Generating more leads for your managed service provider (MSP) business can be transformative. Understanding marketing funnels is essential to this process. In this article, you will discover how to navigate the stages from awareness to decision, enabling you to convert interest into paying clients. This guide is designed for both beginners and those looking to refine their strategies.
You'll learn straightforward steps to create your own marketing funnel. From attracting potential leads to finally closing the sale, every stage is crucial. By using proven methods, you can implement these practices effectively to see real results in your business growth.
Key Takeaways
Understanding the marketing funnel is key for generating leads.
Each stage of the funnel leads potential clients closer to a decision.
Effective strategies can convert awareness into paying customers.
About Harrison Baron and Growth Generators
Harrison Baron leads Growth Generators, a company focused on helping Managed Service Providers (MSPs) grow their businesses. They offer support in various areas, including sales training, marketing strategies, and business operations. The main goal is to convert leads into paying clients for your MSP.
If you want to enhance your lead generation, Growth Generators can assist you in creating effective marketing funnels. These funnels guide potential customers from awareness to decision-making. A marketing funnel has three key stages:
Top of Funnel (TOFU): This is where potential customers first learn about your MSP. They may encounter your business through social media, blog posts, ads, or even networking events. At this stage, they are just becoming aware of your services.
Middle of Funnel (MOFU): Here, potential clients start considering your services. They might see a landing page offering valuable resources in exchange for their contact information. This stage is crucial for building trust and establishing authority.
Bottom of Funnel (BOFU): This is the decision-making phase. Interested leads engage in activities like booking a call or attending a consultation. Your aim is to convert these leads into paying clients through meetings and proposals.
Growth Generators emphasizes that following this structured marketing funnel can help you generate real leads and increase your client base effectively.

Overview of MSP Marketing Funnels
Meaning and Aim of a Marketing Funnel
A marketing funnel is a method that takes potential customers from not knowing anything about your business to making a purchase or signing a contract. This process has three key stages:
Top of Funnel (Tofu): This is where people first become aware of your business. They learn who you are, what you do, and how you can help them.
Middle of Funnel (Mofu): At this point, potential customers start to consider your services. They might be looking at your business more closely but aren’t ready to share their information yet.
Bottom of Funnel (Bofu): This is the decision stage. Here, potential customers decide whether to choose your services. They are ready to provide their contact information and move forward with the sales process.
Shift from Marketing Funnel to Sales Funnel
As you guide potential customers through the marketing funnel, you begin to transition into the sales funnel.
Attracting Leads: Initially, your focus is on drawing attention and making people aware of your business through blogs, ads, and networking events.
Building Trust: In the middle stage, it’s important to present free offers that provide value. This encourages prospects to share their contact details.
Closing the Sale: At the bottom stage, you convert leads into paying clients through meetings and proposals. Finally, if a lead decides to go ahead, they enter the onboarding process.
Using this structured approach helps you turn initial interest into successful business transactions.
Copying the Process for MSP Lead Generation
Generating leads for your Managed Service Provider (MSP) can be done by using a clear marketing funnel. This funnel guides people from not knowing about your services to becoming paying clients. Here's how to implement this process effectively.
Understanding the Marketing Funnel
Awareness Stage (Top of Funnel - TOFU)In this stage, your goal is to attract potential customers. They are just finding out about your MSP and learning who you are. You can reach them through various methods such as blog posts, ads, cold calls, or even face-to-face meetings at networking events.
Consideration Stage (Middle of Funnel - MOFU)Here, people start considering your services. They are looking for more information about your MSP. To capture their interest, you should provide a free offer that has value. This could include a consultation, a masterclass, or a free scan. When they show interest, they will share their contact information in exchange for something useful.
Decision Stage (Bottom of Funnel - BOFU)In this final stage, leads are ready to decide if they will choose your MSP or look elsewhere. You should aim to schedule a meeting or a discovery call. This phase involves gathering their needs and presenting a proposal. If they choose to move forward, you'll start the onboarding process.

Quick Tips
Provide Value: Always offer something valuable in exchange for contact information.
Clear Communication: Make sure your message is clear at every stage.
Follow Up: After initial contact, keep communication open to nurture the relationship.
By following these steps, you can build a solid lead generation process tailored for your MSP.
