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The Killer Offer for IT Services:   A Proven Way to Win New              BusinessMark Winter           Bob Vogel          ...
AgendaPART 1: Marketing Offers & Why Network Assessments WorkPART 2: A fast & easy way to conduct a “free” assessmentPART ...
About Your Presentor•Bob’s Health check Point A  25+ years of marketing experience  –   Marketing guru for the IT channel ...
A Killer Offer?“I’m gonna make him an offerhe can’t refuse.”               -- Don Vito Corleone                  The Godfa...
What is an “offer”        • What you propose to give        • What you ask for in return        • “What’s in it for me?”  ...
Example ads with no offers                        A U T O T A S K   A C A D E M Y   W E B I N A RManaged IT Services      ...
Sample Ads With OffersYour IT Service SolutionSave 24% to 60% on IT Costs.Get Your Free Consultation Today!www.mindshift.c...
The Top Direct Marketing Offers of All Time                     •Free Trial                     •Free Gift                ...
Best Offer Add-ons• Limited-Time Deadline• Exclusivity• Payment plans• Money-back guarantee
6 Check Points For Your Offer1.   Is your offer relevant?2.   Is your offer specific?3.   Is your offer valuable?4.   Is y...
Other Key Factors For IT Offers•   Targeted at exactly the right audience•   Compelling enough to get you in the door•   C...
Our Next Presenter                      A U T O T A S K   A C A D E M Y   W E B I N A RDavid HindererProduct SpecialistRap...
Introducing Network DetectiveA new approach to network assessments:  •   Very fast    •   Minimally invasive   •   Flexibl...
A Network Assessment in < 30 Minutes        Download   1                                                         2        ...
What the Assessment can Find1. Assessment Summary2. Per Domain Assessment       2.1 Domain Controllers       2.2 FSMO Role...
TURNING FINDINGS INTO  DOOR-OPENERS FOR    NEW BUSINESS
Sample Door Opener #1            Issue Discovered            • Inactive users            Client Risk            • Security...
Sample Door Opener #2           Issue Discovered           • Some computers not logged-in           Client Risk           ...
Sample Door Opener #3  A U T O T A S K   A C A D E M Y   W E B I N A R                      Issue Discovered              ...
Sample Door Opener #4           Issue Discovered           • Second domain controller issue           Client Risk         ...
Sample Door Opener #5              Issue Discovered              • Inappropriate user access              Client Risk     ...
Sample Door Opener #6           Issue Discovered           • Weak / Insecure passwords           Client Risk           • S...
Sample Door Opener #7               Issue Discovered               • Insecure Protocols In Use               Client Risk  ...
Sample Door Opener #8          Issue Discovered          • External Vulnerability          Client Risk          • Hacking ...
Sample Door Opener #9             Issue Discovered             • Poor patch management             Client Risk            ...
Customize ITFully white-labeledCustomize  Image/Photo  Logo  Company NameDocX file can be edited
Ready-to-Use DeliverablesClient Risk Report (.docx)   6-8 pages   Risk Score   Issue ListFull Assessment Report (.docx)   ...
Export What You UncoverExport to ExcelUse the new Autotask integration
The ROI of Network Assessments                A U T O T A S K   A C A D E M Y   W E B I N A R                             ...
When To Offer The Assessment                        A U T O T A S K       A C A D E M Y   W E B I N A RBob’s Health check ...
Assessment-As-A-Service
Case Study: Computer Solutions Group•   Founded in 1996 as a “Box Shop”•   Based in Southern California•   Autotask custom...
Integrated into main company offer
What they do with their leads• Introductory session with prospect to understand current   set‐up and situation.• Set up an...
Running assessments for existing clients• Tremendous “Value‐Add” for their existing   customers for 2‐3 hours of work.• Th...
Better than other assessment tools•   Much quicker to collect the information•   Prospects are more comfortable with no ag...
The Value Of The Annual Subscription• CSG runs the reports multiple times throughout   the year for all of their clients• ...
The only missing piece: LEADS!Successful customers are using these tools & techniques•   Promote It on your home page•   C...
Network Assessment Marketing Kit                          A U T O T A S K    A C A D E M Y    W E B I N A R               ...
Thanks! Questions?           A U T O T A S K   A C A D E M Y   W E B I N A R  Offer Slides Deleted From Presentation      ...
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Network Assessments With The Network Detective

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These are the slides used during the Sept. 27th presentation of a webinar produced by Performance IT.

Original Session Description: If you are an IT service provider looking to win new business -- and we know who you are! -- join Bob Vogel from B2 Marketing today (Tuesday, Sept. 27, at 1 pm Eastern time for an encore presentation of a webinar he first delivered as Chief Marketing Officer of Autotask Corporation. Bob will be joined by representatives from RapidFire Tools, makers of the Network Detective, to talk about how YOU can use network assessments as the Killer Offer to lure in new clients. Also, learn about how Network Detective makes it so quick, easy, and inexpensive you can offer up free assessments on a scaleable basis. You'll also get briefed on a nifty turnkey marketing kit you can use to generate demand for your offerings. Participants qualify for discounts on both the Network Assessment software and the marketing kit!

