MSP Marketing Tips

How to differentiate your business

to win more customers

April 23, 2013

Agenda

• Introductions

• Our sponsor

• Our MSP expert – Mark Woldman

– Why its important to define your service offering first – and how to do it

effectively

– How to validate the benefits of your services by polling the market – and

competitors

– Easy-to-use tool that shows you immediately where you stand in the market

– How to develop a differentiated marketing message that stands out from the

crowd

– How to scale marketing messages and sales collateral that build trust and

credibility

– Sample messages that have won new MSP contracts (using the power of Kaseya)

– Simple techniques to manage the process so you can stay ahead of your

competitors

• Kaseya’s input – David Castro

• Q&A

2

Stay with us until

the end and you

may win!

About Kaseya

• Enterprise-class IT systems management for everybody

• Key Facts– Founded 2000

– Privately held, no debt, no external capital requirements• Multi-million dollar R&D

– 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

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

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How to be different

Challenges selling “Managed Services”

• Highly competitive environment

• Referrals less common

• 90% of small business owners polled

said they know what “managed

services” are.

• SMBs do not recognize their need for

your service

How do I fix this?

7

Define your service offering first

Why is this so important?

– Need to know exactly WHAT you sell in

order to determine HOW to sell it

– Prospects do not understand BUY

conceptual solutions

– Helps you develop your Unique Selling

Proposition and Team Pitch

– Prevents the inside-out approach to

branding

8

Properly constructed Service Offers

• Build trust and confidence

• Position you as an expert in any market

• Spark engaging business conversation with prospects

• Alert prospects to potential risks which they were not aware of

• Bridge to gap between Price and Perceived Value

9

Building your service offer

10

•Keep levels of support to absolute minimum

– Too many options will cause confusion

– Convert your services to a product to distance yourself from

competitors

» FastCareFastCare PLUS

• Strategic sections keep prospects engaged

–Operational Efficiencies = Users

–Business Continuity = Servers

– Systems Reliability = Infrastructure

–Business Value = Strategy and guidance

Building your service offer

11

• Connect-the-Dots

• Avoid a spreadsheet approach that makes it easy to compare vendors

• Include everything you can deliver via Kaseya to eliminate the gap between price and perceived value

– Acceptable Use enforcement/monitoring

– USB Port Blocking

– Mobile Device Management

– Etc.

Who are you and do your customers

know or care?

• Your customer’s needs

• Your customer’s perception

• Your value – in a few words

• Your additional value – in more words

• Your credibility

• The Inside-Out test

Positioning Grid – MSP Firms A, B & C

Quality of

Services

Cost of

Services

Low High

Low

High

A

B C

Positioning Grid – Analysis & Perception

Why MSP C is DIFFERENT from MSP A

Quality of

Services

Cost of

Services

Low High

Low

High

(5,4)

(7,7) (10,7)

A

B C

Price leader

Highest quality provider

+5 service

+3 cost

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But how do

you get there?

Positioning Statement

A Tool to Help You Make the Move

Positioning Statement – Example

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How do I turn

that into MSP

messages?

MSP Messaging that Supports Positioning &

Value Proposition

MSP Message Template

User Pain Points in

Healthcare IT

MSP Probing Messages

Need to store and track

patient data

If you – or someone – need(s) to

access patient records after hours –

or remotely – can you do it quickly?

Must meet HIPAA and EMR

requirements

Does your practice require expert

EMR and Practice Management

software support?

Network must be available all

the time

What do you do if your nursing

station goes off line?

Unsure how to gain access to

additional funding sources

How can recent Federal stimulus

benefit your practice?

MSP Message Template

User Pain Points in

Healthcare IT

MSP Messages with

Appropriate Calls to Action

Need to store and track

patient data

Get patient data – securely – when you need it

most. Contact us today to discuss the many

benefits our HIPAA-compliant IT services can

provide to your practice.

Must meet HIPAA and EMR

requirements

Take the guesswork out of HIPAA & EMR IT

compliance. Visit our web site to find out how

we can help and how much our Healthcare IT

Service Solutions can save your organization.

Network must be available all

the time

Give your doctors and nurses the information

they need, anytime, all the time. Contact us

today to discuss the many benefits our HIPAA-

compliant IT services can provide to your

practice.

Unsure how to gain access to

additional funding sources

Don’t miss out on Federal funding for your

practice. Contact us today to receive our free

industry report on Healthcare IT compliance

and stimulus funding opportunities.

MSP Web Messages that Win

MSP Web Messages that Win

MSP Web Messages that Win

MSP Web Messages that Win

STILL

the #1

message

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What should I

watch out for?

Déjà vu?

Avoid the “Panda” Penalty

http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html

Your Marketing Make-Over

Service Offer - Be seen as an Industry Expert with product packaging and branding

that will set you apart and prevent you from competing on price.

Message Alignment and Industry Data Sheets - Align your message with your target

markets and build credibility fast. This will prevent you from looking like every other

service provider.

Make your website stickier – Revise your web strategy and update your content to

keep prospects on the right page longer and drive them to the content that will set you

apart from your peers and make them want to learn more.

Follow a complete process - Reinforce your credibility – the message MUST match the offer.

Maintain a consistent message from first contact thru on-boarding.

Recap

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

30@kaseyacorp/company/kaseya/KaseyaFan community.kaseya.com

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