Target the Unaware and Bring Them Into Your Pipeline

How many businesses in your service area match your ideal customer profile—but have no idea you exist? How many have heard of you, but don’t fully understand what managed services are or how outsourcing IT could make their operations safer, more efficient, and more predictable?

The answer is almost always: more than you think.

Fortunately, reaching these “unaware prospects” is completely achievable with a well-structured awareness campaign that introduces your brand, educates them on managed services, and positions you as the local technology partner they can trust.

Step 1: Build the Right Target List

An effective awareness campaign starts with a clean, purposeful list of companies. These should be organizations that both fit your ideal customer profile and are realistically able to work with your MSP.

When assembling your list, ask yourself:

• Do they fit your ideal industry or vertical?
• Are they currently in business and active?
• Are they within your geographic service area?
• Do they meet your technical requirements? (ex: number of users, servers, or locations)
• Do they appear to be stable or growing?
• Are they the types of businesses you want more of?

If sourcing your own list proves difficult, you can purchase a vetted list—but choose your provider carefully. Poor-quality lists waste marketing dollars and may include companies that are out of business, outside your service area, or unable to afford managed services.

And remember: having an email address doesn’t automatically grant permission to email them. Stay CAN-SPAM compliant at all times.

Step 2: Choose the Right Channels to Reach Them

Once your list is built, it’s time to start marketing. You have two main categories to work with: digital tactics and direct mail.

While you can (and should) use a combination of both, one stands out as the strongest option for cold, unaware prospects.

Why Digital Alone Isn’t Enough

• You cannot send marketing emails to people who haven’t opted in.
• Social media ads can help build familiarity, but aren’t the best first-touch introduction.
• SEO improvements help prospects who are actively searching, not the ones who don’t yet realize they need help.
• PPC (Google Ads) can work—but it’s costly and competitive, especially for IT keywords.

Why Direct Mail Wins for Awareness

Direct mail cuts through digital clutter and gets your message in front of decision-makers in a tactile, memorable way. It also gives you a legitimate reason to follow up by phone—without feeling like you’re “cold calling.”

Step 3: Use Direct Mail to Make a Strong First Impression

To maximize impact, use a mix of formats:

Letters

• Allow you to explain who you are and how you help.
• Feel personal and professional.
• Give prospects context before you follow up.

Postcards

• Grab attention instantly.
• Showcase your branding and key value propositions.
• They are easy to scan and hard to ignore.

Each piece you send should include:

• A shortened, trackable URL to a dedicated landing page
• A QR code for easy smartphone access
• A clear, simple call to action

Your goal here isn’t to make the sale—it’s to get them curious enough to learn more and give you permission to keep educating them.

Step 4: Don’t Skip the Follow-Up Call

This is where awareness turns into opportunity.

A follow-up call after your mail has arrived:

• Reinforces your brand name
• Shows professionalism and persistence
• Opens the door to a real conversation
• Helps you identify prospects who are warming up—even if they aren’t ready yet

Do not call before the first mail piece goes out. That’s just a cold call, and it will feel intrusive. Instead, reference the materials you sent to create a natural, comfortable transition into the conversation.

Need a Done-for-You Awareness Campaign? We Can Help.

Our Meet the Company Campaign gives you everything you need to introduce your MSP to brand-new prospects—effortlessly.

We provide:

• A vetted list of 50 ideal potential clients based on your criteria (or use your list)
• fully structured sequence of 3 personalized letters (each with an added deliverable)
• 2 oversized postcards designed to grab attention
• 2 professionally built landing pages for your campaign
• A follow-up phone script so your team knows exactly what to say

All delivered over a strategic 6–8 week schedule designed to build recognition and prime prospects for conversation.

Ready to put your MSP in front of the right companies? Learn more about the Meet the Company Campaign!