This presentation, delivered by Bob Vogel of Autotask and Kevin Brown of Kutenda, covers the following topics geared toward IT Service providers: * The importance of your marketing strategy * Advanced online demand generation tactics * How to get it done with Marketing-as-a-Service * How to manage the leads you generate *Special offers from Kutenda & Autotask

1. A U T O T A S K A C A D E M Y W E B I N A R
Demand Generation For IT Pros
Strategies, Tactics & Tools
PRESENTER: PRESENTER:
Bob Vogel Kevin Brown
Executive Director Vice President
Demand Generation Kutenda
Autotask Corporation
Copyright ©Autotask Corp.

2. A U T O T A S K A C A D E M Y W E B I N A R
Agenda
The importance of your marketing strategy
Advanced online demand generation tactics
How to get it done with Marketing-as-a-Service
How to manage the leads you generate
Special offers from Kutenda & Autotask

3. A U T O T A S K A C A D E M Y W E B I N A R
About Your Presenter
Bob’s Health check Point experience
Nearly 25+ years of marketing A
15+ running own high tech marketing firm in upstate NY
5+ years as VP of tech marketing at global DM agency
5+ years building Autotask’s lead generation engine
Author of hundreds of articles and blog posts
on various marketing subject
Member of a small marketing consultancy
group that works with IT service companies

4. A U T O T A S K A C A D E M Y W E B I N A R
What is YOUR single biggest business issue today?
Contracts and Coordinating scheduling
Accurate and timely reporting billing workflow and dispatch
and business metrics 9% 3%
5% Delivering your
managed services
10%
Accessing all of my business
data in one place Getting your
5% business organized
10%
Winning new customers
20% Improving profitability
12%
Improving services workflow
Increasing tech efficiency 17%
9%

5. A U T O T A S K A C A D E M Y W E B I N A R
What’s Your Marketing Strategy?
Sun-Tzu Robert E. Wood
“Strategy without tactics is “Business is like war in one
the slowest route to victory. respect. If its grand strategy is
Tactics without strategy is correct, any number of tactical
the noise before defeat.” errors can be made and yet the
enterprise proves successful.”

6. A U T O T A S K A C A D E M Y W E B I N A R
“Marketing strategy is the underlying plan
for taking your offering to your targeted
prospects.”
--Bob Vogel

7. A U T O T A S K A C A D E M Y W E B I N A R
Bob’s 5-Step Marketing Strategy
1. Clearly define your market
2. Define your products and services
3. Identify your routes to market
4. Create a compelling position & message
5. Create a sales process and automate it

8. A U T O T A S K A C A D E M Y W E B I N A R
Step 1: Define Your Market
Step 1: Define Your Market
Questions to Ask
Do you have an unambiguous and
clear definition of your market?
Have you identified AND quantified
the real needs of your target
market(s)?
Have you validated that your
targets are true groups of potential
customers with the same or similar
needs?
Have you identified a profile or
“persona” of the key decision
makers and influencers you will be
selling to?
Do you know how to reach them?

9. A U T O T A S K A C A D E M Y W E B I N A R
Step 2: Define Your Offerings
Bob’s Health check Point B
Questions to Ask
Do you have a well defined set of
products and/or services?
Have you determined the real VALUE
to your prospective customers?
Have you evaluated your
competition?
Is what you have to offer truly
unique?
Improve your network’s Have you determined the price
performance with sensitivity of your offerings?
TurtleBoost™ Have you created a catalog of your
offerings?

