What Happens When You Pay Someone $25 to Send You $60K - with Harrison Baron

Welcome back to the MSP Security Playbook, the show where modern MSPs come to sharpen strategy, streamline operations, and secure sustainable growth. Brought to you by Heimdal Security, helping MSPs win with unified, AI-powered cybersecurity.

In this episode, host Jacob Hazelbaker is joined by Harrison Baron, CEO of Growth Generators, host of the Brutally Honest podcast, and one of the most outspoken voices in MSP marketing today. Harrison has helped hundreds of MSPs and IT service providers grow by doing one thing most avoid: putting themselves out there and talking about the problems they actually solve.

Harrison argues that MSPs don’t struggle because there’s a lack of demand, they struggle because they’re invisible, generic, and afraid to show their work. This conversation is a practical, no-nonsense breakdown of how MSPs can stop blending in and start building authority that converts into real revenue.

Elsewhere Adam Pilton returns with a sobering breakdown of a real-world credential-theft campaign targeting enterprise file-sharing platforms like ShareFile. Using stolen credentials and environments

This episode is a masterclass in practical MSP marketing, focused on action, visibility, and clarity, not buzzwords or empty tactics.

Chapter Markers:

(01:30) – Threat Briefing: Stolen credentials + file-sharing platforms, why MFA is non-negotiable

(09:05) – Why marketing feels unnatural for MSPs (and why that’s the point)

(14:05) – Authority vs. awareness: why visibility only works when it’s targeted

(19:10) – Fixing website content depth: why “less is more” hurts MSPs

(22:45) – Referral programs: why most MSP incentives are too small to work

(28:45) – 2026 marketing rule: “Just do something” + test what works for your MSP

(32:00) – MSP Hot Seat: generating inbound leads without relying on referrals

(34:10) – Jacob’s Play-by-Play: key takeaways (authority, trust, consistency, playing to strengths)

Useful Links

Connect with Harrison Baron on LinkedIn

To learn more about Growth Generators, visit their website

Follow Jacob for more cybersecurity insights on LinkedIn

For more from Adam, connect via LinkedIn

Explore Heimdal’s platform at heimdalsecurity.com