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Marketing IT Services: How to Build a List of Suspects and Turn Them Into Paying Customers
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Marketing IT Services: How to Build a List of Suspects and Turn Them Into Paying Customers

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Bob Vogel, Exec. Director of Demand Generation, and Kevin Brown VP of Sales for Kutenda, team up in this information-packed 55 minute presentation. …

Bob Vogel, Exec. Director of Demand Generation, and Kevin Brown VP of Sales for Kutenda, team up in this information-packed 55 minute presentation.

During the webinar, we'll Bob covers best practices for building a quality direct marketing list , and Kevin talks about the
importance of building a sustained cadence of marketing communications.

Also Specific ways to generate interest with your list
How to transform that interest into sales opportunities

Published in: Business, Technology

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  • 1. A U T O T A S K A C A D E M Y W E B I N A RThe Webinar Has Not Yet StartedThe Phones are MutedAll attendees names are blocked for privacyIf you are having issues, use the chat box at right
  • 2. A U T O T A S K A C A D E M Y W E B I N A RHow to build a list of suspects &turn them into paying customers PRESENTER: PRESENTER: Bob Vogel Kevin Brown Executive Director Vice President Demand Generation Kutenda Autotask Corporation
  • 3. A U T O T A S K A C A D E M Y W E B I N A R AgendaThe importance of your marketing listTypes of lists, and where to get theHow to build a sustained marcom cadenceSpecific ways to generate interest with your listHow to transform interest into sales opportunitiesTools you can use to manage marketingSpecial offers from Autotask and Kutenda
  • 4. A U T O T A S K A C A D E M Y W E B I N A R About Your PresentorNearly 25+ years of marketing experience 5+ years building Autotask’s lead generation engine 5+ years as VP of tech marketing at global DM agency 15+ running own high tech ad agency in upstate NYAuthor of hundreds of articles and blog postson various marketing subjectMember of a small marketing consultancygroup that works with IT service companies
  • 5. A U T O T A S K A C A D E M Y W E B I N A RInventor of the software “Fremium” Alfonso John Romero PC Gaming Icon Creator of Wolfenstein 3D, Doom, & Quake
  • 6. A U T O T A S K A C A D E M Y W E B I N A R Romero’s Insight: "In marketing Ive seen only one strategy that cant miss – and that is to market to your best customers first, your best prospects second, and the rest of the world last."Alfonso John RomeroPC Gaming IconCreator of Wolfenstein 3D, Doom, & Quake
  • 7. A U T O T A S K A C A D E M Y W E B I N A RBob’s Marketing List Hierarchy
  • 8. A U T O T A S K A C A D E M Y W E B I N A R #1 Your Customer List 80/20 Rule – Most new business Value based on the data you capture Service history is clue to new opps Products coming out of warranty Replacements/Upgrades based on existing assetsCRM MUST be integrated to everythingManage sales where manage businessService data become marketing dataInventory data becomes sales dataOne set of to-dos, note, calendar
  • 9. A U T O T A S K A C A D E M Y W E B I N A R #2 Your Internal Prospect List7X more responsive than best 3rd-party listPeople who have inquired in the pastFormer customersPeople pitched, lost, or went elsewhereCompany needs changePeople at companies changeKeep working and nurturing this list
  • 10. A U T O T A S K A C A D E M Y W E B I N A R #3 Your Referral Source ListCultivate a list of referrals Your vendor partners Your accountant Your lawyer The head of your local chamber People on your board Your employees Your friends and familiesWork this list on a regular basis. Ask!
