Cyber threats never sleep, so selling security solutions shouldn’t be a struggle for managed service providers (MSPs). But the way that cybersecurity solutions are sold and how they’re marketed to clients can make all the difference. While services like cloud security, backups, and disaster recovery are now must-have essentials, not every business realizes this until it’s too late. MSPs need to proactively demonstrate value, educate clients on risks, and show how these solutions protect critical servers and applications before a costly incident occurs.
To find out what 103,898 opinions of MSPs that are successful at selling cybersecurity were, we utilized AI-driven audience profiling to synthesize insights from online discussions for a full year ending January 5, 2026, to a high statistical confidence level. In doing so, we obtained a clear picture of how successful MSPs approach sales, which strategies resonate most with clients, and the key factors that drive adoption of essential cybersecurity solutions.
What Type Of Clients Do You Primarily Serve?
53% of MSPs that are successful at selling cybersecurity primarily focus on a mixed client base
Clients from all sectors are a focus for cybersecurity solutions sales:
Cybercrime affects businesses of all sizes, and for our audience of MSPS that are successful at selling cybersecurity solutions, there’s a healthy mix of clients. 4% say that their main focus is a mixed client base, and another 49% say that a mix of clients makes up a significant part of their target audience.
Unsurprisingly, enterprise-focused clients are a main focus for 30%, and another 12% say they are a significant part of those they primarily serve. These clients tend to have greater resources and bigger budgets, and are therefore more likely to invest in long-term strategies, premium services, and scalable solutions rather than short-term or cost-driven engagements.
Conversely, small local businesses are only a significant part for 2%, while another 2% of MSPs say that they are not their focus client base. However, a survey from Hiscox found that in 2023, 41% of small businesses were victims of a cyberattack, with the median cost coming to $8,300, highlighting the need for cybersecurity in this sector.
Regulated industries were also only a significant part of 2% of MSPs’ client base, which is surprising given the laws surrounding cybersecurity in this sector.
Which Industry Do Most Of Your Clients Operate In?
56% of MSPs successful at selling cybersecurity have clients that operate in the manufacturing industry
The industries that MSPs serve reveal clear trends:
The manufacturing industry stands out as a clear leader for our audience, with 56% of MSPs successfully selling cybersecurity solutions to this sector. Professional services are far behind at 17%, followed by healthcare (14%) and mixed industries(12%).
Financial services is the least represented at just 2%, despite this being one of the most-targeted industries and having the highest demand for cybersecurity workers in the US.
Overall, this distribution suggests that MSPs are finding the most commercial traction for cybersecurity solutions in manufacturing, likely because of increased digitization, operational technology risk, and growing ransomware exposure in that sector.
What Level Of Cybersecurity Maturity Do Most Of Your Clients Have?
80% of MSPs successful at selling cybersecurity say that having a fully optimized security strategy is not very common amongst their clients
There’s a clear need for increased cybersecurity across the board:
The US cybersecurity market was valued at $67.69 billion in 2023 and is expected to grow at a CAGR of 10.7% from 2024 to 2030. This growth is being driven by the rising volume of cyberattacks and increasingly sophisticated malware threats across multiple industries. However, for our audience, the rate of businesses with a fully optimized security strategy is alarmingly low.
A whopping 80% of MSPs successful at selling cybersecurity say that a fully optimized security strategy is not very common, and only 6% say that it is somewhat common. In contrast, a moderately mature security posture is somewhat common for 2% and not very common for 3%, while advanced security programs are somewhat common for 4%.
Just 4% of our audience, split 50/50, say that having basic security in place and early-stage awareness are somewhat common, once again highlighting how big a gap there is between those who need protection and those who actually have it.
How Do Clients Most Often Discover Your Cybersecurity Services?
Online research is how clients discover 31% of MSPs that are successful at selling cybersecurity services
Over half of MSP clients find them via online channels:
A digital presence is non-negotiable in the current economy, and for MSPs, it’s an essential marketing channel. 31% of MSPs successful at selling cybersecurity say that their clients find them via online research, and another 29% say they discover them due to their social media presence. With social media ad spend expected to have reached $103.07 billion in 2025, it’s understandable why social channels are such major contributors.
However, industry events also played a large role, with 25% of MSPs saying that this is where their clients discovered their services. The remaining 15% said that existing managed service relationships were responsible, indicating that some businesses may prefer to expand cybersecurity services through trusted providers they already work with, rather than sourcing entirely new vendors.
What Typically Motivates Clients To Invest In Cybersecurity Solutions?
