The IT Experts Podcast

by Ian Luckett - The MSP Growth Hub

232 episodes

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Overview

The IT Experts Podcast with Ian Luckett, is designed to help ambitious IT/MSP business owners build a profitable tech business. In this show you will learn the complete tried and tested strategies that are working today as Ian helps techie business owners in the IT / MSP community on a daily basis. The content of this Podcast is a blend of expert advice and Interviews with some of the most successful people in the industry, offering massive value and a wise range of topics from his MSP profit Builder System. Whether his guests are experts from large enterprises, established IT/MSP businesses, serial entrepreneurs, or world class techies, they all have great stories and content to share. So, if you are preparing your IT/MSP business for growth, then we will help by sharing what IS and what ISN'T working in business right now. Our outcome for you listening to this podcast is that we help you to spend quality time working ON your business rather than being consumed IN it!

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11/16/2019

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Recent Episodes

April 21, 2025

EP229 – Ask Stuart #19 – Help! …I’m Scared of Niching My MSP Marketing with Ian Luckett & Stuart Warwick

<div class="OutlineElement Ltr SCXW241807945 BCX0"> Or more accurately, the fear of niching. It’s that internal tug-of-war between wanting more leads and being scared that if you narrow your focus, you’ll somehow lose out on opportunities. So in this episode, I turned the tables and interviewed my co-host Ian Luckett, who’s been doing some seriously powerful work with our clients on this very subject over the past 12 months. </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> Let’s get this out in the open straight away – niching is not about turning people away or putting your business in a box. It’s about getting clear on who you help, how you help them, and making sure your marketing speaks directly to them in a way that resonates. One of the stories Ian shared perfectly summed this up – a smoked meat restaurant that had crafted a name for itself by focusing purely on one thing: slow-cooked, smoked meats. The manager wasn’t just someone running a restaurant – she knew the ins and outs of the process, the timing, the flavours, and what makes it exceptional. That’s expertise. That’s niching. And it’s a brilliant metaphor for your MSP business. When you’re known for something, people remember you. They seek you out. They refer you. </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> Throughout the episode, we reminded listeners that niching is, at its core, a marketing exercise. You’re not changing the structure of your MSP. You’re not excluding existing clients or rewriting all your service offerings. You’re simply putting a wrapper around your message that clearly communicates the value you bring to a specific audience. Whether it’s accountants in the North West, architects in the Midlands, or hybrid-working legal firms in London – if your MSP can solve a clear problem for a group of people, and you can talk about that in their language, you’re already halfway there. </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> Ian explained that one of the biggest blocks MSP owners hit is thinking they have to do a full business overhaul to niche effectively. But in reality, it’s about small steps. One message. One landing page. One campaign. That’s all it takes to start seeing what lands, what generates curiosity, and what brings in the right leads. And that’s key – the right leads. Leads who already understand what you do, who are pre-qualified, and who are much more likely to convert. It’s easier, more efficient, and ultimately