The presentation discussed various strategies for building marketing lists and turning leads into customers. It began by outlining the importance of prioritizing current customers, prospects, and referral partners when building a marketing list. The presentation then provided numerous sources for building lists of suspects and evaluating their quality and costs. Finally, it discussed tailored marketing strategies for communicating with customers, prospects, and suspects, including newsletters, promotional campaigns, and leveraging holidays and industry trends. The overall goal was to generate interest from lists and convert that interest into new sales opportunities.
Marketing IT Services: How to Build a List of Suspects and Turn Them Into Paying Customers
1. A U T O T A S K A C A D E M Y W E B I N A R
How to build a list of suspects &
turn them into paying customers
PRESENTER: PRESENTER:
Bob Vogel Kevin Brown
Executive Director Vice President
Demand Generation Kutenda
Autotask Corporation
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 list
Types of lists, and where to get the
How to build a sustained marcom cadence
Specific ways to generate interest with your list
How to transform interest into sales opportunities
Tools you can use to manage marketing
Special offers from Autotask and Kutenda
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 Presentor
Nearly 25+ years of marketing experience
5+ years building Autotask’s lead generation engine
5+ years as VP of tech marketing at global DM agency
15+ running own high tech ad agency in upstate NY
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
Inventor of the software “Fremium”
Alfonso John Romero
PC Gaming Icon
Creator of Wolfenstein 3D, Doom, & Quake
5. A U T O T A S K A C A D E M Y W E B I N A R
Romero’s Insight:
"In marketing I've seen only one strategy that
can't miss –
and that is to market to your best customers
first,
your best prospects second,
and the rest of the world last."
Alfonso John Romero
PC Gaming Icon
Creator of Wolfenstein 3D, Doom, & Quake
6. A U T O T A S K A C A D E M Y W E B I N A R
Bob’s Marketing List Hierarchy
7. A U T O T A S K A C A D E M Y W E B I N A R
#1 Your Customer List
80/20 Rule – Most new business
Value based on the data you capture
Service history is clue to new opps
Products coming out of warranty
Replacements/Upgrades based on
existing assets
CRM MUST be integrated to everything
Manage sales where manage business
Service data become marketing data
Inventory data becomes sales data
One set of to-dos, note, calendar
8. A U T O T A S K A C A D E M Y W E B I N A R
#2 Your Internal Prospect List
7X more responsive than best 3rd-party list
People who have inquired in the past
Former customers
People pitched, lost, or went elsewhere
Company needs change
People at companies change
Keep working and nurturing this list
9. A U T O T A S K A C A D E M Y W E B I N A R
#3 Your Referral Source List
Cultivate a list of referrals
Your vendor partners
Your accountant
Your lawyer
The head of your local chamber
People on your board
Your employees
Your friends and families
Work this list on a regular basis. Ask!
10. A U T O T A S K A C A D E M Y W E B I N A R
#4 The Suspects List You Build
Be sure to pre-determine your target
Multiple selection options are available
Industry type or business type
Size – by number employees or sales
Location information – HQ, Franchise, Sq. Ft.
Contact person by job title or role
Location – city, area code, zip code, radius
Technology spend & Installed assets
Lots of excellent sources
Try a few and test
11. A U T O T A S K A C A D E M Y W E B I N A R
New Generation “Crowd Source”
www.jigsaw.com
• Contact-centric – not company
• Info provided by users for “credits”
• Can purchase names starting at $1
• Self-serve – preview options
• “Opt-out” methods are sketchy
• Some verification – but limited
• 100% replacement guarantees
• APIs and Volume deals available
• Company data from other sources www.netprospex.com
12. A U T O T A S K A C A D E M Y W E B I N A R
New Generation Digital Retrieval
www.zoominfo.com
• List built using web crawlers
• Business web sites, press sites, etc.
• “Date-stamp” verified
• Contact-centric
• Attaches “google-you” type info
• 60 cents per record
• 50 million records – 70% with email.
