In the MSP market the highest-value prospects are rarely cold — they are businesses already locked into a provider they dislike, trapped by the fear of a painful migration and the inertia of a multi-year managed-IT dependency. A broad demand generation campaign cannot move those accounts; it can only wait for them to surface. ABM can go to them. We select target accounts on the signals that mean a company has a live re-evaluation underway — growth events, compliance triggers, breach headlines, a new IT leader — map the buying committee from the internal IT contact or champion up to the business owner or CFO who signs a multi-year contract, and multi-thread both with content that removes the switching fear and builds the trust the category demands. Every account is tracked in your CRM. Built for MSPs with a clear vertical focus or enterprise target segment, measured in qualified assessments and signed recurring contracts — not leads, clicks, or traffic.
We start with your commercial reality: average contract value, your target verticals and geographies, whether you are moving up-market into enterprise or defending mid-market share, the sales cycle length and who carries it, and how many named accounts your team can genuinely work. We audit your current pipeline for what a winning MSP account looks like — which triggers surfaced them, who in the committee engaged first, what objections appeared — and we map the trigger signals and firmographic filters we will use to build the target list and distinguish accounts with a live re-evaluation from those still frozen in incumbent inertia.
We hold your situation against the account-based and full-funnel programs we have run for managed-service and managed-security providers among our 60-plus B2B tech clients. An MSP moving up-market into enterprise accounts in healthcare or financial services is one playbook; an MSP targeting mid-market companies in a compliance-heavy vertical with a co-managed security wedge is another. That pattern-matching tells us fast whether your real constraint is account selection quality, committee coverage up to the CFO, switching-fear removal content, or a tier model that doesn't match your sales capacity — and which plays have converted named accounts to multi-year contracts at your ACV level.
We commit to the target list, the tier model, and the channel mix that fit your buyer, your geography, and your sales capacity — and we scope it tightly. A focused one-to-one program against the handful of accounts with a clear re-evaluation trigger and the contract size that justifies deep personalization beats a thin one-to-many sprayed across a list no account executive can work. We decide which named accounts lead, which are in a slower trust-building track, and which channels are worth the investment given your ACV and the length of the trust-heavy MSP sales cycle.
We stand up the program as a system: the trigger-qualified account list, the bottom-up committee maps, the account research, the split-committee content and offers (switching guides, migration proof, compliance credentials, industry case studies), the multi-threaded engagement sequences that escalate from IT contact to business owner and CFO, the handoff rules to your sales team, and account-level CRM tracking. The bar is that the business owner reads it and thinks 'this provider understands how a company like mine runs IT and what goes wrong when a switch goes badly,' and the CFO sees a risk-removal and contract-clarity case they can defend. Then we launch against named, trigger-qualified accounts.
Each cycle we combine account-level CRM data with direct feedback from your account executives and vCIO on which accounts and which threads moved. We drop accounts showing no re-evaluation signal and no executive reachability, double down on accounts warming across multiple committee roles, refine the switching and risk-removal content each buyer role responds to, and adjust which contacts and channels we pursue. The program compounds because it is optimized against account engagement and signed recurring revenue — not traffic, lead counts, or assessment volume — and it sustains across the long, multi-stakeholder trust cycle an MSP deal requires.
We have run account-based and full-funnel marketing across 60-plus B2B tech engagements and spent 9-plus years marketing to the exact buyers who sign managed-IT contracts — business owners, CFOs, IT leads, and operations directors in mid-market and enterprise companies. We know that in the MSP market the obstacle is rarely awareness; it is inertia and switching fear. We know the triggers that open a live re-evaluation window — a compliance audit, a breach at a peer, a growth event that exposes operational gaps, a new IT leader who inherits an incumbent they didn't choose — and we know that the committee splits across business risk, contract and budget risk, and day-to-day operational trust in ways that require separate content and messaging for each member. We build your account list and your committee map from that pattern recognition, not from a blank discovery questionnaire.
Before we launch a single play we diagnose whether ABM is the right constraint for your growth — and the MSP failure modes are specific. Sometimes the target list is a firmographic wishlist of logos with no evidence of a live re-evaluation, so the program spends months reaching accounts that are not yet ready to move. Sometimes the real bottleneck is a blurry or undifferentiated positioning — every MSP in your list sounds identical to the two they're comparing you against, so multi-threading the committee doesn't help. Sometimes the switching-fear layer is missing entirely and the program moves accounts to an assessment they then cancel because the migration conversation never happened. Because we have seen these failure modes across dozens of technical-services companies, we usually name the real constraint in the first weeks instead of running an expensive account program against the wrong problem.