more profitable. </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> We talked about clients who’ve seen significant growth simply by getting tighter with their niche. One MSP doubled his business over two years after focusing on a sector he’d previously worked in. His background gave him credibility. His language mirrored that of his audience. His content hit the mark. Suddenly, he wasn’t chasing leads – they were coming to him. Another client narrowed his niche down to a specific profession in a specific location – and it transformed his marketing from generic and vague to clear, direct and compelling. This kind of shift is possible for every MSP – but you’ve got to start by looking in the rear-view mirror. Where have you been? Which sectors have brought you the best clients? Where do you already have expertise, even if you’ve not yet capitalised on it? </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> AI can help with this, too. Use tools like ChatGPT to map out the pain points of your ideal niche, how your MSP solves those issues, and how to speak to them in ways that cut through the noise. Within half an hour, you can have a rough blueprint for your niche strategy. And don’t forget the power of geography – you don’t always have to go industry-specific. Sometimes being the go-to IT provider for a specific area is more than enough to build traction, reputation and referrals. </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> The real kicker in all of this is the value of your business. A well-positioned, niched MSP is worth more when you come to exit. It’s more attractive to buyers, less reliant on you as the owner, and easier to grow because you’ve already built a repeatable, scalable marketing engine. And for those worried about stepping back or scaling out of the day-to-day, niching makes it easier to teach your team how to sell what you do – because the messaging is clearer and the target is sharper. </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> If there’s one message we want you to take away from this episode, it’s this: you don’t have to niche your MSP overnight. But if you want more leads, better leads, and a more valuable business in the long run, you need to start somewhere. Try one message, one audience, one clear offer – and see what happens. And if you’re not sure how to do that, we’ve got plenty more episodes that walk through building your funnel and your marketing engine, step by step. </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> You don’t need to be everything to everyone. You just need to be the right solution to the right people. That’s the power of niching for MSPs. </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> Connect on LinkedIn <a class="Hyperlink SCXW241807945 BCX0" href="https://www.linkedin.com/in/ianluckett/" target="_blank" rel= "noreferrer noopener">HERE</a> with Ian and also with Stuart by clicking this <a class= "Hyperlink SCXW241807945 BCX0" href= "https://www.linkedin.com/in/stuartwarwick/" target="_blank" rel= "noreferrer noopener">LINK</a> </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> And when you’re ready to take the next step in growing your MSP, come and take the <a class="Hyperlink SCXW241807945 BCX0" href= "https://scaleyourmspquiz.com/" target="_blank" rel= "noreferrer noopener">Scale with Confidence MSP Mastery Quiz</a>. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads. </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> OR </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click <a class= "Hyperlink SCXW241807945 BCX0" href= "https://www.facebook.com/groups/738967166458742/" target="_blank" rel="noreferrer noopener">HERE</a> </div> <div class="OutlineElement Ltr SCXW241807945 BCX0"> Until next time, look after yourself and I’ll catch up with you soon!   </div>

