Marketing in the MSP, cybersecurity and general IT space is noisy. New tools launch weekly → AI promises scale → Channels multiply → Tactics change → Repeat. But the fundamentals that drive pipeline and revenue? They haven’t changed . Over the past few years, we’ve partnered with an Australian cybersecurity MSSP that had strong technical capability and ambitious growth plans. Their goal was clear: scale toward $30M in revenue, with a defined portion sourced across marketing,

In the boardrooms of Sydney, Melbourne, and Auckland, a recurring delusion is quietly sabotaging the growth of promising B2B IT and MSP firms. It’s a phenomenon we call the "False Funnel." It works like this: The CEO presents a slide deck to the board showing a pipeline full of "Enterprise" opportunities—the ASX or NZX 100, the big four banks, and the tier-one government departments. Marketing is hitting its Lead Gen targets by bringing in names from these companies. Sales is

“Dark Social?” you say. “Is that an activity done at Dark Mofo in Tassie?” Nay. Let me discuss further. In the Australian and New Zealand (ANZ) IT sector, we’ve long relied on a specific "GTM (Go-to-Market) Playbook." It usually looks like this: sponsor a stand at a trade show in Sydney, run some LinkedIn ads to a gated whitepaper, and have a BDR (Business Development Representative) contact anyone who downloads it with "quick 15-minute chat" requests. But as we move into 202

For too long, marketing has been treated as a series of activities. A campaign here. An event there. A burst of ads when pipeline looks thin. And when results don’t materialise fast enough, the conclusion is often: “Marketing didn’t work.” But that framing is flawed. Because high-performing marketing doesn’t behave like a campaign calendar . It behaves like an operational system —designed, governed, measured, and improved with the same discipline we apply to finance, deliver

Why clarity, consistency, and thought leadership beat big budgets every time. If it feels harder than ever to get your managed service, software, or product noticed, you’re not imagining it. Technology buyers are swimming in information. From Reddit threads to YouTube demos and LinkedIn discussions, every channel is flooded with advice, reviews, and opinions. For MSPs, SaaS vendors, and cybersecurity providers, the challenge isn’t just being seen - it’s being understood. Acco

In 2025, 69% of buyers see conflicting information between marketing and sales (Gartner, 2025) - a risk that’s only amplified when AI pulls mixed signals about your brand. In 2026, consistency will be your new differentiator across digital, social, and AI-sourced platforms. That might sound like a small detail, but for MSPs, SaaS vendors, and cybersecurity providers, it’s everything. Because right now, AI is part of every buyer’s process - and if your message isn’t consistent

The things I’ve learnt from supporting the sale of 5 security and infrastructure companies in the last 2 years.  Building a technology company – whether it's an MSP, an IT service provider, a cutting-edge SaaS platform, or a robust cybersecurity solution – is a monumental achievement. It’s fun, it’s heartbreaking and God-forbid you get out alive. But it’s a hot topic in our line of work, and I often get pulled along the journey of companies wanting to sell for the next huge m

By Amy Webb, COO at TechTent If you work in IT services, cybersecurity, or the broader tech channel - you’ve probably felt it. The buyer journey is changing fast. We’re moving into a world where your next big client may not find you through Google or LinkedIn, but through an AI assistant . When business leaders are evaluating vendors, many are now typing prompts like: “Who are the top cybersecurity providers in Australia?”  “What MSPs have strong customer service?” And they’r

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