• Sketchy “Community Edition”
• More records outside US than others
13. A U T O T A S K A C A D E M Y W E B I N A R
High-end – High Cost Validation
www.reachforce.com
• Each list is individually validated
• Email validation is $3 per name
• Phone validation is $5 per name
•Title-based discovery is $14 per name
• Role-based contact is $24 per name
• Best option for going after large companies
14. A U T O T A S K A C A D E M Y W E B I N A R
Old Company With New Twist
www.infousa.com
• Company-centric
• Compiled 5,700 business directories
• 25 million validation calls/year
• 7 million business emails
• Self-service, about 50 cents per name
• Upload your content – they mail it
• Track responses
• Many selects options, including #PCs
15. A U T O T A S K A C A D E M Y W E B I N A R
Hoovers Plus D&B = Lots of Data
www.hoovers.com
• Business-Centric
• 79 million businesses
• 91 million names / 12 million emails
• US Only
• Subscription based – unlimited use
•Some interesting D&B estimates:
• Est. IT expenditures
• Est. number of PCs
• Estimates on peripherals/Nodes
• Estimate presence of LAN / WAN
16. A U T O T A S K A C A D E M Y W E B I N A R
The Technology Specialists
www.harte-hanks.com
• The “Gold Standard” of tech data
• 3-4 million businesses
• 600,000 with very detailed data cards
• Companies with $20K+ In IT Spend
• Lowest revenue band is $1 million
• IT decision makers with emails
• Counts of PC Hardware
• Communications Data
• IT Spending by Category
But wait… there’s more!
17. A U T O T A S K A C A D E M Y W E B I N A R
Rich Computer Intelligence Data
• Deep Dive Data
• Down to specific brands
• Hardware
• Software
• Storage
• Workstations
• Servers
• On and On…
• Much compiled by interviews
• Some predictive
• 70% accuracy guarantee
• The rub: $2K minimum gig
18. A U T O T A S K A C A D E M Y W E B I N A R
A Crazy Idea…
What if we work together?
Create a marketing list consortium
Buy target lists nationally, then divide it up
Will qualify for bulk discounts on volume
Will allow for customization from vendors
Segment by geography to avoid competition
Can split names up in closer areas
Email bvogel@autotask.com if interested
19. 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
Vice President
Kutenda
21. A U T O T A S K A C A D E M Y W E B I N A R
Market to each list of contacts with a
different strategy
• Clients
• Prospects
• Suspects
22. A U T O T A S K A C A D E M Y W E B I N A R
Client Strategy
23. A U T O T A S K A C A D E M Y W E B I N A R
Why should you market to current
clients?
1. Establish/Maintain a relationship
2. Build trust
3. Identify opportunities to up-sell
4. Identify opportunities to cross-sell
24. A U T O T A S K A C A D E M Y W E B I N A R
Your clients are special…treat them that way!
- Make the message specific to them
- If you market to a service they already have you
turn them off and jeopardize your relationship
-Reference your past successes with a specific
client as to why they should look at your next
recommendation
"Kutenda's marketing services are vital when it comes to achieving our MSP business'
growth objectives. I refer Kutenda's services to my peers and would recommend Kutenda
to all Service Providers looking to grow their business.”
- Jena Wilson, Director of Sales & Marketing | Data Applications Corporation
25. A U T O T A S K A C A D E M Y W E B I N A R
What should I send?
26. A U T O T A S K A C A D E M Y W E B I N A R
eNewsletters
27. A U T O T A S K A C A D E M Y W E B I N A R
eNewsletter Benefits:
• Enhance reputation
• Grow relationships
• Position your company as a
trusted advisor
• Increase lead generation
• Increase lifetime value of
clients
• Cost-effective
• Trackable results
28. A U T O T A S K A C A D E M Y W E B I N A R
What should I put in my enewsletter?
Information that is valuable to your customers and
prospects
Examples:
• Educate them on the Cloud
• Trends in technology
• Articles on how technology helps companies
achieve their goals
• Recipe/Joke…have some fun with it, add a bit of
your personality!
29. A U T O T A S K A C A D E M Y W E B I N A R
Where do I get my content?
• Your team
Hold a monthly competition amongst your staff on who
can write the best article. Keep it short and informative
• Tech news sources
Cite all sources
• Current news & events
Make it personal - Mention how the news or event will
affect your readers.
(Use caution when expressing opinions)
30. A U T O T A S K A C A D E M Y W E B I N A R
Create and leverage a client/service matrix
32. A U T O T A S K A C A D E M Y W E B I N A R
Promotional Campaigns
Target those who aren’t currently purchasing specific services.