10. A U T O T A S K A C A D E M Y W E B I N A R
A crazy quilt of things you can sell
“What makes you different?”
CLOUD
PC/Server Mobility
Sales Solutions Consumer
Electronics POS
Data Capture
Break/Fix
Hosting
Services Digital
Cloud Disaster Signage
Consulting Computing Recovery Inventory
Services Document Business RFID, Bar Code
PC/Server Imaging Applications
Home
Infrastructure Virtualization Custom Builder Training Automation
Implementation Pro A/V Education
Managed Video
Unified Managed Print
Communications Services Security
Networking
Security VoIP Green IT Video Surveillance
Wireless
Data Protection Custom
Telecommunications Software
Backup/Recovery Internet
Services Solutions &
Development
Storage
Sales
# of
Competitors 70,000 50,000 30,000 10,000 1,000

11. A U T O T A S K A C A D E M Y W E B I N A R
Step 3. Identify Your Routes To Market
Bob’s Health check Point C
Questions to Ask
Are you tapping into all available
marketing channels?
Direct Marketing (e-mail, direct
mail, telemarketing, events)
Advertising (online, social media,
print, radio)
Networking, referral programs &
Public Relations
Seminars and webinars
For DM: Test. Test. Test!
For Advertising – let it roll!

12. A U T O T A S K A C A D E M Y W E B I N A R
Step 4: Create A Compelling Message
Bob’s Health check Point D
Questions to Ask
Have you determined the real
benefits of your offerings?
break-fix is dumb. Have you created a clear and
now delivering managed services compelling way to deliver your
acmeIT message?
Are your communications
professional looking and
sounding?
Have you developed methods
for staying in touch with your
prospects on a regular basis?

13. A U T O T A S K A C A D E M Y W E B I N A R
Our Next Presenter
Kevin Brown
VP Sales
Kutenda

14. A U T O T A S K A C A D E M Y W E B I N A R
Advanced Demand Generation Tactics
Step 1: Create a lead capturing website
Step 2: Drive leads to your site
Step 3: Automate your follow-up

15. A U T O T A S K A C A D E M Y W E B I N A R
Step #1
Create a website that converts visitors into leads
What’s the first thing a prospective customer does
before or after a sales call?
They look at your website…

16. A U T O T A S K A C A D E M Y W E B I N A R
An effective website:
Has a way for visitors to opt-in
Has a clear message for a targeted audience
Clearly communicates the value and benefits of your
product or service
Has a clear call to action that applies to your overall
sales process

17. A U T O T A S K A C A D E M Y W E B I N A R
Test! Don’t Guess
AttentionWizard.com
Predictive attention measurement
Allows you to know if your website strategy & layout
will be effective before actually launching it
Not perfect – but a good head start

18. A U T O T A S K A C A D E M Y W E B I N A R

19. A U T O T A S K A C A D E M Y W E B I N A R
Google Website Optimizer
Multivariate testing of elements on your site
Allows you to test offers, copy, pictures, colors-
anything!
Put in the variables Get real results

20. A U T O T A S K A C A D E M Y W E B I N A R
Step #2
Drive leads to your site using every trick in the book
Literally EVERY trick!
Business cards
Direct mail
SEO
Yes…Social Media
Email

21. A U T O T A S K A C A D E M Y W E B I N A R
What works best today?
Internet marketing is cost-effective and outperforms
traditional media.

22. A U T O T A S K A C A D E M Y W E B I N A R
SEO
Why focus on SEO?
FREE(don’t pay search engines, does take time)
Traffic is always growing
PPC is getting more expensive and competitive
With the right strategy you can improve your page
rank

23. A U T O T A S K A C A D E M Y W E B I N A R
Key Concept:
Google’s #1 factor for success as a company is for
people to find exactly what they are searching for.
Relevancy

24. A U T O T A S K A C A D E M Y W E B I N A R
How to get relevant in SEO?
Optimize your content with keywords
Build a site with proper structure
Coded to attract search engines
Keywords within the content
Keywords in meta information
Create and distribute content
Generate activity
Get links to your site

25. A U T O T A S K A C A D E M Y W E B I N A R
What is a keyword?
A word or phrase used to
search for information online.

26. A U T O T A S K A C A D E M Y W E B I N A R
Key Concept:
Find keywords that are specific enough to match your
potential customer’s intent but broad enough to have
substantial search volume.

