Richard Tubb's Blog, page 4

TubbTalk 182: Managed Services for the Mind: Boosting Resilience for Leaders

Polly Brennan is a renowned mental fitness coach who has helped not just me but all of my colleagues in TeamTubb. She supports organisations to bring themselves back to a healthier mindset, boosting resilience and wellbeing no matter what comes along.

An Interview With Polly BrennanWhat is Mental Fitness and Why is it Important?

When Polly first started her career, the approach to mental health was that it was a shameful medical problem. Today, we’re all a lot more open to talking about mental wellbeing and speaking up when we’re struggling.

“So mental fitness is about your ability to handle life’s challenges with creativity and resilience. Just as with physical fitness we strengthen our muscles, with mental fitness we work to take better care of ourselves. You don’t wait for a heart condition before you look after your cardio health, so this is the same idea.

“And there’s a simple set of things you can do. I ask people to imagine their mental health on a scale. The bottom end is that you can’t get out of bed, and the other is you’re energised and full of purpose and joy. Mental fitness helps you to move up the scale, even when you’re feeling down.”

Polly’s Approach to Mental Fitness

Because Polly’s background was working in the NHS, she’s been able to build her skills and knowledge and apply that to her own business. She explains that the main reason she set out on her own was to help people to avoid burnout.

“I was working with people who’d already hit their lowest point, and came to the NHS to access support services. I saw that if they’d been supported to build resilience, they wouldn’t have hit crisis point. I wanted to help them spot the early warning signs that things weren’t right.

“So my approach is to help people who understand the importance of their mental fitness. That’s often senior leader who want their teams to thrive and realise that they need to be mentally fit first. I work with them to develop their own mental wellbeing roadmap.”

How to Build a More Connected and Motivated Team

It can be difficult to make team members feel connected when they’re working remotely, agrees Polly. She recommends putting things in place so employees know that you’re prioritising their wellbeing. “It can be something simple, like a quick check in to see how they are. And don’t always talk about work – make an effort to get to know each other.

“Show that you remember what they’ve mentioned in the past, whether that’s asking how a project went or a family event. Too often leaders go straight to asking how work is progressing rather than how their people are getting on.

“Give compliments when people have done a good job. Let them feel valued and appreciated. Encourage the team to share successes and celebrate each other’s wins. Do something fun like ‘star of the week’. And recognise when people have demonstrated their resilience. Praise employees as much as you can.”

How a Leader can Spot the Signs of Burnout

When a company is growing and the teams are fast-moving, signs of struggle and potential burnout can be subtle, but so significant, says Polly. And once you know what you’re looking for, there are a lot of red flags.

“They’re often simple things, like someone is subdued or flat. Perhaps someone who’s usually upbeat and jokey is now doing their tasks and not joining in. Often when someone is under pressure they go into ‘over-function mode’ so tasks get done. But of course that’s not sustainable, and they go into ‘under-function’ – burnout.

“Over-functioning is saying yes to everything but missing deadlines because they can’t do everything. People start to miss informal check-ins; they turn up late and leave early; they don’t engage on team calls. As a leader, when you know someone well enough those subtle changes are actually really obvious. And that’s when you can step in to offer support.”

Building a Supportive Culture to Talk About Mental Health

In any business, there are two competing factors at play. First, you want to be a responsible, approachable employer, but there’s still work to be done. But these can be balanced, says Polly, even if tasks need to be reassigned for a while.

“Make it clear to people that when they’re struggling they acknowledge it without shame. Make sure they know they’re not alone and that they can speak to someone they trust to help them recover. And support them to do a mental fitness scan, too. Are they sleeping well, eating properly? Do they feel stuck?

“Encourage them to check in with themselves and consider a circuit breaker like taking time out, delegating a task or setting new boundaries. As a leader, help your team to develop a safety plan so when they start to feel overwhelmed they know what to do to look after themselves.”

How Leaders can Support Their Own Mental Health

The red flags you look out for in your team are the same things you need to be aware of in yourself. And remember, as Polly says, that the challenges you’re facing might not be within your MSP. “It might be that work is spilling into personal time, or you’re supporting a loved one with something hard.

“It’s fine for you to take time out as well, and in fact you should model good behaviour to your staff so they know it’s ok for them to do the same. Yes, as the boss you will sometimes have to work more hours, but don’t lose sight of the reason you started a business in the first place – to manage your own time.

“And if you only have time off at weekends, make sure you still look after yourself. Don’t rush around and overdo things. You want to go back to work on Monday morning feeling refreshed, energised and motivated for the week ahead.” 

Why Simplicity and Consistency are Key for Mental Fitness

Sometimes we expect there to be a revolutionary new approach to manage mental health and wellbeing. But really, it’s things we already know. These are simple, says Polly, but we do need to make the effort to apply them.

“These are things that I’ve suggested time and again with people I’ve coached, and they always work. But you also need to find what works best for you, so explore all of the options and choose your favourites.

“That could be meditation, journalling, breathwork, cold showers, a walk or listening to music. The important thing is, once you’ve picked your techniques, stick to them. Consistency makes all the difference, even if it seems hard at first or you feel that you just don’t have the time. You have to make the time.”

Why Anyone can Learn Resilience

The good news is, resilience isn’t something you’re born with. Polly explains: “It’s not a personality. Resilience is the result of a set of practices that people do. Those practices take them from just managing to keep their head above water to people who are at the top of their game.

“It really is that simple. It’s nothing to do with biology and it’s not fixed. Yes, what’s happened in the past influences who were are today, but you can absolutely train yourself to be more resilient in work and at home. You need to develop your own mental fitness plan.

“Develop simple habits that work for you and repeat them over and over. Prioritise your own wellbeing at all times, whatever it looks like for you. The people who I’ve found to be most resilient are proactive about working on themselves and having their roadmap in place. It does take time, so keep at it!”

One Daily Habit for MSP Leaders to Develop Resilience

Polly’s advice for developing your own resilience? “Be intentional about how you go through your day. Think carefully about what you do and how you do it. Stay calm in the chaos and try not to be reactive when a challenge appears. Don’t go onto autopilot and firefight.

“Little practices add up to big differences. One good approach is to bookend your day and being conscious of that. Start your day with a workout, a walk or five minutes of journalling. Commit to that before you check emails, open social media or make a call. Ease into the working day.

“And at the end of the day, let your body know that you’re in relaxation mode. Turn your laptop off and switch off notifications on your phone. Change into comfortable clothes, close the office door, walk around the block. Just do something to change modes.”

