Just for MSPs:

How to Create an Effective

Marketing Plan that Marketing Plan that

Delivers Results

February 22, 2012

Agenda

• Introductions

• Our sponsor

• Our MSP marketing expert– Why you need a marketing plan

– 3 components of your plan– 3 components of your plan

– Why start with the marketing strategy

– 4 critical elements of a strategy

– Drill downs

• Recap

• Q&A

2

Our Speakers

Robin Robins

Owner & MSP Expert Technology Marketing Toolkit

3

Technology Marketing Toolkit

Alex Brandt

Director Kaseya

Stay for Q&A and you may win!

About Kaseya

• 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 FactsFounded 2000

Patented

#7,827,547

#7,620,707

#7,895,320

– 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 compliant

5

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– Scalable and flexible

• Uncomplicated

– Lightweight, 1 agent

– Cross platform

– Thousands of pre-built scripts

– Easy to install & use via a single pane

• Affordable

– On-premise or cloud

6

www.kaseya.com/solutions.aspx

MSP Benefits via 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

60%+ use

Kaseya

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 need

7

Poll placeholder location

Why Why Why Why Do You Do You Do You Do You NeedNeedNeedNeed A Marketing Plan?A Marketing Plan?A Marketing Plan?A Marketing Plan?

According to various studies, the

average American sees over 3,000

marketing ads, promotions and

campaigns per day, and that number campaigns per day, and that number

is EXPLODING with spam, social

media and Internet proliferation.

Jean BaptistJean BaptistJean BaptistJean Baptist

Definition of an entrepreneur:

“One who acts as an

intermediary between intermediary between

capital and labor.”

(Notice he didn’t say,

“One who labors for capital.”

That’s called an employee.)

Who The Who The Who The Who The Heck Heck Heck Heck Is Robin Robins AndIs Robin Robins AndIs Robin Robins AndIs Robin Robins And

Why Should You Listen To Me?Why Should You Listen To Me?Why Should You Listen To Me?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 highly effective marketing and sales systems for companies that sell outsourced IT services. More to the point…

� Spent over a decade researching, developing, testing and

refining marketing campaigns for MSPs, Systems Integrators

and IT services companies.

� We have 4,500 clients that span the globe and are made up of

brand new startups to multi-million dollar IT firms (and

Who The Who The Who The Who The Heck Heck Heck Heck Is Robin Robins AndIs Robin Robins AndIs Robin Robins AndIs Robin Robins And

Why Should You Listen To Me?Why Should You Listen To Me?Why Should You Listen To Me?Why Should You Listen To Me?

brand new startups to multi-million dollar IT firms (and

everything in between).

� I’ve spent well over 200 hours talking to YOUR customers –

business owners – researching and discovering what they look

for when outsourcing their IT support or buying IT services.

� More documented client success stories than any other

marketing firm in this niche, period.

1. Your marketing strategy

3 Main Components3 Main Components3 Main Components3 Main Components

Of A Of A Of A Of A Marketing PlanMarketing PlanMarketing PlanMarketing Plan

2. Mapping of process and systems

3. Tactical execution

Where Do You Start? Where Do You Start? Where Do You Start? Where Do You Start?

Formulate The Formulate The Formulate The Formulate The

Right StrategyRight StrategyRight StrategyRight StrategyRight StrategyRight StrategyRight StrategyRight Strategy(It’s The Foundation To Any Effective

Business And Marketing Plan)

Your 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)

TheTheTheThe DifferenceDifferenceDifferenceDifference BetweenBetweenBetweenBetween

Strategy And TacticsStrategy And TacticsStrategy And TacticsStrategy And Tactics

be magnetic to your chosen market(s)

� Developing a successful financial model

� Developing your go-to-market (tactical) plan

Important! The above should NOT be delegated and MUST be

determined before you can start making decisions about what type

of marketing you will be doing (media or message delivery)

1. Market

2. Message

4 4 4 4 CriticalCriticalCriticalCritical Elements To Your Elements To Your Elements To Your Elements To Your

Marketing Strategy:Marketing Strategy:Marketing Strategy:Marketing Strategy:

3. Media (Message delivery system)

4. MathFree Video Series That Will Be Available For The Next 5 Days:

www.managedservicesblueprint.com/video

Who Specifically Do You Want

To Attract As A Customer?

#1: Market#1: Market#1: Market#1: Market

Key Point: When “Everyone” Is Your Customer,

No One Is Your Customer.

1. 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).

#1: Seven Key #1: Seven Key #1: Seven Key #1: Seven Key Questions Questions Questions Questions You Must KnowYou Must KnowYou Must KnowYou Must Know

About About About About Your Your Your Your TargetTargetTargetTarget MarketMarketMarketMarket

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 Systems

Challenge:

• Luke was trying to figure

out a way to land BIG

accounts for his AVG

solution (US distributor 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 Systems

Solution:

• Studied the buyers he

currently had and noticed they

were IT managers of private

K-12 schools with Symantec

or Network Associates anti-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 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

The #1 Question You MUST Be Able To Answer Is:

“Why Should I Do Business

With You Over All The Other

#2: Message#2: Message#2: Message#2: Message

With You Over All The Other

Options Available?”

1. Narrowly defined promise

2. Meaningful specifics

#2: Three Keys To Developing A #2: Three Keys To Developing A #2: Three Keys To Developing A #2: Three Keys To Developing A USPUSPUSPUSP

2. Meaningful specifics

3. Guarantee of results

The MOST Important Place To The MOST Important Place To The MOST Important Place To The MOST Important Place To

Get Your Message Right Is OnGet Your Message Right Is OnGet Your Message Right Is OnGet Your Message Right Is On

Your Web SiteYour Web SiteYour Web SiteYour Web SiteYour Web SiteYour Web SiteYour Web SiteYour Web Site(It’s The “Hub” For All Other Marketing)

Quick Exercise:Quick Exercise:Quick Exercise: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?

How About How About How About How About

This Site?This Site?This Site?This Site?

Or This One?Or This One?Or This One?Or This One?

� Compelling headline

� Valuable offer

�Written from the

prospects’ perspective

� Testimonials

� Clear instructions on

Well-Done Web Site

That Speaks To The

Prospective Client

� 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.

Case Study: Case Study: Case Study: Case Study: Frank Frank Frank Frank BallatoreBallatoreBallatoreBallatore, , , ,

The New England Computer Group, Inc.The New England Computer Group, Inc.The New England Computer Group, Inc.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 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.”

� 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

Key Elements Your Web Site Key Elements Your Web Site Key Elements Your Web Site Key Elements Your Web Site MustMustMustMust Have In Order Have In Order Have In Order Have In Order

To Convert More Visitors To Appointments:To Convert More Visitors To Appointments:To Convert More Visitors To Appointments:To Convert More Visitors To Appointments:

� 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 SeminarFree Marketing Video SeminarFree Marketing Video SeminarFree Marketing Video SeminarWarning: These videos will ONLY be

available for the next 5 days!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:• For a free trial:

www.kaseya.com/freetrial

• For a price quote:

www.kaseya.com/pricequote

• To speak with us:

www.kaseya.com/contactme

32@kaseyacorp/kaseya/KaseyaFan