To create and execute a successful strategy, MSPs must have a clear picture of the customers they aim to serve. Additionally, MSPs should know what specific IT skills they are best at delivering and create a company brand that communicates who they are to the marketplace.
Companies use MSPs for different types of IT support, such as outsourced email or help desk duties; network, cloud and cybersecurity management; and consulting services. With so many areas in which MSPs can potentially offer expertise, they should opt to specialize in various skills to competitively differentiate themselves and create a powerful go-to-market strategy.
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MSPs must ask themselves what they do best, said Peter Kujawa, division president of Locknet Managed IT Services, an MSP based in Wausau, Wis., and a division of EO Johnson Business Technologies. He noted MSPs should identify what types of clients they are best suited to take care of, as well as which clients they struggle with the most, either from a client satisfaction or profitability standpoint.
Why Revenue Is Not The Most Important Msp Growth Metric
It is important for the MSP to know what a perfect client looks like so they can focus their sales and product development efforts on going after those clients, Kujawa said. It is equally important that they learn to say 'no' to clients that don't fit them and don't try to be all things to all prospects.They may get the deal today, but it will hurt them in the long term to bring on clients that don't fit them.
As MSPs get to know their customers better, it's critical to have a strong company brand in place, said Jennifer Anaya, senior vice president of marketing at Ingram Micro, a distributor based in Irvine, Calif. MSPs need that brand identity for the sole reason that their customers are buying their promise:an exceptional service experience with consistent service levels and competent people who can manage their technology as required.
It's important to focus a brand around what your company represents and what you do that your customers can't live without, Anaya said. Take some time to ask your customers and associates: 'Why do they work for you? Why do they do business with you? How is your service different from other companies?'
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Once MSPs discover their brand, Anaya suggested they embark on a digital marketing plan that reaches their target audience over strategic technology platforms. To do this, they must identify a marketing budget and appoint someone to a dedicated marketing role. It won't cut it to have employees who do marketing as only part of their job function.
MSPs should also select the right mix of digital marketing media, including social and web properties, to tell their company story, she said. Additionally, MSPs should consider a website update to ensure it reflects their brand promise and has solid search engine optimization (SEO) in place.
We also recommend reviewing your sales process to ensure the digital marketing is tied into your customer relationship management platform and rules of engagement are set so sales representatives know how to follow up with ready prospects or nurture those who may not be ready for a sales conversation, Anaya said.Finally, once those steps are complete, then the right [automated marketing] technology solution can be chosen -- one that will work hard for you.
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As MSPs take the necessary steps to market their business, their strategy should include many avenues to broadcast a company's value, said Andra Hedden, chief marketing officer at Marketopia, an IT marketing firm based in St. Petersburg, Fla. That includes using different digital platforms, because the more customers receive the message, the more likely they are to respond.
It's important to focus a brand around what your company represents and what you do that your customers can't live without. Jennifer AnyaSenior vice president of marketing, Ingram Micro Awareness
MSPs can also tap vendors and distributors to help hone their sales and marketing efforts. However, they must decide the best way to engage with distribution or vendor programs.
How To Market Your Msp Business And Grow Revenue
According to Anaya, MSPs should find out what their distributors or vendors offer in terms of training, events, through-market programs and marketing services. Before requesting help, MSPs should pull together a marketing plan that outlines their sales objectives and the marketing strategies they've decided to use to address those objectives. The plan should also include marketing activities they know they'll be budgeting for and summarize the areas where they need help from their distribution or vendor partners.
This plan will serve as an excellent foundation for any discussion with business partners. Why? Because it will clearly articulate an MSP's business strategy in a way that partners can engage in and support, Anaya said. Additionally, it will help MSPsfocuson where they want and need to spend time anddollars to achieve their goals.Since I originally wrote this article in 2018, it’s fair to say a lot has changed in the world of MSP marketing, however, on the most basic level many things have also stayed the same. While the rest of this article, certainly holds true, here are a few things to think about (along with some resources) as you build your 2022 and 2023 MSP marketing strategy:
It is an exciting time for the global Managed Service Provider or MSP industry. According to Statista, the managed services market was valued at around $186 billion in size in 2019, with forecasts suggesting that this number could grow to $356.24 billion by 2025.
Msp Marketing: Easy Ideas On How To Start So It Works
On the other hand, according to a recent survey by Datto, nearly 100% of MSPs surveyed say that now is as good a time as ever to be in their industry. The survey also states that marketing and sales continue to be the top two pain points of global MSPs.
As the CEO of an MSP marketing company, I can tell you firsthand that there is plenty of opportunities out there for MSPs. However, you do need to be fully prepared with the right MSP marketing strategies and resources to take full advantage of this growth opportunity.
If you’re just starting out as an MSP, or you’ve been at it for a while already, the idea of marketing your services to find new customers, has no doubt crossed your mind.
Msp Marketing Strategy: A Comprehensive Guide
MSP marketing, at its core, is the process of generating interest in your managed services provider business up the point that contact is actually made between you and your prospective customer.
MSP marketing techniques rely on the same basic principles of other forms B2B marketing, but as an MSP, you should be aware of the unique challenges that come with drawing up interest for a fully managed IT service.
When it comes to marketing for MSPs, we’ve seen the most success using a blend of traditional and internet marketing strategies. You can also use buyer personas to shape your marketing strategies; your prospects may find you through local searches like
Managed Services Market
While the two topics are closely related, MSP marketing is about a whole lot more than just selling services. In fact, if you’re properly marketing your managed services provider, you really shouldn’t be selling anything at all.
When you’re marketing your managed services offering, by definition, you’re talking to people who are not ready to be sold to yet. The audience of people who are “marketing qualified” may or may not have ever heard of you, and most definitely do not need to find out about the intricate and technical details of what your services can do.
What they need to find out as much about as possible, and what your MSP marketing should be built to do, involves outlining what those services can do
Managed Services Market Growth Is Booming
In other words, MSP marketing should be focused on communicating the raw value that you provide, so that your prospect gets to the point that they ARE ready to start hearing those details, and you can move onto the next step in your customer acquisition process – sales.
Even in an increasingly digital world, word-of-mouth still offers a great way to get new leads, which is what most MSPs prefer. Referrals from real-life clients help new leads trust your MSP IT services naturally. However, word-of-mouth alone is often not enough to grow your business beyond a limit.
As an MSP service provider, if you want to actively grow your business in a planned and predictable manner, you need to be marketing in some form or another. That’s where a functional and technology-based MSP marketing plan comes in.
Using Msp Business Metrics — Blog
Also, with the sheer amount of competition in most geographic regions, it helps to take advantage of social media and other online channels to boost your brand presence. With the majority of MSPs using Facebook and LinkedIn daily to promote their business, you don’t want to be left behind.
Now, as it is clear why you need to invest in MSP marketing, let’s check out some of the common terminologies and phrases associated with it.
Your MSP marketing strategy lays out exactly who you are targeting with your marketing, and the message you want to send to them. When you define your strategy you’ll want to answer questions like:
Msp Marketing Resources
The tactics, which we’ll overview in the next section, are the actual marketing techniques that you
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