Are Facebook Ads Suddenly HOT Again For MSPs?

[00:00:00] Speaker A: Hello and welcome back to the show. I have got a packed one for you today, including this little Is Facebook advertising suddenly hot again for MSPs? The difference is between what you do with your LinkedIn personal profile versus your company page. And my special guest today grew an MSP from zero to $20 million in just six years. And he's going to tell you how he did it. Welcome to episode 346 powered by MSP marketingedge.com Paul Greens MSP Marketing Podcast I want to start with something that I think is genuinely underused by MSPs and that's Facebook advertising. Now just to give some context to this, Facebook advertising was really hot for MSPs, like years and years ago, and then suddenly it wasn't. It stopped being an effective way to reach people. But actually I think it's back. Let me bring you up to speed now. I know what you might be thinking. Facebook, Paul, really? Isn't that where your mom posts pictures of her garden and people just argue about politics? And yes, it is that, but it's also something else. It's the most universally used social platform on the planet. Three and a half billion people use Meta's platforms every single day. And crucially for you, that includes the business owners and the managers that you want to reach. And of course they're on LinkedIn and that is still the primary social platform because they use that for work. But what if we could reach them during their downtime? They're almost certainly on Facebook or using other Meta products and that makes it a very interesting place to advertise. As I said, for the last few years I've been pretty lukewarm about recommending Facebook ads to MSPs. The targeting was getting harder after the iOS privacy changes of a few years ago and the costs were creeping up and the results, you know, were kind of inconsistent. And most msps just don't have the budget or the time or the patience to run the kind of long test cycles that Facebook advertising used to need from you. But something changed at the very end of 2024, and it matters enough that I think it's now worth revisiting this whole question. So Meta introduced a completely new advertising engine. It's got a great name. It's called Andromeda. And if you haven't heard of Andromeda, then you're not alone, because it obviously wasn't front page news. But in the world of digital advertising, it's actually a pretty big deal. Here's what Andromeda is and why it matters. Previously, Facebook's ad system worked by letting advertisers define their audience very precisely. So you'd pick interests, age ranges, job titles, locations, obviously behaviors, if you could, and then the system would try to match your ad to the people that you described. And that sounds sensible, but the problem was the algorithm was really blunt. It would find one ad in your campaign that seemed to be working and dump all of the budget into that ad, kind of ignoring everything else. So it was very rigid and actually got less effective over time, especially as privacy changes made the audience data less reliable. Andromeda replaces all of that with a completely different approach. Instead of you telling Facebook who should see your ad, the AI figures out who should see the ad by itself based on your creative, based on the actual advert that you've created. So your ad becomes the targeting signal. The system watches how people respond to it, it looks for patterns, it detects in who engages and who converts, and then it goes off and finds more people like them across the platform. So there's no interest targeting required and no demographic filtering required. You, you just go broad and the AI does the matching for you. And this is really exciting. And because it's been running for over a year already, the results from advertisers who've adapted to this properly have been really impressive. In fact, Meta's own data shows a 22% increase in something called return on ad spend ROAS. ROAS. It's a way of measuring how much business you get out of your ad spend. So they've shown a 22% increase for advertisers who fully embrace this new Andromeda approach. Advertisers are reporting 17% more conversions at a lower cost when they restructure their campaigns around Andromeda's logic. So what does all of this mean for MSPs, specifically? Well, a few things. First, the audience reach argument for Facebook is now a lot stronger. Business owners don't leave Facebook and other meta products at 5 o' clock like they might do with LinkedIn. They are on Facebook and Instagram and all of the others on the, in the evenings and at the weekends during their commute. They're not necessarily in business owner mode when they see your ad on a Meta platform, but that can work in your favor because they might be more relaxed, so they might be more open. And an ad that talks to them about a problem that they think, oh yeah, we've got exactly that problem, you know, are you worried about what would happen to your business if your it went down tomorrow, that kind of stuff can land very effectively in that context. Secondly, the targeting problem has largely gone away. So under the old system, trying to reach the right business owners and managers in a specific geographic area with your Facebook ads, it was really hard because you try and layer the interests and the job titles and kind of just cross your fingers and hope for the best. But now under Andromeda, you don't need to do that. You just let the creative do all the work for you. So if you can write an ad, or better still, film an ad that speaks directly and specifically to a business owner's pain, then then the