Hanging out with Robin Robins in this episode felt less like a marketing chat and more like a reality check for MSP owners who are tired, stressed, and still not getting the growth they want. Robin has been in MSP marketing since 2002, and she’s seen everything from break-fix shops turning into 8 million dollar firms with strong EBITDA, to owners still stuck in the same place decades later because they undercharge, give away work for free, and abdicate marketing to agencies who only implement tactics. She explains why templated campaigns are not the enemy if they sit inside the right strategy, and why so many digital agencies “do SEO” but never ask about your competition, referral systems, or how your team even handles inbound calls. We get into the uncomfortable stuff: owners chasing 10X growth because “that’s what everyone else is doing,” MSPs under a million who are more stressed than the eight-figure shops, and folks who get to their sixties with no exit and no savings. Robin talks about helping clients pick their financial freedom number, treating the MSP as the vehicle to get there, and refusing to add new customers to an unprofitable model that will just implode under growth. She also shares her bullish view on AI, comparing it to past disruptions like cloud and the internet, and walks through practical ways MSPs should use AI internally, secure client usage, and either partner or carefully structure AI consulting instead of sinking CEO time into one-off, unscalable dev projects. === Chapters 00:35 MSP Growth Beliefs 04:50 Templates Versus Strategy 10:35 Fixing the Marketing Gap 14:46 Why Grow At All? 22:03 From Marketing to Coaching 25:57 Strategy Over Tactics 29:10 Loving the MSP Niche 32:03 Sales Research Matters 34:37 AI and the MSP Future 41:14 What’s Next for Robin === Guests: Robin Robins Website: https://www.robinrobins.com LinkedIn: https://www.linkedin.com/in/robinrobins === Companies / Vendors / Products / Books Technology Marketing Toolkit: https://www.technologymarketingtoolkit.com Kaseya: https://www.kaseya.com CompTIA: https://www.comptia.org CoPilot: https://www.microsoft.com/microsoft-365/copilot === 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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