How to grade the quality of your MSP's leads

The podcast powered by the MSP Marketing Edge Welcome to Episode 249 of the MSP Marketing Podcast with me, Paul Green. This week… How to grade the quality of your MSP’s leads: I encourage you to prioritise leads to focus on prospects truly worth your time. (jump to) If I suggested you spent 80% of your time marketing your MSP, would you think I was nuts?  I believe that to grow your MSP and secure its future, you need to shift your focus from operations to marketing, making it your top priority to attract and convert new clients.  (jump to) Pay per click CAN work for MSPs if it’s part of an overall marketing strategy: My guest this week, Corey Zieman – owner of Guaranteed PPC, explains how effective pay per click advertising can turn your MSP into a powerful client magnet in an evolving digital landscape. (jump to) The perfect heading for your MSPs website:  Lastly, I answer a question from Greg in Melbourne, Australia. He wants advice on what headline to use on his website for maximum impact. (jump to) Join me as we unpack these topics and learn from some triumphs and trials in the MSP world. Oh, and don’t forget to join me in the MSP Marketing Facebook group. READ FULL TRANSCRIPT How to grade the quality of your MSP’s leads When it comes to generating leads for your MSP, not all leads are created equal. It’s easy to get excited about a new prospect, but before you dive in, take a moment to assess whether they’re truly a good fit for your business. Here are three crucial criteria to grade every lead. 1. Opportunity and Urgency: A prospect’s urgency can be a game-changer. Are they locked into a contract with another MSP, or are they desperate for a solution right now? The more urgent their needs, the higher quality the lead. Always ask about their current IT situation and pressing issues – they’ll tell you if they’re ready to move. 2. Fit: Evaluate whether they’re your ideal client. This isn’t just about budget, it’s about working with businesses that align with your strengths and preferences. If you’ve learned anything from experience, it’s that compromising on this leads to regret. 3. Engagement: A prospect who actively engages with you is far more likely to become a valuable client. If you’re doing all the chasing, it’s a red flag. A genuine partnership starts with mutual interest – don’t hesitate to walk away if that’s missing. Prioritise these factors, and you’ll focus your energy on leads that are truly worth your time. If I suggested you spent 80% of your time marketing your MSP, would you think I was nuts? Many MSP owners share a common origin story: leaving an unsatisfying job to start their own business, driven by a desire for control over their work, time, and income. In the early days, you likely faced the struggle of balancing quality with growth, hiring staff, and dealing with the inevitable drop in standards and the relentless demands on your time. As your business matured, the leads that once flowed naturally began to dry up, leaving you wondering where the next client will com