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MSP Sales Tactics | How to Create Effective Marketing Messages

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MSP sales tactics and marketing best practices. Including the following. An effective framework to help you organize your messaging strategy; Common IT management issues that you can solve using managed services; Common solution areas to help you differentiate your firm; Popular Calls-To-Action that reinforce your capabilities to solve IT management issues; A sample elevator pitch for your MSP firm; and 6-step sample email creative process that helps you get an appointment with a Prospect. Presented by Kaseya with MSP Sales Pros. May 2013.

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MSP Sales Tactics | How to Create Effective Marketing Messages

  1. 1. MSP Marketing Tips How to create effective marketing messages July 24, 2013
  2. 2. Agenda • Introductions • An effective framework to help you organize your messaging strategy • Common IT management issues that you can solve using managed services • Common solution areas to help you differentiate your firm • Popular Calls-To-Action that reinforce your capabilities to solve IT management issues • A sample elevator pitch for your MSP firm • A 6-step sample email creative process that helps you get an appointment with a Prospect • Q&A 2
  3. 3. Stay with us until the end and you may win!
  4. 4. About Kaseya • Enterprise-class IT systems management for everybody • Key Facts – Founded 2000 – STILL privately held • Multi-million dollar R&D • Bench strength via Insight Partners – 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 Essentials 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 It’s the industry’s only patented single-server-single-agent architecture; MSPs get enterprise-class capability that is easy to use and easy to afford With 60+% of top MSPs worldwide using Kaseya, they get access to the most robust community available And with so many ISVs plugging in to Kaseya via a seamless integration process, they get an easy way to leverage their existing strategic technology partnerships
  6. 6. About MSP Sales Pros • 10 years experience in IT Services • 15 years creating sales and marketing strategies for B2B • 1 man shop to 500 plus employees • Experience and expertise with every major RMM / PSA / CRM • Kaseya Industry Expert since 2012 6
  7. 7. 000000_7 How to create effective MSP marketing messages
  8. 8. Know your challenges • Highly competitive environment • Referrals far less common • 90% of small business owners polled said they know what “managed services” are • SMBs do not recognize their need for your service 8
  9. 9. How to conquer the challenges • Stand out from the crowd • Add Value • Educate your audience • Follow a repeatable process 9
  10. 10. Where do I start?Where do I start? 10
  11. 11. Understanding the basic principles 11
  12. 12. Understanding the basic principles 12
  13. 13. What is your value proposition? The market’s offerings Your offerings The customer’s needs Your value proposition
  14. 14. 000000_14
  15. 15. • Trust • Credibility • Value 15 Use the TCV Formula™ as your framework
  16. 16. Use the TCV Formula™ as your framework Every single communication from first contact to client on-boarding must do at least one of the following: 1. Build Trust 2. Lend Credibility 3. Add Value 16
  17. 17. Focus on customer needs/issues to define your MSP value prop • Increase IT asset performance levels • Reduce corporate IT risk • Improve IT customer service or increase IT customer satisfaction levels • Reduce cost of managed IT 17
  18. 18. Solve common IT issues that only you can solve – and have solved • NSFW app blocking • Rogue asset location alert and lockdown • Remote, safe mode reboot • Alert and remediate issue across multiple machines • Add group machines to domain • Remote password reset • Customized compliance reporting 18
  19. 19. [EXAMPLE] Rogue asset location alert and lockdown • Need – find devices before they get lost • Impact (before MSP) – manual inventories are incomplete, manual recovery attempts to find missing devices are ineffective, security breeches occur • Benefits (after MSP) – inventories completed in minutes for 100% of owned devices, lost devices recovered or disposed of in minutes, “risk of loss” fund reduced by 50%, IT asset “shrink rate” reduced by 75%, etc. • Value Statement - you can only manage what you can see! 19 Asset Management Services by [MSP]
  20. 20. 000000_20 Static / Dynamic Asset Grouping Hardware / Software / License / Documents / etc Multiple Discovery Methods – Network / Domain / etc Mobile Assets – iOS / Android / Blackberry [EXAMPLE] Asset Management Services with Kaseya
  21. 21. Differentiate your firm in a segment of YOUR choosing • Region • Metro • Vertical • Horizontal • Specialty 21
  22. 22. Craft an elevator pitch • Open a conversation, drive to dialogue • Ask for a meeting • Short • Position & differentiate your firm • [Qualify your listener] Hospitals use our services to lower their IT costs – typically by 30% or more. We provide specialized services so that doctors can get the patient data they need, whenever they need it, all in a very secure way. Is that something that might be helpful to you? May I meet with you to talk more about it? 22
  23. 23. Craft campaign themes (w CTA) to promote your value • Improve employee productivity – Buy 10 managed assets and get 1 free • Cut operating cost – First month of managed services is free • Gain organizational flexibility – Free initial network assessment • Reduce security risk – Money back guarantee 23
  24. 24. 000000_24 NOW what??????????
  25. 25. Create a convincing email in 6 steps • Have a specific decision in mind • Start by writing the conclusion • Structure your supporting argument into “small bits” • Bolster each argument with evidence • Repeat your conclusion as your call to action • Stick a benefit in the subject line 25
  26. 26. Steps 1 & 2 • Define a goal; have a specific decision in mind – Client will commit to an appointment to see a managed service overview demo • Write the conclusion first – I want to show you how I can remotely manage your IT 26
  27. 27. Step 3 • Build supporting bits to bolster your “argument” – Remote IT management (ie, managed IT services) will: • Improve the performance of IT for your end users • Reduce the total cost of maintaining your IT 27
  28. 28. Step 4 • Add evidence – Improve IT performance. According to a Kaseya IT survey of 1,100 SMB firms, companies who rely on a MSP to manage their IT have 20% fewer network outages and 75% fewer virus and malware attacks. – Reduce IT management cost. Gartner says 80% of corporate IT budgets are spent on maintaining systems, so if an MSP reduces that number by 20%, firms can reduce their IT maintenance cost by 16%. 28
  29. 29. Step 5 • Repeat your conclusion as a strong “call to action” – If you respond to this email, Ill get the process started to set up an appointment and show you how we would remotely manage your IT management as your MSP. 29
  30. 30. Step 6 • Add a “benefit” to your subject line – How you can reduce IT management cost at {{ }} – How {{ }} can improve its IT performance • Measure, revise, repeat 30
  31. 31. 000000_31 Dear {{ }}, I want to show you how I can remotely manage your IT, which will: • Improve IT performance. According to a Kaseya IT survey of 1,100 SMB firms, companies who rely on a Managed Service Provider (MSP) to remotely manage their IT have 20% fewer network outages and 75% fewer virus and malware attacks. • Reduce IT management cost. Gartner says 80% of corporate IT budgets are spent on maintaining systems, so if an MSP reduces that number by 20%, firms can reduce their IT maintenance cost by 16%. If you respond to this email, Ill get the process started to set up an appointment and show you how we would remotely manage your IT management as your MSP. Thanks, How you can reduce IT management cost at {{ }}
  32. 32. 000000_32 How do I avoid the common mistakes?
  33. 33. Avoid cookie cutter programs • MSP SEO • MSP Newsletters • MSP websites • Anything in a box • MSP Social Media 33
  34. 34. 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 • For a free trial www.kaseya.com/trynow • To speak with us www.kaseya.com/contactme 34 @kaseyacorp/company/kaseya/KaseyaFan community.kaseya.com Kaseya Industry Expert Webinars www.kaseya.com/resources/webinars

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