Choose one service to promote each month.
•Managed Services
•BDR
•HaaS
•VoIP
34. A U T O T A S K A C A D E M Y W E B I N A R
Referral Campaigns
35. A U T O T A S K A C A D E M Y W E B I N A R
Majority of MSPs started/grow their
business with referrals…
When was the last time you ASKED for a
referral?
36. A U T O T A S K A C A D E M Y W E B I N A R
Maximize referrals by:
1. Establishing a program that has
value to the referrer…its worth paying for!
2. Promote the program – Make it known
3. In your QBR’s make a point of presenting
the program and your other services
4. Regularly ask for referrals
37. A U T O T A S K A C A D E M Y W E B I N A R
When should I send?
38. A U T O T A S K A C A D E M Y W E B I N A R
Newsletters – Once a month
Promotional Campaigns – Once every 45 days
Referral Campaigns – once every quarter
39. A U T O T A S K A C A D E M Y W E B I N A R
Prospect & Suspect
Strategy
40. A U T O T A S K A C A D E M Y W E B I N A R
Prospect =
A lead that has shown interest
(filled out a form, clicked on an email, given you
their business card at a tradeshow)
Suspect =
A lead that has not yet shown interest
41. A U T O T A S K A C A D E M Y W E B I N A R
Why market to prospects & suspects?
• Expand client base
• Increase revenue
• Increase Brand recognition
• Establish yourself as an industry
leader
• Your competition is doing it!
42. A U T O T A S K A C A D E M Y W E B I N A R
What should I send?
Continue all marketing campaigns
you’re implementing for clients, but
change the messaging and frequency!
Additionally…
43. A U T O T A S K A C A D E M Y W E B I N A R
Create a calendar with continuous events so
you don’t miss out on any opportunities!!!
44. A U T O T A S K A C A D E M Y W E B I N A R
Identify Holiday Call‐to‐Action Campaigns
45. A U T O T A S K A C A D E M Y W E B I N A R
January: New Year’s Day
February: Valentine’s Day
March: St. Patrick’s Day
April: Spring Fever
May: Mother’s Day
June: Father’s Day
July: Independence Day
August: Summer Fun
September: Labor Day
October: Halloween
November: Thanksgiving
December: Winter Holidays
46. A U T O T A S K A C A D E M Y W E B I N A R
Goal:
Catch their attention and
get them to engage with
you.
Message:
Tie your service or offering
to the holiday
theme…have a little fun
with it!
47. A U T O T A S K A C A D E M Y W E B I N A R
Identify a Unique Industry Focus for Every Month
48. A U T O T A S K A C A D E M Y W E B I N A R
What industries are you
working with today?
What industries do you
want to work with?
49. A U T O T A S K A C A D E M Y W E B I N A R
Become an industry expert:
• Join industry groups
meetup.com
LinkedIn Groups
• Interview industry leaders
• Leverage existing clients and their industry
challenges
50. A U T O T A S K A C A D E M Y W E B I N A R
Industry marketing…TIMING is
everything!
- CPA’s: Avoid tax season
- Wedding companies: Avoid May-Aug
- Retail: Avoid Thanksgiving-New Year
- Healthcare: Avoid flu season
If you don’t know, call a few and ask!
51. A U T O T A S K A C A D E M Y W E B I N A R
When targeting an industry:
- Focus your message on their specific challenges
- Use their lingo
- Understand their buying process
- Cite your expertise
Leverage the work you’ve
already done
52. 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
53. A U T O T A S K A C A D E M Y W E B I N A R
Sales Follow-up
54. A U T O T A S K A C A D E M Y W E B I N A R
How many times, on average,
do you think a business must
contact their prospects in order
to close a sale?
55. A U T O T A S K A C A D E M Y W E B I N A R
Times!
*Marketing Experiments: A
Proven “Playbook” for Growing
Your Leads
56. A U T O T A S K A C A D E M Y W E B I N A R
Leverage your sales team to get
the most out of email marketing!!
