Stride Live Webinar Recap with with Tim Fitzpatrick (President, Rialto Marketing)
When marketing feels like a maze, it’s easy to get stuck doing the same things everyone else is doing. But as Tim Fitzpatrick, President of Rialto Marketing, shared in our latest Stride Live session, MSPs don’t have to settle for blending in. With over 25 years of experience growing and operating businesses, Tim brings clarity to the chaos with five practical differentiation strategies MSPs can implement right now to attract and retain their ideal clients.
In this conversation, Stride’s Casey Seaborn sits down with Tim to unpack what true differentiation means, where MSPs often go wrong, and how small shifts in positioning and messaging can drive major impact.
Here Are the Key Takeaways MSP Owners Need to Know:
1. Narrow Your Audience to Clarify Your Message
Many MSPs fear getting too niche—but narrowing your target audience can actually amplify your message. Tim explained that defining who you serve best allows you to speak directly to their pain points, differentiate from generalist competitors, and build trust faster.
Rather than marketing to “everyone who needs IT,” consider the traits your top clients share: Are they in healthcare? Legal? 20-person firms with no in-house IT? The more specific you are, the more powerful your message becomes.
Pro Tip: You don’t have to fire current clients outside your niche. But when it comes to marketing, specificity wins. Creating an Ideal Client Profile (ICP) helps sharpen your positioning and streamline outreach.
2. Lean Into a Strong Value Proposition
If you can’t clearly explain what makes your MSP unique, prospects won’t see why they should choose you. Tim emphasized the importance of articulating your value proposition using your clients’ language—not just technical jargon.
Your prospects don’t care about your stack. They care about results: less downtime, fewer tickets, better employee productivity. Talk about outcomes, not inputs.
Key Insight: Your differentiation often lies in how you deliver your services—your approach, your support model, your proactive planning—not just what you deliver.
3. Use Consistent, Simple Messaging Across Channels
Your website, email campaigns, and sales materials should all reinforce the same core messaging. According to Tim, inconsistent or overly complex messaging is one of the fastest ways to confuse (and lose) potential clients.
Tim introduced the “Grunt Test”: If someone lands on your homepage, can they immediately understand what you do, who you do it for, and why it matters? If not, your messaging needs work.
Pro Tip: Replace jargon like “strategic partner” or “cutting-edge technology” with clear, client-focused benefits. Simplicity sells.
4. Focus on Marketing That Builds Momentum
Tim introduced the concept of a marketing engine—one that works continuously rather than in fits and starts. MSPs often rely too heavily on referrals or sporadic outbound efforts. Instead, build a system that consistently attracts, nurtures, and converts leads.
An effective marketing engine includes:
- Attract: Content, SEO, events, LinkedIn
- Engage: Lead magnets, webinars, email nurturing
- Convert: Sales conversations, case studies, a strong CTA
This engine keeps your pipeline warm year-round and gives you leverage to scale beyond word-of-mouth.
Tactical Tip: Email marketing and recurring educational content (like webinars) are high-leverage tools MSPs can use to stay top-of-mind with prospects.
5. Don’t Try to Do It All—Prioritize What Works
With limited time and resources, MSPs need to be selective about where they invest in marketing. Tim advised focusing on strategies that align with your strengths and resonate with your audience.
You don’t need to master TikTok or pour money into five tools at once. A simple system, executed consistently, beats a complicated strategy executed poorly.
Pro Tip: Even a one-page marketing plan can provide clarity. Outline your ICP, core messaging, primary channels, and 90-day goals.
Final Thoughts
Differentiation doesn’t have to mean reinventing your entire business. As Tim Fitzpatrick shared, the most effective MSPs clarify their audience, focus their message, and build a simple but repeatable marketing engine. The key is being intentional—about who you serve, how you communicate, and where you invest your efforts.
With the right foundation, your marketing can stop feeling like guesswork and start driving real, sustainable growth.
Want to watch the full conversation?
Watch the full webinar on LinkedIn.
About Rialto Marketing:
Rialto Marketing provides marketing consulting, advisory, and outsourced executive services to MSPs and other B2B businesses. Their team helps owners escape the marketing maze and build engines for growth—with practical strategies that eliminate guesswork and boost results.
Learn more at www.rialtomarketing.com.
About Stride Services
Stride Services is a comprehensive financial partner for MSPs, providing outsourced bookkeeping, tax, and advisory services designed to improve clarity, support confident decision-making, and eliminate financial fire drills. Whether you need monthly accounting support or proactive tax guidance, Stride helps you stay on track and plan for what’s next.
To learn more, visit www.stride.services.
Show Notes + Transcript:
Casey Seaborn: Email
Casey Seaborn: LinkedIn
Tim Fitzpatrick: LinkedIn
