When it comes to MSP marketing, one key element is often missing. MSPs don’t have a clear, unobstructed view of their prospects. 

Having a 360-degree view of prospects allows you to focus your efforts on the right prospects, using the right tools. For example, it allows you to adopt a laser-focused approach towards prospects who are on the verge of closing, but still on the fence by approving additional discounts, which are usually not a part of the package. Apart from the sales and marketing perspective, having a 360-degree view of prospects and clients can also help in successful cross-selling and up-selling to existing clients. For example, you can sell VoIP services to someone who has signed up for network monitoring with you. It also helps MSPs retain their customers and improve account management and customer engagement processes. 

Another area where 360-degree prospect view really helps is in meaningful prospect segmentation. For example, when you have comprehensive data about your lead’s activities and attributes, you can segment them based on various factors such as their persona related characteristics like title, decision-making authority, hierarchy, and also  actions, like email opens, website visits, specific page visits, marketing materials downloaded, and more. This not only helps you personalize your marketing and sales approach, but when performed across the entire prospect and client database, this kind of segmentation allows you to understand your ideal prospect better. You know the profile of the ideal prospect and can target those who fit into it. In the long run, this results in better marketing and sales ROI by offering the following benefits –

• Better customer satisfaction and consequently improved customer retention rates
• Customer acquisition costs or the cost per lead comes down drastically
• Reduced ramp-to-revenue and go-to-market time frames, as marketing and sales messaging and strategies are laser-focused
• Lowered marketing and sales costs as there’s minimum efforts and maximum results
• MSPs facing lack of marketing and sales support can focus on only what matters and cut noise out, saving money and resources
• Overall quality of the prospect (lead) and client database improves, which translates into better leads, that close faster

Also, when information across all touchpoints is combined it gives MSPs a single, but multidimensional view of the prospect, that goes a long way in helping them be more relevant to the prospects in their buyer’s journey. 

However, prospect data is often stored in silos across various systems. Examples include, PSAs, CRMs, PoS, Marketing Automation Systems, Emails and even the not-so- “Good Old Spreadsheets”! The challenge is to combine all these information pieces and plug them in correctly to complete the prospect/customer profile, so that MSPs get a comprehensive, 360-degree view of the prospects. 

Sales and channel enablement programs like the MSP Advantage Program offer MSP marketing and sales enablement tools to help you overcome this challenge by providing you with a 360-degree lead visibility so you get an in-depth view of your sales funnel and the buyer’s position on the sales cycle at any time. With the MSP Advantage Program, you can-

• Get 100% visibility into your lead’s journey
• Track lead behavior across various touch points including landing pages, social media, websites, etc.
• Know exactly what your prospects are doing—which sales email was opened, which link was clicked and what whitepaper was downloaded
• Use this insight into lead activity to approach their leads better and sell faster