How to Connect With PollyPolly’s website: Adventurous CoachingLike Adventurous Coaching on FacebookConnect with Polly on LinkedInSubscribe to Polly’s YouTube channel***@*****************ng.com” target=”_blank” rel=”noopener”>email PollyHow to Connect With MeSubscribe to TubbTalk RSS feedSubscribe, rate, and review TubbTalk on iTunesSubscribe and rate TubbTalk on SpotifyFollow TubbTalk on iHeartRadioFollow @tubblog_msp on InstagramMentioned in This EpisodeKoast RadioRichard’s interview on Koast RadioRichard’s book: The IT Business Owner’s Survival GuideAcademic: Brené BrownPersonality profiling: i3 profilingTeam communication tool: SlackSlack polling tool: GeekbotPodcast interview with Kevin O’ Laughlin of Nostra ITPodcast interview with Dray Aga of HuntressFree download: five first steps for MSP owners noticing mental strainSpeaker and author: Karl PalachukPodcast interview with Nigel Moore of The Tech TribePodcast interview with Dan Scott of Evolve/IT NationPolly’s online on demand mental fitness programme: Adventure MapPolly’s membership: The Adventure ClubLogi FirewalkingPerforming circus: Let’s CircusComedian: Cal HalbertBook: Bob Burg: The Go-Giver: A Little Story About a Powerful Business IdeaBook: Bill Perkins: Die with Zero: Getting All You Can from Your Money and Your LifeBook: Hugh van Cuylenburg: The Resilience Project: Finding Happiness Through Gratitude, Empathy and MindfulnessBook: Belinda Kirk: Adventure Revolution: The life-changing power of choosing challengeBook: Brené Brown: Daring Greatly: How the Courage to Be Vulnerable Transforms the Way We Live, Love, Parent, and LeadBrené Brown leadership programme: Dare to LeadConnected Coaching NortheastYou Might Also be Interested inFor Better MSP Wellbeing: We’re Not Machines, We’re Human BeingsVideo: Applying an Adventurous Mindset in Life and Work for Robust Mental FitnessMental Health Resources for MSP Business Owners

Tubbservatory Round-Up #41 – May 2025

Tubbservatory Round-Up – Tools and Resources for Your MSP

Welcome to the May edition of the Tubbservatory Round-Up – your monthly compass to navigate the ever-shifting MSP landscape with confidence and clarity.

All month long we’ve been scouting the industry’s most valuable resources. We’ve carefully selected the best essential tools, thought-provoking insights, and strategic resources specifically designed to propel your MSP business forward in today’s competitive environment.

In this edition, you’ll find:

→ Why now is the time for MSP mentoring
→ How to get support for your MSP event
→ Getting your MSP finances sorted

Are you ready to transform these insights into action? Explore our complete May collection and take the next step in your MSP’s growth journey!

Tubbservatory: The May 2025 Round-Up Video

Tubbservatory Round-Up #41: May – Week 1#1 The Secret to Scaling Your MSP

Want to know what the secret is? Of course you do! SuperOps, the next-generation MSP platform, have announced some game-changing new features to propel your MSPs journey. They share more in an on-demand video.

Those features to the SuperOps platform enhance efficiency, boost productivity, and fuel MSP growth, and the fun part about this video is that you’ll get to meet the product masterminds at SuperOps who’ll give you the inside scoop on what’s cooking for 2025.

#2 Your Questions are Horrible!

So says Juan Fernandez from SuperOps in an interview with James Steel for the Harvest MSP Sales Show. Sounds a bit harsh, but they had a great conversation. 

Fernandez and Steel discuss why successful MSPs should never pitch; they should position themselves as problem-solvers instead.

The best MSPs don’t “sell” says Fernandez—they become indispensable. If you’re struggling with low close rates or price objections, this episode will change how you approach MSP sales.

#3 Are We Ready for Mentoring in the MSP Space?

MSP legend and friend of Tubblog, Karl Palachuk, says that now is the time for mentoring. Palachuk has announced a new Reddit around mentoring in the IT industry.

The initiative is to facilitate more discussion about IT career paths, and how “older” (more experienced) folks can help “younger” (less experienced) folks make the most of working in IT. 

The big goal is to help mentees become more professional, avoid unnecessary mistakes, and embrace this wonderful industry as a powerfully good part of their life.

#4 Want to be More Productive?

Here’s a new book recommendation from Richard. The Productivity Diet is written by productivity expert Mike Vardy. 

In the book, Vardy challenges the traditional “more is better” mindset and instead offers a sustainable approach to productivity—one that prioritises effectiveness over efficiency and quality over quantity.

#5 MSP SuperSummit Manchester

Were you at the event too? Did you get a chance to catch up with Richard? Share your highlights in the comments.

And if you’re thinking, “SuperSummit, what’s that?” I’ll explain. Organised by SuperOps, the event has built a top reputation for no-vendor pitches, strong peer community networking, and practical, real world advice for MSPs.

It’s free to attend and open to all MSPs. Find our roundup article below!

Tubbservatory Round-Up #41: May – Week 2#1 SAT Programmes – Good or Bad?

Security Awareness Training, or SAT, has become  a staple of many MSPs’ cybersecurity tool stack, but The Wall Street Journal recently shared their opinion that SAT Programmes “Do More Harm than Good.” What do you think?

Well, Dima Kumets and James O’Leary — two men who know a thing or two about cybersecurity — recently tackled the SAT debate on the Huntress blog. Have a read to see how effective (or not) your SAT programme is.

#2 Want to Host an Event but the Prep Feels too Daunting?

Events are a huge source of new business for MSPs, but organising events can be a huge challenge. Well, that’s something that Project MSP from Fresh Productions aims to help with!

You pick a date, time and place, and Project MSP helps your MSP leverage your existing resources, such as Marketing Development Funds from vendors, to finance the event, as well as managing the event from start to finish.

Notable UK MSPs such as Chris Pottrell at Nebula and Ian Groves at StartTech, are already speaking highly of Project MSP — so go and check this innovative new offering out!

#3 Why Your MSP Help Desk Should be Curious, not Furious

If you’ve ever been triggered with what you perceive to be stupid questions, before losing your cool, try to be curious not furious. Maybe there’s more to the story than you were able to gauge.

Find the link below for a fun video from MSP Mann Consulting. Thanks Harold Mann for sharing!

#4 Stay Healthy and Give to Charity

Want to encourage your team to move and stay healthy and raise funds for charity? Check out the Trundl app. Walking with trundl isn’t about competing with others, or topping a leader board.

By turning every walk into a charity donation, trundl gives you many good reasons to encourage your team to go out and boost their wellbeing, no matter how far or fast you can go.

#5 The Huntress Roadshows Returned!

The popular Huntress Cybersecurity Roadshows were back in May, visiting Amsterdam and Brussels. These events are free to attend, so it’s worth keeping an eye out for announcements for future events.

They’ve built a strong reputation for value, and each roadshow series has a theme to focus on one particular area of cybersecurity. Plus, they’re always held in a cool venue where you can enjoy pizzas, beers and banter with peers!

Tubbservatory Round-Up #41: May – Week 3#1 The Future of the MSP

What might the future of the MSP look like in three years from now? Well, that’s the subject in the first “Let’s Talk AI for MSPs: A Pia Series” organised by Larissa Varela of Pia.

In this video, Ryan Barton of New Charter Technologies, Cory Ruthardt of Simpatico Systems, and David Schwartz and Aron Hardy-Bardsley of Pia, discuss evolving client expectations to the role of AI in scaling operations.

Definitely worth watching!

#2 Handling Sales Objections

An article that caught Richard’s eye was “How to Handle MSP Sales Objections: A Complete Response Guide” by David Frankle of Nayak.ai.

Have specific ROI examples ready to transform pushback into meaningful dialogues about value, says Frankle, along with other great insights.

#3 Leave Voicemails for Your Clients

When you ring a client and don’t get an answer do you leave a voicemail?! Many of us in the IT space of guilty of just hanging up. 

