Advertise on podcast: Know, Grow and Scale with Laura Johns: Digital Marketing Podcast for MSPs

Your MSP doesn't need a new tool to win more deals. It needs a message prospects can repeat back. In this episode of the Get More MSP Leads podcast, Laura Johns explains why having the same tech stack as the MSP down the street isn't the problem it's made out to be, and what actually gets a buyer to pick you over a cheaper option. Laura opens with a stat that's been getting a lot of attention: 92% of MSPs run basically the same tech stack. Same tools, same vendors, same certifications. Her take? Your stack was never the differentiator. A dental office owner can't tell one firewall from another. A CFO comparing EDR vendors is really asking one question: do I trust these people? The real risk comes when buyers can't tell you apart. Same stack plus same messaging usually ends in a price war, and you'll lose that to someone hungrier and cheaper three states away. "Fast, responsive, great people" won't fix it either. If someone has to become your client to feel your differentiator, it won't bring new clients in. What you'll learn: ✅ Why your tech stack is table stakes, not a selling point ✅ The 4 parts of a real MSP differentiator ✅ Why specific messaging matters even more now that buyers use AI search to find MSPs ✅ How TBG found its own edge (turnkey MDF expertise) ✅ A 3-step homework assignment to find the gap on your own website Want help finding what makes your MSP different and building a system around it? Get a free Growth Gap assessment from The Business Growers at the link below. Chapters 0:00 Intro: 92% of MSPs run the same tech stack 1:14 Why your stack was never the differentiator 2:07 The real risk: same stack + same messaging = price war 2:22 Why "fast, responsive, great people" doesn't win new clients 2:54 What a real differentiator looks like 4:13 How AI search changes the way buyers find you 4:27 What TBG found researching 9 competitors 5:34 The one thing no tool can copy 6:00 Your homework: the one-sentence test 6:50 Get your free Growth Gap assessment 🌱 Hi, I'm Laura Johns, founder of The Business Growers and host of the Get More MSP Leads podcast. I help MSPs and IT companies build the marketing foundation, pipeline, and sales infrastructure to grow past the plateau and scale with the right clients. 🔗 Find your Growth Gap: https://go.thebusinessgrowers.com/growth-gap?utm_source=youtube&utm_medium=video&utm_campaign=description 📖 Get my book - Know Grow Scale: https://www.amazon.com/dp/B0DFW781ZT Connect with me on LinkedIn: https://www.linkedin.com/in/laurapickardjohns Subscribe and watch more MSP growth videos on this channel. ✉️ [email protected] #MSPMarketing #MSPGrowth #ManagedServices #GetMoreMSPLeads

How do you get more MSP clients without burning your market? You stop counting outbound touches and start counting the conversations where you knew something true about the buyer. One marketing company in our space is now promising MSPs 4,000 automated outbound touches a week. No SDR required. On paper, that sounds like the answer to everything. Most MSP owners I talk to would be thrilled with 40 touches a week done consistently. So I did the math. 4,000 touches a week is 208,000 touches a year. If your real target market is 2,000 businesses in your region, every one of them hears from you twice a week, all year, sounding exactly like the last 40 vendors who bought the same tool. And your market is finite. Once a business owner marks you as spam in March, they still remember your name in October. In this episode of Get More MSP Leads, I walk through why high-volume AI outbound can hurt MSPs more than it helps: 📊 Why 4,000 touches a week burns a regional market fast 🎯 Why the 10th touch has to show the buyer something the first nine didn't 🔐 Why a machine pretending to be a person is a risky first impression when you sell security 👂 What you lose when you automate the SDR seat (the feedback loop that sharpens your messaging) 🧱 Foundation before fuel: why more outbound won't fix messaging that sounds like every other MSP 🤖 Where AI actually helps: research, trigger events, and making touch 10 smarter 🚗 The best outbound I ever did: 8 years, 4 rejections, and one drive to Dallas that turned into an AT&T partnership I'm not anti-AI. I use it every day. But motion isn't momentum. If you're running outbound right now, your homework is at the end of the episode: pull your last 30 days, count the conversations where something specific and true came up, and pick 10 accounts from your Dream 100 to reach out to with one message built on a real detail. If you want help building outbound that earns trust instead of burning your market, start with the free Growth Gap Assessment below. CHAPTERS 0:00 Intro 0:20 The 4,000 touches a week pitch 1:41 Do the math on your market 2:30 Why you can't burn your list twice 3:03 The 10th touch has to know something 3:49 You sell security 4:11 Motion vs. momentum 4:38 What you lose when you automate the SDR seat 5:17 Foundation before fuel 5:40 How MSPs should actually use AI for outbound 6:18 The AT&T story: why I drove to Dallas 7:07 Your outbound homework this week 8:09 Free Growth Gap Assessment 🌱 Hi, I'm Laura Johns, founder of The Business Growers and host of the Get More MSP Leads podcast. I help MSPs and IT companies build the marketing foundation, pipeline, and sales infrastructure to grow past the plateau and scale with the right clients. 🔗 Find your Growth Gap: https://go.thebusinessgrowers.com/growth-gap?utm_source=youtube&utm_medium=video&utm_campaign=description 📖 Get my book - Know Grow Scale: https://www.amazon.com/dp/B0DFW781ZT This episode is taken from the Get More MSP Leads podcast. Audio link: 🎧 https://open.spotify.com/show/1Awr19JiyZz3UBJxXlPNg7 Connect with me on LinkedIn: https://www.linkedin.com/in/laurapickardjohns Subscribe and watch more MSP growth videos on this channel. ✉️ [email protected] #MSPMarketing #MSPSales #OutboundSales #GetMoreMSPLeads #ManagedServices

