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

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Ariane Pollock

The document discusses best marketing practices for Managed Service Providers (MSPs) on a budget, highlighting the importance of effective marketing strategies for growth and differentiation in a competitive landscape. It emphasizes the need for partners to create a professional image and invest in marketing to enhance client relationships. Additionally, it includes a partner testimonial showcasing successful marketing activities, along with questions for discussion around branding and leveraging vendor relationships.

Technology
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Business Growth Strategies
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Marketing on a Budget: Best Practices for MSPs Ariane Pollock EMEA Marketing Coordinator apollock@efolder.net linkedin.com/in/arianepollock
Agenda • Partner Introduction • Marketing Challenges • Why Invest Time in Marketing? • Aspex: Partner Testimonial • Questions and Discussion 2 © 2016 eFolder, Inc. All Rights Reserved.
Partner Introduction © 2016 eFolder, Inc. All Rights Reserved. 3
Aspex © 2016 eFolder, Inc. All Rights Reserved. 4 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 © 2015 eFolder, Inc. All Rights Reserved. 6 • 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. © 2016 eFolder, Inc. All Rights Reserved.
Partner Challenges © 2015 eFolder, Inc. All Rights Reserved. 7 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. © 2016 eFolder, Inc. All Rights Reserved.
Why Invest Time in Marketing? © 2016 eFolder, Inc. All Rights Reserved. 8 • 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 © 2016 eFolder, Inc. All Rights Reserved. 9 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 © 2016 eFolder, Inc. All Rights Reserved. 11
Aspex’s Marketing Activities © 2016 eFolder, Inc. All Rights Reserved. 12 Digital Marketing Inbound Marketing Social Media Event Marketing
Old meets New: Website Revamp © 2016 eFolder, Inc. All Rights Reserved. 13
Aspex’s Custom Collateral © 2016 eFolder, Inc. All Rights Reserved. 14
Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 15 • Does branding make a difference?
Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 16 • Does branding make a difference? • How long did it take you to ramp up all of your marketing activities?
Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 17 • 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 © 2015 eFolder, Inc. All Rights Reserved. 18 • 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 © 2015 eFolder, Inc. All Rights Reserved. 19 • How do you overcome budget constrains?
Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 20 • How do you overcome budget constrains? • How should partners leverage vendor relationships to market their solutions?
Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 21 • 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 © 2015 eFolder, Inc. All Rights Reserved. 22 • 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 © 2015 eFolder, Inc. All Rights Reserved. 24 Be Creative Show Consistency Be transparent © 2016 eFolder, Inc. All Rights Reserved.
25 © 2016 eFolder, Inc. All Rights Reserved. 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 Pollock EMEA Marketing Coordinator apollock@efolder.net linkedin.com/in/arianepollock

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

  • 1. Marketing on a Budget: Best Practices for MSPs Ariane Pollock EMEA Marketing Coordinator [email protected] linkedin.com/in/arianepollock
  • 2. Agenda • Partner Introduction • Marketing Challenges • Why Invest Time in Marketing? • Aspex: Partner Testimonial • Questions and Discussion 2 © 2016 eFolder, Inc. All Rights Reserved.
  • 3. Partner Introduction © 2016 eFolder, Inc. All Rights Reserved. 3
  • 4. Aspex © 2016 eFolder, Inc. All Rights Reserved. 4 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
  • 6. Partner Challenges © 2015 eFolder, Inc. All Rights Reserved. 6 • 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. © 2016 eFolder, Inc. All Rights Reserved.
  • 7. Partner Challenges © 2015 eFolder, Inc. All Rights Reserved. 7 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. © 2016 eFolder, Inc. All Rights Reserved.
  • 8. Why Invest Time in Marketing? © 2016 eFolder, Inc. All Rights Reserved. 8 • 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
  • 9. Growth Drivers © 2016 eFolder, Inc. All Rights Reserved. 9 Client Type Existing clients New clients “Wedge” clients “Hook” • Upsell • Cross-sell • Expand relationship • Expose existing pain/risk • Expose specific pain/risk
  • 11. Aspex © 2016 eFolder, Inc. All Rights Reserved. 11
  • 12. Aspex’s Marketing Activities © 2016 eFolder, Inc. All Rights Reserved. 12 Digital Marketing Inbound Marketing Social Media Event Marketing
  • 13. Old meets New: Website Revamp © 2016 eFolder, Inc. All Rights Reserved. 13
  • 14. Aspex’s Custom Collateral © 2016 eFolder, Inc. All Rights Reserved. 14
  • 15. Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 15 • Does branding make a difference?
  • 16. Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 16 • Does branding make a difference? • How long did it take you to ramp up all of your marketing activities?
  • 17. Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 17 • 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?
  • 18. Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 18 • 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?
  • 19. Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 19 • How do you overcome budget constrains?
  • 20. Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 20 • How do you overcome budget constrains? • How should partners leverage vendor relationships to market their solutions?
  • 21. Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 21 • 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?
  • 22. Questions for Tim © 2015 eFolder, Inc. All Rights Reserved. 22 • 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?
  • 24. Summary © 2015 eFolder, Inc. All Rights Reserved. 24 Be Creative Show Consistency Be transparent © 2016 eFolder, Inc. All Rights Reserved.
  • 25. 25 © 2016 eFolder, Inc. All Rights Reserved. eFolder Playbooks Playbooks include pre-made marketing materials: • Videos • Emails • White papers • Brochures • eBooks • Client pitch decks • And much more!
  • 27. Thank You! Ariane Pollock EMEA Marketing Coordinator [email protected] linkedin.com/in/arianepollock