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

Marketing on a Budget: Best Practices for MSPs

Ariane PollockEMEA Marketing [email protected] 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


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


• 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


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.


Why Invest Time in Marketing?


• 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


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


Aspex’s Marketing Activities


Digital Marketing

Inbound Marketing

Social Media

Event Marketing

Old meets New: Website Revamp


Aspex’s Custom Collateral


Questions for Tim


• Does branding make a difference?

Questions for Tim



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

Questions for Tim




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

Questions for Tim




• 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


• How do you overcome budget constrains?

Questions for Tim



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

Questions for Tim




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

Questions for Tim




• 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


Be Creative

Show Consistency

Be transparent


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Questions & Discussion

Thank You!

Ariane PollockEMEA Marketing [email protected] linkedin.com/in/arianepollock