23% of MSPs successful at selling cybersecurity say that recent security events are a primary motivator for clients investing in cybersecurity solutions
Reactivity is a major motivator for cybersecurity sales:
For over half of MSPs’ clients that invested in cybersecurity solutions, the main motivator was due to a recent security incident. For 23%, this was a primary motivator, and for another 23%, a possible motivator. Only 6% said that this was not a motivating factor for their clients.
Considering IBM’s Cost of a Data Breach Report 2025 revealed that the average cost of a data breach was $4.4 million, it makes sense that those who have suffered want to take action. The issue is that they are doing so reactively rather than proactively, which should be reversed.
Risk reduction concerns were a possible motivator for 28%, while 14% felt the same about compliance requirements, and 6% business continuity needs. This reinforces the fact that cybersecurity buying decisions are still largely driven by immediate threats and compliance pressure, rather than a long-term, preventative strategy focused on resilience and risk management.
What Type Of Cybersecurity Messaging Resonates Most With Clients?
For 82% of MSPs successful at selling cybersecurity, business risk reduction is a somewhat effective form of messaging that resonates with clients
One message has the greatest impact on clients’ purchasing cybersecurity:
Ensuring a marketing message lands with clients is essential, and for our audience of MSPs, business risk reduction hits the hardest. 82% say that this message is somewhat effective, while 18% say that operational resilience is.
Risk reduction and resilience go hand in hand, especially when considering the financial impact of disruption. An Oxford Economics study found that downtime costs enterprises an estimated $400 billion each year, making an excellent case for reducing risk and increasing resilience.
Which Marketing Channels Generate The Most Cybersecurity Leads?
Partner co-marketing is the top performer for generating the most leads for 49% of MSPs successful at selling cybersecurity
Collaboration is the key to generating leads:
Pooling resources is evidently a major success for MSPs, with 49% saying that partner co-marketing is their top-performing marketing channel for securing cybersecurity leads and 35% agreeing it’s a good option.
Educational webinars, which are also often a form of co-marketing, are a top performer for generating leads at 2%, while paid digital advertising is a good option for 2% but not the best for 3%, effectively canceling this channel out.
This highlights why partner co-marketing is such a strong fit for MSPs: cybersecurity buyers value trust, expertise, and proven relationships, all of which are reinforced when MSPs collaborate with credible technology partners.
What Sales Approach Works Best When Positioning Cybersecurity Solutions?
51% of MSPs successful at selling cybersecurity say that risk assessment is a highly effective first approach for sales
Risk remains a core focus for selling cybersecurity:
When positioning cybersecurity solutions, 51% of MSPs successful at selling cybersecurity say that risk assessment is their first approach. This involves the systematic process of identifying and evaluating potential threats to an organization, and often paints a stark picture of vulnerabilities that are easy to exploit and the potential ramifications of a breach.
Education-driven consultation follows in second place, with 26% of MSPs saying this is their first approach when selling cybersecurity solutions, while 23% bundle their offering with managed services. This reinforces the importance of a consultative, value-driven sales approach, showing that successful MSPs prioritize helping clients understand risks and solutions before focusing on product features or pricing.
Which Cybersecurity Services Are Easiest For You To Sell?
50% of MSPs successful at selling cybersecurity say that cloud security is only somewhat difficult to sell
Cloud security sales pose some challenges:
The cloud security market has expanded rapidly in recent years, and its value was projected to reach $19.71 billion in 2025. This growth has been driven by factors such as regulatory compliance requirements, an increased focus on identity and access management, the rise of bring-your-own-device (BYOD) policies, and the prevalence of advanced persistent threats. Yet, for our audience of MSPs successful at selling cybersecurity services, it’s not always an easy sell.
There’s a 50/50 split between those who say it’s somewhat difficult to sell and those who say it’s the hardest to sell. Considering the huge number of users and the fact that McKinsey predicted that large enterprises would have at least 60% of their environment in the cloud by the end of last year, the fact that this security solution is not always a simple and easy sell is quite alarming.
Businesses that have this type of security in place are far better equipped to prevent data breaches, respond to threats quickly, and maintain compliance, reducing risk and protecting their operations and reputation.
How Do You Typically Differentiate Your Cybersecurity Offerings From Competitors?
A proactive security strategy is used by 55% of MSPs successful at selling cybersecurity to differentiate their offerings from competitors
Proactivity leads the way in standing out:
Having a proactive security strategy in place is a major selling point, and 55% of our audience agrees, saying that this is how they typically differentiate their offerings from competitors. But industry expertise is important too, with 22% using this as leverage.