If you’ve ever become frustrated trying to encourage your Helpdesk team to leave voicemails for clients they are chasing tickets on, then this amusing video from Harald Mann of Mann Consulting is for you!

#4 Why Co-Managed IT is a Good Opportunity

Can Managed Service Providers (MSPs) work with internal IT departments? Spoiler — yes they can. Co-Managed IT is becoming such a growth area for MSPs, so it’s something to seriously consider.

To give you some inspiration, have a look at this recommended book: The MSP’S Survival Guide To Co-Managed IT Services by Bob Coppedge.

#5 MSP Event in Florida

The MSPFlow event takes place on June 24th-26th in Tampa, Florida. MSPFlow is an automation conference crafted for MSPs.

Hosted by Rewst, but vendor agnostic, the focus of MSPFlow is on creating an open space where attendees, speakers, and sponsors freely explore various automation tools and strategies without limits.

Tickets are now available.

Tubbservatory Round-Up #41: May – Week 4#1 The Future of Business

In May, Microsoft’s Work Trend Index was published. It’s a industry-spanning report containing observational studies to offer unique insights on the trends reshaping work for every employee and leader.

This years report introduces “Frontier Firms”—businesses that fully integrate AI agents to boost productivity, agility, and ROI. It outlines a shift from AI as an assistant to autonomous collaborator, stressing the need for workforce upskilling.

This free report is well worth reading for MSPs.

#2 MSP Financial Futures

And talking of the future, how close are you to financial freedom?

Most MSP owners fly blind. They don’t know what their business is really building for them on a personal level. Here’s a free tool that can help.

Exit consultant Laura Cook has put together The Financial Freedom calculator, that can help you work out how much your business needs to be worth to give you the exit you want. As Laura says, if you’re not planning your freedom, you’re hoping for it.

#3 The Financial Benefits of Automated Cybersecurity

An upcoming webinar that will be of interest to MSPs is Streamline and Secure your MSP business: The Financial Benefits of Automated Cybersecurity.

Taking  place on June 12th 2025, and hosted by Acronis and Rewst, the webinar offers to help MSPs Streamline your operations, Reduce human error and Deliver measurable financial returns.

Thanks to Caroline Bieler for recommending!

#4 AI Sales Builder for MSPs

Here’s an AI sales platform that may be of interest to MSPs. Apollo includes a pipeline builder, a call assistant, Data Enrichment and a Go-To-Market Platform.

Thanks to Jason Kemsley of Uptime for recommending!

#5 Uptime Live 2025

And finally, talking of Jason Kemsley, if you missed the announcement, one of the most popular MSP events of last year is making its return to London on September 25th 2025.

That’s right — Uptime Live is back!

The brainchild of Bradley Munday and Jason Kemsley of Uptime, Uptime Live is a business-focused event that features top quality speakers you’ll have not seen before.

Tickets are now available. I hope to see you in London in September!

Tubbservatory Round-Up #41: May – Week 5#1 Global MSP Day

The eighth annual Global MSP Day took place on Friday 5 June, both online and in-person. As always, tickets were free and events took place in four different timezones.

Global MSP Day is a designed to bring the unique managed services ecosystem together to recognise the support, protection, and value managed services providers (MSPs) bring to the business community.

Our very own Richard Tubb was a keynote speaker for this year’s Global MSP Day, speaking alongside experts such as Brian Downey of Barracuda MSP, Mark Copeman of MSP Wingman Marketing, Colin Knox of Gradient MSP, and more.

#2 TubbTalk – Wired for Connection

We kick this week off with news of a brand new podcast that focuses on the diverse, underrepresented voices shaping the IT & MSP industry.

TubbTalk: Wired for Connection is a spin-off our popular TubbTalk Podcast for MSPs, and is hosted by the amazing Vera Tucci and Lenka Koppova.

The first episodes feature Amanda Stewart of Illuminate IT and Andrew Wallace of Smileback, and are well worth checking out.

Whether you’re a woman in tech, a member of the LGBTQ+ community, or a forward-thinking IT leader tired of the “same old conversations,” Wired for Connection is here to inspire and empower.

#3 The MSP Growth Podcast

Amy Babinchak got burned out, got fed up and built something better.

A podcast that caught my ear is the MSP Growth Podcast, featuring MSP legend Amy Babinchak.

Hosted by Heather Johnson, CEO and Co-Founder of Gozynta, this podcast is well worth listening to in order to hear the story of one of the ladies who shaped modern managed services.

#4 The Dark Side of AI

The Dark Side of AI – how hackers are fighting smarter.  Here’s a newsletter I’d recommend from Sasha Roshan of Huntress.

Each month, Sasha shares insights straight from the field — real-world observations on cyber attacks, emerging threats, and common trends he’s seeing across the cybersecurity landscape.

#5 Sunderland Startup and Scaleup Week

And finally, UK Startup & Scaleup Week took place in Sunderland, North East England between 2nd-6th June, 2025.

If you’ve got an idea for a new business or want to make your existing one more successful, then this is the place to be, so stay tuned for next year’s dates.

Featuring speakers such as Sara Davies MBE, Daniel Priestley, Paul Mort and many more, Team Tubb were there for this 5-day event.

Links to the Resources Mentioned in this Round-Up

Week 1The Secret to Scaling Your MSP in 2025: video from SuperOpsJuan Fernandez on the Harvest MSP Sales ShowKarl Palachuk on MSP mentoringMike Vardy’s productivity bookSuperOps SuperSummit 2025 roundup articleWeek 2Are SAT Programmes good or bad?Project MSP from Fresh ProductionsTry to be Curious: VideoSign up for TrundlFind out more about the Huntress roadshowsWeek 3The Future of the MSP videoHow to Handle Sales ObjectionsLeave a voicemail!Book: Bob Coppedge: The MSP’S Survival Guide To Co-Managed IT ServicesTickets for MSP FlowWeek 4The Future of BusinessFinancial Futures for MSPsThe Financial Benefits of CybersecurityApollo AI sales builderUptime Live 2025Week 5Global MSP Day 2025TubbTalk: Wired for ConnectionThe MSP Growth PodcastNewsletter: The Dark Side of AISunderland Startup and Scaleup Week

How You Can Help

As we wrap up Tubbservatory Round-Up #41. Are you ready for the summer?

Got something great to share? Whether it’s a handy tool, a standout article, or a clever tip, drop it in the comments below. Let’s keep the knowledge flowing—your input is priceless!

You Might Also be Interested inBreaches, Brews and Banter: a Fun Roadtrip with Cybersecurity Experts HuntressPodcast: The MSP Owner’s Guide to Being a Better LeaderUptime Live 2025: All Value, no Pitch, Must-Attend Event for MSPs

Wired for Connection 4: Passion, Positivity and Finding Your People in the MSP Space

Isobelle Coventry leads M&A and Expansion Efforts at Evergreen Services Group across the UK and Ireland, spending her time building relationships within the MSP community, helping business owners navigate what can often be a deeply personal transition.

Her background in private equity gives her a sharp eye for business, but it’s her people first mindset that truly sets her apart. She’s passionate about legacy and growth and finding the next great MSP partner.

