As the leading MSP marketing and sales enablement solutions provider, we have worked with hundreds of MSPs–of every type. Primarily, our clients can be categorized into 3 types–
- The very small business– Where the owner, who is mainly a tech person, wears multiple hats. They don’t have a sales or marketing person, and generally, have their hands full working in their business.
- The small business- Apart from the business owners, they have one or 2 salespeople and maybe even a part-time marketer. They have a few, basic marketing programs running, but nothing too fancy.
- The medium-to-big business- These MSPs have full-fledged sales and marketing teams. They have some level of marketing automation deployed.
But, guess what’s the common challenge that each of these MSP types face–lead generation! Almost, all of them struggle with lead-gen. In our blog this week, we discuss some key MSP lead sources and lead-gen ideas.
Know your audience
Understand your target market. Do some research. Answer questions like-
- Who are your current clients
- What verticals are they in
- How big are they
- Which clients were the easiest to onboard
- Which clients provide the biggest profit margins
This exercise helps you figure out a pattern and draw up an ideal prospect profile. It makes it easier for you to understand what kind of leads you should try to attract.
Separate yourself from the pack with good content
Everyone has a ‘contact us’ and a ‘sign up for our newsletter’. Have downloadable assets on your website and share them with your prospects. It could be e-guides, whitepapers, videos, case studies, etc. But, make sure they are informational and “non-salesy”. No one visits your website to learn how great you are, they visit it to learn how you could provide them a solution to their business challenge–or in your case, their IT challenges. These content pieces also serve the purpose of positioning you as a trusted advisor or a thought leader in your line of business. For example, let’s say, you have whitepapers that talk about how businesses can safeguard themselves from cybercrime. Whitepapers like that would be interesting enough for your prospects to offer you their contact information in exchange.
That’s all for this week. Join us next week for the second part of this series, where we discuss 4 more lead-gen strategies.