What Is a Fractional CMO?

What Is a Fractional CMO?

Maintaining a full marketing plan that drives growth and positions your company for success is not easy. Beyond all the tedious daily marketing tasks, there’s also strategy to consider. Often, it’s too much to do in-house, which leads growth-hungry companies to seek outsourced help. Enter: a fractional chief marketing officer. 

As a fractional CMO-centric marketing agency, we’re here to shed light on the concept of a fractional CMO, their main responsibilities, and why partnering with one could be a game changer for startups or lean businesses.

P.S. Get your very own fractional CMO and implementation team with The Business Growers. Schedule a discovery call to view our marketing programs for MSPs and IT Companies to ensure rapid growth and execution support.

What Is a Fractional CMO?

A fractional CMO is a highly skilled executive who provides part-time, strategic marketing leadership and expertise to companies. They act as a dedicated CMO without the full-time or in-house commitment. 

Their role involves designing and refining marketing strategies to propel business growth based on key goals. They do this while working with a company’s existing marketing team or managing agency partnerships — if those exist. 

Often, a growing startup might only have one or two in-house marketing people who are locked in the daily grind. A fractional CMO supports those individuals and funnels strategy to them so they can execute the details.

TBG provides strategy and execution. No in-house team is required. We bring the team with us.

Duties of a Fractional CMO

From strategy to leadership and budget recommendations, a fractional CMO connects ROI-driven goals with proven methods to achieve them.

  • Strategic Planning: A fractional CMO formulates marketing strategies aligned with the company’s overall objectives, customizing them to deliver revenue-oriented results.

  • Marketing Leadership: Even as a part-time resource, a fractional CMO acts as a leader to the whole marketing team, providing guidance and direction to execute as decided.

  • Market Analysis and Consumer Insights: Staying up-to-date on market dynamics, trends, and competition is crucial. Fractional CMOs conduct thorough analyses to foster data-driven decision-making, enabling businesses to adapt and thrive in a rapidly changing environment.

  • Marketing Budget Optimization: Fractional CMOs manage marketing budgets efficiently and identify areas for improvement with the goal of maximizing returns on investment.

Why You Might Need a Fractional CMO

Every company must market itself, and we’re talking about more than on social media. Marketing is a core business function. How will potential clients or customers know you exist without making your presence known? 

While some companies may eventually need a full-time team on their payroll, startups and organizations running lean can greatly benefit from a fractional CMO.

  • Cost-Effectiveness: Hiring a full-time CMO can be an expensive undertaking, particularly for small to medium-sized businesses. Partnering with a fractional CMO allows access to C-level experience without overcommitting on finances.

  • Expertise and Experience: Fractional CMOs bring a wealth of experience and knowledge from multiple industries while keeping themselves continually current on what’s happening in the market.

  • Flexibility and Scalability: Fractional CMOs offer flexibility to adapt their role as your business evolves, ensuring marketing efforts align with changing demands. Whether you’re scaling up or down, fractional CMOs can ride with the waves.

  • Fresh Perspective: An external viewpoint can inject creative ideas and strategies into your marketing efforts, challenging the status quo and fostering innovation.

Your Fractional CMO + Execution Dream Team

Digital marketing will continue to evolve; that’s a given. Access to specialized expertise and strategic guidance without compounding expenses is a strategic advantage no matter what direction marketing evolves. Fractional CMOs offer cost-effective solutions, expert knowledge, and the ability to enhance your business performance through cutting-edge marketing practices.

Laura Johns, founder and CEO of The Business Growers, is a fractional CMO for tech and MSP companies. If you’re ready to be seen online, schedule your discovery call today to lock in more knowledge, growth, and scalability.

Compelling Social Media Content for MSPs and IT Companies to Attract Ideal Clients

Compelling Social Media Content for MSPs and IT Companies to Attract Ideal Clients

Social media is vital for managed service providers and IT companies to reach and engage with potential clients. However, simply having a social media presence is not enough. To truly make the most of social media, MSPs and IT Companies must create compelling content that attracts their ideal clients.

Are you an MSP or IT Company and don’t have time for social media? Let us manage your social profiles for you.

Creating Buyer Personas

Understanding your ideal clients is one of the first steps to creating compelling content. Developing detailed buyer personas enables MSPs and IT Companies to tailor their content to address specific needs and pain points of their target audience, business consumers. 

By gaining insight into their ideal clients’ preferences, challenges, and goals, MSPs and IT companies can create content that resonates and establishes a connection with their business prospects.

