In this From the Trenches episode, Stephanie Peace joins Josh Peterson to explore how small MSPs can reinvent marketing by combining grassroots sales tactics with human‑first AI and social media. Stephanie explains that after two decades of sales coaching she saw MSPs wasting money on canned marketing packages, so she started Goal Root Strategies to give underserved businesses a voice. The conversation contrasts “spray‑and‑pray” blasts with personalised outreach, from knocking on doors with donuts to thoughtfully crafted LinkedIn messages. Drawing on sales/marketing alignment (“smarketing”), Josh and Stephanie point out that authentic, consistent messaging builds trust far better than mass emails or cold calls. They urge owners to avoid shortcuts, invest in brand voice and target their ideal clients—advice that echoes Bering McKinley’s reminder that marketing done right broadens your base and pays long‑term dividends.
The discussion then turns to data hygiene, AI and content repurposing. Stephanie highlights that clean CRM data, defined customer journeys and cohesive handoffs between marketing and sales are crucial for effective automation, a point supported by BMK’s call for aligning sales and service teams. Josh notes that webinars and podcasts can feed a steady stream of micro‑content—blogs, vlogs and social posts—using AI tools to chop transcripts into targeted clips. They agree that video and social platforms drive discovery in the AI era, so MSPs must be present where their audience lives and repurpose assets across channels. Throughout, Stephanie insists that even with AI, human communication matters: salespeople need to look clients in the eye and build real relationships while technology nudges them along. For owners struggling with capacity, she offers pragmatic strategies to keep marketing affordable and authentic, making this episode a blueprint for melding technology with genuine connection.
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Stephanie Peace is a sales trainer and grassroots marketer with over 15 years of experience coaching and mentoring women in the B2C arena. After witnessing MSPs squander money on one‑size‑fits‑all packages, she co‑founded Goal Root Strategies to give small businesses and IT providers an authentic voice through bespoke, human‑first marketing. Stephanie champions “smarketing”—aligning sales and marketing through data hygiene, AI automation and personal connection—and helps clients craft consistent messaging across LinkedIn, webinars and community outreach. Outside of work she enjoys gardening and spending time with her family.
🔗 Connect with Stephanie on LinkedIn →
Josh Peterson is the CEO of Bering McKinley and host of the BMK Vision Podcast. Through the From the Trenches series, Josh invites MSP owners and thought leaders to share candid conversations about growth, execution and the realities of building sustainable service businesses.
🔗 Connect with Josh on LinkedIn →