Two years of end-to-end marketing for a 30-person MSP

This MSP came to us in late 2024 as an established managed IT support provider with a solid client base and an underperforming agency in place. The ask was simple enough to say and harder to do: build brand awareness, generate net-new IT support leads, and do it consistently rather than in bursts.

There was no in-house marketing team to hand it to, so we needed to run the whole thing - strategy, content, website, campaigns and reporting - as an extension of their business rather than as a supplier ticking off a list.

We work to a rolling quarterly plan. Every three months we set out what we're going after, why, and how we'll measure it - then we report back against it before setting the next one. It's the thing that stops a retainer drifting into activity for the sake of activity.

The first job was foundations. We rebuilt how they talk about themselves, then applied it across the website, so a business owner landing on the site could work out in seconds what they do and who they're best suited for. From there we built out the site properly - updated solution pages, verticalised pages, and campaign landing pages - each one aimed at a search someone was actually typing rather than at a service list.

On top of that sits a steady content engine: blogs, guides, email programmes and social, planned around the buyer's journey rather than around whatever felt topical that week. We expanded the email programme from one industry to three, built downloadable guides including a practical guide to choosing and adopting Microsoft Copilot, and used PPC in a supporting role - pushing paid traffic at pages until organic caught up, then moving the budget somewhere else.

As their own offering grew, the marketing grew with it. We took new practices to market with comparison content, industry pages and a campaign built to debunk the assumption that Dynamics 365 is only for big companies.

The most significant piece came later. Mid 2026, they decided to reposition from managed IT support to a managed intelligence provider, built around data, AI and agents. That's a big claim to make and an easy one to get wrong, so we rewrote the proposition, the homepage and the service pages around a single idea: moving work from people doing tasks to systems delivering outcomes. We also migrated the site to a new hosting platform to give them room to move, and built a content agent so the new messaging stays consistent no matter who's writing.

Two years in, we still run the lot. That's the point of the relationship - they get a marketing function without building one.