A buyer persona should be a foundational part of any marketing plan for MSPs or IT companies.

Defining Your Value Proposition

To attract ideal clients — on and off social media — MSPs and IT companies must articulate what sets them apart from their competitors. Your unique value proposition communicates the specific benefits and advantages you offer to your target audience. 

Aligning your value proposition with the priorities of your ideal clients and the context of your social media ensures the content remains relevant and authentic.

Choosing the Right Social Media Platforms

Not all social media platforms are ideal for MSPs and IT companies. Analyzing the preferences and behavior of their target audience allows MSPs and ISPs to determine which platforms are most suitable for their content distribution.

For example, LinkedIn may be the ideal platform to share industry insights and connect with professionals. Over 1 billion users are now active on LinkedIn, and 67 million of those users are companies. 

To get the most value out of LinkedIn, MSPs can share thought leadership — simple organic posts positioning them as experts. Once a network begins engaging with a post, LinkedIn triggers a domino effect, pushing the post out into 2nd and 3rd network connections.

This domino effect opens doors for heightened business visibility, putting MSPs in the faces of other companies who might need their services. 

Additionally, because LinkedIn is built for businesses, 96% of marketers agree it is the top social media platform for B2B marketing. As MSPs are B2B-oriented, it just makes sense to lean into LinkedIn as part of a B2B content strategy.

Creating Engaging Visuals

Visual content is a powerful tool to captivate and engage social media users. Infographics and videos can help convey complex messages about a technology offering quickly and effectively. MSPs and IT companies should leverage visual content to make their social media presence more compelling.

Establishing Thought Leadership

Thought leadership is essential for leaders at MSP and IT companies to position themselves as industry authorities and generate leads who are ready to buy. Sharing industry insights, trends, and educational content demonstrates expertise and provides value to potential clients rather than just focusing on selling on social platforms.

Create original, thoughtful content that addresses pain points to establish yourself as a trusted source of information. Engaging in thought leadership on LinkedIn while you engage with target customers also pushes your profile out to reach more people and inevitably draws more attention to your company.

Showcasing Real-World Success

Nothing speaks louder than real-world success stories. Sharing satisfied clients’ case studies and success stories provides strong social proof and showcases the value your company can deliver. 

Creating a systematic way to encourage clients to provide testimonials further enhances credibility and trust. 

By leveraging these success stories, MSPs and IT companies can attract more ideal clients who can relate to the experiences of their existing clients.

Boosting Engagement Levels

MSPs and IT companies should create interactive content that involves their audience. Polls, quizzes, and surveys can be used to gather insights and opinions. 

Encouraging comments and discussions on posts can also foster engagement and allow MSPs and IT companies to connect directly with their ideal clients. Responding to comments and messages promptly shows that they value their audience’s opinions and fosters a sense of community around their brand. 

Plus, the more engagement your socials receive, the better the social platform favors your content. It’s a win-win.

Building a Cohesive Brand 

People naturally crave consistency because it feels trustworthy. MSPs and IT companies should maintain consistent branding across all their social media channels. This includes using consistent colors, fonts, and tone of voice. 

A cohesive brand helps establish instant visual recognition and trust. Crafting a unified brand message that resonates with their ideal clients further reinforces their image.

Maximizing Discoverability via Hashtags and Keywords

Hashtags and keywords play a significant role in social media discoverability. If you don’t have an element of discoverability, there won’t be an easy path for potential clients to find you on any social platform. 

MSPs and IT companies should research and use industry-specific hashtags to increase visibility among their target audience. 

Additionally, incorporating relevant keywords in their content helps improve search engine results within the platform.

Monitoring Analytics and Adjusting Strategies

Social media analytics provide valuable insights into the performance of content strategies. MSPs and IT companies should track engagement, reach, and conversion metrics to gauge the effectiveness of their content. 

Using data-driven adjustments, they can refine their content strategies to better align with the preferences and behaviors of their target audience. Monitoring analytics every 30 days ensures ongoing improvement and optimization.

Final Takeaways

Creating compelling content for social media is an ongoing journey for MSPs and IT companies. By understanding their ideal clients, crafting a unique value proposition, and tailoring their content for specific platforms, MSPs and IT companies can drive more engagement and attract the right people to social platforms.

Leveraging visual content, thought leadership, client success stories, interactive content, consistent branding, and effective use of hashtags and keywords further enhances their content strategies. 

By monitoring analytics, adjusting strategies, and building community, MSPs and IT companies can continuously optimize their content to attract and engage their ideal clients.