27. A U T O T A S K A C A D E M Y W E B I N A R

28. A U T O T A S K A C A D E M Y W E B I N A R
Key Concept:
Focus – by definition – means getting narrow.
You can’t be all things to all people!

29. A U T O T A S K A C A D E M Y W E B I N A R
Make sure you…
Refer to your products/services the way your
customers would – not the way you do!
Limit each page to no more than 3 keywords
Get local
Be realistic about where you can compete

30. A U T O T A S K A C A D E M Y W E B I N A R
Using video for SEO
Google loves video

31. A U T O T A S K A C A D E M Y W E B I N A R
Make sure you…
Keep videos short and simple
Focus on distribution
Distribute everywhere with:
www.trafficgeyser.com
Optimize video titles and descriptions with keywords

32. A U T O T A S K A C A D E M Y W E B I N A R
Leverage your videos as content in 5 easy steps:
1. Create a video
2. Pull out the audio
3. Have the audio transcribed into text
4. Spin the text
5. Publish!

33. A U T O T A S K A C A D E M Y W E B I N A R
Using local for SEO
Customers love doing business locally

34. A U T O T A S K A C A D E M Y W E B I N A R
Where to get started:
Google Places: places.google.com/business
Yahoo Local: listings.local.yahoo.com
Bing Local Listings:
ttps://ssl.bing.com/listings/ListingCenter.aspx

35. A U T O T A S K A C A D E M Y W E B I N A R
Social Media
Yes… Social Media!
Build a social profile
(Ideally for you and your company)
Social is being included in search results
(this will grow)

36. A U T O T A S K A C A D E M Y W E B I N A R
Best ways to use Social Media
Facebook, Twitter, LinkedIn are “Big 3”
YouTube and your blog are social sites
Lighten the load: use tools to automate posting
(i.e. Posterous)
Try to be interesting: focus on intriguing headlines

37. A U T O T A S K A C A D E M Y W E B I N A R
Step #3
Automate follow-up to nurture prospects and customers
Key concept #1:
The longer the sales cycle, the more frequently you
must be in front of your prospect.
Key concept #2:
Marketers need to contact their leads approximately
8 times to optimize their conversions.
*Marketing Experiments: A Proven “Playbook” for Growing Your Leads

38. A U T O T A S K A C A D E M Y W E B I N A R
Email is the tool of choice:
Email gets attention
Email can be 1-on-1 or 1-to-many
Email can be pre-scheduled and automated
Email is fast and practically free

39. A U T O T A S K A C A D E M Y W E B I N A R
Make sure you:
Build your list online and offline
Get your prospects to come to you
Offer something of value
Capture the information you need to continue with
the next step in your sales sequence

40. A U T O T A S K A C A D E M Y W E B I N A R
Email best practices:
Nurture – build relationships over time
Send email from a real person – not
“marketing@gmail.com”
Keep format simple – text is best
Have a ‘valuable’ call to action
Don’t ask for too much…email opens the door it
doesn’t close the deal!

41. A U T O T A S K A C A D E M Y W E B I N A R
Before it can be read, it must be opened!
Split test!
Subject line #1:
“The best present for your company this holiday season” .53%
Subject line #2:
“Peace of mind for the holidays?” .76%
Subject line #3:
“A busy holiday season?” 1.6%

42. A U T O T A S K A C A D E M Y W E B I N A R
Now at Kutenda:
We do all this for you – and more!

43. A U T O T A S K A C A D E M Y W E B I N A R
Proven professional grade marketing
designed specifically to market the products &services you sell
Have our team of marketing experts:
Market your business
Execute proven strategies
Deliver results

44. A U T O T A S K A C A D E M Y W E B I N A R
Thank you, Kevin!

45. A U T O T A S K A C A D E M Y W E B I N A R
Bob’s 5-Step Marketing Strategy
1. Identify your target(s)
2. Define your offerings
3. Pick your routes to market
4. Create a compelling message
5. Develop a sales process and automate it
“Business is like war in one
“Strategy without tactics is the respect. If its grand strategy is
slowest route to victory. Tactics correct, any number of tactical
without strategy is the noise errors can be made and yet the
enterprise proves successful.”
before defeat.”
Sun-Tzu Robert E. Wood