An Interview With Isobelle CoventryHow Isobelle Found Passion for her Work

Evergreen acquires managed services businesses and looks after them so that they continue to grow. Isobelle explains: “I think that we’re custodians of those businesses, and that’s a privilege for us. We retain the employees and nurture the culture, and that’s a big responsibility.

“The owners of those businesses are passionate and knowledgeable, and they trust us to continue their legacy. Everyone shares in the success of all the businesses we have. They want to support each other to grow and do well.

“We get to know the owners before the acquisition and I feel honoured that they choose us to help them find a new role or bring in new talent to take the business forward. We’re their forever partner, and it’s hard not to be passionate when you do this kind of work.”

The Importance of Finding People to Support You

Isobelle says she’s had a lot of people rooting for her: “It fills me with gratitude, and there are a few people who’ve really helped me. Within work, my colleague Sydney, who’s VP of M&A has been a big part of my journey. She was the first person to see potential in me.

“And when I started at Evergreen she answered all of my questions and was always on hand to support me. She was transparent and upfront but also understanding and empathetic, which are great qualities in a mentor.

“I was also lucky to work with Craig Fulton, who’s had a lot of experience in the MSP space. He’s a good sounding board and shares his knowledge freely. And outside of work, my parents are my biggest cheerleaders. They always want to be part of my journey.”

Why Isobelle Tries to be a Positive Person

Isobelle says she’s always had a sunny disposition and been a positive person. “I’ve always been passionate about life and believed in finding something you care about and do everything with heart. And I’ve been fortunate to find it easy to care about a lot of things.

“Personally, I feel like it’s really important to care about what you do, whether that’s at work or at home. And often those blend, because you can make your work your vocation and your passion. I would struggle to do this job if it was monotonous, but it’s interesting and varied.

“I get to know all about the MSP owners, what matters to them and what they need to succeed. We rise by lifting others. I think we all have an opportunity to help one another, and you often help yourself at the same time. I always feel rewarded by making a contribution.”

 A High Point and a Low Moment in her Career

Isobelle highlights being invited to deliver the IT Nation Connect Europe keynote alongside Craig Fulton. This is a big achievement for her, as she’s not been in the industry for very long. She’s also proud of being involved in expanding operations into Ireland.

“It’s taken a lot of research and hard work and proving that it’s worth the leap for Evergreen. But I can see the opportunities are there.” Isobelle is also open about challenges that she’s faced in her career so far. “When things go wrong, you’ve got to pull yourself up by your boots.

“I knew that I wanted to change careers, but I couldn’t work out how to move into private equity without a finance background. I spent a year applying for roles, learning what I could and putting myself out there so I could make a change. It was frustrating and I felt that I might not ever succeed. I kept going, though, even when it was hard.” 

Isobelle’s Favourite Part of the MSP Industry

 Like so many people in the industry, Isobelle highlights the warm and welcoming community. “It’s so present and so special. Communities like this are so rare and I’d not experienced anything like it before.

“In my previous roles, I was supported, but I never saw anything like the level of knowledge sharing and celebrating each other’s successes. I see that it can be isolating to run a small business, but MSPs try to reduce that for their peers.

“People need to be able to learn and share experiences, but also tap into support and eliminate the feeling of being lost. So it’s the responsibility of everyone to contribute to that meaningfully and add value any way you can.”

One Thing Isobelle Would Change in the Industry

Isobelle’s role means she has a unique perspective in how MSPs plan for the future of their business. “In the UK market, there’s a hesitancy to think about that and to start conversations to explore options for MSP owners.

“I guess that they’re often receiving unsolicited queries and they’d prefer to focus on growing their business instead. They think it needs to be perfect before they even consider an M&A (merger and acquisition).

“I think you should have those conversations sooner. Because if you have a value in mind you’d like to realise, you need to chart a path to get there. It doesn’t happen overnight. So I’d like people to be more prepared and explore their options to make an M&A successful.”

How to Connect With Isobelle CoventryEvergreen Services GroupFollow Evergreen Services Group on LinkedInConnect with Isobelle on LinkedInHow to Connect With Vera and LenkaSubscribe to the Wired for Connection RSS FeedFollow @tubblog_msp on InstagramConnect with Lenka on LinkedInVisit Vera’s website: T-ConsultingFollow T-Consulting on LinkedInFollow T-Consulting on FacebookFollow T-Consulting on TwitterConnect with Vera on LinkedInMentioned in This EpisodeMSP event: IT Nation ConnectM&A Advisor at Evergreen: Craig FultonIT certifications and training: CompTIAMSP community: GTIAYou Might Also be Interested inPodcast: Wired for Connection: Championing Minorities in Tech for SuccessThe Power of Help Through Your Local MSP Peer GroupsSuccessful MSP Relationships: How to Find and Nurture Them to Make Them Last

TubbTalk 181: Cybersecurity, M&A and Mission: Nostra’s New MSP Model

Kevin O’Loughlin founded Irish MSP Nostra in 2006 with the aim of making a positive impact and demonstrating Ireland’s potential for global success. Initially, the focus was on cloud email services.

Today, Nostra has grown to deliver €50,000,000 in annual revenue and is growing at 30% year on year through strategic acquisitions and organic growth. And it’s on the way to becoming a market-leading full-service MSP.

An Interview With Kevin O’LoughlinWhy You Sometimes Need to Cannibalise Your Services

Sometimes the offerings you started out with in your business are no longer the right fit for your clients and the direction you want to go in. When that happens, you need to be brave and transform them into something new.

As Kevin says: “Netflix are a great example of this. They moved from sending DVDs through the post to a digital-only service. When new technologies come out, I look at them from the customer’s point of view. If we as their IT partner were to adopt it, would that be of benefit for them?

“What’s the best user experience for the client? For instance, we decided not to offer private cloud because we don’t think it’s as compliant as we’d like. And that’s why we stopped selling email servers in 2008. We knew that there were better, more secure options, M365 being one of them.”

Nostra’s Approach to Cybersecurity Offerings

The challenge with giving customers the right level of cybersecurity protection is that while they know they need it, they don’t have the knowledge to understand the risks they face and how to make sure they’re secure from threats. So Nostra has a straightforward approach:

“Our model simplifies the concept. We took several products that worked well together, packaged them up into a single solution and sold them as ‘security.’ The customers know that they’re protected and they don’t have to choose the tools themselves. It’s too much to ask them to pick antivirus, phishing protection and so on.

“They don’t understand that there are many layers to security and if they miss one out they’re exposing themselves to a threat. So our approach means they get all the layers and you give them as much information about their protection as they need. They trust that we’re keeping them safe and as their partner we’ve picked what’s right for their business.”

The Importance of Nurturing Vendor/Client Relationships

The key to strong relationships between vendors and clients, in Kevin’s opinion, is honesty. “I’ve been in a meeting with a customer when they’ve shown me a proposal for a solution from a vendor and I’ve told them I don’t think it fits with their business needs.

“It’s really important for me to be able to say, ‘If I were you, I’d hold off on investing in that now’ or recommend a better solution. Likewise, if they asked me to implement a solution that would be profitable for us but wouldn’t serve them in the long run, I’d turn it down.