More leads will not fix a sales pipeline nobody is working. That is the lesson from a recent client visit where Laura Johns and her COO, Lydia Walker, found hundreds of open quotes sitting untouched inside a multi million dollar MSP.  Active revenue nobody on the sales team was following up on. In this episode of Get More MSP Leads, Laura explains why the request she hears most, "we need more leads," is rarely the right diagnosis.  Most MSPs asking for more leads already have plenty sitting in their pipeline. What they lack is a system for following up on what they already have. Before Laura touches a client's marketing strategy, she looks at three numbers:  1) How many quotes are currently open 2) How many proposals went out in the last ninety days 3) How many conversations have gone quiet Those three numbers show whether the issue sits in lead generation or in the sales process itself. Laura also breaks down the buyer cycle every MSP sale runs through, thirteen to twenty touches before a prospect decides, and the close rate a healthy MSP pipeline should hit, 25% to 35%.  Pull up your pipeline this week, count every quote that has gone cold, and call each one instead of emailing. Fix the pipeline first, then spend on generating new leads. The Business Growers helps MSP and IT company owners build the marketing foundation, sales pipeline, and follow up systems that let them grow past a plateau. Find your Growth Gap below to see exactly where yours sits. 0:00 – Hundreds of open quotes nobody's working 2:11 – Why more leads won't fix a broken sales process 4:03 – Foundation before fuel: the 13 to 20 touch buyer cycle 6:02 – Why you can't measure what you don't track 8:04 – What a healthy pipeline looks like and the close rate benchmark 10:17 – This week's homework: call, don't email 🌱 Hi, I'm Laura Johns, founder of The Business Growers and host of the Get More MSP Leads podcast. I help MSPs and IT companies build the marketing foundation, pipeline, and sales infrastructure to grow past the plateau and scale with the right clients. 🔗 Find your Growth Gap: https://go.thebusinessgrowers.com/growth-gap?utm_source=youtube&utm_medium=video&utm_campaign=description 📖 Get my book - Know Grow Scale: https://www.amazon.com/dp/B0DFW781ZT Connect with me on LinkedIn: https://www.linkedin.com/in/laurapickardjohns Subscribe and watch more MSP growth content on this channel. ✉️ [email protected] #MSPSales #SalesPipeline #ManagedServices

MSPs can add mobile connectivity as a new recurring revenue line without learning how to run a wireless network. That's the case Brian Latchford, CEO and founder of Atomic Mobile, makes in this episode of Get More MSP Leads. He also flags the biggest mistake he sees MSPs make.Brian has launched over 100 MVNOs and built Atomic Mobile to defrag a mobile industry so fragmented that most brands don't know where to start.Follow him on LinkedIn: https://www.linkedin.com/in/brianlatchford/🌱 Hi, I'm Laura Johns, founder of The Business Growers and host of the Get More MSP Leads podcast. I help MSPs and IT companies build the marketing foundation, pipeline, and sales infrastructure to grow past the plateau and scale with the right clients.🔗 Find your Growth Gap: https://go.thebusinessgrowers.com/gro...📖 Get my book - Know Grow Scale: https://www.amazon.com/dp/B0DFW781ZTConnect with me on LinkedIn: https://www.linkedin.com/in/laurapickardjohns/ #MSP #ManagedServices #MVNO #Telecom #MSPGrowth