If your goal is to grow your social media presence without the hassle of doing it yourself, schedule a call with The Business Growers.

Ultimate Guide to Generating Qualified Leads for MSPs and ISPs

Ultimate Guide to Generating Qualified Leads for MSPs and ISPs

In the highly competitive tech industry, leads are the lifeblood of businesses. Managed service providers (MSPs) face the critical task of generating qualified leads to fuel their growth. 

MSPs must implement a targeted lead generation strategy that maximizes return on investment (ROI). By narrowing their efforts, businesses can maximize their ROI and utilize their resources effectively.

As an MSP-focused digital marketing agency, we’re putting our insight on the table. Here’s how to develop an effective lead generation strategy.

Psst. Do you want to skip straight to a strategy conversation? Book a call with CEO Laura Johns to discuss vetting leads for your MSP.

Understanding Your Target Audience

Defining the ideal customer profile for MSPs is crucial. Understanding the target audience’s characteristics and evolving with the ideal client allows businesses to tailor their marketing efforts accordingly.

Start by identifying the pain points and challenges potential customers face. This helps MSPs position themselves as problem solvers.

Also, defining the unique value proposition that MSPs offer to their target audience differentiates them from competitors. Articulating this proposition effectively is essential in capturing the attention of qualified leads.

Developing a Lead Magnet

Skip cold calling. Build a lead magnet instead. A lead magnet is a valuable piece of content offered in exchange for a website visitor’s contact information. It serves as a powerful tool in the lead generation process.

Tailoring lead magnets specifically for MSP customers can greatly increase the chances of attracting qualified leads. Consider offering free guides, checklists, or templates that address common pain points in the industry.

Businesses can position themselves as trusted authorities by understanding their challenges and offering practical solutions.

Once you have your lead magnet, you can drive traffic to it through paid ads to start bringing in leads who are qualified to buy.

Utilizing a Solid SEO Strategy

Search engine optimization (SEO) is critical in generating qualified leads. It ensures that MSPs are visible to potential customers when they search for relevant keywords in their markets.

Key SEO strategies for MSPs include conducting thorough keyword analysis, optimizing on-page elements such as meta tags and headings, and building high-quality backlinks.

Local SEO is particularly important for MSPs targeting specific geographical areas. Optimizing for local keywords and creating location-specific landing pages can greatly enhance lead gen efforts.

Harnessing Digital Content Marketing

Creating content is a proven marketing strategy for attracting and nurturing qualified leads. For B2B, content may include blog posts, whitepapers, email newsletters, case studies, LinkedIn thought leadership articles, and eBooks. Each type serves a unique purpose and caters to different stages of the buyer’s journey.

Regardless of your medium, create high-quality and informative content that educates, engages, and solves the target audience’s problems. The content should prioritize providing value rather than solely promoting products or services.

Leveraging Paid Advertising for Lead Generation

Paid advertising presents significant opportunities for MSPs to generate qualified leads. It allows businesses to target specific audiences with precision and reach a larger pool of potential customers.

Different advertising platforms like Google ads, Facebook ads, Twitter ads, and LinkedIn ads cater to unique objectives and audiences. Display ads or social media ads may prove fruitful for building brand awareness, leaning into video ads or visuals. 

Create compelling ad copy that resonates with the target audience and speaks their language. Paid ads must also target the right audience based on demographics, interests, and job titles.

Maximizing Referral Programs and Partnerships

Referral programs can be powerful. By incentivizing existing customers and partners to refer new leads, businesses can tap into their networks. They can then gain access to potential customers who are already pre-qualified.

Create a referral program that offers rewards or benefits to both existing customers and partners, encouraging active participation on both ends of the referral funnel.

Tracking and Analyzing Lead Gen Metrics

Tracking and analyzing essential lead generation metrics is crucial for evaluating the effectiveness of marketing efforts. Monitor your ad campaigns, social platform metrics, and real-time website analytics. KPIs such as conversion rates, cost per lead, and lead quality provide valuable insights into lead gen campaign success.

By continuously monitoring these metrics, MSPs can identify areas for improvement, optimize their strategies, and drive higher returns on their marketing investments.


Effective lead generation is a vital component of success for MSPs in the ever-evolving tech industry. Start by understanding the target audience, then lay a plan for:

  • Developing compelling lead magnets
  • Utilizing SEO techniques
  • Harnessing content marketing
  • Leveraging paid advertising
  • Maximizing referral programs and partnerships
  • Tracking and analyzing lead generation metrics 

As a specialized tech digital marketing agency, we know how to help MSP businesses best. We’ll help you navigate the complexities of lead generation and achieve your business objectives. 

