MSP Marketing TipsHow to differentiate your businessto win more customersApril 23, 2013
Agenda    •   Introductions    •   Our sponsor    •   Our MSP expert – Mark Woldman         – Why its important to define ...
Stay with us untilthe end and you    may win!
About Kaseya    •   Enterprise-class IT systems        management for everybody    •   Key Facts         – Founded 2000   ...
Why MSPs Choose Kaseya EssentialsA single Kaseya user can proactively manage 1,000s of automatedIT systems and network tas...
How to be different              000000_6
Challenges selling “Managed Services”    • Highly competitive environment    • Referrals less common    • 90% of small bus...
Define your service offering first    Why is this so important?      – Need to know exactly WHAT you sell in        order ...
Properly constructed Service Offers    • Build trust and confidence    • Position you as an expert in any market    • Spar...
Building your service offer      • Keep levels of support to absolute minimum        – Too many options will cause confusi...
Building your service offer     • Connect-the-Dots     • Avoid a spreadsheet approach that makes       it easy to compare ...
Who are you and do your customersknow or care?•   Your customer’s needs•   Your customer’s perception•   Your value – in a...
Positioning Grid – MSP Firms A, B & C                     HighQuality ofServices                       B       C       Low...
Positioning Grid – Analysis & Perception         Why MSP C is DIFFERENT from MSP A                       High             ...
But how doyou get there?      000000_15
Positioning StatementA Tool to Help You Make the Move
Positioning Statement – Example
How do I turnthat into MSPmessages?      000000_18
MSP Messaging that Supports Positioning &Value Proposition
MSP Message TemplateUser Pain Points in             MSP Probing MessagesHealthcare ITNeed to store and track         If yo...
MSP Message TemplateUser Pain Points in             MSP Messages withHealthcare IT                   Appropriate Calls to ...
MSP Web Messages that Win
MSP Web Messages that Win
MSP Web Messages that Win
MSP Web Messages that WinSTILLthe #1message
What should Iwatch out for?      000000_26
Déjà vu?
Avoid the “Panda” Penaltyhttp://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
Recap                           Your Marketing Make-OverService Offer - Be seen as an Industry Expert with product packagi...
Next Steps     • More on MSP Sales Pros       www.mspsalespros.com     • Learn more about Kaseya for MSPs       www.kaseya...
MSP Marketing Tips | Tools and Examples for Differentiating Your Business to Win New Customers
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MSP Marketing Tips | Tools and Examples for Differentiating Your Business to Win New Customers

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MSP marketing tips and best practices. How to differentiate your business to win more customers. Sample tools, techniques, and real world MSP samples of positioning diagrams, value propositions, differentiated messages, and other tips from Kaseya and Kaseya MSP customers. Presented by Kaseya and MSP Sales Pros. Apr 2013.

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MSP Marketing Tips | Tools and Examples for Differentiating Your Business to Win New Customers