Brian Strong scaled Ten Hats from $2M to $19M in five years. His team now closes over 50% of deals without him in the room. Here is what he changed. Your MSP sales rep is not the problem. Your process is. If you built your sales process around how you close deals as the founder, no rep will ever replicate it. This episode is the one to send your sales team. IN THIS EPISODE: Why MSP sales reps keep failing and who is actually to blame The one thing keeping MSPs stuck below $10M Why 10 qualified prospects beat 30 bad ones every time The KPIs every MSP sales leader needs to track How to build a sales process that works without the founder in the room Why going upmarket changes everything about how you sell ABOUT BRIAN STRONG: Brian Strong is the CEO of Ten Hats, an MSP based in Knoxville, Tennessee. He scaled Ten Hats from $2M to $19M in five years by building a repeatable sales process that works without him. Twenty years in MSP sales. Sandler trained. Connect with Brian: linkedin.com/in/brian-strong ABOUT LAURA JOHNS: Laura Johns is the CEO of The Business Growers. She spent nearly a decade as the marketing leader inside an MSP before founding TBG. Author of Know Grow Scale. Host of Get More MSP Leads podcast. Book a free Growth Session at thebusinessgrowers.com. Get the book at amazon.com/dp/B0DFW781ZT

If you're still the one holding everything together at your MSP, that's not a leadership problem. It's a structure problem. In this episode Laura introduces Lydia Walker, the new COO of The Business Growers, and they talk through what it actually takes to scale an MSP past the point where the founder is the glue. Lydia spent 20 years inside telecom and MSP operations, including scaling Altaworx from a three-person agency into a fully owned customer business. She's been in the seat your next hire needs to fill. This is also the first episode under the new name. Get More MSP Leads. Same mission, sharper focus. IN THIS EPISODE: Why the visionary founder is often the ceiling their own business can't break through What Lydia learned scaling Altaworx the hard way Why MSPs that can't scale never took the growth phase seriously EOS, visionary vs. integrator, and why both matter for MSPs What "the hole in the boat" means and why Laura waited as long as she did to fill it ABOUT LYDIA WALKER: Lydia Walker is the COO of The Business Growers. She brings 20 years of operations leadership across telecom, managed mobility, and IT services. She spent over a decade scaling Altaworx before joining TBG to build the operational infrastructure that lets the business grow without Laura in every seat. Connect with Lydia: linkedin.com/in/lydiaawalker ABOUT LAURA JOHNS: Laura Johns is the CEO of The Business Growers. She spent nearly a decade as the marketing leader inside an MSP before founding TBG. Author of Know Grow Scale. Host of Get More MSP Leads. 60+ clients across 23 states. Book a free Growth Session at thebusinessgrowers.com. Get the book at amazon.com/dp/B0DFW781ZT

Join us on this episode of Get More MSP Leads (formerly the Know, Grow, Scale podcast) as Laura Johns sits down with Aaron Garcia, former MSP COO turned EOS Implementer, to talk about what it really takes to scale an MSP without burning out. With over 17 years in the MSP space, Aaron has lived the late nights, the ticket overload, the people challenges, and the constant pressure that founders face. After helping grow his MSP from $2.5M to $11.5M in revenue and expanding the team to 55 employees, he made a bold move to help other MSPs break through the ceilings holding them back. In this episode, we unpack: The most common frustrations MSP leaders face, including lack of control, people challenges, stalled growth, and profit plateaus Why many founders unknowingly become the bottleneck in their own business What "right person, right seat" actually means and how it transforms team performance Real examples of how implementing EOS reduced chaos, improved accountability, and accelerated growth How to create clarity and alignment around vision so your entire team rows in the same direction Why vulnerability and willingness to change are non-negotiables for scaling If you are an MSP owner feeling stuck, overwhelmed, or unsure how to get to the next level, this conversation offers both practical tools and honest insight from someone who has been in your seat. Aaron also shares where to start, including the foundational EOS books Get a Grip and Traction, and how MSP leaders can book a complimentary 90-minute session to evaluate the strength of their business across six key components. This episode is a must-listen for MSP founders who want to grow revenue, increase profitability, build accountability, and finally take a vacation without their laptop. 00:00 Introduction and Aaron's MSP background 03:05 Discovering EOS and the turning point 06:13 Common struggles MSP leaders face 09:01 The six key components of a strong business 11:49 Aligning vision and leadership teams 17:26 Real growth stories and people decisions 20:49 Accountability, freedom, and founder mindset 23:31 Where to connect and next steps Subscribe to the Get More MSP Leads (formerly the Know, Grow, Scale) podcast for more insights designed specifically to help MSPs grow smarter and scale stronger. _________________________________________________________ The Business Growers: https://www.instagram.com/thebizgrowers/ _________________________________________________________ About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com

