During this 60 minute webinar, MSP marketing expert Erick Simpson of MSP University/SPC International will share marketing tips and best practices that will help you engage your ideal prospects to win more MSP business. The 5 MSP marketing principles Erick will discuss include: Strategy - what are the essential elements of a sound, effective MSP marketing plan Process - how to build a scalable MSP marketing process that runs the gamut of tactics Targeting - how to identify the “right” prospects and how to target them properly Positioning - what are the most effective messages to attract new clients Enablement - how to create content in ways that engage your prospects AND empower your sales team

1. The 5 Marketing
Principles Every MSP
Owner Should Know
April 24, 2013

2. Our Speakers
2
Erick Simpson
Vice President & CIO
SPC International
Dermot McCann
Managing
Director
Kaseya

3. Agenda
• Introductions
• Our sponsor
• Our MSP marketing expert – Erick
Simpson
– Strategy
– Process
– Targeting
– Positioning
– Enablement
• Q&A
3

4. About Kaseya
• Enterprise-class IT systems
management for everybody
• Key Facts
– Founded 2000
– Privately held, no debt, no external
capital requirements
– 33 offices worldwide in 23
countries with 450+ employees
• 12,000+ customers
• Millions of assets managed
– Patented IT service delivery process
& remote IT management process
• 24 patents pending
– Common Criteria (EAL2+) certified
and FIPS 140-2 security compliant
– ITIL v2 and v3 compatible
4

5. The Leading IT Managed Services Solution
Open API
Virtual System Administrator
Device & Network Management
Unified Management
Platform
Event Management
• Alerts / Notifications
• System Events
• Logs
Automation
• Scheduling
• Procedures
• API / Messaging
Visualization
• Reporting
• Dashboards
• Interactive Data Views
• Image Deployment
• Desktop Migration
• Mobile Device Management
• Data Availability
• System Availability
• Site Availability
Other Third Party
Integrations
CRM & PSA Integrations

6. Why MSPs Choose Kaseya
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

7. How would you describe the current
state of your marketing?
A. Weak, and I don’t really know what – or
how – to improve
B. Moderate, I get results, but I don’t
think they are optimal
C. Strong, I get lots of qualified leads from
all types of sources via a wide variety of
campaigns
D. Expert, I have too many qualified leads
to effectively manage!

8. SPC International
• We provide IT Business Operations, Sales
& Marketing and Technical Service
Delivery Improvement Education &
TRAINING Internationally
–Live Boot Camps
–Training Platforms and Tools
–Business Improvement SWOT Engagements
–PSA and RMM Audit and Optimization
–Extended Consulting Services

9. What We Will Cover in this Webinar
• The Difference Between Marketing
and Sales
• Effective Marketing Tools
• Identifying Your Target Audience
• Developing Powerful Messaging
• Designing and conducting an effective
Marketing Campaign Strategy
• Tracking Marketing Outcomes and
ROI

10. Marketing vs. Sales
• Marketing is all activity that is
conducted prior to the sales
appointment to reach and interest
prospects and includes messaging
that prepares prospects for the
sales process (lead generation)
– Direct mail
– Telemarketing
– Events
– Website
– Marketing activity identifies
SUSPECTS…

11. Sales vs. Marketing
• Sales encompasses all
engagements that
require interaction with
prospects on a
personal level (qualifying)
– One-on-one meetings
– Cold calls
– Networking
– Sales activity identifies
PROSPECTS…

12. Tools for Effective Marketing
• Marketing Message
• Website
• Marketing List
• Marketing Letter to Prospects and Existing Clients
• Introductory Email and Postcard
• Case Studies, White Papers
• Newsletters
• Social Media
• Call-Downs and Appointment Setting Activities
• Appointment Confirmation Emails and Postcards
• Thank-You Emails and Postcards

13. First Things First
• Get vertical – pick one you are familiar with and
– Contains numerous prospects within your service area
– Has sufficient desktop and server counts
– Can afford your services
– You can create compelling enough messaging in order
to establish appointments with prospects
– You can leverage strong existing customer testimonials
in your marketing efforts
– You can afford to maintain a long-term marketing
effort to
– You receive an equitable and timely return on your
marketing investment from 13

14. Next things next
• Source your marketing list
Your vertical-specific marketing efforts will either be
tremendously successful, validating your marketing
expertise
…Or
Fail miserably - all based heavily upon the quality of your
marketing list…
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15. Your Marketing List
• Identify Your Target Market
• Obtain a Good Mailing List
• Scrub and Add Email Addresses
• According to the Postal Service,
about 20% of the country moves
every year
• >60% of business info changes
• Bad addresses = wasted mail
and wasted money

16. Marketing List Criteria
• Vertical marketing list criteria:
• Australian and New Zealand Standard Industrial
Classification (ANZSIC) Codes: 6931, 2421, 8511, 3019
• Geography: Postcode Range 2000—2029
• Number of Desktops: 25 – 100
• Gross Yearly Revenue: $2MM+
• Years in Business: 5+
• Contact Info: CEO/President, Full
Name, Phone Number/Ext.,
• Email Address
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17. Marketing Message
• Develop compelling vertical-specific messaging
– Marketing message is key
– Identify Pain, Alternatives and the Solution (PAS)
• Create an emotional message in query form
• Add a customer testimonial or two
• Add a call to action
• Never use:
– Technical specifications
– Pricing
– Industry jargon
– Solution, Pain, Alternatives (SPA)