April 14, 2025

EP228 – MSP Lead Gen Secrets with Scott Millar & Ian Luckett

<div class="OutlineElement Ltr SCXW598629 BCX0"> Now, for those of you who don’t know Scott, he’s been helping MSPs since 2016 after experiencing the all-too-familiar frustration of lead generation in his own MSP. As he says, once you’re in the room with a prospect, it’s usually straightforward to talk about tech, pain points and solutions. The hard bit? Getting in the room in the first place. That challenge became the mission behind IT Rockstars, and today Scott works with hundreds of MSPs around the world, transforming how they attract and engage new business. </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> The heart of our conversation was about practical, real-world tips for MSPs who want to finally get some traction with their marketing. One of the key points Scott made early on was the power of lead gen ads—especially using Meta (yes, Facebook and Instagram), not just LinkedIn. It’s a bit counterintuitive, but Meta’s algorithm is miles ahead when it comes to identifying and targeting the right people based on behaviour, not just job titles. And with lead forms that open within the feed, the friction for conversion is much lower. Scott shared that they’re seeing cost-per-lead figures of £3–£4 for webinar sign-ups, which is incredible when you think about the quality and warmth of those leads. </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> Another gem in this episode was around how to actually use AI in your marketing without it turning into robotic mush. Scott walked us through how he uses tools like Descript and ChatGPT to turn transcripts into blog posts and LinkedIn articles. And the best bit? If you tailor your prompts properly, the output feels more human, more you—and less like it’s been churned out by a bot. As we said, it’s like baking a cake: if the ingredients are good and you’ve got the right recipe, the result is going to taste spot on. </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> Scott and I also got into one of my favourite topics: the importance of building a Power Audience. That is, creating a group of people who want to hear from you. Not cold outreach, not spamming inboxes, but an actual audience who’ve opted in because your messaging resonates. Once those leads are in, that’s when the real work starts—nurturing them with regular value-add content, running useful webinars, and having follow-up processes that are simple, human and consistent. MSP marketing doesn’t need to be complex, it just needs to be consistent and personal. </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> We touched on the elephant in the room too: SEO. Scott was very open about this—yes, SEO still has its place, especially when you go after low-hanging fruit keywords like “cyber essentials price” (hint hint), but it’s not the golden ticket some think it is. Algorithms change, rankings fluctuate, and if you’re not careful, you end up building your whole strategy on shifting sand. Instead, focus on what you can control—your content, your voice, and your relationships. </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> There was also a brilliant reminder from Scott that when it comes to lead magnets, the old-school PDF downloads don’t really cut it anymore. What’s working now are educational, insight-driven webinars, where you show up, deliver real value, and start building that all-important trust. As Scott says, getting uncomfortable—whether that’s showing up on camera or hosting a webinar—is often the fastest route to growth. It’s not always easy, but it is simple. </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> And finally, a golden nugget to finish: don’t just focus on who isn’t ready to buy. Many leads aren’t in buying mode today, but they might be in six months. Your job is to stay visible, stay valuable, and be the one they remember when they’re ready. Nurture, follow up, and—this bit I loved—don’t forget the referral goldmine in your list. A formal referral programme can turn a “maybe” into a warm intro with zero ad spend. </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> So, if you’re serious about getting your MSP’s marketing moving, stop overthinking it. Try a lead gen ad. Run a webinar. And most importantly, play the long game. Scott Millar’s insight today is a brilliant reminder that MSP marketing isn’t about magic tricks. It’s about showing up with the right message, at the right time, to the right people—and doing it in a way that feels natural and honest. </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> Connect with Scott Millar through his LinkedIn <a class="Hyperlink SCXW598629 BCX0" href="https://www.linkedin.com/in/scotty-m-b380a9176/" target= "_blank" rel="noreferrer noopener">HERE</a> and to learn more about Scott and his work with MSPs, check out <a class= "Hyperlink SCXW598629 BCX0" href= "https://itrockstars.net/growthhub" target="_blank" rel= "noreferrer noopener">HERE.</a> </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> Connect on LinkedIn <a class="Hyperlink SCXW598629 BCX0" href= "https://www.linkedin.com/in/ianluckett/" target="_blank" rel= "noreferrer noopener">HERE</a> with Ian and also with Stuart by clicking this <a class="Hyperlink SCXW598629 BCX0" href="https://www.linkedin.com/in/stuartwarwick/" target="_blank" rel="noreferrer noopener">LINK</a> </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> And when you’re ready to take the next step in growing your MSP, come and take the <a class= "Hyperlink SCXW598629 BCX0" href="https://scaleyourmspquiz.com/" target="_blank" rel="noreferrer noopener">Scale with Confidence MSP Mastery Quiz</a>. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads. </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> OR </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click <a class="Hyperlink SCXW598629 BCX0" href= "https://www.facebook.com/groups/738967166458742/" target="_blank" rel="noreferrer noopener">HERE</a> </div> <div class="OutlineElement Ltr SCXW598629 BCX0"> Until next time, look after yourself and I’ll catch up with you soon! </div>