system will find the people who have that pain. It will find the match. And that's a big change because your audience is fairly well defined, even if it's not a huge volume of people. Oh, and by the way, yes, it does still work under specific geographical limitations, although that is still something that a lot of people report does still need some improvement. Of course, for you as an msp, it's not such a big issue, right, because you can work in theory with any business anywhere. Would you be that upset if you won a new client in the next town and it meant that now and again you to drive 30, 40, 50 miles to go and see them? I think for most people, the thrill of winning the new client would override the downside of having to jump in the car third then, and this is the bit I find most interesting, you no longer need to run hugely complex campaigns. The old advice was to split, test endlessly, run retargeting sequences, build all these elaborate funnels. Andromeda has simplified all of that. You can run one campaign with a handful of creative executions of different approaches, different adverts. You can let. Let the AI then optimize all of this for you. In fact, some advertisers have actually stopped running separate retargeting campaigns. You know the one where you show adverts to people who've already visited your website? They've done that because the algorithm is smart enough to know who's seen you before and who hasn't, and they'll serve the appropriate ad automatically. This all sounds so cool. And obviously it's never going to work exactly as designed because nothing ever does. And you know, A.I. well, we all know A.I. is not perfect, but I've been slowly and gently and just sort of on the edge monitoring this for a year or so for our own marketing as well as for your marketing. And I'll be honest, it certainly seems to be a lot better than it ever used to be. I've got a couple of friends who are putting up to ten $20,000 a month into these meta ads and they're getting much better results than when they had the equivalent kind of spend a few years ago. So question for you, and I know you wouldn't spend 10, $20,000 a month on it, but a question for you, would a sensible Facebook ad strategy actually look right for an MSP right now? Well, if you're going to do this, just start simple, right? Pick one clear message, something that's rooted in a fear or a frustration that your ideal client has. So it shouldn't be about your services or your stack or your accreditations fear. Focus the ad on a problem that talks to them, which could be cyber attacks on businesses. You know you could say something like cyber attacks on businesses like yours are up significantly. Is your IT provider watching for threats 24, 7 or it could be something like most businesses only find out their backups don't work when they actually need them. So you could run pick one message, run two or three variations of that message with different images, slightly different copy, that's the words that you write. Or as I say, what would be better is a video advertisement. Use very broad targeting. Go for business owners and managers in your geographic area, but just keep the audience definition very loose. Let Andromeda do the hard work. Now here's the thing. If you do this, you need to give it six to eight weeks. You need to spend a few hundred pounds or dollars of budget before you judge the results. And it is the thing that the more you spend, the quicker you get to results. In fact, in any kind of ad campaign you either need to give it time or or you need to give it money. Or ideally both. If you give it time and money, you get much better results at the end and you find out what works the best. The system needs time or money to learn. And here's the thing about Facebook advertising for MSPS in 2026, it's not going to replace LinkedIn as your primary relationship building channel. LinkedIn is still where you do the slow, steady farming that I talk about on this podcast all the time. But I believe that Facebook can now complement that with a paid awareness level that puts your name in front of local business owners who've never heard of you on a platform they're actually using every day. And it's likely that most of your competitors aren't doing this, which means the space is yours if you grab it and go for It Paul Greens MSP Marketing Podcast. Here's a question for you. If I asked you right now to listen the 36 marketing actions that would take your MSP from generating no leads to winning new clients, could you do that off the top of your head in the right order that you should do them? Most people can't. And that's not a criticism. It's just that nobody ever gave them a definitive list of all the actions they should do in what order. So I made one and I turned it into a large physical wall planner that you can pin up in your office. And I'm giving this wall planner away completely free. Not free. When you enter a credit card, you don't need to do that. Not free with a hidden subscription that's going to jump up and say, hey, trial this. There's no subscription attached to it. It's completely 100% free with no catches. I print it, I put it in an envelope, and I mail it to you at my own cost. I don't actually do this myself. My team does it for me. But the reason I do it is because that's how I start a relationship with MSPs who might one day go on to work with me properly. That's why we do this. And that's the whole deal. So if you want one of these wall planners, we'll send one to you. Just go to mspwallplanner.com you can do that right now. Or if you're watching this on YouTube, just scan the QR code that's on screen