  • 11. A U T O T A S K A C A D E M Y W E B I N A R#4 The Suspects List You BuildBe sure to pre-determine your targetMultiple selection options are available Industry type or business type Size – by number employees or sales Location information – HQ, Franchise, Sq. Ft. Contact person by job title or role Location – city, area code, zip code, radius Technology spend & Installed assetsLots of excellent sourcesTry a few and test
  • 12. A U T O T A S K A C A D E M Y W E B I N A R New Generation “Crowd Source”www.jigsaw.com • Contact-centric – not company • Info provided by users for “credits” • Can purchase names starting at $1 • Self-serve – preview options• “Opt-out” methods are sketchy• Some verification – but limited• 100% replacement guarantees• APIs and Volume deals available• Company data from other sources www.netprospex.com
  • 13. A U T O T A S K A C A D E M Y W E B I N A R New Generation Digital Retrievalwww.zoominfo.com • List built using web crawlers • Business web sites, press sites, etc. • “Date-stamp” verified • Contact-centric • Attaches “google-you” type info• 60 cents per record• 50 million records – 70% with email.• Sketchy “Community Edition”• More records outside US than others
  • 14. A U T O T A S K A C A D E M Y W E B I N A R High-end – High Cost Validationwww.reachforce.com • Each list is individually validated • Email validation is $3 per name • Phone validation is $5 per name •Title-based discovery is $14 per name • Role-based contact is $24 per name• Best option for going after large companies
  • 15. A U T O T A S K A C A D E M Y W E B I N A R Old Company With New Twistwww.infousa.com • Company-centric • Compiled 5,700 business directories • 25 million validation calls/year • 7 million business emails • Self-service, about 50 cents per name • Upload your content – they mail it • Track responses • Many selects options, including #PCs
  • 16. A U T O T A S K A C A D E M Y W E B I N A R Hoovers Plus D&B = Lots of Data www.hoovers.com • Business-Centric • 79 million businesses • 91 million names / 12 million emails • US Only • Subscription based – unlimited use•Some interesting D&B estimates: • Est. IT expenditures • Est. number of PCs • Estimates on peripherals/Nodes • Estimate presence of LAN / WAN
  • 17. A U T O T A S K A C A D E M Y W E B I N A R The Technology Specialists www.harte-hanks.com • The “Gold Standard” of tech data • 3-4 million businesses • 600,000 with very detailed data cards • Companies with $20K+ In IT Spend • Lowest revenue band is $1 million• IT decision makers with emails• Counts of PC Hardware• Communications Data• IT Spending by CategoryBut wait… there’s more!
  • 18. A U T O T A S K A C A D E M Y W E B I N A RRich Computer Intelligence Data • Deep Dive Data • Down to specific brands • Hardware • Software • Storage • Workstations • Servers • On and On… • Much compiled by interviews • Some predictive • 70% accuracy guarantee • The rub: $2K minimum gig
  • 19. A U T O T A S K A C A D E M Y W E B I N A R A Crazy Idea…What if we work together?Create a marketing list consortiumBuy target lists nationally, then divide it upWill qualify for bulk discounts on volumeWill allow for customization from vendorsSegment by geography to avoid competitionCan split names up in closer areasEmail bvogel@autotask.com if interested
  • 20. A U T O T A S K A C A D E M Y W E B I N A R Our Next Presenter Kevin Brown Vice President Kutenda
  • 21. A U T O T A S K A C A D E M Y W E B I N A R
  • 22. A U T O T A S K A C A D E M Y W E B I N A RMarket to each list of contacts with adifferent strategy• Clients• Prospects• Suspects
  • 23. A U T O T A S K A C A D E M Y W E B I N A RClient Strategy
  • 24. A U T O T A S K A C A D E M Y W E B I N A R Why should you market to current clients?1. Establish/Maintain a relationship2. Build trust3. Identify opportunities to up-sell4. Identify opportunities to cross-sell
  • 25. A U T O T A S K A C A D E M Y W E B I N A RYour clients are special…treat them that way!- Make the message specific to them- If you market to a service they already have you turn them off and jeopardize your relationship-Reference your past successes with a specific client as to why they should look at your next recommendation"Kutendas marketing services are vital when it comes to achieving our MSP business growth objectives. I refer Kutendas services to my peers and would recommend Kutenda to all Service Providers looking to grow their business.” - Jena Wilson, Director of Sales & Marketing | Data Applications Corporation
  • 26. A U T O T A S K A C A D E M Y W E B I N A RWhat should I send?
  • 27. A U T O T A S K A C A D E M Y W E B I N A ReNewsletters
  • 28. A U T O T A S K A C A D E M Y W E B I N A ReNewsletter Benefits:• Enhance reputation• Grow relationships• Position your company as a trusted advisor• Increase lead generation• Increase lifetime value of clients• Cost-effective• Trackable results
  • 29. A U T O T A S K A C A D E M Y W E B I N A RWhat should I put in my enewsletter?Information that is valuable to your customers andprospectsExamples: • Educate them on the Cloud • Trends in technology • Articles on how technology helps companies achieve their goals • Recipe/Joke…have some fun with it, add a bit of your personality!
  • 30. A U T O T A S K A C A D E M Y W E B I N A RWhere do I get my content?• Your team Hold a monthly competition amongst your staff on who can write the best article. Keep it short and informative• Tech news sources Cite all sources• Current news & events Make it personal - Mention how the news or event will affect your readers. (Use caution when expressing opinions)
  • 31. A U T O T A S K A C A D E M Y W E B I N A RCreate and leverage a client/service matrix
  • 32. A U T O T A S K A C A D E M Y W E B I N A R
  • 33. A U T O T A S K A C A D E M Y W E B I N A RPromotional CampaignsTarget those who aren’t currently purchasing specific services.Choose one service to promote each month.•Managed Services•BDR•HaaS•VoIP
  • 34. A U T O T A S K A C A D E M Y W E B I N A R
  • 35. A U T O T A S K A C A D E M Y W E B I N A RReferral Campaigns
  • 36. A U T O T A S K A C A D E M Y W E B I N A R Majority of MSPs started/grow their  business with referrals…When was the last time you ASKED for a  referral?
