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




Client Strategy
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
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
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?
A U T O T A S K   A C A D E M Y   W E B I N A R




eNewsletters
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
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!
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)
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
A U T O T A S K   A C A D E M Y   W E B I N A R
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
A U T O T A S K   A C A D E M Y   W E B I N A R
A U T O T A S K   A C A D E M Y   W E B I N A R




Referral Campaigns
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?
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
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?
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
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
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
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! 
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…
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!!!
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
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
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!
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
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?
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
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!
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
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
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
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?
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
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!!
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
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
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
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!
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
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.
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
A U T O T A S K   A C A D E M Y   W E B I N A R




Remember…
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!
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
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
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
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
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!
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
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
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!
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
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/
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

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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
  • 20. A U T O T A S K A C A D E M Y W E B I N A R
  • 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
  • 31. A U T O T A S K A C A D E M Y W E B I N A R
  • 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
  • 33. A U T O T A S K A C A D E M Y W E B I N A R
  • 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