Contact us today to discover how we can support your lead gen efforts and grow your business from the ground up.

10 Proven Ways to Scale Your MSP Business Through Marketing

10 Proven Ways to Scale Your MSP Business Through Marketing

Struggling to grow your managed services provider business? Want to scale rapidly but need help figuring out where to start? You’re not alone. 

Many MSP owners waste time and money on ineffective marketing tactics that don’t deliver results. Without a proven framework, it’s impossible to attract more qualified leads and boost sales.

With the right MSP marketing strategy, you can see real, tangible growth. Here’s a 10-step marketing checklist the most successful MSPs use to drive sustainable growth and profitability.


#1: Optimize Your MSP Website for More Conversions

Your website is the first touchpoint for prospects ready to research MSPs. To convert more visitors, ensure your website:

  • Uses appealing designs and clear navigation
  • Contains strong calls to action above the fold
  • Loads quickly on all devices
  • Is optimized for target keywords

Improving your website foundation boosts conversions cost-effectively. Why? Among all places to begin conversion optimization, your website is “low hanging fruit.” Often, a simple button placement change or slight layout tweak makes a significant difference.


#2: Create Valuable Content Offers to Capture Leads

Lead magnets like eBooks, templates, and tip sheets capture prospect information for your email list. Send tailored, automated email nurture tracks to build relationships with different groups.

For example, you could offer:

  • Cybersecurity Incident Response Templates
  • The CIO’s Guide to Optimizing IT Spend
  • 5 Ways to Strengthen Your IT Infrastructure

Email automation nurtures leads with relevant content over time, driving conversions. Even in 2024, email marketing will provide an ROI to the tune of approximately $36 per $1 spent. 


#3: Laser Focus Marketing Spend on Highest ROI Activities

Regularly analyze metrics like cost per lead and lifetime customer value. The purpose of analyzing these metrics is to determine the most and least effective marketing channels and campaigns. Doing so, you can refine spending to maximize ROI by doubling down on top-performing strategies and eliminate waste.


#4: Develop & Repurpose Engaging Content

Create blog posts, videos, case studies and more valuable content you can reuse. Answer common customer questions and address pain points within the content. Repurpose content across formats and channels to extend reach and cross-promote. The best repurposable content is evergreen — always relevant to your ideal audience.


#5: Build Your MSP Brand Through Social Media

Stay active on the social platforms your prospects use, like LinkedIn, Twitter, and Facebook. Share content, respond to comments, advertise occasionally, and analyze performance. A consistent social media strategy strengthens brand visibility and relationships for MSPs.


#6: Prioritize SEO to Boost Organic Traffic

Data shows that nearly 68% of online experiences begins with a search. Optimizing website copy, metadata, links, and more for target keywords earns higher organic search visibility and traffic over time. Conduct keyword research and use the findings to produce long-form content on topics prospects search for.


#7: Run Targeted Paid Ads

Create focused paid search and social media ads based on buyer keywords and demographics. Google dominates paid search, controlling 92% of the market. Though a solid platform for advertising, Bing is also worth exploring to potentially reach a nicher audience. Continuously track conversions to refine strategy and messaging on the ad and on landing pages.

#8: Cultivate Customer Reviews and Case Studies

Leverage satisfied customers to provide testimonials, referrals, reviews, and case studies. Promote these to build credibility and authority as an MSP. Also, display these on your website and on relevant landing pages to build trust with first-time visitors.


#9: Align Marketing and Sales Workflows

Your marketing only works as well as your workflows and systems allow. Document handoff processes between teams. Also, define follow-up cadences and lead qualification criteria to create an easier sales process. Tight alignment improves conversion rates from leads to customers.


#10: Continually Test and Refine Packages, Pricing, and Offers

Run A/B tests on service packages, pricing, and lead magnet offers. Adjust based on the data to maximize recurring revenue. Ongoing testing ensures maximum conversion rates and keeps your business on a steady growth path.


Grow Your MSP With Proven Marketing

This strategic marketing checklist is crucial for any MSP looking to scale rapidly. Focus your time on high-impact tactics that attract and convert qualified prospects. Track KPIs closely to refine efforts over time.

Are you ready to dig deeper? Download our Complete Marketing Framework for Scaling Your MSP Business with more proven MSP marketing strategies. 

If you’re ready to level up your marketing, our team is ready to help. We’ll analyze your current initiatives and build a high-performance marketing plan tailored to your goals.