right now. We talked earlier about Facebook advertising and how the Andromeda update has made it worth a second look. But I do want to come to LinkedIn because there's a question that comes up constantly from new members joining my MSP Marketing Edge. And I want to give you a definitive answer for once and all. The question is this on LinkedIn, should I focus all of my attention on my personal profile or my company page? And to me, the answer is clear, unambiguous, and backed by 3,000 million data points. I made that number up, but you get the idea. It's a mountain of data. The answer is your personal profile, full stop. And here's why. LinkedIn's algorithm treats personal profiles and company pages in completely different ways. And those differences are not subtle. All the data from last year and this year to date is consistent across every study that I've looked at. Personal profiles generate somewhere between five and eight times more engagement than company pages posting identical content. In fact, one one study found that personal profiles deliver 561% more reach than the equivalent company page. And organic reach for company Pages has dropped 66% since 2024. Stop talking about numbers. In other words, if you're putting most of your LinkedIn energy into your company page, then the algorithm is quietly making sure that almost no one sees it. Only about 2% of LinkedIn's feed is made up of organic company page content. 2%. You can look at that yourself. Go into your LinkedIn feed. How often do you see updates from pages? Not very often is the answer. And compare that to top creator content from personal profiles, which actually makes up 31% of the feed. LinkedIn is explicitly built to show content from people, not from businesses. And LinkedIn has been very deliberate about this direction. It wants to be a place where humans connect with other humans, where a business owner in your town feels like they're getting useful content from a real person that they've come to respect over time. And that means that a company page, no matter how well maintained, can never replicate that feeling. It always feels like it's a brand talking. But people trust individuals far more than they trust brands. In fact, 92% of B2B buyers trust content from individuals over content from company accounts. So what does all of this mean practically for your MSP? Well, it means that you pick one person to be the face of the business on LinkedIn, and for most MSPs, that's the owner. And then everything flows through that one personal profile. All of the daily posting, the connection requests to ideal prospects, all of the conversations, the direct messages, all of the relationship building, all of it. That one profile is your LinkedIn engine. Now, if we're doing all of that on one personal profile, does the company page matter at all? Well, yes, it does, but for a very specific purpose. At the point when a prospect is seriously considering working with you, they'll almost certainly look up your company. Because that's just how people buy things these days. They Google you or they get an AI recommendation, and then they check you out by looking at your website and your LinkedIn company page. And if your LinkedIn company page looks neglected, with no content for six months, a blurry logo, it just creates doubt, right? It makes them think, is this business serious? Are they still active? Doubt kills inquiries before they ever happen. So you do need to keep your company page alive. But alive doesn't mean active in the same way that your personal profile is active. Here's what I suggest. Post something on your company page once a week. That would be great. Or even just once or twice a month, that'd be fine. You know, you could share your podcast episodes in there. If you do a podcast, you could CROSS Post your LinkedIn newsletter in there. You could put up the old piece of news or the odd achievement, a bit of celebration from your business. Just keep it ticking over. So when a hot prospect lands on your company page during their due diligence phase, it reassures them and doesn't create doubt. Ever. But don't pour your energy into it, don't write content specifically for it, and definitely don't expect it to reach new lead or new people because the algorithm is just not going to allow that to happen at any meaningful scale unless you're willing to pay for LinkedIn ads. And if you do want to run LinkedIn ads, that's a different conversation for a different day. But you do need the company page for that, which is another reason to keep it maintained. So to summarize, because I want this to be crystal clear, your personal profile is where you build audiences, grow relationships, and ultimately convert those relationships into meetings and new clients. While your company page is your digital shopfront that prospects have a look at during due diligence. Treat them accordingly and give almost all of your time and attention to your personal profile. Just keep the company page tidy and updated. And please don't let anyone convince you otherwise, because the data tells the truth. The Ms. MSP Marketing Edge Member Update if you're already a member of the MSP Marketing Edge, I want to make sure that you know about something that a lot of our members find genuinely transformative inside our member portal. It's the training library. And I don't just mean a few videos that someone recorded in a hurry. It's a proper, structured collection of training that walks you through every major area of your marketing. Now, as you may know, we have two memberships available, so in our B2B marketing membership there's everything from how to maximize