In this episode of the Know Grow Scale podcast, Laura Johns, founder and CEO of the Business Growers, discusses the importance of MSPs mastering a vertical or niche to transform their pipeline and improve sales conversions. She touches on the common fears MSPs have about limiting themselves and provides practical steps for successfully specializing in a vertical. Laura explains key elements required for this strategy, such as niche-specific websites, case studies, video testimonials, email marketing, and more. By following these steps, MSPs can position themselves as experts, build trust, shorten sales cycles, and increase lead quality. Laura also hints at the timeline for gaining momentum and when to consider adding another vertical.   00:00 Welcome to the Know Grow Scale Podcast 00:16 The Power of Niching for MSPs 01:18 What Does Mastering a Vertical Mean? 02:54 Why MSPs Struggle to Pick a Niche 04:49 Building the Right Pieces to Master a Vertical 09:05 Case Study: Medical Vertical 10:18 When to Add a Second Vertical 11:40 Conclusion and Next Steps The Business Growers: https://www.instagram.com/thebizgrowers/ _________________________________________________________ About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com

Join us in this episode of the Know, Grow, Scale podcast as Laura Johns sits down with Matt Layne, President of Managed Services at Scipio Technologies. Discover the journey behind their rebranding, the strategic mergers and acquisitions, and how they consolidated multiple entities under the new name Scipio Technologies. Learn about their approach to managed services, security, and the emerging role of AI in improving efficiency. Celebrate their recognition on the MSP 501 list and explore how their commitment to community and innovation has fueled their growth. Perfect insights for MSP leaders looking to scale their business. 00:00 Introduction and Guest Welcome 00:26 Rebranding Journey of Scipio Technologies 01:18 Challenges and Reasons for Rebranding 02:18 Impact of Rebranding on Clients and Internal Processes 05:05 Recognition and Awards 07:21 Product Offerings and Unique Services 11:48 Future Opportunities and Security Focus 13:22 Adopting AI and Emerging Technologies 14:13 Understanding AI Capabilities and Responsibilities 14:26 AI in National Strategy 15:00 Security Awareness and AI Policies 15:57 Real-World AI Applications 17:50 Creating a GPT Board for Business Solutions 18:54 Growth Strategies for MSPs 23:22 Community Involvement and Nonprofit Work 25:57 Final Thoughts and Future Plans The Business Growers: https://www.instagram.com/thebizgrowers/ _________________________________________________________ About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com

In this episode of the Know Grow Scale podcast, Laura Johns, founder and CEO of The Business Growers, interviews Matt Yesbeck of MSPX about innovative solutions for MSP growth. Matt introduces MSPX, the first unified marketplace for buying and selling managed services contracts, and shares the company's origin story and unique value propositions, including its Client Compass portfolio optimizer tool. The discussion also delves into the platform's subscription model, the process of identifying contracts for divestiture, and the potential for accelerated revenue through their marketplace. Tune in to learn how MSPX can help your MSP streamline operations and grow more effectively.   00:00 Welcome to the Know Grow Scale Podcast 00:25 Introducing Matt and MSPX 00:38 The Birth of MSPX 02:19 Challenges and Solutions in the MSP Industry 04:18 How MSPX Marketplace Works 06:06 Identifying and Divesting Bad Clients 09:12 Client Compass: Optimizing Your Portfolio 12:59 Subscription Plans and Success Stories 16:07 How to Get Started with MSPX 16:42 Conclusion and Final Thoughts _________________________________________________________ The Business Growers: https://www.instagram.com/thebizgrowers/ _________________________________________________________ About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com

