while 43% had a formal referral program. This suggests that many surveyed MSPs rely on referrals without formalizing them. Those figures are the report’s findings, not a universal industry statistic; consult the report for its methodology before comparing them broadly. ConnectWise’s MSP Marketing Report resource page provides report context.
Which tactics are worth trying?
Make client referrals easy and timely
Ask satisfied customers for introductions when there is a natural reason to do so, such as positive feedback or a successful project milestone. Keep the request specific, make it simple to share your contact details, and avoid pressuring clients. If you offer an incentive, state the terms clearly and check relevant contract, tax, and local requirements.
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Build vendor and complementary-provider relationships
Develop reciprocal relationships with vendors, distributors, and complementary service providers whose customers resemble your ideal clients. Look for appropriate introductions, partner events, or co-marketing opportunities. The Summer 2025 MSP Global survey found vendor or distributor leads among reported conversation sources; it does not establish the result of any particular partner program. Check current eligibility and terms before promising a partner benefit.
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Choose events for buyer access, not attendance alone
Prioritize events where the decision-makers and industries you serve are likely to be present. Set a concrete goal—such as conversations with a defined set of roles—and follow up with relevant information rather than a generic sales pitch. Survey respondents selected industry events frequently, but the reports do not establish event ROI or show that attendance itself causes growth.
Use content and webinars to answer real buyer questions
Create practical material around concerns your prospective clients actually face: cybersecurity, IT budgeting, compliance, service scope, or the risks of switching providers. A webinar or event discussion can become a follow-up guide or a series of short posts. MSP Global’s surveys identify webinars and digital marketing as relevant channels and priorities, but do not determine the ideal format or publishing cadence.
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Make the website clear and credible
Help a potential buyer quickly understand what you manage, which industries and locations you serve, what proof supports your expertise, and how to start a conversation. A useful website gives referrals, event contacts, and partner introductions somewhere credible to land. The Summer 2025 survey’s website and SEO figure is a measure of selections in that sample—not a verdict on the value of a well-built site over time.
Use social media and email for useful follow-up
Share relevant insights through professional social channels and use email to stay in touch with prospects who have opted in. The Summer 2025 respondents selected LinkedIn or social media more often than email or newsletters, but that sample does not establish which will work better for your audience. Track each channel’s contribution rather than assuming its survey ranking predicts your results.
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If you use calls or other outbound outreach, start with a specific segment and a relevant reason to contact it. The Summer 2025 survey found that 6% selected telesales or cold calling as an effective conversation source. That finding does not test every form of personalized outreach or establish that outbound cannot work; it is a reason to test deliberately instead of treating broad cold calling as the default.
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How to choose a starting mix
There is no source-backed universal budget or ROI cutoff in these reports. Use the following criteria to compare tactics for your own market; this is a practical decision framework, not a benchmark tested by the surveys.
- Customer fit: Does the channel reach the industries, company sizes, and geography you actually serve?
- Decision-maker access: Can it put you in front of the person who can evaluate or approve IT services?
- Trust and proof: Does it let you demonstrate relevant expertise and give prospects a reason to trust you?
- Effort and cost: Can your team execute it consistently with the available time and budget?
- Time to conversation: How soon might it create a qualified discussion, and how long could it take to influence a purchase?
- Pipeline contribution: Does it lead to qualified opportunities and wins that fit your business?
A manageable portfolio might pair one relationship-led activity—such as referral requests or partner outreach—with one content or event activity, plus a reliable follow-up process. Review results before expanding investment.
Measure outcomes, not survey rankings
Track channels consistently so you can distinguish attention from business impact. At minimum, record the source of each inquiry and follow it through the sales process. Compare:
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- Qualified conversations, rather than raw contacts.
- Opportunities created and wins, including whether they fit your target customer.
- Time from first contact to a qualified opportunity.
- Cash cost and staff time required to generate and follow up on leads.
Use the same definitions across channels and review a suitable period for your sales cycle. A channel with fewer inquiries may still be useful if it produces better-fit opportunities; a popular channel may not justify continued effort if it consumes time without creating qualified pipeline.
Sources and limits
- ConnectWise, “The MSP Marketing Report”, resource page for its 2026 MSP Marketing Report, created with ChannelPro. The 72% and 43% figures above are reported by that report; its methodology should guide any broader comparison.
- MSP Global, State of the Industry Report, Summer 2025, including the conversation-generation question answered by 35 respondents with up to three selections.
- MSP Global, State of the Industry Report, Winter 2026, which reports results across survey waves and cautions that sample sizes are modest.
Because publishers use different samples and survey definitions, their percentages should not be combined as if they came from one study. None of these figures, by itself, shows that a tactic causes growth or delivers a particular return.
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