LinkedIn, how to build a proper marketing machine right through to how to improve your website or build your unique selling proposition. With my standout MSP system, there's also operations training on things like finding and motivating an outbound phone person and what to do if your business needs a course correction. And then on our other membership, which is all about helping you to win co managed it. This is the newer one and one I'm really proud of. There's a full sequence of training that takes you from understanding why B2B messaging backfires with it directors all the way through to identifying your ideal co managed clients, adapting your website and LinkedIn, applying my three step lead generation system to this very different audience, and driving the sales process through to a closed deal. All of that training is there available whenever you need it, in bite sized chunks that you can actually get through in one short sitting. So if you are a member and you haven't yet explored the training section recently, just go and have a look. Go into the portal there in the navigation it says training and if you're not yet a member, as I say there are two memberships available B2B which helps you win more business owners as clients and co managed which helps you win it directors as clients and each of those is only available to one MSP per area. Check if yours is available at msp marketingedge.com/membership Paul Greens MSP Marketing Podcast One of the best things about doing this podcast is I get to meet new people who give me amazing ideas and frankly they enrich my life with their energy and their way of thinking. And that's absolutely the case with today's guest. He was introduced to me as someone who's been highly successful in his business. In fact he grew an MSP from nothing to $20 million in just six years. But also he's such an innovative thinker that he's come up with a brand new concept and he's going to share that with you right now. [00:18:48] Speaker B: My name is Juan Fernandez and you know Paul, one of the opportunities that I love to share is a lot of my experience. I've been a builder for many many years of my life and I built enterprise, I built all different kinds of corporations but my favorite one is building MSPs. And so previously, you know, I took an MSP and went 0 to 20 million in about six years and then exited that successfully. And you know, across 16 states, hand built. And during that time I learned a lot about how to build, how to lead and how to grow organically. And you know, I didn't have a lot of frameworks. I created a lot of those methodologies and looked at sales and looked at operations and looked at all the things and a lot of that's what I've been interested in sharing back. So as of I exit I went ahead and did a few things. I got bored. I wrote the MSB Owners Handbook, something that was a give back book to the community to take some of those models and activate them. But then I also invested in SaaS companies and other and I brought some SaaS companies to market and invested in a number of great things and so arrive us to this moment. All these years where I've been giving back to the community and, you know, now I've acquired some MSPs and have stripped them down and rebuilt them in this modern era. And we've also launched MSP as a service. And so it's a really exciting time and it's an honor to be here. [00:20:08] Speaker A: Yeah, it feels like we have a legend on the podcast. Finally got you on the podcast. You've just taken the record for the longest intro, which is fine. I'm good with that. That's all good. But, yeah, we have so much to talk about, so I wanted to get you on. In fact, it was when you launched MSP as a service, that was when you and I chatted on LinkedIn and we both know Mark Copeman very well, who is another legend in the channel. But I wanted to explore with you what MSP as a service is. We're going to do that towards the end of the interview, but I'd love to just delve a little bit more into your story and what you've done and the book. The book looks amazing and I think it's going to be one of those books that every MSP should have on their bookshelf. So let's just. Let me, let me rewind you a little bit, if that's all right, and go back to when you first got into the channel. So you said at the beginning of your introduction that you took. Am I right in saying you took an msp up to $20 million, is that right? [00:20:59] Speaker B: In six years? Yeah. [00:21:00] Speaker A: So give it, give us, give us the brief story of what happened there and how did you do it? [00:21:05] Speaker B: You know, it took, you know, one of the things that I talk about all the time is, you know, when you're getting ready to do something, you know, a lot of folks do things in a different way. You know, I talk about the accidental entrepreneur and I built another IT company previous to that, back in the early years. I took to about 3 million after two years. And it was an early day of the old model of break fix and government contracting and, you know, the first days of really starting to manage infrastructure. And that was not my biggest success, but I learned a lot about what I didn't know and I spent a lot of years tooling around how to actually make it work. And so when I started the last, the biggest msp, that one I'm talking about one of the things that I spent a lot of years doing was ironing out what it was going to take to make money. I ironed out a lot of who I should bring with me in terms of talent. What was the conversation? Who was the customer type? You know, previous in my career, I built a lot of industry and enterprises. So I worked in