MSP marketing tips and best practices. How to differentiate your business to win more customers. Sample tools, techniques, and real world MSP samples of positioning diagrams, value propositions, differentiated messages, and other tips from Kaseya and Kaseya MSP customers. Presented by Kaseya and MSP Sales Pros. Apr 2013.

1. MSP Marketing Tips
How to differentiate your business
to win more customers
April 23, 2013

2. Agenda
• Introductions
• Our sponsor
• Our MSP expert – Mark Woldman
– Why its important to define your service offering first – and how to do it
effectively
– How to validate the benefits of your services by polling the market – and
competitors
– Easy-to-use tool that shows you immediately where you stand in the market
– How to develop a differentiated marketing message that stands out from the
crowd
– How to scale marketing messages and sales collateral that build trust and
credibility
– Sample messages that have won new MSP contracts (using the power of Kaseya)
– Simple techniques to manage the process so you can stay ahead of your
competitors
• Kaseya’s input – David Castro
• Q&A
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3. Stay with us until
the end and you
may win!

4. About Kaseya
• Enterprise-class IT systems
management for everybody
• Key Facts
– Founded 2000
– Privately held, no debt, no external
capital requirements
• Multi-million dollar R&D
– 33 offices worldwide in 23 countries
with 450+ employees
• 12,000+ customers
• Millions of assets managed
– 6 patents issued for IT service delivery
processes & remote IT management
processes
• 37 patents pending
– Common Criteria (EAL2+) certified and
FIPS 140-2 security compliant
– ITIL v2 and v3 compatible (Pink Elephant
cert in progress)
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5. Why MSPs Choose Kaseya Essentials
A single Kaseya user can proactively manage 1,000s of automated
IT systems and network tasks in the same amount of time
required by a team of technicians using other techniques
It’s the industry’s only patented single-server-single-agent
architecture; MSPs get enterprise-class capability that is easy to
use and easy to afford
With 60+% of top MSPs worldwide using Kaseya, they get access
to the most robust community available
And with so many ISVs plugging in to Kaseya via a seamless
integration process, they get an easy way to leverage their
existing strategic technology partnerships

6. How to be different
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7. Challenges selling “Managed Services”
• Highly competitive environment
• Referrals less common
• 90% of small business owners polled
said they know what “managed
services” are.
• SMBs do not recognize their need for
your service
How do I fix this?
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8. Define your service offering first
Why is this so important?
– Need to know exactly WHAT you sell in
order to determine HOW to sell it
– Prospects do not understand BUY
conceptual solutions
– Helps you develop your Unique Selling
Proposition and Team Pitch
– Prevents the inside-out approach to
branding
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9. Properly constructed Service Offers
• Build trust and confidence
• Position you as an expert in any market
• Spark engaging business conversation
with prospects
• Alert prospects to potential risks which
they were not aware of
• Bridge to gap between Price and
Perceived Value
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10. Building your service offer
• Keep levels of support to absolute minimum
– Too many options will cause confusion
– Convert your services to a product to distance yourself from
competitors
» FastCareFastCare PLUS
• Strategic sections keep prospects engaged
– Operational Efficiencies = Users
– Business Continuity = Servers
– Systems Reliability = Infrastructure
– Business Value = Strategy and guidance
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11. Building your service offer
• Connect-the-Dots
• Avoid a spreadsheet approach that makes
it easy to compare vendors
• Include everything you can deliver via
Kaseya to eliminate the gap between price
and perceived value
– Acceptable Use enforcement/monitoring
– USB Port Blocking
– Mobile Device Management
– Etc.
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12. Who are you and do your customers
know or care?
• Your customer’s needs
• Your customer’s perception
• Your value – in a few words
• Your additional value – in more words
• Your credibility
• The Inside-Out test

13. Positioning Grid – MSP Firms A, B & C
High
Quality of
Services B C
Low High
A
Low
Cost of
Services

14. Positioning Grid – Analysis & Perception
Why MSP C is DIFFERENT from MSP A
High
Highest quality provider
(7,7) (10,7)
Quality of
Services B C
Low High
(5,4) A
+5 service
Price leader +3 cost
Low
Cost of
Services

15. But how do
you get there?
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16. Positioning Statement
A Tool to Help You Make the Move

17. Positioning Statement – Example

18. How do I turn
that into MSP
messages?
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19. MSP Messaging that Supports Positioning &
Value Proposition

20. MSP Message Template
User Pain Points in MSP Probing Messages
Healthcare IT
Need to store and track If you – or someone – need(s) to
patient data access patient records after hours –
or remotely – can you do it quickly?
Must meet HIPAA and EMR Does your practice require expert
requirements EMR and Practice Management
software support?
Network must be available all What do you do if your nursing
the time station goes off line?
Unsure how to gain access to How can recent Federal stimulus
additional funding sources benefit your practice?

21. MSP Message Template
User Pain Points in MSP Messages with
Healthcare IT Appropriate Calls to Action
Get patient data – securely – when you need it
Need to store and track most. Contact us today to discuss the many
patient data benefits our HIPAA-compliant IT services can
provide to your practice.
Take the guesswork out of HIPAA & EMR IT
Must meet HIPAA and EMR compliance. Visit our web site to find out how
requirements we can help and how much our Healthcare IT
Service Solutions can save your organization.
Give your doctors and nurses the information
Network must be available all they need, anytime, all the time. Contact us
the time today to discuss the many benefits our HIPAA-
compliant IT services can provide to your
practice.
Don’t miss out on Federal funding for your
Unsure how to gain access to practice. Contact us today to receive our free
additional funding sources industry report on Healthcare IT compliance
and stimulus funding opportunities.

22. MSP Web Messages that Win

23. MSP Web Messages that Win

24. MSP Web Messages that Win

25. MSP Web Messages that Win
STILL
the #1
message

26. What should I
watch out for?
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27. Déjà vu?

28. Avoid the “Panda” Penalty
http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html

29. Recap
Your Marketing Make-Over
Service Offer - Be seen as an Industry Expert with product packaging and branding
that will set you apart and prevent you from competing on price.
Message Alignment and Industry Data Sheets - Align your message with your target
markets and build credibility fast. This will prevent you from looking like every other
service provider.
Make your website stickier – Revise your web strategy and update your content to
keep prospects on the right page longer and drive them to the content that will set you
apart from your peers and make them want to learn more.
Follow a complete process - Reinforce your credibility – the message MUST match the offer.
Maintain a consistent message from first contact thru on-boarding.

30. Next Steps
• More on MSP Sales Pros
www.mspsalespros.com
• Learn more about Kaseya for MSPs
www.kaseya.com/msp
• For a free live product demo
www.kaseya.com/mspdemo
Kaseya Industry Expert Webinars
www.kaseya.com/events/webinars
• For a free trial
www.kaseya.com/trynow
• To speak with us
www.kaseya.com/contactme
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/KaseyaFan /company/kaseya @kaseyacorp community.kaseya.com