“Again, it’s about being a trusted partner for them. Personally, I’m very direct with people; I don’t ever want business that we shouldn’t have. It’s all about the customer experience and them knowing that we have their best interests at heart.”

Choosing Cybersecurity Tools Without the Overwhelm

Whenever you’re on the hunt for a new tool for your managed service provider (MSP), ask yourself first: ‘What am I trying to achieve? Where do I want the business to be in ten years, or one year, from today? What do I need to do that?”

Kevin says that by approaching the decision that way, you can start to look for a solution that will fit your needs now and help you move to where you want to be. And depending on your goal, you’ll want a tool that may be quicker to deploy and run than another. And once you’ve done that, the second step is to go back to basics:

“Before you invest in something new, review your existing stack. Are you patching regularly? Have you got 2FA (two factor authentication) switched on everywhere? What’s your security score? Make sure all of those things are up to date and robust, and then look for a tool that will fit alongside today’s cybersecurity stack.”

Nostra’s Approach to Mergers and Acquisitions

Nostra have made several acquisitions in recent years, and Kevin says there are some criteria they use each time they consider acquiring a new MSP. “For instance, we wouldn’t buy a fully remote business, because it would be a challenge to get everyone together and get them to buy in to what you want to do.

“You’re buying tangible assets, and that’s the people as much as anything else. We want to preserve the culture, the relationships and the services they provide as much as possible, but we also want to work with those people to grow the business.

“We take the time to understand the business, integrate their solutions with ours, and then we work to enhance them. We look at ways to add tools that will better serve the customers and also let us scale. And we stay alert to opportunities that aren’t obvious at first but fit a new need over time. That’s worked well for us.”

Challenges and Red Flags in Mergers and Acquisitions

As with every other decision he makes in business, Kevin says that when it comes to M&As he considers things from the customer’s point of view: “Does this company have a tool that will fit in and be part of our solution? Will it help our customers?

“If the answer’s yes, then we’d look at acquiring the business. Because we want to acquire new skills that fit with our offerings only if they’re relevant to our existing clients. We won’t acquire something just for the sake of it, just because it’s a profitable business.

“And when it comes to red flags, the fist question to ask is, ‘Why does the owner want to sell? Is there actually a problem within the business?’ Before you make a decision, look at turnover of both staff and clients. If it’s high, there’s a problem with culture. And make sure you get on with the owner – if you don’t, you probably won’t get on with the staff either.”

How to Connect With Kevin O’LoughlinNostraFollow Nostra on InstagramFollow Nostra on LinkedInConnect with Kevin on LinkedInHow to Connect With MeSubscribe to TubbTalk RSS feedSubscribe, rate, and review TubbTalk on iTunesSubscribe and rate TubbTalk on SpotifyFollow TubbTalk on iHeartRadioFollow @tubblog_msp on InstagramMentioned in This EpisodeMSP community: IT NationCybersecurity and backup: DattoCybersecurity software: AcronisIT management software: KaseyaCybersecurity partner: HuntressCybersecurity software: WebrootSOC as a Service: Enhanced (Formerly InSoc)MSP solutions: BarracudaPSA tool: AutotaskNetwork security: SonicWallCloud marketplace: Pax8Book: Rhonda Byrne: The Secret 10th Anniversary EditionInvestor: Ray Dalio Author and speaker: Tony RobbinsInvestor: Warren BuffettYou Might Also be Interested inCybersecurity in 2025: Huntress Reveal the Threats to BewareScale Smarter With AI, Overcome Objections and Automate for GrowthMSP Pricing Models for Profitability, Growth and Client Satisfaction

Global MSP Day is Here, Amy Babinchak on Burnout, & Smart Startups to Watch

Welcome to this week’s edition of the Tubbservatory – where I keep a watchful eye on the tools, trends, and conversations that matter to Managed Service Providers (MSPs) and IT businesses.

This week, we’ve got a global industry event, a powerful podcast on MSP burnout and reinvention, and a UK-based growth week full of startup energy and entrepreneurial inspiration. Let’s dive in.

1. Global MSP Day 2025 – A Celebration of Our Industry

I’m thrilled to be keynoting this year’s Global MSP Day 2025 on June 5th, an event that celebrates the vital role that Managed Service Providers play in keeping businesses protected, productive, and future-ready.

The day brings together thought leaders and IT providers from around the world for a mix of virtual and in-person sessions. This year’s speaker lineup includes:

Brian Downey – Barracuda MSPMark Copeman – MSP WingmanColin Knox – Gradient MSP…and more industry legends.

Whether you’re looking to sharpen your strategy, connect with peers, or simply feel seen and supported, this event is for you.

Register here

2. TubbTalk: Wired for Connection – A New Podcast with Fresh Perspectives

We’ve launched something brand new for the MSP space!

TubbTalk: Wired for Connection is a spin-off podcast from our popular TubbTalk series, and it’s focused on spotlighting underrepresented voices in the IT and MSP industries. Hosted by the fantastic duo of Vera Tucci and Lenka Koppova, the first episodes feature conversations with Amanda Stewart (Illuminate IT) and Andrew Wallace (Smileback).

These are real, raw stories that go beyond the usual MSP talk tracks, and they’re designed to inspire, include, and empower. If you’re a woman in tech, a member of the LGBTQ+ community, or just someone looking for a different kind of industry conversation — this one’s for you.

Listen here

3. Amy Babinchak on Burnout, Boundaries, and Building Better

Burnout isn’t talked about enough in the MSP space — but Amy Babinchak is changing that.

In this heartfelt episode of the MSP Growth Podcast, Amy shares how she hit a wall, stepped back, and came back stronger by building a business on her own terms. Hosted by Heather Johnson of Gozynta, this episode is a must-listen for any MSP leader who’s been running on empty.

“I realised I had built a business I didn’t want to be in anymore… so I changed it.”

There’s wisdom here on leadership, delegation, and long-term sustainability that every business owner can learn from.

Tune in here

Tubbservatory: The 30 May 2025 Weekly Video

 

4. The Dark Side of AI – Sasha Roshan’s Cybersecurity Intel

AI is changing everything – including how cybercriminals operate. That’s the focus of this month’s edition of Sasha Roshan’s brilliant cybersecurity newsletter from Huntress.

Sasha dives into real-world insights from the frontlines of cyber defence, offering a look at how attackers are getting smarter — and what MSPs need to do to stay ahead.

If you want to keep your clients safe, it’s no longer enough to rely on yesterday’s playbook. With AI being used to craft more convincing phishing, automate attacks, and exploit vulnerabilities at scale, this newsletter is a must-read for forward-thinking MSPs.

Read it here

5. Grow Smarter at UK Startup & Scaleup Week

If you’re anywhere near the North East of England next week, UK Startup & Scaleup Week is the place to be. This 5-day event is packed with sessions, networking, and inspiration for entrepreneurs and small business owners — including MSPs looking to grow smarter.

Speakers include:

Sara Davies MBE – Entrepreneur & Dragon’s Den starDaniel Priestley – Author of Key Person of InfluencePaul Mort – High-performance coach…and plenty more to spark ideas and momentum.

Myself and Team Tubb will be there too — come say hello if you’re attending!

Grab your spot here

That’s your five-a-week from the Tubbservatory — carefully curated to help you keep up, stand out, and grow your IT business.