the financial sector. I worked in, you know, the private sector. I worked in a number of different entity types, building them and realizing what. What made them tick. Why did the board make a decision? Why do executives buy? What are the things that they're looking for? Where is this cost consciousness, like, in taking all that and putting it into this model and then ultimately, you know, launching that model back in 2015. And, you know, we started off really small in a little place called Durango, Colorado, out of nowhere. And then that's, you know, if anyone knows anything about it, there's about 7,000 people in that city. So of all the places to start, an MSP in the middle of nowhere, in the mountains is probably in a vacation town, is probably not everyone's first choice. So we picked the hardest place to start to validate our thesis, and then we continued on from there. And then we went into big cities like Dallas, Houston, Austin, League City and others, and Tulsa and Oklahoma. We went into each of those cities and really took those cities over by becoming the point of presence and really allowing customers to know that we were the trusted advisor. We went into a lot of those chambers, and we basically presented ourselves as a trusted advisor in those spaces and became their de facto, you know, referral point. So anybody that came in there was like, oh, man, have you guys met this IT company? Like, they know what they're doing, because, I mean, we learn a lot from them and they've helped our business. And so we started to see this. But really, what I unpacked, and you'll love this, Paul, because, you know, there was something interesting. As we were building a framework for our success, I was illustrating that same thing back to businesses on how we delivered their success. And ironically, what was interesting was, is that those businesses had never seen a framework for business success. And so I just started. They were like, well, how are you doing this, Juan? How are you growing this so fast? Like, I need some of that. I'm an SMB, too. And I was like, I thought you knew what you were doing. And they're like, no, we're entrepreneurs, too. And I was like, oh, my God, well, let's try it together. And like, does this work for you, too? And next thing you know, I became their trusted, like, I was their business advisor, I was their trusted partner. I was their growth partner. And next thing you know, we were all growing together and that's how that thing exploded because they came raving fans. And the next thing you know, we were all just, you know, doing great business. So still great friends with a lot of those people. And today they still cheer me on and, you know, it's just really fun to, you know, look back at that journey. So thanks for asking, Paul. [00:24:46] Speaker A: Yeah, no, I mean, thank you for sharing that with us. So if you were to crystallize that down into. I like talking about practical stuff because that's what MSPs want is practically, what do I do? And it's very hard, I appreciate, to crunch six years of millions of decisions and millions of wrong steps into. Into what, what to do. But what you just talked about there is turning people into raving fans is. It's a difficult thing to do unless you're. I can see it suits your personality type. I can see it suits your desire to help and to get involved with other people. If you were to crystallize some of, some of the things there into practical actions that an MSP owner listening to this or watching this on YouTube could do, what would those be? [00:25:24] Speaker B: You know, there's a couple of things that I focus on a lot. You know, in the book that MSP Owner's Handbook, we give. I give away a lot of the models around how to activate success. And I'm not selling you the book because we don't make any money on the book. The money actually goes back to the community for certification. But, you know, there are some key moments. I always say, I have a ring of 100 keys. Everyone's like, one. I want the 100 key. I just want to unlock the last door to success. And I'm like, actually, you need key number four. And so key number four and one, two, and three. First of all, you know, in order for us to deliver success, you have to go through the process of understanding how to deliver success, Right? People buy plans that equal their success. Was probably the first equation that I thought was the one thing that unlocked everything, right? Like, my plan gets you somewhere, and that is through the thoughtful use of technology, right? I'm able to intersect technology on your growth. Mechanic was really the first one that I felt. This is the thing for them. So focusing on not the tech and not the talk and not any of that, but having business conversations around how technology is enabler and coming into the room talking like that really changed the whole conversation. We're on their playing field now and having conversation. They're buying everything that I'm asking them to buy because they can see the transactional and the improvement in the roi. They were, you know, the friction was devoid because of the fact that they understood that there's a mechanic of secure business versus just doing business. Right. Like the conversation switches when you start to change how you approach, and that comes from the way you tool on the back end. I see a lot of people grabbing products and saying, hey, I need you to buy this. I don't know why I need to buy that. Like, there's no business reason why I need to buy that. So they say no. Right. And we went no hunting throughout our entire ecosystem of tracking no. And learning how do we get yes. We