  • 37. A U T O T A S K A C A D E M Y W E B I N A RMaximize referrals by:1. Establishing a program that has value to the referrer…its worth paying for!2. Promote the program – Make it known3. In your QBR’s make a point of presenting the program and your other services4. Regularly ask for referrals
  • 38. A U T O T A S K A C A D E M Y W E B I N A RWhen should I send?
  • 39. A U T O T A S K A C A D E M Y W E B I N A RNewsletters – Once a monthPromotional Campaigns – Once every 45 daysReferral Campaigns – once every quarter
  • 40. A U T O T A S K A C A D E M Y W E B I N A RProspect & Suspect Strategy
  • 41. A U T O T A S K A C A D E M Y W E B I N A RProspect = A lead that has shown interest (filled out a form, clicked on an email, given you their business card at a tradeshow)Suspect = A lead that has not yet shown interest
  • 42. A U T O T A S K A C A D E M Y W E B I N A RWhy market to prospects & suspects?• Expand client base• Increase revenue• Increase Brand recognition• Establish yourself as an industry   leader• Your competition is doing it! 
  • 43. A U T O T A S K A C A D E M Y W E B I N A RWhat should I send?Continue all marketing campaigns you’re implementing for clients, but change the messaging and frequency! Additionally…
  • 44. A U T O T A S K A C A D E M Y W E B I N A RCreate a calendar with continuous events so  you don’t miss out on any opportunities!!!
  • 45. A U T O T A S K A C A D E M Y W E B I N A RIdentify Holiday Call‐to‐Action Campaigns
  • 46. A U T O T A S K A C A D E M Y W E B I N A RJanuary: New Year’s DayFebruary: Valentine’s DayMarch: St. Patrick’s DayApril: Spring FeverMay: Mother’s DayJune: Father’s DayJuly: Independence DayAugust: Summer FunSeptember: Labor DayOctober: HalloweenNovember: ThanksgivingDecember: Winter Holidays
  • 47. A U T O T A S K A C A D E M Y W E B I N A RGoal:Catch their attention andget them to engage withyou.Message:Tie your service or offeringto the holidaytheme…have a little funwith it!
  • 48. A U T O T A S K A C A D E M Y W E B I N A RIdentify a Unique Industry Focus for Every Month
  • 49. A U T O T A S K A C A D E M Y W E B I N A RWhat industries are you working with today?What industries do you want to work with?
  • 50. A U T O T A S K A C A D E M Y W E B I N A RBecome an industry expert:• Join industry groups meetup.com LinkedIn Groups• Interview industry leaders• Leverage existing clients and their industry challenges
  • 51. A U T O T A S K A C A D E M Y W E B I N A RIndustry marketing…TIMING iseverything!- CPA’s: Avoid tax season- Wedding companies: Avoid May-Aug- Retail: Avoid Thanksgiving-New Year- Healthcare: Avoid flu season If you don’t know, call a few and ask!
  • 52. A U T O T A S K A C A D E M Y W E B I N A RWhen targeting an industry:- Focus your message on their specific challenges- Use their lingo- Understand their buying process- Cite your expertise Leverage the work you’ve already done
  • 53. A U T O T A S K A C A D E M Y W E B I N A RMake sure you: Build your list online and offline Get your prospects to come to you Offer something of value Capture the information you need to continue with the next step in your sales sequence
  • 54. A U T O T A S K A C A D E M Y W E B I N A RSales Follow-up
  • 55. A U T O T A S K A C A D E M Y W E B I N A R How many times, on average, do you think a business mustcontact their prospects in order to close a sale?
  • 56. A U T O T A S K A C A D E M Y W E B I N A R Times! *Marketing Experiments: A Proven “Playbook” for Growing Your Leads
  • 57. A U T O T A S K A C A D E M Y W E B I N A RLeverage your sales team to getthe most out of email marketing!!
  • 58. A U T O T A S K A C A D E M Y W E B I N A RIdeal Email Sequence:1. You Send2. Recipient opens3. Recipient reads4. Recipient clicks on link to landing page5. Recipient completes contact form
  • 59. A U T O T A S K A C A D E M Y W E B I N A RWhat happens often:1. You Send2. Recipient opens3. Recipient reads4. Recipient clicks on link to landing page5. Recipient DOESN’T fill in contact form
  • 60. A U T O T A S K A C A D E M Y W E B I N A RTip to get clicks:Create multiple hyperlinks throughout the email to makeit easy for readers to click.Tip to get forms filled out:Offer something of value to entice visitors to submittheir information. - White paper - Free Month of service - Discount Coupon - Free Assessment
  • 61. A U T O T A S K A C A D E M Y W E B I N A RFollow-Up Sequence:1. Call those who submitted their contact information within 24 hours! If not sooner!2. Leverage your email service provider’s reporting system to look behind the scenes!Clicks and Opensneed to be called!
