Just for MSPs:How to Create an EffectiveMarketing Plan thatDelivers ResultsFebruary 22, 2012
Agenda • Introductions • Our sponsor • Our MSP marketing expert – Why you need a marketing plan – 3 components of your plan – Why start with the marketing strategy – 4 critical elements of a strategy – Drill downs • Recap • Q&A2
Our Speakers Robin Robins Owner & MSP Expert Technology Marketing Toolkit Alex Brandt Director Kaseya3
About Kaseya Patented #7,827,547 #7,620,707 #7,895,320 • 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 Facts – 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 compliant5
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 • Uncomplicated – Lightweight, 1 agent – Cross platform – Thousands of pre-built scripts – Easy to install & use via a www.kaseya.com/solutions.aspx single pane • Affordable – On-premise or cloud6
MSP Benefits via Kaseya 60%+ use 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 • 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 need7
Why Do You Need A Marketing Plan? According to various studies, the average American sees over 3,000 marketing ads, promotions andcampaigns per day, and that number is EXPLODING with spam, social media and Internet proliferation.
Jean BaptistDefinition of an entrepreneur: “One who acts as anintermediary between capital and labor.” (Notice he didn’t say, “One who labors for capital.” That’s called an employee.)
Who The Heck Is Robin Robins And 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 systems for companies that sell outsourced IT services. More to the point…
Who The Heck Is Robin Robins And Why Should You Listen To Me?Spent over a decade researching, developing, testing andrefining marketing campaigns for MSPs, Systems Integratorsand IT services companies.We have 4,500 clients that span the globe and are made up ofbrand new startups to multi-million dollar IT firms (andeverything in between).I’ve spent well over 200 hours talking to YOUR customers –business owners – researching and discovering what they lookfor when outsourcing their IT support or buying IT services.More documented client success stories than any othermarketing firm in this niche, period.
3 Main Components Of A Marketing Plan1. Your marketing strategy2. Mapping of process and systems3. Tactical execution
Where Do You Start?Formulate TheRight Strategy (It’s The Foundation To Any Effective Business And Marketing Plan)
The Difference Between Strategy And TacticsYour 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) Developing a successful financial model Developing your go-to-market (tactical) planImportant! The above should NOT be delegated and MUST bedetermined before you can start making decisions about what typeof marketing you will be doing (media or message delivery)
4 Critical Elements To Your Marketing Strategy: 1. Market 2. Message 3. Media (Message delivery system) 4. MathFree Video Series That Will Be Available For The Next 5 Days:www.managedservicesblueprint.com/video
#1: Market Who Specifically Do You Want To Attract As A Customer?Key Point: When “Everyone” Is Your Customer, No One Is Your Customer.
#1: Seven Key Questions You Must Know About Your Target Market1. 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).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 SystemsChallenge:• Luke was trying to figure out a way to land BIG accounts for his AVG 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 SystemsSolution:• Studied the buyers he currently had and noticed they were IT managers of private K-12 schools with Symantec 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 AVG sales. We could barely keep up with the number of new customers calling our office!” – Luke Walling, President, Walling Data Systems
#2: MessageThe #1 Question You MUST Be Able To Answer Is:“Why Should I Do BusinessWith You Over All The Other Options Available?”
#2: Three Keys To Developing A USP1. Narrowly defined promise2. Meaningful specifics3. Guarantee of results
The MOST Important Place ToGet Your Message Right Is On Your Web Site (It’s The “Hub” For All Other Marketing)
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?
Well-Done Web Site That Speaks To The Prospective Client Compelling headline Valuable offer Written from the prospects’ perspective Testimonials 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.
Ballatore,Case Study: Frank Ballatore,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 implementing Robin’s suggestions, we generated 7 leads (appointments) in 3 months and closed $65,600 in new sales so far.”
Key Elements Your Web Site Must Have In Order To Convert More Visitors To Appointments: 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 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 Seminar Warning: These videos will ONLY be 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: www.kaseya.com/freetrial • For a price quote: www.kaseya.com/pricequote • To speak with us: www.kaseya.com/contactme32 /KaseyaFan /kaseya @kaseyacorp