The Marketing Funnel Structure
Top of the Funnel (TOFU)
At the top of the funnel, your goal is to create awareness. This is where potential customers first learn about your business. They might come across your content through blog posts, advertisements, or even networking events. It’s important to capture their interest without asking for their contact information just yet. You want them to understand who you are and what you offer.
Middle of the Funnel (MOFU)
In the middle of the funnel, you start building trust. Here, potential leads are considering whether to engage with your business. You can offer something of value in exchange for their contact information. This could be a free consultation or a downloadable resource. The idea is to provide something that has equal or greater value, making them feel comfortable sharing their details.
Bottom of the Funnel (BOFU)
The bottom of the funnel is where leads make a decision. You want to turn these leads into paying clients. At this stage, you’ll engage in actions like sales calls and proposals.
It's important to schedule meetings or discovery calls to understand their needs better. If they decide to move forward, you will have an onboarding process ready. If not, have an automated follow-up plan in place to keep them engaged.
Exploration of the Awareness Stage
Creating Attention and Drawing in Potential Clients
To generate more leads for your managed service provider (MSP) business, focus on attracting potential clients. This starts by making sure they know who you are and what you offer. The goal is to lead them from knowing nothing about your business to being interested in what you provide.
This stage is about getting their attention through different methods, like blog posts, advertisements, networking, and more. You want to make your business visible so people can start learning about it.
Different Methods for Generating Awareness
When it comes to reaching potential clients, there are various channels to use. Meeting someone in person at an event can leave a big impact. You could also use digital methods like social media ads or email campaigns. Here’s a quick list of some popular methods:
Blog Posts: Share valuable information that helps your audience.
Advertisements: Use online platforms to get your business noticed.
Networking Events: Connect with potential leads in person.
Cold Calls and Emails: Directly reach out to businesses and offer your services.
This combination of approaches helps to ensure that your target audience becomes aware of your MSP and what you can do for them.
Exploring the Consideration Stage
Gaining Trust and Building Authority
At this level, it’s essential for you to create trust. This is when potential clients begin to learn more about you and what you offer. They might have encountered your business through various channels like blog posts, ads, or networking events. You need to establish why they should consider you. Sharing valuable content and presenting your expertise are great ways to build that trust.
You should aim to provide something that demonstrates your knowledge and skills. This could be in the form of free resources or informative content that potential clients find helpful.
The Importance of Free Offers in the Middle of the Funnel
Free offers serve a key role in this stage. They allow you to encourage potential clients to share their contact information. Consider offering valuable items like a master class, consultation, or a free scan of the dark web. These offers should provide something that is worth the clients' time and information.
When they click on your offer, they'll be taken to a landing page. This page is where you collect their information in exchange for something meaningful. This exchange is what starts the relationship and moves them further down your sales funnel.

Decision Stage Details
Turning Leads into Paying Clients
You want to transform potential leads into actual customers. This is the stage where prospects are deciding if they will choose your Managed Services Provider (MSP). They might be weighing their options and considering if your services fit their needs. This is where you need to engage with them effectively.
Key Steps to Follow:
Schedule Appointments: Arrange discovery calls or meetings to discuss their needs.
Conduct Needs Assessments: Understand their requirements better to tailor your services.
Present Proposals: After discussions, provide them with a clear, detailed proposal.
Close the Deal: Aim to finalize the agreement for ongoing services.
Elements of the Bottom of Funnel (BOFU)
At this point, leads are close to making a decision. They have moved past the basic awareness of your company and are ready to learn more about what you offer. Your goal is to build trust and show them value.
Important Components:
Free Offers: Provide valuable items like consultations, masterclasses, or giveaways to encourage them to share their contact information.
Trust Building: Establish authority through quality content and personal interaction.
Follow-Up Strategies: Use automated sequences for those who decide not to continue, keeping the door open for future contact.
By focusing on these strategies, you can effectively guide leads through the decision-making process and convert them into loyal clients.
Effective Methods for Turning MSP Leads into Clients
To generate more leads for your Managed Service Provider (MSP), focus on creating effective marketing funnels. These funnels guide potential clients from learning about your services to making a purchase decision.
