How To Create an Effective MSP Marketing Plan
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Transcript of How To Create an Effective MSP Marketing Plan
Just for MSPs:
How to Create an Effective
Marketing Plan that Marketing Plan that
Delivers Results
February 22, 2012
Agenda
• Introductions
• Our sponsor
• Our MSP marketing expert– Why you need a marketing plan
– 3 components of your plan– 3 components of your plan
– Why start with the marketing strategy
– 4 critical elements of a strategy
– Drill downs
• Recap
• Q&A
2
Our Speakers
Robin Robins
Owner & MSP Expert Technology Marketing Toolkit
3
Technology Marketing Toolkit
Alex Brandt
Director Kaseya
Stay for Q&A and you may win!
About Kaseya
• Enterprise-class IT systems management for everybody
• Value Proposition– A single Kaseya user can proactively manage 1,000s of automated
IT systems and network tasks in the same amount of time required by a team of technicians using other techniques
• Key FactsFounded 2000
Patented
#7,827,547
#7,620,707
#7,895,320
– Founded 2000
– Privately held, no debt, no external capital requirements
– 33 offices worldwide in 20 countries with 450+ employees
– 10,000+ customers
– 5,000,000+ assets managed
– Patented IT service delivery process & remote IT management process• 24 patents pending
– FIPS 140-2 security compliant
– ITIL v3 compliant
5
The Kaseya Solution for Automated
Managed Services
• Comprehensive
– Automates all systems management tasks
– Expert RMM via Kaseya Live Connect & ITIL SD
– Integration friendly (PSA)
– Scalable and flexible– Scalable and flexible
• Uncomplicated
– Lightweight, 1 agent
– Cross platform
– Thousands of pre-built scripts
– Easy to install & use via a single pane
• Affordable
– On-premise or cloud
6
www.kaseya.com/solutions.aspx
MSP Benefits via Kaseya
• Higher revenue
– Integration gives you more services to offer
• Higher profit
– Integration means fewer techs per managed machine and cloud means pay as you go & grow
60%+ use
Kaseya
machine and cloud means pay as you go & grow
• Better service delivery
– Automation provides standardization, which means faster responses with less errors
• Better control
– Integration means it all ties together so you can actually see everything you need
7
Poll placeholder location
Why Why Why Why Do You Do You Do You Do You NeedNeedNeedNeed A Marketing Plan?A Marketing Plan?A Marketing Plan?A Marketing Plan?
According to various studies, the
average American sees over 3,000
marketing ads, promotions and
campaigns per day, and that number campaigns per day, and that number
is EXPLODING with spam, social
media and Internet proliferation.
Jean BaptistJean BaptistJean BaptistJean Baptist
Definition of an entrepreneur:
“One who acts as an
intermediary between intermediary between
capital and labor.”
(Notice he didn’t say,
“One who labors for capital.”
That’s called an employee.)
Who The Who The Who The Who The Heck Heck Heck Heck Is Robin Robins AndIs Robin Robins AndIs Robin Robins AndIs Robin Robins And
Why Should You Listen To Me?Why Should You Listen To Me?Why Should You Listen To Me?Why Should You Listen To Me?
I am the world’s leading marketing strategist for small and medium sized IT services firms, specializing in developing highly effective marketing and sales highly effective marketing and sales systems for companies that sell outsourced IT services. More to the point…
� Spent over a decade researching, developing, testing and
refining marketing campaigns for MSPs, Systems Integrators
and IT services companies.
� We have 4,500 clients that span the globe and are made up of
brand new startups to multi-million dollar IT firms (and
Who The Who The Who The Who The Heck Heck Heck Heck Is Robin Robins AndIs Robin Robins AndIs Robin Robins AndIs Robin Robins And
Why Should You Listen To Me?Why Should You Listen To Me?Why Should You Listen To Me?Why Should You Listen To Me?
brand new startups to multi-million dollar IT firms (and
everything in between).
