eFolder Series- Marketing on a Budget: Best Practices for MSPs

Marketing on a Budget: Best Practices for MSPs

Ariane PollockEMEA Marketing Coordinatorapollock@efolder.net linkedin.com/in/arianepollock

Agenda

• Partner Introduction• Marketing Challenges• Why Invest Time in Marketing?• Aspex: Partner Testimonial• Questions and Discussion

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Partner Introduction

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Aspex

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60 managed service clients

Founded in 2002

Clients in Belgium, The Netherlands and Germany

Clients include primarily in the financial and accounting verticals

Based in Antwerp, Belgium

Marketing Challenges

Partner Challenges

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• Margins for resellers of “big box” services in rapid decline1

• Owning a business requires much more than technical expertise

• Marketing takes time and energy away from other activities

1 Talbot, Chris. "Microsoft to Cut Online Services Advisory Partner Commission." Talkin' Cloud. Penton Technology, 13 Jan. 2014. Web.

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Partner Challenges

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On average, 6 to 8 customer touch points are necessary to create a

valuable lead1

1 Salesforce. “It Takes 6 to 8 Touches to Generate a Viable Sales Lead. Here’s Why." 16 April, 2015. Web.

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Why Invest Time in Marketing?

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• Partners need:– A scalable growth strategy beyond referrals– A way to stand apart from other MSPs– Solutions that offer high margins and make them more

than a mere reseller

• Clients want their MSPs to offer:– A professional-looking image– Managed services that clients feel are tailored

specifically to their wants & needs

Growth Drivers

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Client Type Existing clients New clients “Wedge” clients

“Hook”• Upsell• Cross-sell• Expand

relationship

• Expose existing pain/risk

• Expose specific pain/risk

Partner Testimonial: Aspex

Aspex

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Aspex’s Marketing Activities

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Digital Marketing

Inbound Marketing

Social Media

Event Marketing

Old meets New: Website Revamp

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Aspex’s Custom Collateral

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Questions for Tim

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• Does branding make a difference?

Questions for Tim

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• Does branding make a difference?

• How long did it take you to ramp up all of your marketing activities?

Questions for Tim

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• Does branding make a difference?

• How long did it take you to ramp up all of your marketing activities?

• Which marketing activities have you found your customers engage with the most?

Questions for Tim

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• Does branding make a difference?

• How long did it take you to ramp up all of your marketing activities?

• Which marketing activities have you found your customers engage with the most?

• Who do you partner with to make your branding and promotions look professional?

Questions for Tim

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• How do you overcome budget constrains?

Questions for Tim

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• How do you overcome budget constrains?

• How should partners leverage vendor relationships to market their solutions?

Questions for Tim

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• How do you overcome budget constrains?

• How should partners leverage vendor relationships to market their solutions?

• When launching a new campaign, what process do you follow to get your marketing work done?

Questions for Tim

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• How do you overcome budget constrains?

• How should partners leverage vendor relationships to market their solutions?

• When launching a new campaign, what process do you follow to get your marketing work done?

• What advice do you have for partners who want to start marketing their solutions?

Summary

Summary

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Be Creative

Show Consistency

Be transparent

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eFolder Playbooks

Playbooks include pre-made marketing materials:• Videos• Emails• White papers• Brochures• eBooks• Client pitch decks• And much more!

Questions & Discussion

Thank You!

Ariane PollockEMEA Marketing Coordinatorapollock@efolder.net linkedin.com/in/arianepollock