In this episode, we challenge MSPs to rethink how they view Marketing Development Funds (MDF) and confront a simple but uncomfortable question: how much vendor-funded marketing budget are you actually claiming? Every year, millions in MDF go unused, not because vendors are unwilling to fund partners, but because many MSPs misunderstand the purpose, assume it’s complicated, or fail to ask properly. The key shift is recognising that MDF isn’t a reward, it’s a growth investment. Vendors fund partners who present clear, revenue-generating campaign ideas with defined audiences, measurable outcomes, and a follow-up sales plan. When MSPs learn to “speak the vendor’s language,” approval rates increase dramatically.

We also outline why vendors offer MDF in the first place: local trust converts better than national branding, and MSPs are the distribution engine. The most successful MSPs treat MDF as part of their annual marketing strategy, not as occasional bonus money. By planning campaigns in advance, documenting results, and making approvals easy with clear proposals, MSPs can turn MDF into a repeatable growth system. Over time, consistent execution transforms the relationship from reseller to strategic growth partner, unlocking larger funding, faster approvals, and stronger vendor alignment. The takeaway is simple: MDF isn’t complicated, it’s underused, and starting the conversation with your vendor could fund your next campaign.

Mike Knight MBA FCIM Director, MKLINK Ltd

In this episode, we take a hard look at the Net Promoter Score (NPS) and question whether it truly predicts business growth the way it claims to. Drawing on research by Michael Knight in the MSP (Managed Service Provider) sector, we explore how NPS, shows only a weak correlation with actual revenue growth. In contrast, the Net Satisfaction Score (NSS), demonstrates a dramatically stronger link to financial performance. The key distinction is psychological: recommendation measures loyalty and social intent, while satisfaction measures real utility, and utility is what drives spending.

We also unpack the “saying versus doing” gap, highlighted by the stark difference between customers who say they’ll leave reviews and those who actually do, reinforcing how intention often fails to translate into action. Perhaps most importantly, we reveal that the real value isn’t in the score itself but in the conversation. Direct phone interviews uncovered actionable improvement ideas from nearly half of clients and even generated upsell opportunities from over a quarter of them. The takeaway is clear: stop obsessing over vanity metrics rooted in politeness, prioritise speed and competence over friendliness, and start having real conversations that measure true satisfaction, because growth follows performance, not promises.

Mike Knight MBA FCIM Director, MKLINK Ltd

In this episode, we explore why something as simple as an espresso machine can turn a quiet trade show booth into the busiest spot on the floor, and what that reveals about human psychology. We break down the powerful triggers at play, including reciprocity, social proof, and curiosity, and explain why people engage when they feel personally involved rather than passively marketed to. We argue that most MSP websites function like “passive booths,” listing services and waiting for action, instead of creating interactive experiences that genuinely draw prospects in.

Our core takeaway is that MSPs should replace static brochures with “digital mirrors”, tools like risk assessments, scorecards, and calculators that reflect a prospect’s own data back to them. We explain how these engagement devices spark intrinsic motivation, build trust, and guide users through low-friction micro-commitments toward meaningful conversations. When done well, they don’t just generate more leads. They create better, more qualified opportunities and position the MSP as a strategic guide rather than just another vendor.

Mike Knight MBA FCIM Director, MKLINK Ltd

In this episode, we dive into the critical timing of your communications to maximize referrals. Building on our discussion of the ‘who,’ ‘what,’ and ‘why,’ we now explore the ‘when,’ ‘where,’ and ‘how’—focusing on Environment Sabotage and how MSPs often miss key referral opportunities.

Discover how to strategically time your interactions and leverage specific business signals to generate more referrals. Learn about the BUMPS framework (Business, Usage, Marketing, People, and Satisfaction) and how it can help you identify prime moments for asking for referrals. From business reviews and project completions to onboarding and industry events, we cover the essential timings you control and those you don’t.

