MSP Marketing Tips

How to create effective marketing

messages

July 24, 2013

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

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Stay with us until

the end and you

may win!

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)

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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

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

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How to create effective MSP marketing messages

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

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How to conquer the challenges

• Stand out from the crowd

• Add Value

• Educate your audience

• Follow a repeatable process

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Where do I start?Where do I start?

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Understanding the basic principles

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Understanding the basic principles

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What is your value proposition?

The

market’s

offerings

Your

offerings

The

customer’s

needs

Your value

proposition

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• Trust

• Credibility

• Value

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Use the TCV Formula™ as your

framework

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

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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

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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

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[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!

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Asset Management Services by [MSP]

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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

Differentiate your firm in a segment

of YOUR choosing

• Region

• Metro

• Vertical

• Horizontal

• Specialty

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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?

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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

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NOW what??????????

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

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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

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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

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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%.

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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.

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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

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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 {{ }}

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How do I avoid the common mistakes?

Avoid cookie cutter programs

• MSP SEO

• MSP Newsletters

• MSP websites

• Anything in a box

• MSP Social Media

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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

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