Mastering Niches: Transform Your MSP with Targeted Specialization
Fri Jan 23 2026
In this episode of the Know Grow Scale podcast, Laura Johns, founder and CEO of the Business Growers, discusses the importance of MSPs mastering a vertical or niche to transform their pipeline and improve sales conversions. She touches on the common fears MSPs have about limiting themselves and provides practical steps for successfully specializing in a vertical. Laura explains key elements required for this strategy, such as niche-specific websites, case studies, video testimonials, email marketing, and more. By following these steps, MSPs can position themselves as experts, build trust, shorten sales cycles, and increase lead quality. Laura also hints at the timeline for gaining momentum and when to consider adding another vertical.
00:00 Welcome to the Know Grow Scale Podcast
00:16 The Power of Niching for MSPs
01:18 What Does Mastering a Vertical Mean?
02:54 Why MSPs Struggle to Pick a Niche
04:49 Building the Right Pieces to Master a Vertical
09:05 Case Study: Medical Vertical
10:18 When to Add a Second Vertical
11:40 Conclusion and Next Steps
The Business Growers: https://www.instagram.com/thebizgrowers/ _________________________________________________________
About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com
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In this episode of the Know Grow Scale podcast, Laura Johns, founder and CEO of the Business Growers, discusses the importance of MSPs mastering a vertical or niche to transform their pipeline and improve sales conversions. She touches on the common fears MSPs have about limiting themselves and provides practical steps for successfully specializing in a vertical. Laura explains key elements required for this strategy, such as niche-specific websites, case studies, video testimonials, email marketing, and more. By following these steps, MSPs can position themselves as experts, build trust, shorten sales cycles, and increase lead quality. Laura also hints at the timeline for gaining momentum and when to consider adding another vertical. 00:00 Welcome to the Know Grow Scale Podcast 00:16 The Power of Niching for MSPs 01:18 What Does Mastering a Vertical Mean? 02:54 Why MSPs Struggle to Pick a Niche 04:49 Building the Right Pieces to Master a Vertical 09:05 Case Study: Medical Vertical 10:18 When to Add a Second Vertical 11:40 Conclusion and Next Steps The Business Growers: https://www.instagram.com/thebizgrowers/ _________________________________________________________ About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com