If you enjoyed this roundup, you’ll love my weekly MSP Insights newsletter. Every Tuesday, I share practical tips, curated links, and personal reflections to help you thrive in the Managed Services world.

👉 Subscribe here: tubb.co/nl

Until next week — keep learning, stay connected, and never stop building a better MSP business. 💪

You Might Also be Interested in12 Ways to Attract More Profitable Clients to Your BusinessSuperSummit Manchester 2025: Using AI for MSP GrowthTubbTalk 179: Risk and the ROC Solution: What to Know for Growth

How to Leverage Your MSP’s Personal Brand for Success

You’d be forgiven for hearing the words ‘personal brand’ and dismissing them as yet another marketing fad that’s not worth your time and investment. If you spend any time on Instagram or TikTok you’ll probably have seen influencers sharing brand collaborations that have little to do with your world. 

But unfortunately, personal brand is essential to anyone who runs a business. It’s how you differentiate yourself from your managed service provider (MSP) competitors, how you attract clients to you and how you find opportunities for collaboration and growth.

So What is a Personal Brand?

There are as many definitions for this as there are branding experts! For me, personal brand is the core of who you are. It’s things like: 

How you show up/present yourself to the worldHow you talk about your businessThe clients you work with (and how you choose them)What makes you differentYour values and USPHow you deliver solutions and outcomes

My friend Christine Gritmon, a Personal Branding Coach, talks about how having it clearly defined makes you more visible, helps people move along the customer journey from browser to client and helps others clearly understand what you do so they can refer you.

As more and more business owners become reliant on AI to help them write blogs, sales pages and even replies on social media posts, there’s a real risk that you sound generic. 

And in areas like IT and tech, where people don’t always understand what you do, that’s only going to make it harder for them to choose you as their trusted partner. If you look and sound like everyone else, when they come to make a buying decision, they’ll likely pick whoever they see on their timeline first or who pops up first on Google. 

So, having a clear personal brand enables you to stand out from the competition. Done right, it’s also an easy shorthand for summing up your ‘why’, your mission, vision and values and what’s important to you as a business owner. 

And as the owner, there’s no real way to separate you the person from you the business. I don’t mean in terms of what you share online – you can and should keep some things private – but in what you do day to day. Let’s be honest, you think about your business when you’re on holiday, don’t you? I know I do!

Where Does Branding Come in?

You’ll notice that I haven’t mentioned yet any of the things you might traditionally think of when you hear the word ‘brand’. Again, there are several definitions of branding, but for our purposes we’ll think of it as all of your visual assets. 

These will help to make your personal brand more distinctive and easily recognisable. You might write a strapline that you display on your website homepage, social media profiles and email signature which sums up your values or your USP (unique selling point/proposition). 

Combine that with a colour palette that reflects the tone of your business voice, a meaningful logo and typography, combined with some striking imagery (graphics and headshots) and you’re on your way to developing a personal brand that people remember. 

If you’re considering a brand refresh, whether you do it yourself or not, spend some time thinking about all of the elements mentioned above. Don’t just pick your favourite colour! If you have a business partner or senior leadership team, get them involved too. 

To get you thinking, I highly recommend Fiona Humberstone’s branding books . As a non-visual creative (I’m strictly a writer, not a designer!) I found her advice clear to follow and inspired me to really think about what I wanted my branding to represent about me and my business. 

Do I Need to Work with a Branding Expert?

No, you don’t. If you feel confident that you can do it yourself, that’s fine. But make sure you do a lot of research into the elements you choose to represent your brand – don’t just pick colours you like or choose generic values such as ‘professional’ and ‘reliable’. All businesses should be able to be those things! 

However, there are benefits to working with a graphic designer on the visual side of the brand. Not all graphic designers are branding experts, and vice versa, so decide what help you need and find someone accordingly. 

If you’re having a big refresh because you’re changing your business model or expanding into a different country/niche/size, then it could be helpful to talk to someone like Christine to make sure that your personal brand still says what you want it to say about you when you’re not in the room. 

Likewise, if you’re a big organisation with multiple locations, it can be a good idea to get some help to ensure each office is cohesive in the way it presents itself. Make sure you involve your employees in the process, too, as they’re the biggest ambassadors for your business – or otherwise!

So, what are your thoughts now? Do you already have a personal brand? Let us know in the comments!

You Might Also be Interested inHow to Come up With MSP Content Ideas Your Readers Will LovePodcast: The Ultimate MSP Guide to Becoming an Email Marketing HeroWhy Consistent Content Marketing is Key for MSP Sales Success

Wired for Connection 3: Advice on Leadership and Equality from Andrew Wallace

Andrew Wallace leads the team at Smileback, which is now part of ConnectWise. He’s an IT Nation Evolve facilitator and SME and helps drive the broader product management practice at ConnectWise.

An Interview With Andrew WallaceWhy You Need to be in the Room to Talk About Equality

The first time Vera and Andrew met was at a side event at DattoCon – one of his colleagues invited him to a roundtable discussion about women in tech. The attendees were talking about their experiences and challenges.

Andrew says it was important for him to be there to better understand how men can support women to advance in the industry: “I believe we need to be involved in the cause and see how I can contribute.

“For me, equality and diversity isn’t only the right thing to do, but it makes us all stronger. It makes the industry better. So if I can support, learn and find out more about how I can support women and minorities in the community, I should be there. It benefits all of us.”

A High Point and a Low Point in Andrew’s Career

Andrew admits that he doesn’t pinpoint moments in his past in that way, but definitely a low point for him was when he made the decision to leave his career in journalism. “I like the act of writing, but I don’t like the business of journalism. I didn’t feel that I fit in culturally.

“I had different interests and a different orientation, and it just wasn’t ‘my people’. It was tough, because I didn’t know what else to do.” Andrew finds it easier to identify a win, though: “Early on in my career I worked for a Canadian charity called Athletes for Africa, where we organised a fundraising football game.

“Even though we were a tiny organisation, we got a roster of ex professional footballers and professional musicians to talk part. It was such a success and we raised so much money. And the winning team got to go backstage at a show by Arcade Fire. It was super cool!”

Why High Fives are a Sign of Good Leadership

Andrew admits that he’s not somebody who feels the need to celebrate small wins – he’s on to the next task as soon as the previous one is done. “I don’t care about the high five, physically or metaphorically.

“But I do know that others do, so I need to remember that my staff and those around me appreciate it when we make time to acknowledge success. A friend of mine does this really well – he takes the team out for drinks at the end of a project, so I try to support it in the workplace.”

As Vera points out, people need different kinds of interactions and support, so some want to celebrate and others prefer not to. “It’s a good leadership quality to identify the traits and preferences in each individual, and praise them in the right way.”

Show Strong Leadership in the Way You Support Your Staff

Imposter syndrome happens in all industries, and the tech space is no exception. Sadly, both Andrew and Vera have had staff second-guess themselves. “I think what happens is they compare their progress to someone else’s.

“So rather than doing that, take time to do some self-reflection. Ask yourself, ‘What do I want? How can I achieve it?’ Think about the practical steps, and ask your manager for help. A good leader will support you with your growth and signpost you to learning opportunities.