An account-based program for an MSP reaches a split committee through whatever each member trusts — LinkedIn title targeting to reach the business owner, CFO, and IT lead inside a named account, switching and migration content that de-risks the move for the operations or IT contact, executive-facing proof assets (case studies led by business outcome and risk removed, not RMM or EDR badges), reference calls with clients in the same vertical, and tightly scoped account-level ads. But the mix follows your segment and your ACV: a one-to-one program against ten named enterprise accounts with a six-figure contract potential looks nothing like one-to-few across fifty mid-market companies in a specific compliance vertical. We choose the tier model and channel mix that fit your account count, your contract value, your vertical focus, and the sales capacity to work named accounts — and leave out what only adds cost without reaching the room.
In an MSP, the people who know whether a target account is genuinely re-evaluating are your account executives, your vCIO who runs discovery calls, and whoever handles the migration conversation — not a dashboard. We build the account list and the committee map with them, review every cycle which named accounts deepened engagement or went quiet, read which threads opened inside an account and whether it was the business owner, the CFO, or the IT contact who warmed, and listen to the exact objections the room raised — 'we're locked in for another year,' 'our CFO is worried about migration cost,' 'our IT guy doesn't want to change.' That feedback rewrites the next cycle's targeting, the switching and risk-removal content for each committee member, and which accounts we push versus keep in a slower-burn track.
We instrument ABM at the account level in your CRM, not as a pile of lead metrics — and for an MSP that means the thing most programs skip: separating broad inbound attention from genuine account-level engagement on a named list so you can see which target accounts are moving toward an assessment and which are not. We track engagement account by account: which named accounts moved from cold to actively engaged, how many committee members each activated and which role they sat in, how ABM-touched deals convert versus the rest, and what those contracts are worth in annual recurring revenue. Across our portfolio that account-level discipline is part of how we have tracked $30M-plus in CRM-tracked, marketing-led revenue — and it is how we give your sales team a clear, honest read on which accounts to invest time in.
Strategy first, channels second, sales feedback always. We measure by the qualified demand and revenue we can trace back inside the CRM.
Our founder led their marketing as Head of Marketing, running a 7-person team across SEO, demand gen, and paid — $1M/year in marketing revenue. Re-engaged in 2026 and halved cost per MQL and SQL.
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Senior operators on every account. Never a junior pod.
Rebuilt inbound from scratch — 100% YoY SQL growth, 207% more traffic, domain rating from 12 to 45, and 141 articles shipped.
ServicesFractional CMO · SEO · Demand Generation
“We've seen a 207% increase in web traffic and our domain rating improved from 12 to 45.”
Took a referral-only firm to a real new-business engine — 5 deals and $240K revenue from Meta in a year, plus 2–4 SQLs/month from ChatGPT.
ServicesMeta Ads · Fractional CMO · AI Search
“Their expertise and proactiveness have impressed our team.”
Positioned them as the recommended Salesforce partner inside the major LLMs — two $1M enterprise deals closed from ChatGPT in a 3-month engagement.
ServicesAI Search · Fractional CMO · Meta Ads
“They operated with the discipline and initiative of an internal senior marketer.”
Built the marketing function from zero — website, SEO, paid, AI search — from 166 to 2,513 monthly clicks and 3 enterprise deals won.
ServicesFractional CMO · SEO · AI Search · Meta Ads
“They defined a clear marketing strategy and established our unique value proposition.”
Turned Salesforce-niche SEO into a deal channel — 2.73× traffic and MQL-to-SQL conversion up from 17% to 29%.
ServicesSEO · Content Marketing
“We have started receiving our first inbound requests.”
Restructured the marketing team and shifted to lead-driving SEO — doubling client count and growing SQLs 133% in nine months.
ServicesSEO · Fractional CMO
Switched them from brand-awareness content to lead-driving SEO — 20 of 25 service pages ranked top 5 and the first deals closed from organic.
ServicesSEO · Fractional CMO · Content Marketing
“XQL Group's marketing expertise is a hallmark of the engagement.”
