Lead generation for MSPs that books IT assessments
Find SMBs by city, size, and IT hiring. Research and score each one, then ask the owner for an assessment by email and LinkedIn.
Match counts are free
Search by city and size
Email and LinkedIn steps
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Published Oct 30, 2026
Why lead generation for MSPs runs on timing
Lead generation for MSPs is a timing problem. An SMB rarely shops for IT support until something changes: fast growth, a new operations lead, an IT role it cannot fill. Find leads searches on those moments, so every company on the list is in one, scored before you write.
Field | One SMB after one run |
|---|---|
Company | Marlow Advisory, marlowadvisory.example |
What they do | Tax and bookkeeping for local businesses, two offices |
Size | 34 employees, in the 11-50 band |
Signal | Hiring an IT Support Specialist, found with Find companies hiring |
Google listing | Accounting firm, 4.7 stars, claimed by the owner |
Security claims | No SOC 2 or HIPAA claim on its site, from the Compliance checker |
ICP fit | Strong, 81, with the facts behind the score |
Buyer | Dana Whitfield, Operations Manager, work email checked as deliverable |
First message | Opens on the IT support opening and offers a free network assessment |
Example data for an invented company.
Lead generation for MSPs, from territory to call
Four plays an MSP runs first, from a search of its service area to scores in HubSpot and an email and LinkedIn sequence.
01 · Territory
List the SMBs in the cities you cover
Find companies narrows by Cities under Location, by Company sizes such as 11-50 employees, and by Industries. The match count is free, so you see your territory before you pay.
02 · IT hiring
Catch SMBs hiring for IT support
Find companies hiring turns a title such as IT Support Specialist or Systems Administrator into the employers with that role open, narrowed by company size and location.
03 · Qualify
Research, score, and check security claims
The Company researcher reads each site and LinkedIn page, the ICP scorer rates the fit with its reasons, and the Compliance checker notes any SOC 2 or HIPAA claim. Scores export to HubSpot.
04 · Outreach
Email and LinkedIn that ask for an assessment
Point a sequence at the strong fits. Emails go from your Google Workspace mailboxes, LinkedIn steps run in your own browser, and a reply stops the sequence.
Lead generation for MSPs: cost per 100 SMBs
0
Credits to count how many companies in your area match a search
5
Credits to check which security claims a company makes, such as HIPAA
Up to 10.8
Credits for an owner's work email and its deliverability check
Prices from the Oneprofile catalog. Credits are worth $20 per 1,000.
100 SMBs in your service area | Credits | Worth |
|---|---|---|
Company research on all 100, 5 each | 500 | $10 |
ICP score with the reason on all 100, 3 each | 300 | $6 |
Google Business Profile on all 100, up to 0.4 each | Up to 40 | Up to $0.80 |
Compliance check on the 40 that fit, 5 each | 200 | $4 |
Work email and email check for the owner or office manager at the 40, up to 10.8 each | Up to 432 | Up to $8.64 |
A work email lookup that finds nothing | 0 | $0 |
Say 40 of the 100 score strong or possible. A run condition skips the other 60 after their score, and a skipped company is never charged. The research, scores, and contacts come to up to 1,472 credits, worth up to $29.44 at $20 per 1,000.
Counting a search's matches is free. Adding companies from a search is priced per one added, and the panel shows it before anything is added. Sequence steps carry their own prices, and the editor estimates the whole sequence before launch.
Prices checked Oct 29, 2026.
How to find leads for IT services: what to ask a tool
Can you search by city and company size together? An MSP sells inside a service area, so a company three states away is a wasted lookup. Ask whether location goes down to the city.
Does the search count before it charges? You should see how many companies in your area match before you pay for any of them.
Can it find companies when they need help? Open IT roles, new executives, and headcount growth turn a cold email into a timely one. See using hiring signals for outbound.
Does every score come with a reason? You call an owner on facts about their business, not on a number alone.
Does every email carry what the law asks for? US commercial email needs a valid postal address and a working opt-out, per the FTC's CAN-SPAM guide. Ask how a tool handles both.
When the waterfall queries a data source, it sends only the lookup fields that data source needs. We never sell customer data.
How Oneprofile fits outbound for MSPs
Search your territory by size and signal, score every SMB, and send email and LinkedIn steps from the same list.
Find SMBs in the month something changes
Signals in Find companies catch headcount growth over a window you pick, and an executive who joined in the past 3 months in a role you name, such as Chief Operating Officer.
Every small business scored against your ICP
Write your ideal client profile once. Each company gets a strong, possible, or poor band, a 0 to 100 score, and the facts that drove it, for 3 credits.
An opening line per owner, from research
The sequence's agent writes each email and LinkedIn message from that company's research, so an open IT role or a new COO becomes the reason to write.
Lead generation for MSPs: common questions
How do MSPs generate leads?
Pick a service area and a size band, find the SMBs in it, and reach out when something changes: an IT role opens, an executive joins, headcount grows. Research each company first, so the first email names its situation, then ask for an assessment.
How to find leads for IT services in a specific city?
Open Find companies, set Cities under Location, and pick a Company sizes band such as 11-50 employees. The match count is free. Local businesses, another search on the Find leads page, finds businesses near a place you name.
Should MSPs rely on referrals instead of cold outreach?
Run both if you can. Referrals close well but arrive when they arrive. Outbound is a list you control: the companies in your area, sized for your service, reached when a signal suggests they need help now.
Who should MSPs contact at a small business?
The owner, the office or operations manager, or a COO, since a company of 30 often has no one whose job is IT. Search those titles under Role in Find people, then find a work email and check it is deliverable before you send.
Can I find SMBs that use a specific software product?
Partly. Find companies has a Technology section: name a product and leave others out. It reaches companies whose website has been read, about one in six, so pair it with size, location, or hiring filters.
What does it cost to research and score 100 SMBs?
800 credits: Company research is 5 credits and an ICP score 3 per company. Counting matches is free, and adding companies from a search is priced on its own. Team is $20 a month for 1,000 credits; Free has 200 credits a month, 3 integrations, 3 tables, and 100 rows per table.
About this article
Natsuki Z.
Co-founder
Managed product across proxy infrastructure and developer APIs at scale. Now leads product at Oneprofile, which finds the right people, researches each one, and follows up until they reply.
Drafted with AI from our product docs and code. Natsuki Z. answers for what it says.