18. Passive Marketing - Website
• All marketing activity must reference your Website
• Website must:
– Be visually appealing and easy to navigate
– Reinforce your message
– Track traffic
– Integrate Social Media
• Key Website Components:
– Free newsletters,
white papers and case
studies (after registration)
– News releases
– Customer testimonials
– Contact form on every page
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19. Passive Marketing – Case Studies
• One of the most compelling and effective
methods of marketing a product or service
– Provide real-life stories prospects can
identify with
– Help generate leads and close sales –
add credibility to your services and
solutions
– Identify specific problems or pains your
customers experienced
– Describe what you did to address these
issues
– Highlight results and benefits to the
customer of the services you provided
• 3 components to a case study
– The problem or challenge
– The solution
– The results
19

20. Passive Marketing – Newsletters
• “Stealthy marketing” (customers opt-
in) – leads prospects to your website
• Subscription methods:
– Website
– Email signature
– Other marketing
• Less likely to be perceived as spam
than standard email marketing
– Visually appealing
– Pictures
– Graphics
– Even embedded video
– Informational and instructional
• Builds prospect and customer trust
and loyalty and demonstrates stability
of your organization through
consistent delivery
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Courtesy Marco Alcala
AlcalaConsulting.com

21. Passive Marketing – News Releases
• Highlight newsworthy events
about your organization
– Can be written by anyone, and
directed specifically for
readers on the web
– Can be submitted to hundreds
of online services/news
outlets
– Write, distribute and post
news releases announcing
every new solution delivered,
and customer signed to a
Managed Services Agreement
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22. Passive Marketing – Social Media
• Branding/Awareness
• Recognition
• Reputation
• Influence
• Buzz

23. Direct Marketing – Letter
• Create Marketing
Letter
• General introduction
• Mail Merge
• Mail Out
• EFFECTIVE because it
speaks the language
of business

24. Direct Marketing – Postcard
• Contains your marketing message
– Identifies pain points
– Creates an emotional message in query form
– May feature a testimonial
– Includes a call to action
• EFFECTIVE because it
reinforces your
message and
provides another
marketing touch
Courtesy Mark Perez
TechMD.com

25. Direct Marketing – Win-Wires
• A micro case study in a small, visually
appealing announcement
– Can be delivered via email or
postcard
– Announces business wins
• Sent to prospects as well as existing
customers
– Builds credibility
– Provides additional marketing
“touches”
• Also sent to
vendors, distributors, manufacturers
whose solutions are profiled
– Increases your profile and visibility as
a “go-to” partner, opening the door
to opportunities such as marketing
development funds, leads and other
benefits 25
Courtesy Dan Hay
Isoutsource.com

26. Direct Marketing – Telemarketing
• Create Scripts
– Perform call-downs
• Follow-up to marketing activity
– Qualify leads
– Set appointments for meeting
– Invite to events
• Lunch & Learn
– Leverage vendor resources
• Offices
• Contests/giveaways
• MDF funds
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27. Putting the campaign together
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28. Direct Marketing – Campaign
28

29. Recommended Marketing Schedule
• Day 1: Postcard 1
• Day 3: Email 1/Social Media
• Day 4: Call-down 1
• Day 7: Direct Mail Letter 1
• Day 9: Email 2/Social Media
• Day 10: Call-down 2
• Day 13: Newsletter/Social Media
• Day 16: Case Study
• Day 17: Call-down 3
• Day 20: Post Card 3 or Case Study
• Day 23: Win-Wire/Social Media
• Day 24: Call-down 4

30. Track Your Results and ROI
March April May June July Aug
Direct Mail - $1.44 per piece $330 $350 $350 $350 $350 $350
Follow Up Calls $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Email Marketing Costs $15 $15 $15 $15 $15 $15
Total Monthly Marketing Cost $1,345 $1,345 $1,345 $1,345 $1,345 $1,345
# of Appointment Presentations 1 2 3 4 2 2
Tentative Deals (Hot) 1 5 3 2 1 1
# of deals closed 1 2 1 2 3 1
Gross monthly revenue $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
Gross profit $655 $655 $655 $655 $655 $655

31. 51 Step Marketing & Sales Process
communitysupport@spc-intl.com
Subject: Kaseya 51 Step Mktg Process

32. Do you share these RMM Challenges?
• Lack of expertise in initial RMM configuration
and optimization
• Lack of a standardized deployment process
• Integration between RMM and PSA Solution
not optimized
• Too many alerts flooding RMM and PSA
service boards and queues
• Failure to utilize patch management and
update function properly
• Lack of confidence in auditing and inventory
configuration
• Default device polling, threshold and alerting
settings not optimized
• Failure to optimize reporting to help
strengthen service value
and improve QBRs
• Failure to deploy all of your agents

33. Kaseya Optimization Services
• Complete Audit
– Business Set Up
– Patch Management Policies
– Accounts and Asset Inventory
– Hardware
Monitoring, Threshold and
Alerting Policies
– Operating System
Monitoring, Threshold and
Alerting Policies
– Application Software
Monitoring, Threshold and
Alerting Policies
– Service Monitoring, Threshold
and Alerting Policies
– Onboarding and Deployment
– PSA Integration and
Optimization
– Incident Management (round-
robin/closed loop)
– SLA Management and Alerting
– Escalation Workflows and
Alerting
– Summary Reports and
Measurements
– Dashboard setup and use
SPC International’s Kaseya Optimization Services: http://s.spc-intl.com/kaseyarmm
Save $100!: http://s.spc-intl.com/kaseyarmmsvc

34. Next Steps
• Learn more about SPC International
www.spc-intl.com
• Learn more about Kaseya for MSPs
www.kaseya.com.au/msp
• For a free live product demo
Email: sales-aus@kaseya.com
• For a free trial
www.kaseya.com.au/freetrial
• To speak with us
www.kaseya.com.au/contactme
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@kaseyacorp/company/kaseya/KaseyaFan community.kaseya.com