� I’ve spent well over 200 hours talking to YOUR customers –
business owners – researching and discovering what they look
for when outsourcing their IT support or buying IT services.
� More documented client success stories than any other
marketing firm in this niche, period.
1. Your marketing strategy
3 Main Components3 Main Components3 Main Components3 Main Components
Of A Of A Of A Of A Marketing PlanMarketing PlanMarketing PlanMarketing Plan
2. Mapping of process and systems
3. Tactical execution
Where Do You Start? Where Do You Start? Where Do You Start? Where Do You Start?
Formulate The Formulate The Formulate The Formulate The
Right StrategyRight StrategyRight StrategyRight StrategyRight StrategyRight StrategyRight StrategyRight Strategy(It’s The Foundation To Any Effective
Business And Marketing Plan)
Your Marketing Strategy Consists Of:
� Researching and selecting a key target market(s)
� Determining what your competitive advantage will be
� Developing a service offering and marketing message that will
be magnetic to your chosen market(s)
TheTheTheThe DifferenceDifferenceDifferenceDifference BetweenBetweenBetweenBetween
Strategy And TacticsStrategy And TacticsStrategy And TacticsStrategy And Tactics
be magnetic to your chosen market(s)
� Developing a successful financial model
� Developing your go-to-market (tactical) plan
Important! The above should NOT be delegated and MUST be
determined before you can start making decisions about what type
of marketing you will be doing (media or message delivery)
1. Market
2. Message
4 4 4 4 CriticalCriticalCriticalCritical Elements To Your Elements To Your Elements To Your Elements To Your
Marketing Strategy:Marketing Strategy:Marketing Strategy:Marketing Strategy:
3. Media (Message delivery system)
4. MathFree Video Series That Will Be Available For The Next 5 Days:
www.managedservicesblueprint.com/video
Who Specifically Do You Want
To Attract As A Customer?
#1: Market#1: Market#1: Market#1: Market
Key Point: When “Everyone” Is Your Customer,
No One Is Your Customer.
1. Describe in detail the most likely BUYER of your services.
2. What service or product are they MOST LIKELY using now?
3. What are the top 3-5 problems they are MOST LIKELY to be
having with their current service or product? (Note: this is key
to creating your marketing message, covered next).
#1: Seven Key #1: Seven Key #1: Seven Key #1: Seven Key Questions Questions Questions Questions You Must KnowYou Must KnowYou Must KnowYou Must Know
About About About About Your Your Your Your TargetTargetTargetTarget MarketMarketMarketMarket
4. What do they WANT? Think in terms of results, not features.
5. When they start looking to buy what you sell, what process do
they go through? Where do they look, who do they ask, etc.?
6. Where do these people congregate?
7. What are the top 1-3 sales objections your target market will
have regarding your product/service? (Note: Do you have a
strategy to overcome them?)
Case Study On Targeting:
Luke Walling, Walling Data Systems
Challenge:
• Luke was trying to figure
out a way to land BIG
accounts for his AVG
solution (US distributor solution (US distributor
of AVG’s anti-virus).
• Wanted to target schools.
• Various marketing
attempts had failed and
he was wasting money.
Case Study On Targeting:
Luke Walling, Walling Data Systems
Solution:
• Studied the buyers he
currently had and noticed they
were IT managers of private
K-12 schools with Symantec
or Network Associates anti-or Network Associates anti-
virus already installed.
• Refined the list.
• Refined the message to better
communicate the benefit and
added testimonials of other IT
managers of K-12 schools.
• Added a 30-day free trail offer
and free remote support.
Case Study On Targeting:
Luke Walling, Walling Data Systems
“Our AVG marketing campaigns were
barely generating any kind of response.