April 7, 2025

EP227 - Preparing Your People for M&A with Alison Whitfield & Ian Luckett

<div class="OutlineElement Ltr SCXW166657581 BCX0"> Now we all know M&A – mergers and acquisitions – can be one of the fastest ways to grow and scale your business. Once you’ve got your house in order, and you’re running at a solid EBITDA with strong operational maturity, bolting on new businesses might seem like the logical next step. But – and it’s a big but – what’s often overlooked is what that really means for your people. And if your culture, leadership, and structure aren’t ready, the train can very quickly come off the rails. </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> Alison brings a grounded, real-world view to this conversation. She’s been on the front line of some pretty major acquisitions, including one that jumped from £8m to £24m turnover and took the team from 45 to 140 heads almost overnight. And she shares, with honesty and clarity, what it actually takes to pull this off in the real world – and how to stop your people, and ultimately your growth, from falling apart at the seams. </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> We talk about the massive difference between tactical HR and strategic HR. It’s one thing having your contracts and compliance sorted, but when you’re growing – especially through M&A – you need to shift your mindset. Strategic HR is about seeing your people as assets who are actively driving your commercial goals, not just passengers on the bus. If you’re growing from 30 to 50 to 60 people – whether gradually or through acquisition – you need the structure, the leadership, and the culture that will carry the weight of that growth. </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> One of the key points we covered is that M&A isn’t just about the deal. Signing the contract is only the halfway point – the real work starts once the ink is dry. Integration takes time, effort and energy. The leadership team will be tired, decision-fatigued, and ready to move on. But for your people – this is day one. For those coming into your business through the acquisition, it can be an unsettling, nerve-wracking time. They didn’t choose this change – it’s been done to them – so empathy and clear communication are absolutely essential. </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> Alison shares her proven approach, which includes creating a detailed FAQ document before the announcement is made. This answers the big, scary questions your team will have: “Is my role changing?”, “Is my manager changing?”, “Will I have to move?”, “What’s happening with my benefits?” It sounds simple, but this one proactive step can calm the chaos and build confidence straight out of the gate. And that goes for both sides – your existing team will have just as many concerns as the team you’re bringing in. Having honest, timely conversations is key. </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> We also discussed the importance of appointing a dedicated facilitator – someone who knows your business inside out and can lead the integration project. Whether it’s a head of people internally or a consultant who’s been through this before, this person becomes the glue that holds the project together. They keep the comms flowing, make sure nothing falls through the cracks, and allow the senior leadership team to stay focused on the bigger strategic picture. </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> Crucially, M&A should never become BAU – Business As Usual. It’s a project – a big one – and it needs to be treated as such. Weekly updates, clear milestones, and a firm timeline for integration are essential. Otherwise, you risk ending up with multiple businesses operating under one roof, with different systems, processes, and a fractured culture – and that’s the opposite of scale. </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> If you’re an MSP leader even thinking about growing through acquisition, this episode is a must-listen. Alison Whitfield brings not just the strategy, but the practical wisdom that comes from years of experience. Her insights on people, planning and culture are gold dust – especially in the fast-paced world of M&A. </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> For more insights on structuring and growing your MSP, connect with Alison Whitfield on <a class="Hyperlink SCXW166657581 BCX0" href= "https://www.linkedin.com/in/alisonw-fractionalhr/" target="_blank" rel="noreferrer noopener">LinkedIn</a> or visit <a class= "Hyperlink SCXW166657581 BCX0" href= "https://www.cultivateps.co.uk/" target="_blank" rel= "noreferrer noopener">Cultivate People Services</a> to learn more about their people and culture solutions. </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> Connect on LinkedIn <a class="Hyperlink SCXW166657581 BCX0" href="https://www.linkedin.com/in/ianluckett/" target="_blank" rel= "noreferrer noopener">HERE</a> with Ian and also with Stuart by clicking this <a class= "Hyperlink SCXW166657581 BCX0" href= "https://www.linkedin.com/in/stuartwarwick/" target="_blank" rel= "noreferrer noopener">LINK</a> </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> And when you’re ready to take the next step in growing your MSP, come and take the <a class="Hyperlink SCXW166657581 BCX0" href= "https://scaleyourmspquiz.com/" target="_blank" rel= "noreferrer noopener">Scale with Confidence MSP Mastery Quiz</a>. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads. </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> OR </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click <a class= "Hyperlink SCXW166657581 BCX0" href= "https://www.facebook.com/groups/738967166458742/" target="_blank" rel="noreferrer noopener">HERE</a> </div> <div class="OutlineElement Ltr SCXW166657581 BCX0"> Until next time, look after yourself and I’ll catch up with you soon!  </div>

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