Clear communication and education are also used as a major selling point for 19%, while just 4% differentiate themselves by focusing on proven client outcomes. This low percentage is interesting, as trust in a business is readily achieved by sharing results. A PwC study showed that 93% of business executives agree that the ability to build and maintain trust improves the bottom line, highlighting that showcasing proven client outcomes could be a highly effective, yet underutilized, way for MSPs to gain a competitive edge in cybersecurity sales.
What Most Influences Your Decision To Partner With A Cybersecurity Solution Provider?
93% of MSPs successful at selling cybersecurity say that training and education resources are a top priority when deciding to partner with a solutions provider
Training and education resources hold the most power for partnerships:
For MSPs, partnership decisions are most influenced by the training and education resources offered by a cybersecurity provider. 93% say that this is a top priority, which makes sense as partnerships should be built on understanding and shared knowledge.
Also mentioned was sales enablement support, with 3% saying this is a top priority, while 2% had the same opinion about the quality of technical support, and a further 2% said this was an important factor.
With the vast majority prioritizing training and education, it’s clear that MSPs value partners who equip them with the knowledge and resources needed to confidently sell, implement, and support cybersecurity solutions for their clients.
What Is Your Biggest Challenge When Selling Cybersecurity Solutions?
77% of MSPs successful at selling cybersecurity cite a lack of urgency from clients as the most significant sales challenge
Slow reaction times hamper sales:
Despite the vast amount of information available regarding the risks of not having a stringent cybersecurity plan in place, the huge costs associated with a cyber breach, and the fact that 72% of organizations report an increase in cyber risks, the biggest challenge MSPs face when selling cybersecurity solutions is a lack of client urgency. 77% of our audience says that this slow reaction time poses a significant challenge, while 17% say it’s a minor challenge.
In contrast, complex technical explanations are only a significant sales challenge for 3%, client budget concerns are a minor challenge for 1%, and competitive market pressure is a significant challenge for less than 1%. This puts the spotlight firmly on the client’s lack of urgency, which is concerning given the risks of waiting.
How Have You Used AI To Help You Sell Or Market Cybersecurity More Effectively?
96% of MSPs successful at selling cybersecurity say they have used AI for marketing campaign optimization to sell or market their offerings more effectively
AI is playing a major role in MSP marketing:
As of 2025, 90% of global companies were either using or exploring the use of AI across different areas of their organizations, and MSPs in the US are not being left behind. 96% of our audience is using AI for marketing campaign optimization to help them sell cybersecurity solutions more effectively, in comparison to the 4% who say they do not use any AI currently.
While sales content creation garnered zero opinions, it’s likely that this falls under marketing optimization, as content forms an integral part of these campaigns.
What Best Describes Your Primary Role In Cybersecurity Sales Decisions?
55% of MSPs successful at selling cybersecurity are involved or somewhat involved in the role of sales leaders
Sales leaders tip the scales in selling:
With 55% of MSPs who are successful at selling cybersecurity describing their primary role in cybersecurity sales as being the sales leader (33% agreeing they are involved and 22% being somewhat involved), it’s easy to see that this position is central to how cybersecurity solutions are positioned and sold within their organization.
Another 31% say they are involved as technical leaders, followed far behind by those who are involved as operational leaders (11%), and at the same level of involvement for account managers. This shows that while sales leaders play the primary role in cybersecurity decisions, other stakeholders also hold varying degrees of influence.
Which City Are You Primarily Based In?
36% of MSPs successful at selling cybersecurity are primarily based in New York
The distribution of our audience across the US is heavier in tech hubs and big cities:
Coming in first as the city where MSPs are most successful at selling cybersecurity is New York, topping the list at 36%. San Francisco and Austin follow with 23% each, while Washington D.C has 16% and Chicago 2%. Each of these cities is a major tech hub, making the concentration of MSPs unsurprising, as they have access to large enterprise clients, cutting-edge technology ecosystems, and a high demand for cybersecurity services.
Based on these opinions, selling cybersecurity as an MSP requires a mix of proactive strategy, consultative approaches, and strong partnerships. Success relies on clearly communicating value, educating clients on risks, and leveraging collaborative marketing efforts to build trust.
By focusing on these areas, MSPs are standing out in a competitive market and positioning their services to sell essential solutions such as cloud security, backups, and disaster recovery.
About The Data
Sourced using Artios from an independent sample of 103,898 opinions of MSPs that are successful at selling cybersecurity in the USA across X, Quora, Reddit, Bluesky, TikTok, and Threads. Responses are collected within a 95% confidence interval and 5% margin of error. Results are derived from what people describe online, from opinions expressed, and not actual questions answered by people in the sample.