Stood up SEO as a new acquisition channel — domain rating 27 to 44, 50+ leads, and 88 articles in nine months.
ServicesSEO
“Their subject matter expertise is highly impressive.”
After six months of zero results from another agency, we delivered +70% Google clicks and grew AI-assistant traffic from 10 to 154/month in three months — and the first SQLs from SEO.
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Meta appointment funnels at scale — 466 leads and over 100 booked sales conversations from a single paid channel.
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“They've brought structure, strong execution, and constant initiative.”
Set up marketing from zero — positioning, website, LinkedIn social selling, and an ABM campaign that landed four new clients fast.
ServicesFractional CMO · ABM · LinkedIn
“Their ability to combine strategic vision with hands-on execution was particularly valuable.”
Positioned a small studio in a niche AI-search category — recommended by LLMs for 2 commercial keywords, landing a big client in one month.
ServicesAI Search · AEO/GEO · Website
“They knew how to approach AI search practically, not just in theory.”
Recommended by every major AI assistant for 3 commercial keywords, plus a deal closed from Meta appointment funnels.
ServicesAI Search · Appointment Funnels
“What impressed us most was their deep specialization with software development companies.”
Positioned for an important commercial keyword and recommended by the major AI assistants within a single month.
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Took over marketing as their agency after an unsuccessful in-house run — GTM strategy, paid funnels, AI search, and LinkedIn delivered 75 leads and the first qualified pipeline.
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A targeted ABM campaign booked 13 conversations with ICP accounts and opened three opportunities in two months.
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Repositioned the agency, revamped the site, and built appointment funnels that booked qualified intro calls at just $34 each.
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A custom AI-assistant paid funnel produced 76 leads and 34 booked appointments at $123 per call with an ICP.
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Thanks to XQL Group's efforts, we've seen a 207% increase in web traffic and an improvement in domain rating from 12 to 45. The team has successfully optimized our SEO strategy and gained around 160 backlinks. Overall, they're responsive and thorough in their project management.
Since working with XQL Group, our domain rating has improved from 27 to 44. In addition, we've seen a 15% increase in monthly traffic within nine months. The team completes work on time and within the agreed budget. Moreover, their subject matter expertise is highly impressive.
XQL Group's efforts have resulted in 44 leads from paid campaigns and improved web traffic from Germany by 5x. The team is responsive, quickly surfaces issues, and communicates regularly through chats and virtual meetings. Their expertise and proactiveness have impressed our team.
Organic traffic has increased by 10–15% each month, and we have started receiving our first inbound requests. XQL Group's optimization tips have also helped improve keyword rankings, and internal stakeholders are impressed with the team's collaborative approach.
XQL Group has successfully defined a clear marketing strategy and established our company's unique value proposition. The team has also helped hire critical specialists for our marketing team. They are communicative and organized, and their expertise in the tech industry is impressive.
Thanks to XQL Group's efforts, we have defined our marketing strategy and hired key developers for our website. The team has launched retargeting campaigns on LinkedIn and developed a strong content marketing strategy. XQL Group's marketing expertise is a hallmark of the engagement.
They were not just talking about AI search in theory; they knew how to approach it practically.
What impressed us most was their deep specialization in working with software development companies.
They've brought structure, strong execution, and constant initiative to improve outcomes.
They operated with the discipline and initiative of an internal senior marketer.
Their ability to combine strategic vision with hands-on execution was particularly valuable.
Their focus on results and true interest in making things work set them apart.
XQL Group's project management was exemplary.
The quality of their work is consistently high.
They solve different problems and work best layered. SEO and appointment funnels earn attention and convert the accounts that surface organically — buyers who are already searching and self-select into your funnel. ABM goes in the other direction: instead of waiting for an account to find you, you name the specific companies where a trigger — a compliance mandate, a growth event, a new IT leader — has opened a live re-evaluation window, and you orchestrate marketing and sales to engage the buying committee on that named list and convert it to an assessment and a contract. The difference is also what you measure: not traffic, impressions, or aggregate form fills, but account engagement and committee coverage on a named list, tracked account by account in your CRM. For an MSP selling multi-year managed contracts at high ACV, a handful of the right named accounts converted properly can outweigh a quarter of broad inbound that never reaches the business owner or CFO.
