What Santa Claus Can Teach MSPs About Marketing Strategy?

Content by: David Walter from Resonant Technology Partners

“You better watch out, you better not cry, you better not pout, I’m telling you why…”

We all know the jingle. It’s catchy, festive, and oddly… strategic? Hidden in the holiday cheer of “Santa Claus Is Coming to Town” is a surprisingly sharp marketing lesson for Managed Service Providers (MSPs). Think about it: “He’s making a list, and checking it twice. Gonna find out who’s naughty or nice.”

What if that line wasn’t just about kids and Christmas gifts—but about how MSPs should approach their marketing? What if Santa’s secret to success is the same one that could help you land more clients in your local market? Let’s unwrap this idea.

Make a List—Then Check It Twice

Santa doesn’t wing it. He doesn’t just hop in the sleigh and hope for the best. He starts with a list—and not just any list. He checks it twice. For MSPs, this is your first lesson: build a prospect list with intention. That means identifying businesses in your local market, like San Antonio, that are the right size, in the right industry, and have the right decision-makers. Too often, MSPs waste time chasing leads that are too small, too far away, or simply not a good fit. Santa doesn’t deliver to every rooftop in the world—he focuses on the ones that matter. So should you. Double-check your list: Is the address correct? Do you have the name and title of the decision-maker? Are they in your service area? If not, cross them off. You’re not running a global gift operation—you’re building a focused, local business.

Focus on the “Nice” List—Your Vertical Market

Santa doesn’t try to please everyone. He’s got a clear filter: naughty or nice. MSPs should take a page from his playbook and focus on a vertical market. Whether it’s law firms, dental offices, or financial services, choosing a niche allows you to tailor your message, your services, and your value proposition. Trying to market to everyone is like trying to slide down every chimney in the world—it’s exhausting and ineffective. But when you focus on one vertical, you become the expert in that space. You understand their pain points, their compliance needs, their workflows. And that makes your marketing resonate. Santa’s not dropping gifts at the North Pole—he’s going where the good kids are. You should too.

Think With the End in Mind—Testimonials Seal the Deal

Once Santa’s list is done and the sleigh is packed, he’s not hoping for the best—he knows the outcome. MSPs should think the same way. Once you’ve identified your vertical and built your list, you need to prepare for the final step: proof. When you finally get in front of a C-level decision-maker, they’re going to ask, “Who else like me have you helped?” That’s where testimonials and reference letters come in. But not just any testimonials—ones from their industry. A law firm doesn’t care what you did for a dentist. They want to hear from another managing partner who had the same problem and saw results. Santa doesn’t just show up—he delivers. You should too.

Conclusion: Santa’s Secret is Smart Marketing

So what’s the big takeaway? Santa Claus isn’t just a jolly old man with a beard—he’s a master of targeted marketing. He builds a list, checks it twice, focuses on the right audience, and delivers exactly what they want. MSPs can learn a lot from that. So this holiday season (or any season), take a cue from the big guy in red. Build your list with care. Focus on your vertical. Gather your IT Support testimonials. And when you finally land that meeting with a C-level prospect, you’ll be ready to slide down the chimney with confidence.

🎅 Ready to build your “nice list”? Start by choosing your vertical and gathering those testimonials. Santa’s watching—and so are your future clients.