57. A U T O T A S K A C A D E M Y W E B I N A R
Ideal Email Sequence:
1. You Send
2. Recipient opens
3. Recipient reads
4. Recipient clicks on link
to landing page
5. Recipient completes
contact form
58. A U T O T A S K A C A D E M Y W E B I N A R
What happens often:
1. You Send
2. Recipient opens
3. Recipient reads
4. Recipient clicks on link
to landing page
5. Recipient DOESN’T
fill in contact form
59. A U T O T A S K A C A D E M Y W E B I N A R
Tip to get clicks:
Create multiple hyperlinks throughout the email to make
it easy for readers to click.
Tip to get forms filled out:
Offer something of value to entice visitors to submit
their information.
- White paper
- Free Month of service
- Discount Coupon
- Free Assessment
60. A U T O T A S K A C A D E M Y W E B I N A R
Follow-Up Sequence:
1. Call those who submitted their contact
information within 24 hours! If not sooner!
2. Leverage your email service
provider’s reporting system
to look behind the scenes!
Clicks and Opens
need to be called!
61. A U T O T A S K A C A D E M Y W E B I N A R
1. Log into your
Kutenda account
2. My Email
Marketing Tab
3. View Reports
4. View Last
Campaign
62. A U T O T A S K A C A D E M Y W E B I N A R
At the bottom of
the report you
can view all of
the emails that
have opened or
clicked your
email. Follow up
on clicks first, as
they have shown
interest. Then,
follow up with
opens.
63. A U T O T A S K A C A D E M Y W E B I N A R
8 touch follow-up sequence: “The Chase”
Day 1: Send email, prospect clicks on link
Day 2: Phone call & email follow-up
Day 4: Phone call
Day 6: Phone call & email follow-up
Day 9: Phone call
Day 12: Phone call & email follow-up
Day 15: Phone call & email – offer expires soon
Day 18: Phone call & email – final reminder
64. A U T O T A S K A C A D E M Y W E B I N A R
Remember…
65. 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 will do all this for you - and more!
66. A U T O T A S K A C A D E M Y W E B I N A R
Let Kutenda focus on creating the demand,
so you can focus on closing the sale.
Kutenda Engage package includes:
•Monthly eNewsletters
•Multi-Touch Prospecting Campaigns
•Professional Referral Campaigns
•Campaign-Specific Landing Pages
•Unlimited Access to DIY Email & Web
67. A U T O T A S K A C A D E M Y W E B I N A R
For details, visit:
Kutenda.com/package_engage.html
Or Email Sales@Kutenda.com
68. A U T O T A S K A C A D E M Y W E B I N A R
Don’t have time to follow up?
Now you can add Smart Telesales prospecting services to your
Kutenda packages.
Contact us to see if you qualify at Sales@Kutenda.com
69. A U T O T A S K A C A D E M Y W E B I N A R
Service Expectations
• Marketing is NOT magic!
• Marketing is DYNAMIC
• Technologies, Techniques and
Opportunities are constantly changing
• Kutenda will continuously make updates to
the services we are delivering.
• Marketing TAKES TIME! It does not happen
overnight
70. 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!
71. 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
To Sales
Notes
do’s Opps
Quotes
Leads &
Customers
Projects
Your Web
Site
Time & Service
Reports Invoices Expense Desk
72. 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
Email marketing Free RMM Integration
Live Customer Support
Sale Force Automation
2-Way Kutenda Integration
Built-in e-Quoting
Timesheet & Expense Mgt
73. 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!
74. 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 any Kutenda service
by April 29th and get
$50 off per month for the lifetime of
your services! That’s a savings of
$600/year
*Kutenda services range from $99/month ‐ $799/month
75. A U T O T A S K A C A D E M Y W E B I N A R
To download your copy of
“A Managed Service
Provider’s Guide to
Sales & Marketing”
By Everon CEO,
Mike Cooch…
Visit: kutenda.com/lp/msps_guide/
76. 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:
Kutenda.com/package_engage.html www.autotask.com/go
Contact: Autotask Pro:
Kevin Brown info@autotask.com
VP of Sales Mention Kutenda
303.416.4732
Marketing Questions Contact:
sales@kutenda.com
www.Kutenda.com Bob Vogel
Follow us on Twitter: @kutenda Exec. Dir. Demand Gen
518-720-3500 ext. 2201
bvogel@autotask.com