# EP124 – What Does a New Client Really Cost with Nicola Moss

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Text version: https://stenobird.com/podcast/it-s-a-numbers-game-5444783/ep124-what-does-a-new-client-really-cost-with-nicola-moss.md
Podcast: [It's a Numbers Game](https://stenobird.com/podcast/it-s-a-numbers-game-5444783)
Published: 2026-02-22T15:00:00+00:00
Episode link: https://09c50608-3af9-4380-ae1e-9bdeebb68b70.libsyn.com/ep124-what-does-a-new-client-really-cost-with-nicola-moss
Audio file: https://traffic.libsyn.com/secure/09c50608-3af9-4380-ae1e-9bdeebb68b70/EP124_-_What_Does_a_New_Client_Really_Cost_with_Nicola_Moss_-_Live.mp3?dest-id=3337619
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Duration seconds: 2119

## Resource

In this podcast episode, Nicola Moss, a marketing expert, discusses effective budgeting strategies for marketing within Managed Service Providers (MSPs). She highlights the differences in budget allocation and approaches between small and large MSPs and provides a practical guide on setting annual marketing budgets based on percentages of turnover and desired outcomes. Nicola emphasises the importance of consistent spend and strategic investment in various marketing activities, including events, webinars, and referral marketing. She also touches on the integrality of marketing in generating ROI, domain authority, and managing client relationships to sustain long-term growth. The episode offers valuable insights for MSPs looking to optimise their marketing budgets and achieve significant returns on their investments. 00:00 Introduction and Setting the Stage 00:49 Budgeting for Different Sizes of MSPs 03:15 Setting Annual Marketing Budgets 05:58 Calculating ROI and Budget Allocation 08:59 Effective Marketing Strategies for MSPs 11:10 The Importance of Consistent Marketing Efforts 14:16 Leveraging Tools and Partnerships 21:01 Measuring Marketing Effectiveness 35:32 Final Thoughts and Contact Information Connect with Nicola Moss on LinkedIn by clicking here – https://www.linkedin.com/in/nicola-moss-b0a1502/ Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here – https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned! MSP golf day 12/03/26 – register at https://mspgolf.co…

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## Transcript

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