46. A U T O T A S K A C A D E M Y W E B I N A R
Step 5. Create A Sales Process …
… and Automate it
Bob’s Health check Point E
Have you established
your sales cycle?
Have you established
predictable conversion
rates at each step?
Have you established an
acceptable cost per lead?
Do you have the systems
in place to execute and
maintain an ongoing
marketing program, and
to measure the results?

47. A U T O T A S K A C A D E M Y W E B I N A R
The Sales & Marketing Silo
Marketing
Database
Your Web
Site

48. A U T O T A S K A C A D E M Y W E B I N A R
Manage Marketing While You Manage
The Business!
Suspects
Leads &
Customers
Your Web
Site

49. A U T O T A S K A C A D E M Y W E B I N A R
Manage Marketing While You Manage
The Business!
3rd Party
mail lists
To Sales
Notes
do’s Opps
Quotes
Leads &
Customers
Projects
Your Web
Site
Time & Service
Reports Invoices Expense Desk

50. A U T O T A S K A C A D E M Y W E B I N A R
What you get with Autotask
Autotask Go!
Starting at just $29/mo
Full Contact Management
Full Service Desk
Integrated Billing
Autotask Pro =Go! + … Value Added Extras!
Project Management Built-in Online Community
Sale Force Automation Free RMM Integration
Live Customer Support
Built-in e-Quoting
2-Way Kutenda Integration
Timesheet & Expense Mgt

51. A U T O T A S K A C A D E M Y W E B I N A R
Top-Rated Marketing Kit
Your Kit Includes:
Digital web site seal
White paper
®
BusinessWeek reprint
3-Part e-mail campaign
Customer letter
All “Kutenda-ready”
You schedule, it goes
Autotask Customers
ONLY!

52. A U T O T A S K A C A D E M Y W E B I N A R
Sign up for Kutenda Ignite service
today & get a list of up to 500
contacts in your area!*
Autotask Partners – Get a fully-integrated, “Kutenda-
Ready” Top-Rated Service Provider Marketing Kit
To redeem: Email sales@kutenda.com
or call 303-416-4727
*Total contacts provided may be less depending on number of prospects in your geography

53. A U T O T A S K A C A D E M Y W E B I N A R
REGISTRATION!
$249 Per Attendee - Expires 3/31
Reduced conference admission - This is a limited time
offer for Autotask customers and we expect this
event to sell out fast, so act quickly before the offer
expires.
…………………………………………….
AGENDA HIGHLIGHTS
• CompTIA IT Business-Building Sessions
• Best-Selling Author Jackie Frieberg presents
"Blowing the Doors Off IT Business As Usual“
• Special Breakout Sessions with author
Larry Kesslin and Paul Meyer
2011 WORLDWIDE CUSTOMER CONFERENCE • Special "How I Did It" Case Study Sessions
INTERCONTINENTAL HOTEL • Dozens of Individual Product Training Sessions
MIAMI, FL - MAY 22-24 .
• Autotask Vertical Solutions Showcase
Hurry This Deal Won’t Last!
autotaskcommunitylive.com

54. A U T O T A S K A C A D E M Y W E B I N A R
Thanks! Questions?
More Info on More Info on
Visit: Autotask Go:
KutendaForMSPs.com/package_ignite www.autotask.com/go
Contact: Autotask Pro:
Kevin Brown sales@autotask.com
VP of Sales Mention Kutenda
303.416.4732
Contact:
kbrown@kutenda.com
www.Kutenda.com Bob Vogel
Follow us on Twitter: @kutenda Exec. Dir. Demand Gen
518-720-3500 ext. 2201
bvogel@autotask.com