Hiring a marketing agency can feel like rolling the dice—especially when your business depends on getting it right. But it doesn’t have to be a gamble. Finding a marketing partner that’s genuinely invested in your growth is possible when you know what to look for. Here’s your guide to making a smart choice, so you can avoid wasting time and money on the wrong agency.

1. Look for Industry Experience (And Why It Matters)

It’s more than just knowing what ‘MSP’ stands for. Your ideal agency needs to understand the intricacies of managed services and how they translate into marketable strengths. MSPs face unique challenges, from ever-evolving cybersecurity threats to navigating complex sales cycles.

• Why It Matters: Agencies that know your industry won’t need a crash course in MSP-specific hurdles. They’ll already understand how to speak your clients’ language, whether they’re tackling HIPAA compliance for healthcare clients or managing cloud transitions for law firms.
• Example in Action: One of our clients, a New Orleans-based MSP, was stuck in a rut with stagnant revenue and an over-reliance on one client. By partnering with MKC Agency, they unlocked over $260,000 in additional Annual Recurring Revenue (ARR) and another $156,000 in project work in just 8 months​.

“When an agency truly understands what makes an MSP tick, they’re not just another vendor—they’re an extension of your team.” — Megan Killion, Founder, MKC Agency.

2. Evaluate Their Customization Capabilities (Because Templates Won’t Cut It)

You’re not a cookie-cutter business, so why use cookie-cutter marketing? Many agencies rely on templated strategies that might get clicks but won’t connect with your audience in a meaningful way. Effective marketing should address the specific concerns of your prospects.

• Ask These Questions:
  • “How would you adapt your strategy for our target market?”
  • “Can you share examples of customized campaigns you’ve done for other MSPs?”
• What to Look For: A marketing partner that invests time in understanding your Ideal Client Profile (ICP) and crafting messaging that resonates with them.
• Example: When we worked with an MSP targeting the healthcare sector, we tailored a messaging matrix that spoke directly to hospital administrators’ data security concerns. Within months, they saw a 40% increase in qualified leads.

“We quickly learned that a templated approach wasn’t going to help us stand out. Working with a partner who understood our unique challenges made all the difference.” — Anonymous MSP Client.

3. Transparency Is Non-Negotiable (Ask About Results, Not Just Promises)

Don’t be swayed by fluff—ask for the facts. The best agencies don’t just promise results; they back up their claims with real data and examples. They’ll share how they’ve helped similar businesses achieve their sales goals and provide clarity around what you can expect.

• Why It Matters: An agency that avoids discussing past performance or uses vague metrics like “increased awareness” might not be delivering measurable results.
• What to Look For:
  • Clear reporting practices, with metrics that matter—like conversion rates, lead quality, and ROI.
  • Willingness to discuss past campaigns, including both successes and challenges.
• Data Insight: According to a Gartner survey, companies that prioritize transparency with their partners see a 20% higher client satisfaction rate​(MKCAgencyMSPSuccessStat…). This openness ensures that you’re on the same page throughout the process.

“Transparency in an agency isn’t a luxury—it’s a necessity. If they can’t show you results, they’re probably not getting any.”

4. Consider Their Approach to Lead Generation (It’s More Than Just Traffic)

You need leads, not just likes. Traffic is great, but if it doesn’t convert into meaningful conversations with potential clients, it’s not doing much for your bottom line. An agency that understands MSP sales will know how to turn clicks into clients.

• Quality Over Quantity: Many MSPs make the mistake of focusing on volume, but qualified leads are 4-5 times more likely to convert than cold contacts​(MKCAgencyMSPSuccessStat…).
• What to Look For:
  • A partner that aligns their lead generation efforts with your sales process.
  • Focus on creating content that drives engagement and action, not just awareness.
• Example: MKC Agency’s SDR services helped one MSP generate 10 qualified appointments in the first six months, resulting in a revenue boost of over $675,000​(MKCCaseStudyTransformin…).

“We don’t need more noise in our inbox—we need conversations that convert.” — Megan Killion.

5. Red Flags to Watch Out For (And When to Walk Away)

How do you spot trouble before it costs you? Here are some red flags that should make you think twice before signing on with an agency:

• Promises of Overnight Success: Any agency that guarantees quick wins is likely setting you up for disappointment.
• Relying Heavily on Paid Ads: Without a balanced strategy, you could end up spending thousands without seeing long-term benefits.
• Unclear Pricing Models: If they can’t provide a clear breakdown of costs and where your budget is going, consider it a warning sign.

“If they’re more interested in closing the deal than understanding your business, it’s time to move on.”

It’s Time to Choose Wisely (And Make It Count)

Choosing the right MSP marketing agency isn’t just about avoiding the wrong fit—it’s about finding a partner who understands your goals and can deliver. Look for industry expertise, a commitment to customization, and a transparent approach to results.

Ready to take the next step? Download our MSP Marketing Agency Comparison Guide to find the perfect partner for your growth and avoid the pitfalls that come with settling for less.