Camley runs outbound for UK managed service providers. We book meetings with businesses whose IT arrangement has stopped fitting them, so your pipeline is more than renewals and whoever your existing clients happen to mention you to.
Four-week pilot, $400. No management fee until it works.
New business for a managed service provider is not a demand problem. Almost every UK SME with twenty or more staff already buys IT support from somebody. It is a timing problem, and referrals are the one channel that cannot be pointed at a date.
In an MSP Success reader survey published in December 2025, 43% of MSPs named referrals as their top source of new clients, ahead of cold outreach at 18% and the website at 16%. Referrals come out of the client base you already have, so the channel grows at the speed of the thing you are trying to grow. That is the squeeze behind Kaseya's 2026 finding that 71% of MSPs now call winning new customers their biggest challenge, with competition from other MSPs the single most cited reason.
A prospect who is reasonably happy with their current provider will not read a proposal in month seven of an agreement. The work is being in front of them in the window before renewal, or at a trigger: a breach or a weekend outage, a failed or lapsed Cyber Essentials assessment, a tender that suddenly requires it, an on premise server at end of life, a new finance director reviewing every recurring line, or an incumbent being absorbed into a roll up. M&A Signal's 2026 report counted 267 MSP acquisitions in 2025 against 234 in 2024, with private equity involved in roughly seven in ten. Every one of those deals leaves a cohort of clients whose account manager has changed and whose QBRs quietly stopped. Outbound is the only channel you can aim at that cohort on purpose.
MSP owners get marketed to harder than almost anyone they sell to: vendor pushes, distributor webinars, PSA and RMM upsells, and appointment setters promising meetings by the dozen. A good number have paid for one, got no shows and a list that did not survive contact. That scepticism is earned and we are not going to argue with it. We would rather be specific about what a four week pilot can and cannot do in a market where most deals take three to six months to close.
Frontier Economics, working for DSIT, identified 12,867 active MSPs in the UK in March 2025, employing 343,762 people. The shape matters more than the headline: 65% are micro firms under ten people and 24% are small, while 321 large providers take 86% of the sector's £51 billion revenue. If you are a 10 to 100 person MSP you are competing in a very crowded middle, against several hundred firms in your region who describe themselves on their website in close to identical words. The economics, though, are forgiving of patient prospecting. Take the middle of the published UK range of £40 to £150 per seat per month: a forty seat client sits somewhere around £2,000 to £3,000 in MRR before projects, hardware or vCIO time, and managed clients are kept for years rather than months. That is the arithmetic that makes a per meeting fee a rounding error. Demand drivers are moving in your favour too. Cyber Essentials certificates issued between April 2025 and March 2026 reached 44,608, up 19.2% on the year, and the Danzell question set that replaced Willow on 27 April 2026 made MFA on cloud services mandatory rather than expected, which puts a dated compliance conversation in front of thousands of SMEs. CompTIA's research found 37.9% of organisations now use an MSP alongside an internal IT team rather than instead of one, so the co-managed door is often open where the full takeaway is not.
Sources: Frontier Economics for DSIT, Managed Service Providers Market Study, final report 1 May 2025. Kaseya 2026 State of the MSP Report, over 1,000 MSPs surveyed. MSP Success reader survey, December 2025. CyberSmart's compilation of IASME and NCSC Cyber Essentials certificate data. IASME guidance on the April 2026 Danzell question set. CompTIA Trends in Managed Services. M&A Signal 2026 MSP M&A Report. Per seat pricing ranges as published by UK providers including Connection Technologies and F1 Group, 2026.
We agree the slice: a seat band (usually 15 to 120 seats, because below that the MRR will not carry your onboarding cost and above it you are into formal tenders), one or two verticals you can actually evidence, and a service radius. Then separate sending domains, SPF, DKIM and a DMARC policy, and mailboxes warmed properly. Nothing is ever sent from your production Microsoft 365 tenant or your main domain.
Companies House and headcount data to get the seat band right, then layered signals: firms whose incumbent has just been acquired, firms advertising for their first internal IT hire, firms where a tender or insurer has put Cyber Essentials on the table, office moves, and ageing on premise kit. We record why each account is on the list, because you will be asked that on the call.
The renewal angle for an owner or finance director, the compliance angle for whoever is answering the insurer's MFA questions, and the co-managed angle for a stretched IT manager, which is an offer of relief and not a threat to their job. What we will not write is another paragraph about proactive support and a single point of contact. Every MSP site in the country already says that, which is precisely why it reads as noise.
Volume climbs gradually. Replies are handled in your name within the working day and positive ones go into your calendar with the context attached. We do not attempt technical discovery or quote per seat numbers. We also log every "not now, our agreement runs to March" reply, which is often the most valuable output of the month.
Every deferral gets a renewal month against it and gets contacted again before that date. Copy is rewritten against what replied, not against what we liked. You get a monthly count of sends, replies, meetings booked and meetings held, and the held number is the one we are paid against.
Not signed contracts, and we will not pretend otherwise. Seventy per cent of MSP Success readers said a lead takes three to six months to close, and managed services deals are bound to renewal dates we do not control. What four weeks proves is whether the list and the message produce conversations with the right titles, and it produces the renewal date map that makes month three onwards worth running. If you need signed MRR inside thirty days, outbound is the wrong instrument.
You would never let a client blast cold volume from their production tenant, and neither will we. Sending runs on separate domains bought for the purpose, with their own authentication records and their own warm up curve, so your primary domain and tenant reputation are untouched whatever happens. You can inspect the DNS yourself on day one. On this subject you are a better auditor than most of the people we talk to, so we would rather you check than take our word.
Which is why our fee sits on held meetings rather than booked ones: £1,500 a month plus £200 per qualified meeting that actually happens, after a £300 four week pilot with no management fee. A no show costs us the £200 and costs you an empty diary slot. We also do not book anyone who tells us they are twelve months into a three year agreement and happy, because that meeting is a courtesy call and you will know it within four minutes.
It depends on the headcount and the angle. Under about fifty staff the owner or managing director is usually the decision maker and IT is one of many lines they would rather not think about. Above that the finance director owns the recurring cost and the operations director owns the downtime. Where there is an internal IT manager we write to them with a co-managed proposition, because a message that reads as "we will replace your department" guarantees a blocker rather than a buyer, and co-managed is where a good share of the market is heading anyway.
Partly, and it is the part that needs the most care. The fair version is reaching people at renewal, after a service failure, or when their provider has been acquired and the relationship has visibly changed. We do not write copy that attacks a named competitor, partly because it is a poor look in a regional market where everyone knows everyone, and partly because it makes the prospect defend a decision they made rather than reconsider it. The first meeting is better spent on what they are not getting than on who is not giving it to them.
No. One client per niche per region, and for MSPs we treat the region tightly, because your prospect lists overlap heavily with the firm two towns over. Taking a second MSP in the same patch would mean emailing the same finance directors on behalf of two competitors, which would be worthless to both. If the slot for your area is taken when you enquire, we will say so rather than widen the definition to fit you in.
You sell on results, so it would be strange to ask you to buy on promises. The pilot exists so that your maximum exposure is a known number before anything begins.
The $400 covers hard costs only, the domains and mailboxes built in your name that stay with you whatever happens next. The management fee is the part at risk: miss the meeting target we agreed and you do not pay it. A meeting counts only when the other side actually turns up, and no-shows are ours to rebook rather than yours to absorb.
Book twenty minutes. I will bring a sample list of hiring companies in your specialism and the exact messages I would send them. If the research is not better than what you would do yourself, do not hire us.
Book a 20-minute call →Or simply reply to the email that brought you here.