Tune in to uncover practical tips and examples that will transform your referral strategy and help you create a continuous stream of new business.

Mike Knight MBA FCIM Director, MKLINK Ltd

In this episode, we dive into the heart of effective communication—focusing on what you offer and how you present it. Building on our previous discussion about identifying your stakeholders, we now explore the power of reiteration in marketing and the importance of emphasising benefits over features.

Discover why reiteration is crucial in today's age of information overload and learn practical tips on how to make your messages stick. We'll also look at how to transform mundane product features into compelling benefits that resonate with your audience.

Tune in to learn how to craft messages that not only capture attention but also drive action. Don’t miss out—this episode is packed with insights that will transform your communication strategy!

Mike Knight MBA FCIM Director, MKLINK Ltd

In this episode, we're building on our previous discussions about effectively communicating with your stakeholder groups. Last time, we talked about onboarding clients, staff, and suppliers, and the importance of developing your referral packs. We also began exploring the process of growing your prospect list, emphasising the "connect, communicate, and cooperate" mantra.

Today, we'll delve deeper into:

• Starting with an Offer: Learn why offering value upfront is crucial for both inbound and outbound marketing, and how to avoid the pitfalls of repetitive offers.
• Changing the Bait: Discover the benefits of rotating and cycling your offers to keep them fresh and appealing to different segments of your audience.
• Leveraging Events: Understand the power of events in attracting prospects and engaging your current clients, and get practical tips on organising compelling events.
• Communication Strategies: Get insights into maintaining regular communication with stakeholders through newsletters and tailored content, and how to avoid communication sabotage.

Join us as we explore these key strategies to ensure your MSP's communication efforts are effective and engaging.

Mike Knight MBA FCIM Director, MKLINK Ltd

In this episode, we're continuing our deep dive into building a robust communication framework for Managed Service Providers (MSPs).

Last time, we covered the essentials of different stakeholders and the importance of onboarding your staff and clients. We also explored the concept of a referral pack that not only incentivises referrals but also enhances the referrer’s reputation. Today, we take it a step further by focusing on:

• Onboarding Your Suppliers: Learn how to effectively engage with your suppliers, ensuring they understand your referral process and can actively contribute to your network.
• Maintaining Regular Communication: Discover strategies to keep your staff, clients, and suppliers in the loop through consistent, engaging communications.
• Setting Up Regular Marketing Communications: Understand the importance of a weekly content strategy that keeps your brand top of mind across all stakeholder groups.
• Reaching Out to Prospects: Get practical tips on expanding your contact list and the critical role of outbound calls in driving business growth.

Join us as we unpack these vital strategies, ensuring you have a comprehensive approach to communicating with your key stakeholders. This episode is packed with actionable insights to help you strengthen relationships, increase referrals, and grow your MSP business.

Mike Knight MBA FCIM Director, MKLINK Ltd

Welcome back to another episode of Rampant Referrals for MSPs! Today, we're diving deep into the world of referral marketing specifically tailored for Managed Service Providers (MSPs).

We kick off by revisiting the product matrix and exploring strategies to increase sales and value within the MSP framework. From identifying gaps in your offerings to optimising pricing and upselling techniques, we cover it all.

But that's just the beginning. We then delve into building a robust communications framework that engages every stakeholder in your MSP ecosystem, from clients and prospects to suppliers and strategic partners. We highlight the importance of onboarding processes for staff and clients, emphasising the value of introducing referral concepts early on.

In the heart of the episode, we discuss the power of referral packs for MSPs. Learn how to create enticing referral incentives that not only encourage referrals but also strengthen client relationships. From branded merchandise to tech gadgets and security-themed goodies, we provide practical ideas to make your referral program stand out.

Tune in now to discover actionable strategies and tips to unlock the full referral potential for your MSP business. Whether you're a seasoned pro or just starting out, this episode has something for everyone in the MSP community!

Mike Knight MBA FCIM Director, MKLINK Ltd