In this episode, Laura Johns sits down with Gadalia O'Bryan, founder and CEO of Dapple Security, an early-stage cybersecurity startup reshaping how businesses log in securely. With a bold mission to eliminate passwords and a channel-first model that empowers MSPs, Gadalia is leading the charge toward more human-centered digital security. Laura and Gadalia explore her unique journey from mathematician and NSA cryptographer to tech founder, sharing insights on what it takes to innovate in cybersecurity, lead authentically, and build strong networks of mentors and peers. Gadalia also opens up about diversity in cybersecurity, how Dapple's biometric authentication model is changing the game, and why relationships—not products—fuel lasting business growth. Whether you're an MSP leader, startup founder, or cybersecurity enthusiast, this conversation offers practical wisdom and inspiration on scaling securely in a people-first way. To learn more about Dapple Security, visit: https://dapplesecurity.com. _________________________________________________________ Follow The Business Growers: https://www.instagram.com/thebizgrowers/ About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com

In this episode, Laura Johns sits down with father and son team Sam and Mikey Levine from National Communications Group (NCG) to unpack how they've built one of the most trusted telecom solutions practices by staying ahead of technology shifts and forging strong partnerships, especially with AT&T.   From the early days of frame relay to today's SD-WAN, cloud voice, and 5G evolution, NCG's story shows what it really takes to scale faster and smarter in telecom and IT. Sam and Mikey talk about vendor consolidation, master agreements, and vertical specialization (in industries like finance and banking) can simplify operations and cut downtime across multi-site clients.   For MSP owners and IT leaders, this conversation is a great listen if you want to learn how to turn carrier relationships into a growth engine, leveraging modernization, AI, and IoT for the next phase of operational efficiency.   Key Takeaways: Evolve with technology to stay competitive and win accounts. Use MSP partnerships as a scalable sales channel. Standardize vendor relationships to cut downtime and improve margins. Build trust through transparency and follow-through. Prioritize operational systems to handle revenue growth without chaos. Stay ready for what's next: SD-WAN maturity, 5G expansion, AI insights, and IoT optimization.

In this episode of the Know Grow Scale podcast, Laura Johns talks with Jill Munsterman, President of IParigon, a woman‑owned VoIP and Unified Communications provider that's changing the rules in telecom.   Jill has been in telecommunications for 20 years. She's built IParigon around three pillars: reliability, clear support, and flexibility—no long‑term contracts. If you work in MSPs, telecom, or voice, or you're leading a communications business, Jill brings real, usable advice on how to stay competitive and keep customers longer in this space. What You'll Learn from Jill Why letting customers leave any time changes how you build support How leadership (especially female leadership) can shape culture in a male‑dominated space without needing to be "loud" How to show value through honest relationships, not overpromises How to evaluate your current telecom provider contracts and see when support is costing more than you think   You can learn more about how IParigon serves businesses across the Midwest with contract-free voice solutions at iparigon.com. ____________________________________________________ About The Business Growers  Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com/

Laura Johns attended ScaleCon 2025 in New Orleans, and it did not disappoint. Between the energy of the city and the insights from MSP sales and marketing leaders, she came away with five practical takeaways that every MSP can learn from. In this episode, Laura shares what stood out most from the event and how MSPs can apply these lessons to strengthen their marketing, improve client relationships, and grow with purpose. You'll hear about: Why local search still matters most The importance of building and nurturing your own list How to align your message with each stage of the buyer's journey Why focusing on client experience leads to growth How consistent, layered strategies outperform one-time tactics If you're an MSP owner, marketer, or sales leader, these insights will help you focus on what really drives lasting growth. 🎧 Listen for a simple, practical recap of what's working for MSPs right now. ____________________________________________________ About The Business Growers  Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com/

What does it take to grow a cybersecurity firm that big companies actually trust?   In this episode, Laura Johns talks with Kyle Hillman, CRO at Open Security, an offensive cybersecurity company led by a team of former military operators. They've moved from subcontracting on pentests to directly serving some of the biggest names in tech and finance.   Kyle breaks down what's working, what's broken, and how they're building a business that doesn't just talk about resilience, but they actually help clients prove it.   If you're leading growth, sales, or strategy inside a cybersecurity firm or MSP, this is a real-world view of what it looks like to scale without outside funding, vendor fluff, or shortcuts. What you'll get from this conversation: What enterprise clients actually care about in a security partner How Open Security is tackling tool sprawl and vendor overload Entrepreneurship lessons from Kyle on how to build a tech business How deepfakes, fake resumes, and insider threats are changing red team work Hard lessons from building a go-to-market motion without VC backing   Subscribe for more MSP sales and marketing strategies. Hear more from Open Security. ____________________________________________________ About The Business Growers  Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com/