Certain images in this document are included for example only and internal use and are copyrights of their respective owners. The overall content is copyright by PerformanceIT and B2Marketing.

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Network Assessments With The Network Detective

  1. 1. The Killer Offer for IT Services: A Proven Way to Win New  BusinessMark Winter Bob Vogel David HindererVP Sales Founder, Sr. Consultant Product SpecialistPerformanceIT, Inc. B2 Marketing RapidFire Tools
  2. 2. AgendaPART 1: Marketing Offers & Why Network Assessments WorkPART 2: A fast & easy way to conduct a “free” assessmentPART 3: How to sell what you uncoverPART 4: How to generate qualified leads for your assessmentSPECIAL OFFERSQUESTION AND ANSWERS
  3. 3. About Your Presentor•Bob’s Health check Point A 25+ years of marketing experience – Marketing guru for the IT channel – 5+ years driving force behind  Autotask’s marketing – 5+ years as VP of tech marketing at global  DM agency – 15+ running own high tech ad agency in upstate NY• Author of hundreds of articles and blog posts  on various marketing subject
  4. 4. A Killer Offer?“I’m gonna make him an offerhe can’t refuse.” -- Don Vito Corleone The Godfather (1972) “Take my network assessment, or else!”
  5. 5. What is an “offer” • What you propose to give • What you ask for in return • “What’s in it for me?” • Not just your price • It’s “the deal”
  6. 6. Example ads with no offers A U T O T A S K A C A D E M Y W E B I N A RManaged IT Services Managed IT ServicesSecure and Reliable Infrastructure Spam Filtering & Disaster RecoveryServices for Mid Size Companies MS Exchange & More  ‐ Contact Usacxiom.com/IT‐Services www.ccex.comIT Service Providers IT Support ServicesFull IT Business Support Company. Philadelphia area IT SupportOur IT Services Deliver Savings. Small and Mid‐sized Businesswww.itsolutions‐inc.com www.datatroop.comIT Services Company Full Service Computer Co.Complete Business IT Services. Computer sales, service, networkFast Response, Contact Us Now! design/install & more (302)428‐1300Philadelphia, PA  Pennsylvania www.milestechnologies.com www.futurtech.com
  7. 7. Sample Ads With OffersYour IT Service SolutionSave 24% to 60% on IT Costs.Get Your Free Consultation Today!www.mindshift.comSmall Business IT ServiceUnlimited IT Service ‐ Flat FeeFull IT Department for 10‐150 Userswww.everonit.comIt ServicesIncrease Productivity!Act Now for Free Support Offer.Philadelphia, PA www.ssdel.com
  8. 8. The Top Direct Marketing Offers of All Time •Free Trial •Free Gift •Bundles •Discounts •Buy One Get One
  9. 9. Best Offer Add-ons• Limited-Time Deadline• Exclusivity• Payment plans• Money-back guarantee
  10. 10. 6 Check Points For Your Offer1. Is your offer relevant?2. Is your offer specific?3. Is your offer valuable?4. Is your offer useful?5. Is your offer unique?6. Is your offer exclusive?
  11. 11. Other Key Factors For IT Offers• Targeted at exactly the right audience• Compelling enough to get you in the door• Compatible with your organization’s service• Flexible for any stage of the sales cycle• Available to deliver immediate gratification
  12. 12. Our Next Presenter A U T O T A S K A C A D E M Y W E B I N A RDavid HindererProduct SpecialistRapidFire Tools
  13. 13. Introducing Network DetectiveA new approach to network assessments: • Very fast   • Minimally invasive  • Flexible • Compelling • Brandable • Scalable
  14. 14. A Network Assessment in < 30 Minutes Download 1 2 Data Collector <3 Min. Extract and Launch App <2 Min. 3 Verify settings 5 <2 Min. Upload Data /Generate Report <5 Min. 4 Automated 5-20 Min. Data Collection
  15. 15. What the Assessment can Find1. Assessment Summary2. Per Domain Assessment 2.1 Domain Controllers 2.2 FSMO Roles 2.3 Organizational Units 2.4 Group Policy Objects 2.5 Users 2.6 Security Groups 2.7 Computers in Domain 2.8 Domain Service: DHCP 2.9 MS SQL Servers 2.10 Web Servers 2.11 Time Servers 2.12 Printers 2.13 Exchange Servers 2.14 Network Shares 2.15 Major Applications 2.16 Domain DNS3. Internet Access4. Non A/D Devices5. Internet Domain6. System Password Strength Assessment7. Listening PortsAppendix I: Detailed Computer Analysis
  16. 16. TURNING FINDINGS INTO DOOR-OPENERS FOR NEW BUSINESS
  17. 17. Sample Door Opener #1 Issue Discovered • Inactive users Client Risk • Security / Unauthorized Access What To Sell • User audit/ AD clean-up
  18. 18. Sample Door Opener #2 Issue Discovered • Some computers not logged-in Client Risk • Poor maintenance / Lack process What To Sell • Routine maintenance plan / MSP
  19. 19. Sample Door Opener #3 A U T O T A S K A C A D E M Y W E B I N A R Issue Discovered • Misalignment of IT asset organization Client Risk • Potential for unauthorized access What To Sell • Consulting project