  • 62. A U T O T A S K A C A D E M Y W E B I N A R 1. Log into your Kutenda account 2. My Email Marketing Tab 3. View Reports 4. View Last Campaign
  • 63. A U T O T A S K A C A D E M Y W E B I N A R At the bottom of the report you can view all of the emails that have opened or clicked your email. Follow up on clicks first, as they have shown interest. Then, follow up with opens.
  • 64. A U T O T A S K A C A D E M Y W E B I N A R8 touch follow-up sequence: “The Chase”Day 1: Send email, prospect clicks on linkDay 2: Phone call & email follow-upDay 4: Phone callDay 6: Phone call & email follow-upDay 9: Phone callDay 12: Phone call & email follow-upDay 15: Phone call & email – offer expires soonDay 18: Phone call & email – final reminder
  • 65. A U T O T A S K A C A D E M Y W E B I N A RRemember…
  • 66. A U T O T A S K A C A D E M Y W E B I N A R Now at Kutenda:We will do all this for you - and more!
  • 67. A U T O T A S K A C A D E M Y W E B I N A RLet Kutenda focus on creating the demand, so you can focus on closing the sale. Kutenda Engage package includes: •Monthly eNewsletters •Multi-Touch Prospecting Campaigns •Professional Referral Campaigns •Campaign-Specific Landing Pages •Unlimited Access to DIY Email & Web
  • 68. A U T O T A S K A C A D E M Y W E B I N A RFor details, visit:Kutenda.com/package_engage.htmlOr Email Sales@Kutenda.com
  • 69. A U T O T A S K A C A D E M Y W E B I N A RDon’t have time to follow up?Now you can add Smart Telesales prospecting services to yourKutenda packages.Contact us to see if you qualify at Sales@Kutenda.com
  • 70. A U T O T A S K A C A D E M Y W E B I N A RService Expectations • Marketing is NOT magic! • Marketing is DYNAMIC  • Technologies, Techniques and Opportunities are constantly changing • Kutenda will continuously make updates to  the services we are delivering.   • Marketing TAKES TIME! It does not happen  overnight
  • 71. A U T O T A S K A C A D E M Y W E B I N A RThank you, Kevin!
  • 72. A U T O T A S K A C A D E M Y W E B I N A RManage Marketing While You Manage The Business! Suspects To  Sales  Notes do’s Opps Quotes Leads &  Customers Projects Your Web  Site Time &  Service  Reports Invoices Expense Desk
  • 73. A U T O T A S K A C A D E M Y W E B I N A R What you get with Autotask Autotask Go! Starting at just $29/mo Full Contact Management Full Service Desk Integrated BillingAutotask Pro =Go! + … Value Added Extras! Project Management Built-in Online Community Email marketing Free RMM Integration Live Customer Support Sale Force Automation 2-Way Kutenda Integration Built-in e-Quoting Timesheet & Expense Mgt
  • 74. A U T O T A S K A C A D E M Y W E B I N A RTop-Rated Marketing Kit Your Kit Includes: Digital web site seal White paper ® BusinessWeek reprint 3-Part e-mail campaign Customer letter All “Kutenda-ready” You schedule, it goes Autotask Customers ONLY!
  • 75. A U T O T A S K A C A D E M Y W E B I N A RSign up for any Kutenda serviceby April 29th and get$50 off per month for the lifetime ofyour services! That’s a savings of$600/year*Kutenda services range from $99/month ‐ $799/month
  • 76. A U T O T A S K A C A D E M Y W E B I N A RTo download your copy of“A Managed ServiceProvider’s Guide toSales & Marketing”By Everon CEO,Mike Cooch…Visit: kutenda.com/lp/msps_guide/
  • 77. A U T O T A S K A C A D E M Y W E B I N A R Thanks! Questions?More Info on More Info onVisit: Autotask Go:Kutenda.com/package_engage.html www.autotask.com/goContact: Autotask Pro: Kevin Brown info@autotask.com VP of Sales Mention Kutenda 303.416.4732 Marketing Questions Contact: sales@kutenda.com www.Kutenda.com Bob Vogel Follow us on Twitter: @kutenda Exec. Dir. Demand Gen 518-720-3500 ext. 2201 bvogel@autotask.com