Effective marketing for MSPs and how to capitalise on SMB security spending

SMBs are investing heavily in their cyber security. Discover how MSPs can capitalise on SMB security spending and optimise their marketing.

Stephen Reilly
10 MIN|June 8, 2023
Icons of currency, shield and lock to represent spending and security. Arrows to represent different strategies.

This article is about marketing for MSPs who want to shout about their security offering. Marketing has always been important for MSPs. Today it’s crucial for one specific reason. Don't let a ropey economy or an uncertain future knock you off your marketing stride. Especially now. I’ll tell you why.

Your SMB customers are crying out for security solutions. And you should be front and centre of their mind/Rolodex/internet search. To do that: you need to market yourself better than your competitors.

This a great time to market your security services. Everyone is cutting back right now. Except when it comes to security. SMBs are increasing their spending on security.

Padlock icon on a white circle in front of a marble orange background.

We’re a marketing agency so of course we want MSPs to keep up their marketing. But also, look at the numbers, businesses that increased spending during a recession enjoyed over 4% increase in profits.

You might need to make spending cuts. Lots of businesses tend to cut marketing budgets as a way to save. But, honestly, I think that’s a short-sighted view.

Your field is crowded and standing out is hard. You need good MSP marketing. Today there is the rising awareness among SMBs about the importance of cybersecurity. This awareness, propelled by the escalating sophistication and frequency of cyber threats, has given rise to what some are calling an SMB 'Security Spending Spree'. And you provide security solutions! You need good marketing to shout about it. Your competitors are.

Check out more numbers to convince yourself

The numbers in this report suggest that 42% of small and medium sized business are willing to up their security budgets this year. And 40% are at least maintaining their levels of spend to keep their businesses secure. This means that MSPs have a tremendous opportunity to offer their customers something they are actively looking for. And how you market your security offerings can make all the difference.

Today, I’m going to show you the three ways to do that.

It bears repeating: even in a turbulent economy, SMBs are investing heavily in fortifying their digital landscapes in an effort to ward off potential cyber-attacks. So go meet them there.

This is super important so I’m going to highlight it here in a neat summary. As an MSP, how you market the services you provide can absolutely put you head and shoulders above your competitors. In this blog I’m going to show you exactly why and, importantly, how.

This burgeoning focus on security, and the associated increased spending, presents a golden opportunity for MSPs. Through effective and strategic marketing, MSPs have the chance to demonstrate their expertise, resources, and experience. This is vital for providing robust cybersecurity solutions. As they position themselves to cater to the heightened security demands of SMBs, MSP marketing becomes instrumental in capturing this emerging market.

We’ll look into the dynamics of this SMB security spending and explore how MSPs can capitalise on this trend through effective marketing. This represents not only an opportunity to boost your business, but also a chance for you to play a critical role in strengthening the overall cyber resilience of your SMB customers.

This is a detailed article that will give you all the context you need to engage your customers when it comes to the importance of cyber security right now. But I also know that you’re busy, the tech industry is going through a bit of a rough patch, and you probably have a lot of work to catch up on. Here’s a quick summary of what I get into below if you haven’t time to give it your full attention right now.


Delving into the escalating security spending among SMBs, we explore the golden opportunity it presents for MSPs. We will discuss the evolving cyber threat landscape and highlight the pressing need for robust cybersecurity measures within SMBs. Finally, we also underscore the critical role of MSPs in ensuring SMBs' digital safety, offering tailored security solutions, and contributing to cybersecurity education.

The post also outlines practical strategies for MSPs to capitalise on the growing cybersecurity investment trend among SMBs. This includes broadening service offerings, forging strategic partnerships with cybersecurity firms, and effectively marketing these capabilities to potential SMB clients.

Key Takeaways:

  • The growing cybersecurity investment among SMBs presents a ripe opportunity for MSPs.
  • MSPs play a crucial role in ensuring digital safety, providing tailored security solutions, and educating SMBs on cybersecurity.
  • Broadening service offerings and forming strategic partnerships with cybersecurity firms can enhance MSPs' market appeal.
  • Effective marketing of MSPs' services is crucial in seizing the opportunity presented by SMB security spending.
  • Security spending signals a long-term shift in the SMB approach to cybersecurity, suggesting a sustained demand for MSP services in the future.