Stages of the Funnel
Top of Funnel (Tofu)At this initial stage, people become aware of your business. They learn who you are, what services you offer, and how you can help them. This can happen through blog posts, ads, networking events, or even cold calls. Your goal is to attract these potential leads.
Middle of Funnel (Mofu)In this stage, prospects are considering your services. They may see a landing page with a free offer, such as a consultation or a giveaway. In return for their contact information, you provide value. This builds trust and authority, making leads more inclined to engage further.
Bottom of Funnel (Bofu)The decision-making stage is where leads decide whether or not to become clients. This involves booking calls or meetings and performing needs assessments. If they decide to move forward, you present your proposal. If they choose not to, ensure there is an automated follow-up system in place.
Key Actions
Attract Leads: Use various marketing methods to create awareness.
Build Trust: Provide valuable free offers to collect leads’ information.
Facilitate Decisions: Encourage prospects to book meetings, where you can assess their needs and present solutions.
By following these steps, you can create a straightforward process that turns potential leads into paying clients.
Onboarding New Clients
What Happens After Finalizing the Agreement
After you close the deal, the next step is onboarding. This is where you welcome new clients into your service. Ensure you have a clear and organized process in place. Begin by scheduling a discovery meeting. This allows you to understand the client’s needs and set expectations about your
Key Player in Sales and Marketing Funnel
If you're looking to attract more clients for your business, understanding the marketing funnel is essential. Think of this funnel as a journey where prospective clients discover your business, consider your services, and finally decide to purchase. Let’s break it down into three key stages:
Top of Funnel (ToFu): This is where awareness begins. People become familiar with your brand through various channels such as blog posts, advertisements, or networking events. At this stage, they may not yet be ready to engage, but they’re gathering information about what you offer.
Middle of Funnel (MoFu): As potential clients move into this stage, they begin to assess your business more seriously. This is where building trust is crucial. You might offer something valuable in exchange for their contact information, such as a free consultation, a webinar, or a dark web scan. The goal here is to provide value that outweighs what they give you.
Bottom of Funnel (BoFu): In this final stage, leads are ready to make a decision. This phase includes activities such as booking calls, having discovery meetings, and discussing proposals. This is your opportunity to convert leads into paying clients. Ensuring a smooth onboarding process can solidify their choice to work with you, while a follow-up process can help engage those who might not decide right away.

By implementing this structured approach, you can effectively guide potential clients from initial awareness to making a purchase, turning leads into long-term customers.
Useful Strategies for Crafting Effective Funnels
Creating a powerful marketing funnel can significantly boost the number of leads for your managed service provider (MSP) business. Follow these steps to build an effective funnel that converts.
Awareness Stage (Top of Funnel - TOFU)
Identify Your Target Market: Figure out who your ideal customer is. Be specific about the kind of businesses you want to attract.
Use Multiple Channels: To increase awareness, utilize various methods like blog posts, ads, cold emails, or networking events.
Engagement: Capture their attention by providing valuable information. This could be through informative content or personal interactions.
Consideration Stage (Middle of Funnel - MOFU)
Build Trust: At this point, establish authority by providing worthwhile content or offers.
Create a Landing Page: Have a dedicated page where potential leads can learn more and engage with your offerings.
Offer Value in Exchange for Information: Give something valuable like a free consultation or guide in return for their contact details. Ensure that what you offer matches or exceeds what you ask for in return.
Decision Stage (Bottom of Funnel - BOFU)
Schedule Meetings: Encourage leads to book a call or meeting. This is a crucial step in the decision-making process.
Needs Assessment: Conduct a discovery meeting to understand their needs better.
Present Your Proposal: After gathering information, create and share a tailored proposal. Make sure to outline how your services meet their needs.
Close the Deal: Follow up effectively to convert leads into paying clients. If they decide not to proceed, set up an automated follow-up to keep the door open for future opportunities.
Additional Tips
Automate Where Possible: Use technology to automate follow-ups and nurturing sequences to maintain contact with leads.
Continuously Refine Your Process: Monitor your funnel's performance and make adjustments based on data to improve your conversion rates.
Stay Engaged: Keep your communication friendly and helpful, ensuring potential clients feel valued throughout their journey.
Join Growth Generators community now to learn more on winning clients for your MSP.
Comments