In our blog, Do you know your buyer persona, we discussed the importance of understanding your prospect’s profile based on their behavior and attributes. (Click here if you want to jog your memory on the topic!) In our blog this week, we discuss what tools you can use to draw up a prospect profile and use it to successfully market your MSP services.
Web tracking
When your prospects interact with your business online, they leave ‘Digital Footprints’. These footprints can tell where exactly they went, what they looked at, etc. Web tracking tools analyze the ‘Digital Footprint’ of leads on your web-based assets and help you improve the effectiveness of your sales and marketing voice. These tools track your lead’s interactions with your marketing and sales materials and help you understand them better. For example, someone came to your website and spent 10 minutes on your Cloud Services page, and then, they went on to fill a form on your landing page to download that whitepaper about cloud services. What does this mean? They are obviously interested in cloud services and when you reach out to them, you know what you should be focusing on.
Email tracking
MSP Marketing automation platforms offer insight into your email campaigns helping you understand who opened your email, and also learn what action they took once they opened the email. You know who showed an interest in managed services, and you’ll know the specifics of their interest, such as, data security, VoIP services, or cloud storage. That means you can follow up with those who show interest and you can follow up with material related to their specific interest.
Web and email tracking tools help you fine-tune your marketing and sales messaging. For example, let’s say, you notice that a lot of leads click on the link to cloud services on your website that you put up on your social media post, or email. But, you are not getting as many form-fills, or they all navigated away almost instantly. This hints at something being wrong with your content. Perhaps it was not captivating enough for your leads to linger around on your website, or to fill a form to learn more about your services.
With lead tracking tools in place, your leads become individuals, not just another name in your contact list. It makes your marketing efforts more productive, by using powerful lead tracking capabilities to answer the ‘Who, What, When, and Why’ of lead behavior and gain a competitive edge in the market.
Through its MSP-IT Advantage Program, Mindmatrix provides a complete marketing and sales enablement solution for Managed IT Services Providers and other Hi-Tech channel partners including VARs, integrators, consultants, and ISVs helping them sell more. We work with hundreds of MSPs, integrators and VARs to make their marketing easy and effective. The MSP Advantage Program lets MSPs focus on what they do best: Managing Services by offering them all the tools, strategies, content, and marketing and sales support they need to pursue and close leads effectively. Please visit www.mspadvantageprogram.com to learn more.