One of the biggest mistakes MSPs make is trying to blend B2B and co-managed messaging. It doesn’t work.
The buyers are different, and so is the psychology behind their decisions.
Why you must separate them
B2B marketing assumes there is no internal IT.
Co-managed assumes there is.
That changes everything.
The messaging is different:
B2B = relief, simplicity, “we handle it”
Co-managed = structure, governance, reinforcement
If you mix these, you create confusion.
And confused prospects don’t move forward.
What separation looks like in practice
Each audience should see messaging that feels like it was written specifically for them.
Your B2B messaging
Speaks to business owners
Focuses on removing stress
Emphasises simplicity and outcomes
Your co-managed messaging
Speaks to IT directors
Focuses on structure and boundaries
Reinforces internal authority
They should not overlap.
How to apply this to your website
Keep your main website focused on B2B (if that’s your core business).
Then create a separate co-managed page that:
Sits in your main navigation
Is clearly labelled
Uses only co-managed language
Do not mix both messages on the same page.
We have a template for that here
How to apply this to LinkedIn
You cannot target both audiences from the same profile.
You’ll need:
One profile for B2B
One profile for co-managed
Each with its own positioning and content. More on that here
Simple rule
If a piece of messaging tries to speak to both audiences at once, it will weaken both.
Keep them separate.
Keep them clear.
That’s what makes both offers stronger.