By treating incumbent inertia as the primary obstacle and building the program around removing it, not around outcompeting the incumbent on capabilities. Most dissatisfied MSP prospects don't switch because the migration feels too painful — re-documenting, re-onboarding, operational downtime risk — and generic awareness content doesn't touch that fear at all. ABM for an MSP selects accounts where a trigger event has made the pain of staying worse than the pain of switching: a compliance audit that exposed a gap, a breach at a peer, a new IT leader who inherited a provider they didn't choose, a growth event that broke what the current MSP can handle. For those accounts we multi-thread the committee — sending migration de-risking content and a no-downtime migration path to the IT contact or operations buyer, industry-specific proof assets to the business owner, and contract-transparency and liability content to the CFO — so by the time your sales team engages, the switching fear is already lower than it was.
The committee typically has three or four distinct roles, and each one is persuadable by different evidence. The business owner or CEO is deciding who to trust with an operational dependency they will live inside for years — they weight peer references in their industry, case studies from companies like theirs, and whether the provider sounds operationally credible and responsive. The CFO is asking about contract structure, migration cost, renewal terms, and who carries the liability if something goes wrong. The internal IT contact or co-managed engineer is asking whether the new provider will be technically competent in their specific environment and actually responsive after the contract is signed — not just during sales. An operations or office manager, if involved, is asking about the daily working relationship. ABM reaches all of them by mapping the committee for each named account, creating content built for each buyer's specific fear, and running plays that open threads with each role in parallel — so you are not leaving the deal to a single champion who cannot get the CFO or owner over the line.
ABM amplifies your positioning — it cannot substitute for one. If you enter a named account's buying committee looking identical to the three providers they are already comparing, even perfectly executed multi-threading will not close the deal because there is no reason to absorb the cost and risk of switching. The first thing we check before building a list is whether your positioning gives a business owner or CFO in a specific vertical a clear, specific reason to choose you over the incumbent. That does not have to mean re-branding; it often means focusing on one vertical, compliance regime, or business size you demonstrably run IT best for — and then letting ABM concentrate spend on the named accounts where that specific positioning is most relevant. When positioning is the real constraint we will tell you before running a program.
We build the list with your sales team and vCIO around signals that mean a company has a live re-evaluation open — not just that they theoretically fit your ICP. The most predictive signals are: a compliance trigger that exposes a gap in what their current provider handles (a new HIPAA audit, a cyber-insurance questionnaire they failed, a CMMC certification requirement); a growth or operational event that broke their current IT arrangement (a headcount jump, an acquisition, a new location); a leadership change — specifically a new IT leader, CTO, or COO who inherited an incumbent they did not choose and has no loyalty to; a breach or security incident at a peer company in their vertical that made the board ask questions; and a managed-IT contract renewal window within 6–12 months. Firmographic fit — vertical, company size, geography — narrows the universe, but trigger signals determine which accounts within it are actually ready to move. We tier the list by trigger confidence and ACV so your sales team works the accounts most likely to convert first.
We measure at the account level and against leading indicators that predict a contract, not just vanity outputs. From day one we track which named accounts moved from cold to actively engaged, which committee roles were activated in each account, how engagement depth maps to assessment conversion, and how ABM-touched deals progress and close versus the rest — reported in your CRM with annual contract value and recurring revenue as the outputs, not raw lead counts. The leading indicators — number of committee members engaged per account, switching content consumed, assessment booked, CFO or owner outreach responded — tell us early which accounts are genuinely converting so we can invest sales time before the contract is imminent, not after. That account-level discipline is part of how we have tracked $30M-plus in CRM-tracked, marketing-led revenue across our portfolio, and it is what keeps an account-based program funded through a long, trust-heavy MSP cycle instead of cut after one quarter because the pipeline report only showed sessions.
Bring your offer, channels, and revenue goals. We'll show you where the biggest growth constraint is and what to build next.
For B2B tech companies selling complex expertise to serious buyers.
I’m Danylo, founder of XQL. For 9+ years I’ve helped B2B tech companies turn technical expertise into pipeline — 60+ clients and $30M+ in CRM-tracked revenue.
30 minutes, no deck. Bring your offer, channels, and revenue goals — I’ll come with a read on where your biggest growth constraint is and what to build next.
