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For UK IT managed service providers
New-client meetings for your MSP, without waiting on referrals.
We put you in front of owners, MDs and finance directors at UK SMEs that fit your ideal client, using automated cold email plus LinkedIn outreach. We handle the replies and book the meetings. You bring the technical conversation.
- Pilot £750/month + £150 per held meeting
- Built for MSPs with 10-100 staff
- Your main domain never used for outreach
What we hear from MSPs
Great service doesn't fill a pipeline on its own.
Most MSPs grow on recommendations and then hit a ceiling. These are the problems outbound has to solve.
Referrals carry the pipeline
Happy clients recommend you, but not on a schedule. One quiet quarter and the sales forecast is guesswork.
You're mostly winning clients from other MSPs
Few SMEs are outsourcing IT for the first time. To win, you need to be in front of them when they're fed up with their current provider, not six months after.
Your best people are on the tools
The owner is often the only one who sells, alongside running the service desk, projects and the team. Prospecting loses every time.
SME owners tune out generic IT pitches
"Proactive, secure, scalable IT" reads the same from every provider. Outreach has to be specific to their business and their trigger, or it's ignored.
A shared problem. 71% of MSPs worldwide said acquiring new customers was their biggest business challenge. A third said their new clients were mostly switching from another MSP, and about half saw a mix of switchers and first-time users.
Source: Kaseya, 2026 State of the MSP report (global survey of 1,061 MSPs).Who we reach for you
The people who sign off an IT contract at an SME.
We target limited companies and LLPs in the size bands, sectors and postcodes you choose, and the roles that actually make the decision.
Owners, MDs and CEOs
At firms of up to about 50 staff, the owner usually chooses the IT provider.
- Professional services firms run as Ltd or LLP
- Distributors and light manufacturers
- Multi-site and growing SMEs
Finance directors and COOs
In larger SMEs without an IT manager, IT spend often sits with finance or operations.
- Firms of 50-250 staff
- Recently funded or acquisitive businesses
- New FD or COO appointments
Operations and office managers
They live with the day-to-day IT pain and often start the search.
- Influencers, looped in alongside the decision-maker
- Useful when the owner is hard to reach
How a campaign could work
Example: a Surrey MSP targeting professional services firms.
- Your business
- A 25-person MSP offering managed IT, Microsoft 365 and Cyber Essentials support.
- Who we'd target
- Ltd companies and LLPs with 15-100 staff within about 40 minutes of your office, in professional services, distribution and light manufacturing.
- Angle
- "Is your IT provider still the right fit?", timed to triggers such as an office move, a new finance director or a Cyber Essentials renewal.
- A held meeting is
- A 30-minute call or visit with the owner, MD or FD of a firm in that profile.
- Weeks 1-3: Domains warm up. We build and verify the list, and you approve the emails, LinkedIn notes and two short posts.
- Day 1: A short, plain email that mentions their trigger and asks one question.
- Day 3: A LinkedIn connection request you send from your own profile, using a note we've written.
- Day 6: A follow-up email asking when their current IT contract comes up for renewal.
- Day 11: A brief last email that makes it easy to say "not now, try in the spring".
- Replies: We answer, check seat count, current provider and renewal date, then book interested owners into your calendar with a one-paragraph brief. Renewal dates from "not yet" replies are logged for a timely follow-up.
This illustrates our approach. It isn't a client campaign, and we don't forecast meeting numbers. Your targeting, copy and timings are agreed with you.
Pricing
Simple pricing that rewards results.
A monthly fee covers the work. The rest you pay only when a qualified meeting actually takes place.
- Setup, sending domains, inboxes and warm-up
- Prospect lists, copy, automated email sequences
- LinkedIn messages and posts drafted for you to send
- Reply handling, meeting booking and weekly updates
- Rolling monthly. No long contract.
What counts as a held meeting
You pay £150 only when all of these are true:
- The meeting actually takes place, by video, phone or in person.
- The person attending is a decision-maker in a role we agreed with you.
- Their business matches the target profile we agreed: sector, size and location.
- They weren't already a client or an open opportunity of yours.
Not charged: no-shows, cancellations, meetings that haven't happened yet, and anyone outside the agreed profile. If you think a meeting didn't qualify, tell us and we'll talk it through. If it doesn't meet the criteria, there's no charge.
FAQ for MSPs
Questions MSPs ask.
Will you contact my existing clients or partners?
No. You give us an exclusion list of clients, prospects you're already talking to, partners and anyone else to avoid. We check every list against it, and anyone who opts out goes on a permanent suppression list.
Do you understand managed services?
Joe has sold technology to SME buyers for over 12 years, so the buying conversation is familiar. We learn your services, stack and pricing model before writing a word, and you approve all copy. We don't pretend to be engineers: technical questions in replies come to you, or wait for the meeting.
Can you target firms whose IT contract is about to renew?
Nobody can see a prospect's contract, so we ask. Every sequence invites a renewal date, and we log the answers. That way even prospects who aren't ready now become a list of dated follow-ups.
Can you promote a specific service, like Cyber Essentials or Microsoft 365?
Yes. A focused offer usually works better than "managed IT" in general. We'll build the sequence around the service you most want to sell, as long as you can back up what we say about it.
More on compliance, sending domains, LinkedIn and contract terms in the main FAQ. Pipenorth is run by Joe Williams in Woking, Surrey: more about Joe.
Want to see if outbound fits your MSP?
Book a 15-minute call. We'll talk about your ideal client, your capacity for new clients, and how a pilot would work. No hard sell.
Book a 15-minute callOr email Joe directly at joe@pipenorth.com