Episode 33  ·  February 02, 2026

Episode 33 - The Webinar Framework: Build a 24/7 Lead Gen Machine

With Brian Gillette and Scott Millar

Word-of-mouth is the lifeblood of the MSP, but it is notoriously difficult to scale. In this episode, Brian Gillette sits down with Scott Millar, author of Virtually Irresistible, to discuss why webinars are the ultimate bridge between technical expertise and scalable relationship building.

Many MSP owners avoid webinars due to "tech anxiety" or a fear of public speaking, but Scott reframes the process as a repeatable system rather than a performance. They dive deep into the tactical side of lead generation, explaining why Meta’s machine learning often outperforms LinkedIn for reaching decision-makers at a fraction of the cost.

In this episode, you’ll learn:

  • Why "dog whistle" copy is the key to attracting your ideal client profile
  • How to overcome camera shyness by acting as a "guest expert"
  • The technical "minimum viable process": Why audio quality matters most
  • To upcycle one 40-minute webinar into two months of social media authority


This episode provides the structural blueprint to move from accidental 'word-of-mouth' growth to an intentional, scalable inbound system.

EPISODE HOSTS

Brian Gillette

Brian Gillette, the founder of Feel-Good MSP, stands out in the Channel with his unique, empathy-driven approach to sales and client relationships. 

Formerly a VP of Sales for an MSP, his expertise now shines as a consultant, where he transforms traditional sales tactics with a focus on understanding and meeting client needs. 

Renowned for his strategies in overcoming sales objections, Brian champions selling outcomes over technicalities, emphasizing value, trust, and the importance of peace of mind and productivity for clients. His dynamic, client-centered philosophy makes him an invaluable asset in the MSP landscape.

Scott Millar

Self-confessed MSP Marketing Geek and founder of IT Rockstars. Scott has an extensive career in the IT Channel Geeks out on SEO, copywriting & landing pages for MSPs. Since 2016, he's developed a proven formula that has helped over 300 managed service providers and IT service businesses around the world implement an effective SEO lead generation strategy.