I brought Tim Fitzpatrick from Rialto Marketing back because too many MSPs keep telling me the same thing: “We tried marketing, it doesn’t work.” Tim breaks that thinking apart and explains why most of us don’t have a lead problem, we have a strategy problem. We dig into why “strategy before tactics” is the real fuel for your marketing engine, how to get specific about your ideal clients, and why your generic website hero section is quietly sending good prospects to your competitors. We also talk about where the easy money is hiding inside your business right now. Tim walks through smart referral systems (not just client referrals but true referral partners), tapping MDF without the usual friction, and a real example of a 2M MSP that accidentally niched into healthcare but never built a plan around it. We wrap up on paid ads, SEO, and AI, and Tim explains why those tools only work when you already have an engine in place, plus how to use AI for data and research instead of just cranking out more weak content. Chapters 00:37 Money Marketing Series 04:40 Referral Partners Matter 06:45 Build the Marketing Engine 09:06 Strategy Before Tactics 21:22 Website Hero Matters 23:38 Avoid Premature Paid Ads 27:29 Why Campaigns Fail 29:47 Manage Marketing Closely 32:54 Simplify the Growth Plan 36:22 AI as an Accelerator 39:43 Growing MSPs with Data === Guest: Tim Fitzpatrick, Rialto Marketing Website: https://www.rialtomarketing.com LinkedIn: https://www.linkedin.com/in/timpfitzpatrick === Companies / Vendors / Products / Books ACES Conference: https://acesconf.com Microsoft 365: https://www.microsoft.com/microsoft-365 Apple: https://www.apple.com Amazon Web Services (AWS): https://aws.amazon.com Google Ads: https://ads.google.com === SPONSORS: Livestream Partner, ThreatLocker: https://www.itbusinesspodcast.com/threatlocker Technology Partner, NetAlly: https://www.itbusinesspodcast.com/netally/ Technology Partner: Bvoip: https://www.itbusinesspodcast.com/bvoip Travel Partner: TruGrid: https://www.itbusinesspodcast.com/trugrid Digital Partner, Designer Ready: http://itbusinesspodcast.com/designerready === SHOW MUSIC: Item Title: Upbeat & Fun Sports Rock Logo Item URL: https://elements.envato.com/upbeat-fun-sports-rock-logo-CSR3UET Author Username: AlexanderRufire Item License Code: 7X9F52DNML === Connect with Uncle Marv🌐 Website: https://www.itbusinesspodcast.com/🎙 Host: Marvin Bee🛒 Uncle Marv’s Amazon Store (gear & tools I recommend): https://amzn.to/3EiyKoZ☕ Support the show: https://ko-fi.com/itbusinesspodcastIf you found value in this episode, share it with another MSP, IT provider, or tech entrepreneur. Your support helps keep practical, no-nonsense IT business conversations coming every week.

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