“Your success in work is not your whole identity and it doesn’t reflect your worth. Be really clear about what’s important to you and focus on that instead. And if you have an employee who’s struggling, ask them the questions to prompt them. Don’t just give them answers that might not be right for them.”

The Best and Worst Parts About the MSP Industry

The part of the industry Andrew loves is the community, particularly when they come together for events such as IT Nation Evolve. “I think the sharing of best practices and how willing and open everyone is. It’s a nerd ethos that that underpins all of it.

“I have to share two things about the industry I’d like to change. One is diversity, because obviously there’s a diversity issue. We would see much better and more interesting outcomes for everyone if we were more diverse as a whole.”

Second, Andrew thinks the industry could benefit from being more professional. “That’s in how you talk to your clients, your customer service, how you support them. And internally, consider how to scale and what best practice looks like. How can you be a better MSP leader? Can you take inspiration from other sectors?”

How MSP Leaders can Drive Change for Equality

As a leader, you need to engage with the issues that some of your team, your colleagues and suppliers are facing, says Andrew. “This is the reality of the world we’re living in, and it’s having an impact on people in the industry now.

“And as leaders, we have both a responsibility and an opportunity to drive that change. To me, that’s the place to start. There aren’t enough people going out and working to drive change, although you guys are with this podcast. So this is a good starting point!”

Andrew, Lenka and Vera agree that these are challenging topics, but as the owner or a senior executive in an MSP, it IS up to you to lead the change. If you’re in a privileged position, acknowledge it and then look for ways to use it to improve the industry.

How to Connect With Andrew WallaceSmilebackConnect with Andrew on LinkedInHow to Connect With Vera and LenkaSubscribe to the Wired for Connection RSS FeedFollow @tubblog_msp on InstagramConnect with Lenka on LinkedInVisit Vera’s website: T-ConsultingFollow T-Consulting on LinkedInFollow T-Consulting on FacebookFollow T-Consulting on TwitterConnect with Vera on LinkedInMentioned in This EpisodeMSP peer group: IT Nation EvolveCharity: Athletes for AfricaIT conference: DattoconIT management software: ConnectWiseYou Might Also be Interested inPodcast: How to Succeed With Excellent MSP Customer ServiceElevate Your Client Retention Strategy with Outstanding Customer ServicePodcast: Who are the New Breed of Customer-Focused MSP Vendors?

Global MSP Day 2025: How MSPs Can Better Connect With SMB Clients

Having run my own MSP, I know firsthand how crucial the relationships between MSPs and their clients are. That’s why I’m absolutely chuffed to share that Global MSP Day is back!

Now in its 8th year, this brilliant event from Barracuda MSP is taking place on Thursday, 5th June 2025, and I’m honoured to once again be part of the virtual lineup.

It’s a day dedicated to celebrating the unsung heroes of cybersecurity—YOU, the Managed Service Providers (MSPs) who keep small and medium-sized businesses protected and productive.

My Session: Best Practices to Connect with SMB Customers

All MSP owners know that the threat landscape is more complex than ever. Attack surfaces are expanding, and many small businesses are feeling absolutely swamped. 

Back when I ran my MSP, I learned the hard way that they need more than just technical expertise—they need a trusted partner who understands their business challenges.

In my session for Global MSP Day 2025, I’ll share practical strategies that I’ve seen work brilliantly for MSPs connecting with their SMB clients. Here’s a peek at what we’ll cover:

1. Lead with Empathy, Not Acronyms

I remember a client once telling me, “Richard, I don’t care about the firewall—I care about sleeping at night!” That was a lightbulb moment for me. Your SMB owners are overwhelmed with managing cash flow, people, and operations. 

Start conversations from their world, not yours. Speak in plain English and save the technical jargon for when it truly adds value.

2. Solve Business Problems, Not Just IT Issues

During my years of working with MSPs, I’ve noticed that the most successful ones position themselves as strategic partners. Your clients aren’t looking for someone to merely “sort the Wi-Fi”—they want a partner who can help them grow whilst keeping them secure.

3. Build Trust Through Regular, Proactive Communication

This one’s absolutely crucial. Don’t be the MSP who only appears when something’s gone pear-shaped. Set up regular check-ins, proper quarterly business reviews (QBRs), and ongoing user education. Trust me on this—when clients feel informed and involved, they stick around.

4. Share Stories, Not Stats

In my experience, nothing resonates more than real-world examples. Share how you’ve helped similar businesses overcome challenges. People buy from people—it’s as simple as that.

Join the Celebration

Global MSP Day has become a proper international gathering of passionate professionals working to elevate our industry. There’s a virtual event for everyone, wherever you are:

Americas East Coast – 10 AM EDTAmericas West Coast – 10 AM PDTEurope – 10 AM BSTAsia Pacific – 11 AM AEST

Grab your free spot here and be part of our global MSP community.

Final Thoughts

As someone who’s been in your shoes, running an MSP business, I understand the challenges you face. This day is about celebrating your achievements and sharing knowledge that can help you grow. I hope you’ll join us and take away practical ideas you can implement straight away.

Are you going to be attending Global MSP Day 2025? Let me know in the comments!

You Might Also be Interested inGlobal MSP Day 2024: Celebrating the Resilience and Dedication of MSPsMSP QBRs: A Handy Checklist to do Better Business ReviewsPodcast: How to Effectively use Email Security to Keep Your MSP Clients Safe

Redefining Work with AI, Planning Your Freedom, and Streamlining MSP Ops

The Future’s Closer Than You Think — And These MSP Resources Prove It

If you’re an MSP leader looking ahead and wondering what the next three years will look like, you’re not alone.

Between the rise of AI, growing demand for co-managed IT, and ever-shifting client expectations, the future of the Managed Services industry isn’t just coming—it’s already knocking.

This week’s Tubbservatory brings together five powerful resources to help you not just survive that change, but lead through it. Whether you’re thinking about smarter sales, building better internal partnerships, or just trying to get your team to leave a voicemail (yes, really!), there’s something here for you.

Let’s dive in 👇

1. Microsoft’s 2025 Work Trend Index: The Rise of Frontier Firms

This year’s Work Trend Index from Microsoft is packed with insights into the evolving world of work — and it’s essential reading for MSPs.

The standout theme? The emergence of “Frontier Firms” — businesses that are integrating AI not just as assistants, but as autonomous collaborators. The report explores how these firms are using AI to drive productivity, increase agility, and deliver serious ROI.

There’s also a strong focus on workforce upskilling — a major opportunity for MSPs to lead by example and support their clients in navigating change.

✅ Free to download and well worth the read.

Read the report

2. The Financial Freedom Calculator – Are You Building the Exit You Want?

Many MSP owners are so focused on day-to-day operations that they don’t take time to consider what their business is building for them personally.

Enter the Financial Freedom Calculator by Laura Cook, an expert MSP exit consultant. This simple but powerful tool helps you calculate what your business needs to be worth to support the life (and exit!) you want.

As Laura wisely puts it: “If you’re not planning your freedom, you’re hoping for it.”

Try the calculator

3. Streamline and Secure Your MSP Business

This upcoming webinar by Acronis & Rewst promises real value for MSPs looking to reduce operational complexity and improve margins. Learn how automated cybersecurity can streamline your service delivery, reduce human error, and deliver measurable financial benefits.

