IT Marketing: How to Differentiate

MSP Marketing How to Differentiate

Many IT Consultancies and Managed Service Providers (MSPs) find themselves in a familiar predicament: offering the same solutions to the same audience, resulting in price-based competition rather than value-based differentiation.


This challenge is becoming increasingly prevalent as the number of MSPs continues to rise, with over 100,000 self-proclaimed MSP CEOs in the US and over 6,000 in Australia. So, how can your IT company stand out in this crowded space?


It all begins with your Go To Market (GTM) Strategy. Here are some strategies we frequently encounter:


Avoid the Price War

Competing solely on price is a dangerous path. It may lead to overexertion and high employee turnover, making it unsustainable in the long run.


Aim for Excellence

Becoming the best in a specific niche, whether Cloud migrations, Microsoft 365, Telephony, or networking, is a solid approach to establishing your company as a top player.


Specialize in an Industry

One of the most effective ways to differentiate yourself is by specializing in an industry that is challenging for others to enter. Whether it’s Accounting, Law, Manufacturing, Pharmaceuticals, or even niche sectors like small medical practices or dentistry, the deeper your specialization, the stronger your connection with your target audience.


But how can you truly set your IT Consultancy or MSP apart?

Once you’ve defined your GTM strategy, it’s time to assess your value proposition. Remember that understanding your target audience is different from merely identifying them. In-depth research is essential, and fortunately, we have a proven framework tailored for IT companies with complex offerings.


We’ve been utilizing the Value Proposition Canvas for over 15 years, and it has driven significant revenue for both large and small MSPs and SaaS vendors. To learn more about this powerful tool, watch the video below, where Steven explains how it works.


By implementing a well-thought-out GTM strategy and a compelling value proposition, your IT company can rise above the competition and offer genuine value to your clients.

Need help with your marketing strategy? Speak with an IT Marketing Expert.

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