Your 2018 MSP Marketing Checklist

© 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg
MARKETING PLAN
Your 2018 MSP
Checklist

Angela Leavitt, Mojo Marketing
Founder & Chief Mojo-Making Officer
• 20 years of sales & marketing
• 150+ telecom, IT and cloud services companies
• Speaker at Channel Partners, ITExpo, Women in
the Channel, CompTel, MSPWorld

Who is Mojo?
V
V
Telecom, IT, and
Cloud Only
Have helped dozens
of carriers, agents,
VARs, and MSPs improve
their
revenues and branding.
We have
LOTS of data
on what works

Housekeeping
Q&A at the end
Tweet?
Tag @MojoMktg and @barracuda
Want the slides? Great!
Email me at angela@gimmemojo.com

Who Loves Planning?

Why Have a Marketing Plan?
Stop the “one offs.”
More thinking up front = less thinking each day.
Easier to adjust a plan than create a plan.
Better results.
Plus, things change…

THE NEW SALES & MARKETING FUNNEL

DON’T BELIEVE IT? HERE’S PROOF
Research &
finalize decision
on own before
dealing with
seller
41%
Rely entirely on
3rd parties
3%
Consult with
multiple
vendors / 3rd
parties
56%
IT DECISION MAKING PROCESS
Source: CompTIA “Considering the New IT Buyer” May 2017

PIECES OF CONTENT CONSUMED PRIOR TO ENGAGING
WITH A SALESPERSON
1-3
21%
3-5
47%
5-6
17%
7+
16%
Source: DemandGen “2016 Content Preferences Survey Report”
3+
79%

15
25
27
36
47
62
66
66
67
73
78
82
PODCASTS
ASSESSMENTS
ROI CALCULATORS
INTERACTIVE PRESENTATIONS
VIDEO
THIRD-PARTY / ANALYST REPORTS
BLOG POSTS
INFOGRAPHICS
E-BOOKS
CASE STUDIES
WEBINARS
WHITE PAPERS
CONTENT TYPES USED TO MAKE DECISIONS IN
THE PAST 12 MONTHS (IN PERCENTAGES)

12
33
36
39
43
45
54
62
69
72
77
PODCASTS
ASSESSMENTS
ROI CALCULATORS
INFOGRAPHICS
INTERACTIVE PRESENTATIONS
VIDEO
E-BOOKS
WEBINARS
WHITE PAPERS
CASE STUDIES
THIRD-PARTY / ANALYST REPORTS
MOST VALUABLE CONTENT VIEWED DURING THE
DECISION-MAKING PROCESS (IN PERCENTAGES)

Content marketing is the
only marketing left.
THE GREAT SHIFT
SETH GODIN

Making Planning Easy
Annual
Quarterly
Monthly
Weekly
Daily

Annual Activities
Analysis
Buyer Personas
Brand / Messaging Review
Website Updates

Review last year’s data
• Closed deals sources
• Lost deals reasons
• Lead sources
• Top web pages
• Top blog posts
• Time on site
• Top-performing emails
Goal: what worked really well? What didn’t?
Analysis

Define for each persona
• Demographic info
• Likes / dislikes
• Behaviors
• Preferences
• Ideal / not ideal
Examples:
–SMB Owners –IT Leaders –MSPs
Buyer Personas

Brand Image
• Logo
• Fonts
• Colors
• Photos / images
Messaging
• Positioning Statement
• Unique Selling Proposition
• Benefits
Brand / Messaging Review

Ensure your website is current
• Home page content & design refresh
• SEO
• Research current trends
• Ensure SEO meta data is current
• Persona-specific content
• Opt-in forms
Website Updates

Quarterly Activities
Lead Generation Campaigns

• Target Audience
• Assets
• Content
• Landing Page
• Steps
• Campaigning (email, online, etc.)
• Opting-in
• Nurturing
• Making the sale

Content to attract attention
• Address pain & questions
• Be intriguing & entertaining
• Give VALUE
GOAL: Prospect knows, likes and trusts you

Content that works well:
VIDEOS WORKSHEETS WHITE PAPERS
INFOGRAPHICS CASE STUDIES

Email nurture campaign
• Thanks! Here’s more info…
• And even more info…
• More stuff…

Drive traffic to your content
• Best way: strategic partner
• Your own email database / other lists
• Digital marketing
• Press release
• Social media
• Paid ads

Lead Generation Summary
Create something people want
Put it on a landing page and drive traffic to it
Follow up with email nurture campaigns
Rinse and repeat!

Monthly Activities
Review KPIs

Key KPIs
• Closed sales – sources?
• Leads generated – sources?
• Web traffic
Review Metrics
FOLLOW-UP
• Lead gen campaign results
• Email campaign results
• Social campaign results

Weekly Activities
Blogging
Email campaigns

Make sure your blogs:
• Speak to a target persona’s pain points
• Contain one of your keywords in the title, meta
description, headers and body text
• Contain an image
• Are at least 300 words (800-1100 is the sweet
spot right now)
• Are formatted nicely
• More headers
• More bullets
• More images if possible
Blogging

Not a writer?
• Require staff to blog once / mo.
• Ask people to guest blog
• Hire a freelancer (Upwork.com)
Blogging

Types of Campaigns
• Bi-monthly is about right for your own list
• Newsletters – monthly
• Special announcements - monthly
Email campaigns

WHY AUTOMATION SOFTWARE?
• Businesses that use marketing automation to nurture
prospects experience a 451% increase in qualified leads*
• Nurtured leads make 47% larger purchases than non-
nurtured leads*
• 50% more sales leads at 33% lower cost per lead**
• Examples: Hubspot, Marketo, Infusionsoft, Hatchbuck
*Annuitas Group
**Forrester Research
Email / Marketing Automation

Daily Activities
Social media posting

SOCIAL
How to use social media
• Like, comment and share
• Post your content
• Don’t forget groups!!
• Engage your team
Platforms for our industry
• LinkedIn
• Facebook
• Twitter
Stay consistent and engage and contribute to the community.

Want an easy button?
Your Preferred Partners
• Your success is their success
• They have content
• They have MDF funds
• Hint: Barracuda!

Want free tools?
Marketing Plan & Budget Template
• Metrics tracking
• Persona worksheet
• Lead gen campaign planner
• Social planner
• Email planner
• Gimmemojo.com/free-downloads/

Questions?
Want these slides?
Send feedback to angela@gimmemojo.com

Your 2018 MSP Marketing Checklist

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