best practices in service provider marketing - msp world 2016 - by meritmile - slideshare

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Best Practices in Service Provider Marketing

Scott LindarsDirector of Technology Markets | Merit MileApril 4, 2016


Marketing Matters. No, Really!


The Buyer Journey Has Changed

57% of a purchase decision is complete before a customer calls a supplier

94%

76%

conduct some form of online research before purchasing a business product

prefer to receive content unique to the buying stage

Sources: Acquity Group, Sirius Decisions/Forrester Research


Most Businesses Admit They Need Some HelpHow Is Your Marketing Plan Performing?

Don’t have a formal marketing plan

Sources: Citrix 2015 DaaS Global Market Trends Survey

Are not satisfied with the results

42%

25%


It’s a crowded market

What makes you different?


Makes People Want to Buy?


Why – Your Purpose

It Doesn’t Start with What…The Golden Circle by Simon Sinek

How – Your Process

What – Your Result

WHY

HOW

WHAT


It Starts with Why! The Golden Circle by Simon Sinek

WHY

HOW

WHAT

Motivation

Process

Product

What – Your Result

How – Your Process

Why – Your Purpose


What’s Your Why?


Know yourself and your target markets

Do you have the “why” it takes to win here?

Focus: Is Your Why Where You Want to Win?

Vertical

User Segment

Security

Compliance

Geography

…


Messaging is the foundation for telling your unique why, how and what story

• The value proposition – the “so what” that sets you apart

• Buyer personas, their needs and pain points – who they are and what keeps them up at night

• Key features – the proof that supports the message

• Competitive positioning – who they are, why you win and lose

• Key benefits – what triggers buyers to say “I want that”

• Positioning statements – headline, short and long versions

How: Invest in Messaging and Positioning W

hy

Ho

wW

hat


Real World Example: Simplified Innovations


Make Your Messaging Come to Life 5 Proven Marketing Tactics for Growing Your MSP Business


April 21, 2015

Optimize for Mobile

Google requires mobile optimization for indexing

October 8, 2015 50+% of Google search is on mobile

In order to stand out in the world of mobile, businesses need to provide their customers with a frictionless, memorable experience.

Andy CrestodinaOrbit Media

“”

1


Deliver Only the Essential Content

Snack on

mobile

Dine on tablet

Gorge on desktop

1


There is NO excuse for an outdated website

Speak to your buyers

• Is your “why” front and center?

• Does the imagery and graphics resonate?

Audit, trim and focus

• Is your messaging updated?

• Have you retired or demoted legacy services?

Design for today

• SEO – Are you being found in search?

• Are you social-ready?

• Are you measuring?

• Are you optimized for mobile?

Checkpoint: Are You Relevant and Being Found 1


Content is still king

Content, Content, Content

Strategically position content

But context is queen

2

Don’t skimp on SEO or quality


What Kind of Content?2

Become a trusted advisor with something unique to say

• Whitepapers• Thought leadership• Surveys and reports • Trends and predictions• Emotional customer stories• How to content • Infographics• Top X lists


Video Content is a Must Have

Business executives watch work-related videos at least weekly

Executives would rather watch video than read text if both options are available on a page

Source: Hubspot, 2015

3

75%

59%


How it Works Technical basics

Lifestyle SolutionReal-world demo

experiences

What Kind of Video Content?

Video Examples from Citrix and Microsoft

How it Helps Business valueSolution level

How long does it take to tell your story?Can you do it without audio?

3


Use Social Media to Drive Sales Leads

You’ve heard social is important for awareness a 100 times before

But did you know…

4

24%

Saw increased revenue after using social media

45%

Reduced marketing costs by using social media

100%

Higher lead-to-close rate than outbound marketing

Source: Quick Sprout


4

Don’t boil the ocean – Focus where your audience isDefinitely here, possibly here, but here?

3 Things to Remember for Social Media Lead Generation

Elicit action – Give people a reason whyGet them to bite Hook them right away Have an irresistible reason to act3 reasons to use Office 365 1, 2, 3 Learn about 4, 5, 6 in this infographic

Make everything trackable http://mm-stats.com/6yf94 or http://bit.ly/QtQET not meritmile.com

Good for measurement, but great for sales insight and conversation starters

http://mm-stats.com/6yf94

http://bit.ly/QtQET

http://www.meritmile.com/


50% Email nurtured leads are 50% more sales-ready

(Hubspot)

It Works Marketers consistently rank

email as the single most effective tactic for

awareness, acquisition, conversion and retention

(Gigaom Research)

Done Right, Nurture Based Email Marketing Works 5

Essential IngredientsStrategy – Integrated, cumulative and complimentary

Audience – Current, segmented and compliant

Creative & Copy – Clean, simple and focused

Offer – Quality, aligned and compelling

Opened – Find the inbox by testing


Integrated Email Marketing Examples5


Putting Everything Together Creating an integrated, measurable marketing campaign


Objective

Messaging

Strategy

Audience

Tactics

Marketing

Goals

Sales

Goals

Sample Marketing Campaign Summary

Establish a trusted IT advisor position with law firms in the greater

Orlando market for providing secure mobile access to legal data

• Partners are mobile, but their data is not

• Avoid unsecure situations where sensitive data is accessed on personal devices

• CEO/President/Managing Partner

• Senior IT decision makers – director and above

2,500 Inquiries, 100 Marketing Qualified Leads

Nurture email series, social media, webinars and appointment setting

10 New customers


Considerations

Copy & Creative –Writing and creative design

Systems – Email marketing, social, webinars

Measurement – Analytics and reports

Lead Scoring – Automated or manual

CRM – Opportunity pipeline development


Integrated Marketing Plan

Email 1

• Video

Email 2

• Infographic

Email 3

• Solution Whitepaper

Social Media

• Video

Social Media

• Infographic

Webinar

• Top Use Cases

Marketing Qualified Leads

with Activity Reports

Sales Accepted Leads

Win/Loss

Sales Lead Qualification


Market Smarter, Not Harder


You Don’t Have to DIY Everything


Create a Virtual Marketing Team

Partner with a trusted agency to expand yours team’s capabilities • Focus on strategy, not execution• Leverage industry expertise • Fill in-house skillset gaps

Leverage your alliance partners to fast track your marketing • Customizable content• Email marketing kits• Web and social media kits


Next Steps for Getting Started What’s

Your Why?

Messaging

and Positioning

Inventory

and Asses

Align with

Business Goals

Create

and Execute

Lead a group discussion to reflect on your businesses why, what and how

Revisit your messaging and positioning – create or edit your own MSD

Examine your existing website, marketing/sale content, skills and staffing

Identify how marketing can support your business and sales goals

Develop focused, integrated and measureable marketing plans

Market smarter and faster, not harder


Thank You!

Come talk to us and learn more about creating momentum for your business

[email protected]

http://www.meritmile.com/

mailto:[email protected]

best practices in service provider marketing - msp world 2016 - by meritmile - slideshare

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