spent a lot of time. I mean, I was in the field, so I had to teach people really quickly how to be successful. And so I'm like, hey, stop asking questions that lead to no, that's a dumb question. Don't ask that. Ask this. This leads to us because we can do this. So we had to create processes that generated an outcome. And we said, hey, do companies like yours have this problem? Absolutely. Well, we have a process for your success there. And they're like, that's different. Right. So that little tweak is so impactful and that's so easy to do. It just takes a second to sit down and figure out what success are you delivering and how do I get them? Ask them the right question to get them to that point to say, yes. [00:28:02] Speaker A: I love that. And you mentioned the book again. And this is, this is the book plug time. So just tell us, tell us again what that book is called and. Yeah, what's, what's inside. And you said that you wrote it to give back. So. So is it literally you, you with the, the power and clarity of getting out of that business and stepping back and looking back and saying, what did we do? What were the playbooks that made. Is it literally that. That you've just put in the book? [00:28:26] Speaker B: Yeah. So the book is the MSP Owner's Handbook. This is the first of a series. We have a couple. This one in particular I talk about because it's a QBR edition, and in the QBR edition, this was an area of activation. Inside of it has worksheets that you can go and get, and you look at asking questions and looking at the life cycle of the customer and really diving into some of the things that really I felt were the moments that we should start thinking about now, in this next evolution, I mean, this was many years ago that we put this out, but now here we stand. You know, I have a talk now, and one of the questions I ask is, what do you do when what you do isn't what you do anymore? We got to start thinking about the new value equations, right? How do we start becoming more valuable to the customer and not focusing on the noise? And that's really where the birth of MSP as a service was. But we'll get there. In the book, there's a lot of worksheets. And again, yes, the cost of the book does go back. It goes into a fund, and then people that apply on the Give Back page, we give that money to certifications. Because I know how hard it is to get started. I was once a young technician trying to figure out how to pay for my A plus, Right. Like, and it was, you know, I had to do it twice because I failed the first time. Right. But, you know, we all start somewhere. And this was my remember where I came from moment where we could give back. And so a lot of that learning of building, tooling, and delivering success is in the book. And it was a collab between me and Marnie Stockman, which, again, she built Lifecycle Insights and then exited that to Scalepad. So it comes from a point of knowledge and presence, and there's a lot of good value. We've received tons of feedback over the years, and hopefully people get value out of it on the show and into the future. [00:30:14] Speaker A: And it's on Amazon. [00:30:15] Speaker B: Presume it is on Amazon. Correct. Yeah. [00:30:18] Speaker A: Yeah. Audible as well. [00:30:19] Speaker B: No, I don't believe it is. I think it's just. It's just hardcover right now. We. We have. [00:30:24] Speaker A: We have to do that as someone who's. As someone who's recorded his own book, which is on Audible. It's called MSP Marketing Start. Hey, I just plugged my own book. How cool. You've got to do it. You've got a great voice for this. I can. I can just imagine you reading that book, and it's a bit of a pain. And Audible has very strict rules about what you can and can't do. But once you've passed their audition process, it's a breeze. It's a breeze. It really is. [00:30:45] Speaker B: I want to have to look at having you maybe read it, because I don't have a. I don't have a cool accent. [00:30:51] Speaker A: I knew I'd give you something to do off this. Let's finally talk about MSP as a service, which you mentioned a few minutes ago. So, yeah. What, what, what is this? It's a great. The second I saw your announcement about this a few months back on LinkedIn and I went over to. I went and looked at your press release and I went and looked at the website, I'm like, okay, this is an interesting idea and this is new in it. And obviously you and I know that every day in the channel, like 15 new things are launched. But they're often variations on a theme, aren't they? They take. Someone's taken something and they've adapted it slightly or they've put a new spin on it, or it's cheaper or it's better or whatever. And that's not intended as a criticism because every launch has hundreds and hundreds of hours that's gone into it. It's just. It's just an observation. And then about once, two, three times a year, someone launches something and you're like, oh, okay, that, that's new. I've never heard of that. I've never thought of that. MSP as a service was one of those. So we all know what as a service means. We all know what an MSP is. What have you done? What have you bolted together? Is MSP as a service? [00:31:48] Speaker B: You know, one of my favorite comments during the interview process, because we did like 30 plus interviews and it was insane to talk about, but one of my favorite comments that came back to me was about this. They said, do you understand astronomy? And I said, yeah. They're like, you know, about 3i Atlas. Like, it's this new meteor that came out of nowhere at speeds no one's ever seen on a perfect trajectory. And I said, yeah, I've heard of