Understanding the cyber threat landscape

In the digital realm, the only constant is change, and this holds especially true for the cyber threat landscape. According to a Deloitte survey, “During the past 12 months, 34.5% of polled executives report that their organizations' accounting and financial data were targeted by cyber adversaries.”

This landscape is constantly evolving, driven by technological advancements, changes in attacker methodologies, and the increasing value of digital data. Today's threats range from sophisticated phishing scams to complex ransomware attacks, with attackers continually devising new strategies to exploit system vulnerabilities.

For SMBs, these changes pose significant security challenges. Often, SMBs may lack the resources and expertise necessary to maintain a robust defence against such threats. Despite their size, SMBs handle sensitive data, making them attractive targets for cybercriminals. Furthermore, the potential impact of a cyber-attack on an SMB can be devastating, sometimes leading to significant financial losses, reputational damage, and operational disruptions.

The urgency for enhanced cybersecurity measures has never been more apparent. Cyber Attack Prevention is not just a matter of securing a business's digital assets; it's also about safeguarding the company's reputation, maintaining customer trust, and ensuring business continuity. A proactive and well-planned cybersecurity strategy can help SMBs anticipate potential threats and respond effectively, reducing the likelihood of a successful attack.


We can help you boost your brand and reach more clients in need of top-notch security solutions. Get in touch.

Truly make a difference for your customers

With the escalating cyber threat landscape, marketing for MSPs should prioritise demonstrating their ability to navigate these challenges and provide the robust cybersecurity solutions that SMBs urgently need. It is within this context that MSPs can truly make a difference and help SMBs transition from being potential targets to becoming cyber-resilient entities.

The Role of MSPs in SMB Digital Safety

MSPs play a pivotal role in ensuring digital safety and IT security for SMBs. With cyber threats growing more complex and destructive, the task of maintaining a secure IT environment is increasingly challenging. This is especially true for SMBs that might lack the necessary resources and expertise to handle these tasks internally.

MSPs offer several distinct benefits over in-house IT management. Firstly, MSPs possess a broad range of expertise across various IT domains, ensuring SMBs have access to the skills and knowledge they need without the expense of hiring a full-time specialist. Secondly, MSPs are continuously updated about the latest cyber threats and security practices, keeping SMBs one step ahead of potential cybercriminals.

Infrastructure Protection

A vital aspect of MSP services is IT infrastructure protection. MSPs employ sophisticated tools and technologies to monitor and protect an SMB's IT infrastructure, identifying and mitigating threats before they can cause significant damage. This proactive approach to security management can drastically reduce downtime and the potential impact of cyber threats.

Business continuity

One of the most critical advantages of partnering with an MSP is their role in ensuring business continuity. In the event of a security incident, MSPs have the ability to swiftly restore systems and data, minimizing disruption to operations. They can also assist in the development and implementation of a robust business continuity plan, further securing the SMB against the fallout from potential cyber-attacks.

Market your value

Through effective marketing for MSPs these benefits can be communicated to potential SMB clients, showcasing how you not only offer security solutions but also provide peace of mind.

The Power of Tailored Security Solutions

Orange circle in the middle of a white square with 2 black arrows; one pointing to a triangle and one pointing to a square

You understand that security isn't a one-size-fits-all solution. Businesses, especially SMBs, have unique needs and challenges that require customized approaches. Here's how MSPs cater to these specific needs:

Tailored Security Solutions

  • MSPs analyse the unique risks and vulnerabilities faced by each SMB, offering customized security services to address specific needs.
  • Their tailored solutions encompass a range of areas, including network security, endpoint fortification, and securing cloud environments.

Proactive Threat Management

  • Rather than adopting a reactive approach, MSPs leverage sophisticated tools for continuous monitoring and threat detection.
  • They promptly identify and address unusual activity or potential vulnerabilities, often preventing cyber incidents before they occur.

Cybersecurity Education

  • MSPs play a pivotal role in educating SMBs about cybersecurity.
  • They provide training on digital safety best practices, spotting potential cyber threats, and steps to take in the event of a security incident.

When it comes to the marketing for MSPs approach, communicating these strengths - tailored solutions, proactive management, and cybersecurity education - can greatly appeal to SMBs. It showcases the comprehensive nature of MSP services and reassures SMBs that partnering with an MSP can help them effectively navigate the evolving cyber threat landscape.

As an MSP, your role in enhancing SMBs' digital safety is vital, and the opportunity at hand is immense.

