MSPs under attack: Key takeaways from Acronis at MSP Global 2025

At MSP Global in October, Jonathan Griffiths, senior director of marketing EMEA at Acronis, brought dual expertise to the event by leading a hands-on workshop on business growth while sharing critical cybersecurity insights in conversations with MSP Global about the escalating threats facing managed service providers. 

Griffiths co-led "New Clients Every Month: A Practical, Hands-On Workshop for MSP Leaders" alongside Irina Yashutina, vice president of cloud sales, Acronis, where they shared proven strategies from some of the fastest-growing MSPs. The workshop promised attendees an actionable plan to reignite business growth by adding new clients consistently. Imagine a goal that's not just possible, but achievable right now for MSPs who implement the right techniques. 

However, Griffiths also emphasized that growth must be built on a foundation of security. In his interview with MSP Global, he highlighted alarming findings from the newly released Acronis Cyberthreats Report, produced by the Acronis Threat Research Unit (TRU). 

The numbers are stark: Ransomware attacks have surged 70% year-over-year, and the threat landscape is becoming increasingly sophisticated. "AI is driving a lot more social engineering attacks, so that's increasing the threat attack surface," Griffiths explained. This evolution means that both MSPs and their clients face more convincing phishing campaigns and attacks that bypass traditional defenses with alarming efficiency. 

Most concerning is that MSPs themselves have become prime targets. As gatekeepers to multiple client networks, a single breach at an MSP can cascade across their entire customer base, making them attractive entry points for cybercriminals. 

Griffiths offered a strategic perspective on how MSPs can use threat intelligence as a business tool. "I would strongly encourage anyone to go onto the Acronis website, download that report and the great thing is you can use that as tangible evidence to go and talk to your end-user customers," he advised. 

This approach aligns perfectly with his workshop's focus on client acquisition. By presenting concrete data about emerging threats, MSPs can demonstrate value and expertise to prospects. "I always say facts spoil a good argument so yeah take that, use that and communicate it again as part of telling the story to the end user businesses and show that the threats are real and growing." 

The Acronis Cyberthreats Report provides detailed analysis across multiple threat categories, from ransomware trends and AI-powered attacks to vulnerabilities in MSP software tools. With manufacturing emerging as the most targeted industry and phishing now accounting for 52% of initial attack vectors, the report offers the intelligence MSPs need to protect their operations while building credibility with prospects. 

Griffiths' message at MSP Global was clear: sustainable growth requires both smart marketing strategies and robust security foundations. MSPs who leverage threat intelligence in their client conversations don't just close deals, but build lasting partnerships based on trust and expertise.