that. And they're like, this is kind of like that. None of us saw it coming. It has a trajectory towards something that's very different and it's gathering everyone's attention because it's something new and different. And I said, can I use that? And they're like, 100% because I was like, I couldn't have said it any better. But that being said, MSP as a service was born out of a desire for me to do a couple of things. And I have a great team of wonderful folks that decided to come on this journey with me because there's been some opportunities in the channel where I feel like there's been some compression. And what I saw, as I call myself a resident msp, is it became a voice of a few. And I love community, right? I have this whole mantra called community over competition. And I love bringing people together to do new things. And MSP as a service was by attempt to re stimulate the entrepreneurial ecosystem and get new, new blood in here to fill in some of the gaps and add some wonderful voices back in here that I felt like we were losing some of that community over the last few years. And so I've been very adamant about sharing. And so I wanted to give people the opportunity to grow their business and then share. And so we started on that path. And so MSP as a service, if you think about it as an ethos, it curated something new and different. Right? So we are a 24,7 Knox Sock and Service provider. But on top of that we're what we call the world's first elastic service provider. Because some MSPs need everything which we can terraform new earths and get them up and running and they can get started with profitability. Day one instead of having to go through all these long arduous moments of contracts and implementation and training. Like day one, they can flip us on and it's ready to go, like, and it's profit before expense. So they can go and they can get signed up and they literally can wait till they close a customer. In that moment they pay and they actually get money in their pocket. Day one, which is not an entrepreneur journey. None of us have ever known how to make. Like, not a lot of us got money first. We had pain first, then money. So this changes the mantra of how you get there and then we serve. The elasticity allows us to deliver. You know, if you already have certain products or you have an RM member PSA that you love, or you have a security product that you love, we can manage it, we can run it, we can escalate, we can, you know, work through sop. We're all ITIL framework, so we have ability to manage and you know, wherever the MSP is delivering value, allow them to still do that. Like, hey, I already have a contract, I can't use yours because I'm already in. Hey, that's totally fine. We'll work with yours and work with that and we can manage it. It's no problem. So we act as an OEM and can manage all things and provision all things and deploy all things across tons of vendors that have come together on this community over competition initiative to create this elasticity to give us the opportunity to get people and our MSP partners to grow really fast. And we're on the bus together to help them. So we've done some really cool things with vendors that have never in their lives thought about doing something like this. And some of the announcements that you've heard up until this point are proof of that concept. So, you know, we're just having a lot of fun and really focused on our partner success. [00:35:33] Speaker A: Yeah, I love it. I love it. And it seems a very natural next step for you based on I didn't know you particularly well. Obviously I knew of you. I didn't know you particularly well before we had this conversation. And I can see now how that's a logical next step for you in your journey, which is amazing. What are you going to do in 10 years time? That's the question. We'll find out in episode 700 and something in 10 years time. Quan, thank you so much for being on the show. You've been very generous with your time with your, with your ideas. So MSP as a service, it's. Where do we go to find out more about it and also what's the best way to get in touch with you, Whether it's about MSP as a service or. Or just because you're a cool guy and we just want to shoot a message to you. [00:36:10] Speaker B: You know, I'm a very big community guy for everybody that's out there. If you want to come and learn more about MSP as a service, please do me a favor. Go to msp-aas.com if you want to come over to LinkedIn and find me. I'm Juan Fernandez and just type MSP on the end. I'm the only one that's out there. You can click book time. My cell phone number is on there as well. You guys can grab anytime you need. You need an ear, you need a chat. As an entrepreneur, you're trying to figure it out or, you know, maybe you've been around for a while, you need some advice. I'm always available and my wife is well aware of that as well. So just know that time knows no limits. With me, it's all about community and helping everybody get to that next. Evolution man. [00:36:50] Speaker A: Coming up, coming up next week. Cracking show today. Thank you for staying with me till the end. I've got another one lined up for you next week where we're going to look at webinars. I believe that every MSP should be using webinars to not only warm up prospects, but actually to find out who is the hottest prospect right now. We all know that managed services is the longest sales cycle in the world and using webinars can speed things up considerably. We're going to delve into that in detail in next week's show. See you then for MSPs around the world. Around the World, the MSP Marketing podcast with Paul Green.