  20. 20. Sample Door Opener #4 Issue Discovered • Second domain controller issue Client Risk • Single Point of failure What To Sell • Consulting project / DR Plan
  21. 21. Sample Door Opener #5 Issue Discovered • Inappropriate user access Client Risk • Security What To Sell • Network lock down project
  22. 22. Sample Door Opener #6 Issue Discovered • Weak / Insecure passwords Client Risk • Security What To Sell • Project to set up security policies
  23. 23. Sample Door Opener #7 Issue Discovered • Insecure Protocols In Use Client Risk • Security What To Sell • Full security audit.
  24. 24. Sample Door Opener #8 Issue Discovered • External Vulnerability Client Risk • Hacking and Intrusion What To Sell • Project to remediate vulnerabilities • Completely security audit
  25. 25. Sample Door Opener #9 Issue Discovered • Poor patch management Client Risk • Security and malware risk What To Sell • Patch Management Services
  26. 26. Customize ITFully white-labeledCustomize Image/Photo Logo Company NameDocX file can be edited
  27. 27. Ready-to-Use DeliverablesClient Risk Report (.docx) 6-8 pages Risk Score Issue ListFull Assessment Report (.docx) 50+ pages Detailed AppendixExcel Export (.xslx)
  28. 28. Export What You UncoverExport to ExcelUse the new Autotask integration
  29. 29. The ROI of Network Assessments A U T O T A S K A C A D E M Y W E B I N A R Using Network Assessments Throughout The Customer Lifecycle Mark Winter VP / Sales PerformanceIT, Inc.
  30. 30. When To Offer The Assessment A U T O T A S K A C A D E M Y W E B I N A RBob’s Health check Point E Convert To  Opportunity • Lead Generation • Pre‐Engagement Check Create  Create  Create  Invoice Contract Proposal • Project For Existing Clients • Regular “Audits”
  31. 31. Assessment-As-A-Service
  32. 32. Case Study: Computer Solutions Group• Founded in 1996 as a “Box Shop”• Based in Southern California• Autotask customer since 2007, currently using RapidFireTools• Services offered include: – Managed Services – Business Continuity Planning – IT Consulting – VoIP – Virtualization – Email / Spam Protection – Hardware as a Service – Hosted Solutions
  33. 33. Integrated into main company offer
  34. 34. What they do with their leads• Introductory session with prospect to understand current  set‐up and situation.• Set up and run the Network Detective scanning tool on  Domain Server• While scan is running they sit down with prospect for  discovery session to determine company’s goals,  expectations and needs• After meeting they schedule a time to come back with  results of the assessment.• They retrieve the scanned data file, return to office, and  run report.• Based on results, they build a proposal to fix problems  detected, and establish ongoing relationship.
  35. 35. Running assessments for existing clients• Tremendous “Value‐Add” for their existing  customers for 2‐3 hours of work.• They give them the entire report which has  perceived value of the assessment and the  report is in the $1,200‐$1,500 range.• CSG charges $600 for clients where they think  it will lead to something bigger• Client reactions to the report and deliverables  have been very favorable.
  36. 36. Better than other assessment tools• Much quicker to collect the information• Prospects are more comfortable with no agents• Gives us data not available with other tools• Pulls everything into a single output• Report is automatically produced• Content is easily edited, customized
  37. 37. The Value Of The Annual Subscription• CSG runs the reports multiple times throughout  the year for all of their clients• They look at it as a marketing expense, so just  one or two new clients or sold assessments  pays for the software for the entire year• Much less expensive than buying them one‐off  or in bundles (but available that way)• They really like automatically getting all the  updates and improvements. 
  38. 38. The only missing piece: LEADS!Successful customers are using these tools & techniques• Promote It on your home page• Create a dedicated landing page with  lead form• Launch the service with email marketing• Create a news release – send out over wires• Tweet & Blog, pointing to your landing page• Send out lead nurturing letters every 30‐45 days• Launch a Google Ad campaign to drive more traffic
  39. 39. Network Assessment Marketing Kit A U T O T A S K A C A D E M Y W E B I N A R www.rapidfiretools.com/B2WebSpecial4 Service Launch LeadGeneration Letters Press Release Web Site CopyGoogle Ad Campaign Marketing kits supplied through B2 Marketing 9 Lead Nurturing Letters PLUS 2 Additional Customer Letters
  40. 40. Thanks! Questions? A U T O T A S K A C A D E M Y W E B I N A R Offer Slides Deleted From Presentation  Visit: www.RapidFireTools.com/networkdetective   

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