Episode Details

Laura walks me through her “Know, Grow, Scale” framework and how most MSPs are trying to jump straight to lead gen while their business is still “root bound” at the foundation level. We talk about diagnostics, digital health, differentiation, and why your website, offers, and content have to actually say something meaningful before you ever expect your marketing to convert.

We also get into mindset: the difference between a 500K MSP and a 5M+ MSP, and what it really means to be “growth ready” as an owner. Laura shares some spicy takes on overhyped Google Ads, what “AI searchable” really means for MSPs, why you should talk about pricing, and how to move forward if you’ve already been burned by a marketing agency.

Chapters

• 00:00 MSP Marketing for Real Growth: Month kickoff
• 01:00 Why I brought Laura Johns on to talk real MSP growth
• 02:30 Laura’s journey from telecom and MSPs to The Business Growers
• 05:20 What actually makes this MSP marketing approach different
• 07:50 The “health score” and the Know–Grow–Scale framework
• 11:20 Why “set it and forget it” marketing fails most MSPs
• 13:20 Cold calling myths and the 3–5% ready‑to‑buy reality
• 14:35 Who this works for: from 500K MSPs to 25M providers
• 17:10 2x vs 10x mindset: how serious are you about growth?
• 19:40 Spicy take: why Google Ads won’t save a broken strategy
• 22:30 What being “AI searchable” really looks like for MSPs
• 23:50 Talking price, filtering bad leads, and better-fit clients
• 26:30 Burned by a previous marketing agency? How to reset
• 29:10 Competition, geography, and why differentiation wins
• 36:00 Doing what works in your market vs staying stuck
• 38:00 Laura’s final advice: get a real diagnostic before you scale

Guest: Laura Johns, The Business Growers

• Website – https://thebusinessgrowers.com
• LinkedIn – https://www.linkedin.com/in/laurapickardjohns
• Get More MSP Leads (podcast): https://open.spotify.com/show/1Awr19JiyZz3UBJxXlPNg7

Shout-outs

• Lydia Walker,: https://www.linkedin.com/in/lydiaawalker

Companies / Vendors / Products / Books

• Get More MSP Leads (podcast): https://open.spotify.com/show/1Awr19JiyZz3UBJxXlPNg7
• Endless Customers (Marcus Sheridan): https://amzn.to/42WJbvG
• They Ask, You Answer (Marcus Sheridan): https://amzn.to/4dw7ExZ
• 10X Is Easier Than 2X (Dan Sullivan): https://amzn.to/42ixXBA

=== SPONSORS: 

• Livestream Partner, ThreatLocker: https://www.itbusinesspodcast.com/threatlocker
• Technology Partner, NetAlly: https://www.itbusinesspodcast.com/netally/
• Technology Partner: Bvoip: https://www.itbusinesspodcast.com/bvoip
• Travel Partner: TruGrid: https://www.itbusinesspodcast.com/trugrid
• Digital Par