Since using Robin’s suggestions, our last
postcard generated over $50,000 in NEW postcard generated over $50,000 in NEW
AVG sales. We could barely keep up
with the number of new customers
calling our office!” – Luke Walling, President, Walling Data Systems
The #1 Question You MUST Be Able To Answer Is:
“Why Should I Do Business
With You Over All The Other
#2: Message#2: Message#2: Message#2: Message
With You Over All The Other
Options Available?”
1. Narrowly defined promise
2. Meaningful specifics
#2: Three Keys To Developing A #2: Three Keys To Developing A #2: Three Keys To Developing A #2: Three Keys To Developing A USPUSPUSPUSP
2. Meaningful specifics
3. Guarantee of results
The MOST Important Place To The MOST Important Place To The MOST Important Place To The MOST Important Place To
Get Your Message Right Is OnGet Your Message Right Is OnGet Your Message Right Is OnGet Your Message Right Is On
Your Web SiteYour Web SiteYour Web SiteYour Web SiteYour Web SiteYour Web SiteYour Web SiteYour Web Site(It’s The “Hub” For All Other Marketing)
Quick Exercise:Quick Exercise:Quick Exercise:Quick Exercise:
• Does this address ANY of
the most common
concerns, problems or
anxieties your clients have?
• Is this message client
focused or company
focused?
• Does this copy grab and
keep your attention,
compelling you to read
more and take action?
• Are there any benefits
mentioned?
• Does this build trust or
differentiate this company
from other IT firms?
How About How About How About How About
This Site?This Site?This Site?This Site?
Or This One?Or This One?Or This One?Or This One?
� Compelling headline
� Valuable offer
�Written from the
prospects’ perspective
� Testimonials
� Clear instructions on
Well-Done Web Site
That Speaks To The
Prospective Client
� Clear instructions on
how to respond
�Why NECG
� Social media tie in
Conclusion: “Clearly these
guys understand our
problems better than most
IT companies.”
Copyright Technology Marketing Toolkit, Inc.
Case Study: Case Study: Case Study: Case Study: Frank Frank Frank Frank BallatoreBallatoreBallatoreBallatore, , , ,
The New England Computer Group, Inc.The New England Computer Group, Inc.The New England Computer Group, Inc.The New England Computer Group, Inc.
“I’m blown away by the results
generated from our new web site.
We’ve been in business for 19 years
and have never generated good,
qualified leads like we are now. After qualified leads like we are now. After
implementing Robin’s suggestions,
we generated 7 leads (appointments)
in 3 months and closed $65,600 in
new sales so far.”
� An attention-getting headline that INSTANTLY grabs the
visitors attention and makes them want to stay on your site.
� Copy (words) that describe WHO your ideal customer is and
specifics on HOW you can help them.
� Free educational content (ideally an eBook, report or buyer’s
Key Elements Your Web Site Key Elements Your Web Site Key Elements Your Web Site Key Elements Your Web Site MustMustMustMust Have In Order Have In Order Have In Order Have In Order
To Convert More Visitors To Appointments:To Convert More Visitors To Appointments:To Convert More Visitors To Appointments:To Convert More Visitors To Appointments:
� Free educational content (ideally an eBook, report or buyer’s
guide) to generate leads.
� Client testimonials and other social proof and validation of
your expertise and trustworthiness.
� A compelling argument as to WHY A PROSPECT
SHOULD TRUST YOU over all the other options available.
Free Marketing Video SeminarFree Marketing Video SeminarFree Marketing Video SeminarFree Marketing Video SeminarWarning: These videos will ONLY be
available for the next 5 days!available for the next 5 days!
www.managedservicesblueprint.com/video
Next Steps
• For more information about Technology Marketing Toolkit
www.technologymarketingtoolkit.com
• For a free live product demo:
www.kaseya.com/demo
• For a free trial:• For a free trial:
www.kaseya.com/freetrial
• For a price quote:
www.kaseya.com/pricequote
• To speak with us:
www.kaseya.com/contactme
32@kaseyacorp/kaseya/KaseyaFan