The MSP's Guide to External Attack Surface Management

Cybercriminals are opportunistic. Rather than targeting specific organizations with sophisticated attacks, they often scan the internet looking for the easiest ways in. Those could be unpatched servers, weak credentials, and forgotten assets that businesses don't even know exist.

This creates a significant opportunity for managed service providers (MSPs). While 52% of security professionals say operations are becoming more difficult, MSPs who understand external attack surface management can differentiate themselves while driving meaningful revenue growth.

Why External Attack Surface Management is Ideal for MSPs

External Attack Surface Management (EASM) represents an ideal service offering for MSPs because it requires minimal client infrastructure access while delivering immediate, visible value. Here's why it works:

• Fully agentless and external: No software installations or complex configurations required. You can begin assessing a client's security posture with just their domain name.
• Immediate insights: EASM allows you to become an instant expert on any client's external risks, presenting findings from your very first meeting.
• Continuous value: Unlike point-in-time assessments, EASM provides ongoing monitoring that creates recurring revenue opportunities while keeping clients engaged.

Four Revenue-Driving Strategies

Strategy 1: Demonstrate Upfront Value by Finding the Easiest Way In

Think of your client's attack surface like a house. Attackers aren't always trying to break down the front door, they're often just looking for the unlocked window. EASM helps you quickly identify these paths of least resistance.

When you can walk into a prospect meeting and show them their forgotten subdomains, exposed databases, or vulnerable third-party services, you immediately establish credibility. You're not just another vendor, you're the security expert who found issues they didn't know existed.

Implementation: Use discovery tools to identify unknown assets, exposed services, and misconfigurations. Present these findings as evidence of hidden risks that need ongoing management.

Strategy 2: Uncover Upsell Opportunities Through Asset Discovery

EASM discovery often reveals assets that clients have forgotten about or aren't actively managing. That abandoned staging server, the forgotten marketing subdomain, or the third-party service with weak configurations all represent a potential service opportunity.

For MSPs offering managed security services like Web Application Firewalls or monitoring solutions, these discovered assets translate directly to additional recurring revenue. Every new asset found is a new asset that needs protection.

Implementation: During initial discovery, categorize findings by service opportunity. Document which assets need additional security controls, monitoring, or management services.

Strategy 3: Prioritize Efficiently to Build Trust

Not all security issues are created equal. EASM helps you focus on the low-hanging fruit—the vulnerabilities that deliver maximum security improvement with minimal effort. This approach builds trust quickly because clients see immediate progress.

When you can show a client that closing one exposed port eliminates their biggest external risk, you demonstrate both expertise and efficiency. This positions you as the strategic security partner rather than just another vendor generating alerts.

Implementation: Use risk-based scoring to identify quick wins. Focus initial remediation efforts on critical exposures that are easy to fix, then build toward more complex security improvements.

Strategy 4: Deliver Continuous Value for Long-Term Retention

The external attack surface is constantly changing. New services go online, configurations change, and fresh vulnerabilities emerge daily. This dynamic environment creates perfect conditions for ongoing service relationships.

Regular reporting on attack surface changes, newly discovered assets, and evolving risk profiles ensures you always have something valuable to discuss with clients. This continuous engagement significantly improves retention rates while creating natural opportunities for service expansion.

Implementation: Establish regular security reviews (monthly or quarterly) to discuss new findings, remediation progress, and emerging risks. Use automated alerting to proactively notify clients when new issues arise.

Practical Applications for MSPs

Pre-sales process: Generate complimentary dark web snapshots and external risk assessments to demonstrate immediate value to prospects.

• Service delivery: Offer managed EASM packages that include continuous monitoring, alerting, and remediation guidance.
• Client reporting: Create co-branded reports that showcase security posture improvements over time, reinforcing your value proposition.
• Integration opportunities: Use EASM findings to identify clients who would benefit from additional security services, creating natural upsell conversations.

The Business Case

External attack surface management isn't just about security, it's about sustainable business growth. MSPs using EASM can achieve higher client retention rates, increased service expansion opportunities, and stronger competitive positioning.

For MSPs, this represents a clear opportunity to deliver measurable value while building lasting client relationships. When you can demonstrate that your services directly prevent the types of opportunistic attacks that dominate today's threat landscape, you become indispensable.

Getting Started

The key to success with external attack surface management is starting with the understanding that you're solving a real business problem. Every forgotten asset, every misconfigured service, and every exposed database represents potential business disruption for your clients.

By positioning yourself as the MSP who thinks like an attacker, you create a compelling value proposition that drives both security improvements and business growth.

External attack surface management represents one of the clearest paths for MSPs to increase revenue while delivering genuine security value.