Stephen Reilly

Capitalising on the Cybersecurity Investment Trend

In the face of the cybersecurity investment among SMBs, you, as a Managed Service Provider, have an unprecedented opportunity to broaden your market reach and enhance your impact. The key lies in harnessing this investment trend effectively and providing robust, comprehensive cybersecurity solutions that cater to the evolving needs of SMBs. Here's how:

1. Seize the Opportunity

As an MSP, align your service offerings with the growing cybersecurity concerns of SMBs. Show your prospective clients that you understand the evolving cyber threat landscape and have the capabilities to safeguard them effectively.

Marketing Tip: Highlight the cost-effectiveness and comprehensive nature of your security solutions in your marketing communications. For instance, consider how IBM markets its cybersecurity solutions by emphasising their advanced AI capabilities and industry-specific expertise.

"What if" text in white on the left, in front of an image of a closed vault.
IBM's "What if?" campaign

2. Broaden Your Offerings

Don't limit your services to a single area of security. Instead, offer a comprehensive suite that covers various security aspects, from network security and endpoint protection to cloud security and beyond.

Marketing Tip: Showcase your all-in-one security solutions in your marketing materials. Cisco, for instance, excels in marketing its wide range of security services, positioning itself as a one-stop solution for all cybersecurity needs.

3. Forge Strategic Partnerships

Partnering with leading cybersecurity firms can enhance your service offerings, allowing you to provide cutting-edge security solutions. Such partnerships can also help you stay updated with the latest security technologies and practices.

Marketing Tip: Highlight these partnerships in your marketing strategy, showcasing how they enable you to offer the best in cybersecurity. Companies like Accenture do a great job of this, often citing their strategic partnerships with leading cybersecurity firms in their marketing communications.

As an MSP, capitalising on the cybersecurity investment trend is not just about offering comprehensive and advanced security solutions. It also requires effective marketing that communicates your capabilities clearly and compellingly to your SMB audience.

Harnessing the Cybersecurity Wave: A Call to Action for MSPs

Reflecting on the current cybersecurity climate, it is evident that MSPs have a crucial role to play. With SMBs looking to spend more on security and the cyber threat landscape continuing to evolve, your services as an MSP are more valuable than ever.

You are equipped with the tools, expertise, and experience necessary to bolster the digital safety of SMBs. Now is the time to step up and seize the opportunity. By effectively marketing your services and tailoring your offerings to the needs of SMBs, you can position yourself as a vital ally in their fight against cyber threats.

Current security spending is more than just a trend – it signals a fundamental shift in the way businesses approach cybersecurity. As SMBs continue to ramp up their cybersecurity investments, the demand for comprehensive, tailored security solutions will only grow.

In the long term, MSPs that successfully capitalise on this trend will not only thrive but also contribute significantly to creating a safer, more resilient digital landscape for businesses. As an MSP, your role in enhancing SMBs' digital safety is vital, and the opportunity at hand is immense. The wave of cybersecurity investment is here – it's time to ride it.

Empowering MSPs: Fifty Five and Five's Role in Your Success

Navigating security spending among SMBs presents both challenges and opportunities for your business. At Fifty Five and Five, we specialise in tailoring marketing strategies that not only help MSPs navigate these complexities but also capitalise on the growing cybersecurity investment trend.

"Are you ready?" text at top centre with a graphic image of a sun rising from the curve if the earth.

Understanding Your Unique Value

We start by gaining a deep understanding of your services and the unique value you offer in today's evolving cyber threat landscape. From there, we craft compelling marketing narratives that highlight your strengths, such as:

  • Providing comprehensive security services
  • Offering tailored solutions to meet unique SMB needs
  • Ensuring peace of mind with robust IT security

Showcasing Your Strategic Partnerships

In addition to promoting your service offerings, we help you highlight your strategic partnerships with leading cybersecurity firms. This demonstrates your commitment to staying at the forefront of cybersecurity trends, providing the most advanced and reliable solutions to SMBs.

A Comprehensive Marketing Approach

Our marketing for MSPs strategies leverage a blend of proven techniques to connect with your target audience. This includes:

  • Inbound marketing to attract potential clients
  • Content creation that positions you as a thought leader in your field
  • SEO strategies to boost your online visibility and reach

By partnering with Fifty Five and Five, you're not just navigating the cybersecurity wave but riding it to new heights of success. Let's work together to seize this opportunity, enhance SMBs' digital safety, and accelerate the growth of your business. Let’s chat today.

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