If you’re already marketing to business owners, your LinkedIn profile is built for B2B. Co-managed requires a different positioning.
The messaging is different:
B2B = relief, simplicity, “we handle it”
Co-managed = structure, governance, reinforcement
If your profile doesn’t reflect this, you’ll create friction before a conversation even starts.
You cannot target business owners and IT directors from the same LinkedIn profile.
You’ll need a separate profile to make this work.
How to set up your second profile
You have two options.
Option 1: Create a second profile for yourself
Set up a second LinkedIn profile in your name, focused purely on co-managed.
Use a different email address
Keep all messaging specific to co-managed
Use separate browsers or profiles to manage each account
Note: LinkedIn doesn’t officially encourage multiple accounts, but many MSPs do this successfully.
Don’t overthink how the same people might see both profiles. You are targeting different audiences.
Option 2: Use another person in your business
Use a second person as the face of your co-managed marketing.
Ideally, this should be:
A partner or co-owner
Or someone who will never leave the business
This is important. If you build an audience on someone else’s profile and they leave, they take those connections with them.
Avoid using salespeople or short-term staff for this.
Update your headline
Your headline should show you work alongside internal IT, not instead of it.
For example:
Helping internal IT teams strengthen delivery through structured reinforcement
Partnering with IT directors to extend capacity without losing control
Keep it calm and structured. No takeover language.
Rewrite your About section
Focus on:
Sustainability
Governance
Boundaries
Reinforcement
Make it clear:
Strategy stays internal
Responsibilities are defined
Authority is preserved
Adjust your tone and content
You are speaking to experienced IT professionals.
Your tone should be: Calm, Peer-to-peer, Thoughtful
Content should focus on subjects such as; Capacity pressure, Governance, Security expansion, Sustainability
Next step
For a more detailed walkthrough watch our training course.