  1. 1. MSP Marketing TipsHow to differentiate your businessto win more customersApril 23, 2013
  2. 2. Agenda • Introductions • Our sponsor • Our MSP expert – Mark Woldman – Why its important to define your service offering first – and how to do it effectively – How to validate the benefits of your services by polling the market – and competitors – Easy-to-use tool that shows you immediately where you stand in the market – How to develop a differentiated marketing message that stands out from the crowd – How to scale marketing messages and sales collateral that build trust and credibility – Sample messages that have won new MSP contracts (using the power of Kaseya) – Simple techniques to manage the process so you can stay ahead of your competitors • Kaseya’s input – David Castro • Q&A2
  3. 3. Stay with us untilthe end and you may win!
  4. 4. About Kaseya • Enterprise-class IT systems management for everybody • Key Facts – Founded 2000 – Privately held, no debt, no external capital requirements • Multi-million dollar R&D – 33 offices worldwide in 23 countries with 450+ employees • 12,000+ customers • Millions of assets managed – 6 patents issued for IT service delivery processes & remote IT management processes • 37 patents pending – Common Criteria (EAL2+) certified and FIPS 140-2 security compliant – ITIL v2 and v3 compatible (Pink Elephant cert in progress)4
  5. 5. Why MSPs Choose Kaseya EssentialsA single Kaseya user can proactively manage 1,000s of automatedIT systems and network tasks in the same amount of timerequired by a team of technicians using other techniquesIt’s the industry’s only patented single-server-single-agentarchitecture; MSPs get enterprise-class capability that is easy touse and easy to affordWith 60+% of top MSPs worldwide using Kaseya, they get accessto the most robust community availableAnd with so many ISVs plugging in to Kaseya via a seamlessintegration process, they get an easy way to leverage theirexisting strategic technology partnerships
  6. 6. How to be different 000000_6
  7. 7. Challenges selling “Managed Services” • Highly competitive environment • Referrals less common • 90% of small business owners polled said they know what “managed services” are. • SMBs do not recognize their need for your service How do I fix this?7
  8. 8. Define your service offering first Why is this so important? – Need to know exactly WHAT you sell in order to determine HOW to sell it – Prospects do not understand BUY conceptual solutions – Helps you develop your Unique Selling Proposition and Team Pitch – Prevents the inside-out approach to branding8
  9. 9. Properly constructed Service Offers • Build trust and confidence • Position you as an expert in any market • Spark engaging business conversation with prospects • Alert prospects to potential risks which they were not aware of • Bridge to gap between Price and Perceived Value9
  10. 10. Building your service offer • Keep levels of support to absolute minimum – Too many options will cause confusion – Convert your services to a product to distance yourself from competitors » FastCareFastCare PLUS • Strategic sections keep prospects engaged – Operational Efficiencies = Users – Business Continuity = Servers – Systems Reliability = Infrastructure – Business Value = Strategy and guidance10
  11. 11. Building your service offer • Connect-the-Dots • Avoid a spreadsheet approach that makes it easy to compare vendors • Include everything you can deliver via Kaseya to eliminate the gap between price and perceived value – Acceptable Use enforcement/monitoring – USB Port Blocking – Mobile Device Management – Etc.11
  12. 12. Who are you and do your customersknow or care?• Your customer’s needs• Your customer’s perception• Your value – in a few words• Your additional value – in more words• Your credibility• The Inside-Out test
  13. 13. Positioning Grid – MSP Firms A, B & C HighQuality ofServices B C Low High A Low Cost of Services
  14. 14. Positioning Grid – Analysis & Perception Why MSP C is DIFFERENT from MSP A High Highest quality provider (7,7) (10,7)Quality ofServices B C Low High (5,4) A +5 service Price leader +3 cost Low Cost of Services
  15. 15. But how doyou get there? 000000_15
  16. 16. Positioning StatementA Tool to Help You Make the Move
  17. 17. Positioning Statement – Example
  18. 18. How do I turnthat into MSPmessages? 000000_18
  19. 19. MSP Messaging that Supports Positioning &Value Proposition
  20. 20. MSP Message TemplateUser Pain Points in MSP Probing MessagesHealthcare ITNeed to store and track If you – or someone – need(s) topatient data access patient records after hours – or remotely – can you do it quickly?Must meet HIPAA and EMR Does your practice require expertrequirements EMR and Practice Management software support?Network must be available all What do you do if your nursingthe time station goes off line?Unsure how to gain access to How can recent Federal stimulusadditional funding sources benefit your practice?
  21. 21. MSP Message TemplateUser Pain Points in MSP Messages withHealthcare IT Appropriate Calls to Action Get patient data – securely – when you need itNeed to store and track most. Contact us today to discuss the manypatient data benefits our HIPAA-compliant IT services can provide to your practice. Take the guesswork out of HIPAA & EMR ITMust meet HIPAA and EMR compliance. Visit our web site to find out howrequirements we can help and how much our Healthcare IT Service Solutions can save your organization. Give your doctors and nurses the informationNetwork must be available all they need, anytime, all the time. Contact usthe time today to discuss the many benefits our HIPAA- compliant IT services can provide to your practice. Don’t miss out on Federal funding for yourUnsure how to gain access to practice. Contact us today to receive our freeadditional funding sources industry report on Healthcare IT compliance and stimulus funding opportunities.
  22. 22. MSP Web Messages that Win
  23. 23. MSP Web Messages that Win
  24. 24. MSP Web Messages that Win
  25. 25. MSP Web Messages that WinSTILLthe #1message
  26. 26. What should Iwatch out for? 000000_26
  27. 27. Déjà vu?
  28. 28. Avoid the “Panda” Penaltyhttp://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
  29. 29. Recap Your Marketing Make-OverService Offer - Be seen as an Industry Expert with product packaging and brandingthat will set you apart and prevent you from competing on price.Message Alignment and Industry Data Sheets - Align your message with your targetmarkets and build credibility fast. This will prevent you from looking like every otherservice provider.Make your website stickier – Revise your web strategy and update your content tokeep prospects on the right page longer and drive them to the content that will set youapart from your peers and make them want to learn more.Follow a complete process - Reinforce your credibility – the message MUST match the offer.Maintain a consistent message from first contact thru on-boarding.
  30. 30. Next Steps • More on MSP Sales Pros www.mspsalespros.com • Learn more about Kaseya for MSPs www.kaseya.com/msp • For a free live product demo www.kaseya.com/mspdemo Kaseya Industry Expert Webinars www.kaseya.com/events/webinars • For a free trial www.kaseya.com/trynow • To speak with us www.kaseya.com/contactme30 /KaseyaFan /company/kaseya @kaseyacorp community.kaseya.com
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