Date: 12th June 2025

Register for the webinar

Tubbservatory: The 23 May 2025 Weekly Video

https://youtu.be/_ttww91OXoA

 

4. Apollo – AI Sales Platform to Help MSPs Win More Deals

Looking to sharpen your sales process? Apollo is an AI-powered platform designed to help MSPs:

Build smarter pipelinesEnrich dataUse AI call assistanceExecute go-to-market strategies

It’s practical, smart, and could be a game-changer for how you approach sales.

Explore Apollo

5. Uptime Live Returns: See you in London on 25th September 2025

One of the standout MSP events of last year is back for 2025! Uptime Live — the brainchild of Jason Kemsley and Bradley Munday — offers fresh, business-focused content, and a speaker line-up you won’t find elsewhere.

If you’re an MSP leader who wants to learn, connect and grow — this is one for the calendar.

Get your ticket

And there you have it — another Tubbservatory in the books!

From scaling with AI and navigating sales conversations, to collaborating with internal IT teams and unlocking the power of automation, these resources are designed to help you work smarter, serve better, and grow faster as an MSP.

Whether you’re planning your future exit, refining your service delivery, or just looking for fresh ideas to stay ahead — there’s something here for you.

What stood out to you most this week? Have you put any of these tools or strategies into action?

I’d love to hear your thoughts — feel free to leave a comment, or better yet, connect with me on LinkedIn and join the conversation with other MSPs in our community.

Until next time — keep pushing forward!

P.S. Don’t forget to subscribe to my weekly MSP Insights email for more industry updates and resources. Sign up at http://tubb.co/nl.

You Might Also be Interested in12 Ways to Attract More Profitable Clients to Your BusinessSuperSummit Manchester 2025: Using AI for MSP GrowthTubbTalk 179: Risk and the ROC Solution: What to Know for Growth

TubbTalk 180: The Ultimate MSP Guide to Becoming an Email Marketing Hero

Kennedy is the founder of Email Marketing Heroes and the host of the Email Marketing Show podcast. He’s a professional mind reader turned email marketing expert. He combines psychology, showmanship and strategy to provide his clients with seriously powerful marketing insights.

An Interview With KennedyWhy Your MSP Needs an Email Marketing Strategy

All businesses want to serve existing clients well and attract new clients at the same time. Kennedy says that when we’re busy with work, our marketing falls by the wayside, and we don’t tend to notice until things slow down and there are no new leads.

“So you’re constantly switching between delivery and lead generation, which is tricky.  But if you took small, simple actions, you’d see a big difference. And these can be automated to make it even easier. You just need to be consistent with your email marketing.

“Your strategy should allow for you to turn it up and down depending on how busy you are, but it should allow for you to scale. You can send as many or as few emails as you like, but without any kind of strategy everything in your business is harder than it needs to be.”

Why You Can’t Just Rely on Social Media to Market Your MSP

There are three elements to a business, says Kennedy. First, build an audience, second convert the audience and third, serve the customers. But where people go wrong is thinking that the platform you use for stage one will help with stage two, and it won’t.

“Social media won’t help with conversion. It helps you get to know people and build a relationship, but that’s all. And remember – never build your business on borrowed land. If the platform decides you can’t post, or deletes your account, or even just changes the algorithm to reduce your risk, you’re in trouble.

“You have no control over it at all if something goes wrong. And while you can appeal to reinstate a lost account, the decision isn’t always made by a human and you don’t get it back. So you’ve lost all of your contacts and the connections you’ve built up.”

How to get Prospects onto Your Email Marketing List

Kennedy’s advice is to avoid buying a list. There is a time and a place for that, but if you’re just starting out, don’t do it. “You want people to join your list because they want to be there and to hear from you, and there are a couple of ways to do that.

“You can simply tell people about it, and share the sign-up link. You might have heard that PDFs aren’t working any more, but that’s about how you position them. Instead, offer a checklist or a plan to achieve a certain outcome. Quizzes also work well.

“Whatever it is, have your audience in mind when you create your freebie (lead magnet). They don’t know how you can help them, so you use it to educate them. Ideally, have two. One for those who are aware of your problem, and one who aren’t so sure of what they need.”

How to put Your Personality into Your Emails

One big risk with using AI in emails is that people are going to be able to easily churn out a high volume of emails, adding to the noise in people’s inboxes. Kennedy adds: “Anecdotal evidence shows that we have shorter attention spans and more choice, so attention is being pulled in many different directions.

“However, you can train AI to write in your voice. But don’t give it your previous emails, because they’re often in a dull tone. Instead, give it some audio content – a presentation, a podcast interview or even some bullet points that you read out. Then feed the AI your transcript so it learns your voice.

“Next, train it on your products. Give it your books, blogs, brochures and product pages. Once it’s got all that, you can ask it to write emails for you in your tone of voice. It can also help you to make links and give ideas that haven’t occurred to you. But use the outputs as a first draft, not the final version!”

A Simple Email Marketing Automation Every MSP Business Needs

Kennedy has come up with what he calls a ‘tell me more campaign’, which can be set up and automated. “So, let’s say someone visits your website three times in 90 days. They’re showing a level of intent to buy and you know they’re interested.

“In a bricks and mortar shop, if you look at something for a while, an assistant will come over to see if you have any questions, so you do the same with your virtual shoppers. Pay attention to the links they click in your emails and the pages they visit.

“Because if they come back to the same place in a short period of time, they’re a good lead. So set the automation to offer the visitor an opportunity to chat or have a demo. Alternatively, if you have a sales team, the automation can escalate it to get a salesperson to get in touch.”

The One Thing You Think You Want From Email Marketing That You Don’t

Most people think their emails should look pretty. They should have titles, sections, graphics – like the school newsletter. But, as Kennedy says, it’s not the school newsletter!

“I say to my clients – take out all of the images and the colours, make it look like you’ve sent it from Gmail. And almost every time, they get fewer spam reports, higher open and clickthrough rates, and more sales. Why is that?

“Well, because people like to imagine things for themselves. So what we do with email is paint pictures in people’s brains with words. The reason we do that rather than showing them is because when we imagine a thing in our heads, it’s way more powerful. Why? Because it’s emotional. And nobody can buy until they feel.”

How to Connect With KennedyEmail Marketing HeroesJoin the free Facebook community: The Email Marketing Show Community for Course Creators and CoachesFollow Kennedy on InstagramConnect with Kennedy on LinkedInListen to Kennedy’s podcast: Email Marketing HeroesHow to Connect With MeSubscribe to TubbTalk RSS feedSubscribe, rate, and review TubbTalk on iTunesSubscribe and rate TubbTalk on SpotifyFollow TubbTalk on iHeartRadioFollow @tubblog_msp on InstagramMentioned in This EpisodeBook: Bob Burg: The Go-Giver: A Little Story About a Powerful Business IdeaEvent (Newcastle upon Tyne): The Podcast PaddockDownload the free Fast and Forever FrameworkSign up for Kennedy’s email newsletterYou Might Also be Interested inMaximising Your MSP’s Marketing With Proven Social Proof StrategiesPodcast: How an MSP Wins at Marketing in the Real WorldWhy Consistent Content Marketing is the Key for Success