Just for MSPs: How to Create and Effective Marketing Plan that Delivers Results. Presented by Kaseya and Robin Robins. Feb 2012

1. Just for MSPs:
How to Create an Effective
Marketing Plan that
Delivers Results
February 22, 2012

2. Agenda
• Introductions
• Our sponsor
• Our MSP marketing expert
– Why you need a marketing plan
– 3 components of your plan
– Why start with the marketing strategy
– 4 critical elements of a strategy
– Drill downs
• Recap
• Q&A
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3. Our Speakers
Robin Robins
Owner & MSP Expert
Technology Marketing Toolkit
Alex Brandt
Director
Kaseya
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4. Stay for Q&A and you may win!

5. About Kaseya Patented
#7,827,547
#7,620,707
#7,895,320
• 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 Facts
– 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
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6. 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
• Uncomplicated
– Lightweight, 1 agent
– Cross platform
– Thousands of pre-built
scripts
– Easy to install & use via a www.kaseya.com/solutions.aspx
single pane
• Affordable
– On-premise or cloud
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7. MSP Benefits via Kaseya
60%+ use
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
• 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
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8. Poll placeholder location

9. Why Do You Need A Marketing Plan?
According to various studies, the
average American sees over 3,000
marketing ads, promotions and
campaigns per day, and that number
is EXPLODING with spam, social
media and Internet proliferation.

10. Jean Baptist
Definition of an entrepreneur:
“One who acts as an
intermediary between
capital and labor.”
(Notice he didn’t say,
“One who labors for capital.”
That’s called an employee.)

11. Who The Heck Is Robin Robins And
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
systems for companies that sell
outsourced IT services. More to the
point…

12. Who The Heck Is Robin Robins And
Why Should You Listen To Me?
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
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.

13. 3 Main Components
Of A Marketing Plan
1. Your marketing strategy
2. Mapping of process and systems
3. Tactical execution

14. Where Do You Start?
Formulate The
Right Strategy
(It’s The Foundation To Any Effective
Business And Marketing Plan)

15. The Difference Between
Strategy And Tactics
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)
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)

16. 4 Critical Elements To Your
Marketing Strategy:
1. Market
2. Message
3. Media (Message delivery system)
4. Math
Free Video Series That Will Be Available For The Next 5 Days:
www.managedservicesblueprint.com/video

17. #1: Market
Who Specifically Do You Want
To Attract As A Customer?
Key Point: When “Everyone” Is Your Customer,
No One Is Your Customer.

18. #1: Seven Key Questions You Must Know
About Your Target Market
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).
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?)

19. 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
of AVG’s anti-virus).
• Wanted to target schools.
• Various marketing
attempts had failed and
he was wasting money.

20. 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-
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.

21. 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
AVG sales. We could barely keep up
with the number of new customers
calling our office!”
– Luke Walling, President, Walling Data Systems

22. #2: Message
The #1 Question You MUST Be Able To Answer Is:
“Why Should I Do Business
With You Over All The Other
Options Available?”

23. #2: Three Keys To Developing A USP
1. Narrowly defined promise
2. Meaningful specifics
3. Guarantee of results

24. The MOST Important Place To
Get Your Message Right Is On
Your Web Site
(It’s The “Hub” For All Other Marketing)

25. 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?

26. How About
This Site?

27. Or This One?

28. Well-Done Web Site
That Speaks To The
Prospective Client
Compelling headline
Valuable offer
Written from the
prospects’ perspective
Testimonials
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.

29. Ballatore,
Case Study: Frank Ballatore,
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
implementing Robin’s suggestions,
we generated 7 leads (appointments)
in 3 months and closed $65,600 in
new sales so far.”

30. Key Elements Your Web Site Must Have In Order
To Convert More Visitors To Appointments:
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
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.

31. Free Marketing Video Seminar
Warning: These videos will ONLY be
available for the next 5 days!
www.managedservicesblueprint.com/video

32. 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:
www.kaseya.com/freetrial
• For a price quote:
www.kaseya.com/pricequote
• To speak with us:
www.kaseya.com/contactme
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/KaseyaFan /kaseya @kaseyacorp