Remember Navigate 2014? If you're a Continuum partner, you know I'm talking about our inaugural user conference event held back in September. If you're not using our services, but clicked on this post because you want to learn more about how time-pressed, budget-constrained MSPs can adopt inbound marketing, don't touch that dial! We're giving you the VIP pass to watch select presentations. Look out for more leading up to Navigate 2015, our second go-at-it in Vegas, baby!
Among the various business and technical managed IT services topics covered at Navigate 2014 - HIPAA Assessments and Service Level Agreements (SLAs) to name a couple - sales and marketing how-to's were a big hit!
I assure you, embracing inbound marketing is very doable. Just follow this helpful checklist!
Let's Meet the Presenters
This MSP (inbound) marketing tutorial is brought to you by:
- Jeanne Hopkins, Senior Vice President, Global Marketing & CMO at Continuum Managed IT Services
- Charles Love, Director of Service and Cloud Operations at Big Sur Technologies.
Sneak Peek Preview
So what is this inbound marketing thing we're all talking about, and how can you generate real ROI from it? I'll defer to the experts:
Want to learn more? In the full Navigate session, you'll discover...
7 Things to Know about (Inbound) Marketing
1. It should not be scary
That's why we're here, to show you how to tackle MSP marketing in bite-sized chunks!
2. The buying process has changed
Google is your new business card. With inbound marketing, you're the magnet and people are drawn to you. They're interacting with your company before they even reach a sales rep. Is your web content making a good first impression? In the full presentation offered below, Jeanne and Charles discuss the importance of optimizing your website for local searches, using social media for lead nurturing and competitive intel, and establishing your company as a trustworthy thought leader in the managed IT services space.
3. Goal is more revenue
I understand your hesitation to dive into social media. How do you measure success? What's the benefit? Building your followership and getting retweets is certainly a step in the right direction, but it all comes down to revenue. If you close a customer after you feed your sales rep tweets about a competitor's poor customer service or establish a connection prior to that initial call, that's a social win!
In the presentation, Jeanne and Charles explain how your online presence, not just on social media, factors into a prospect's overall opinion of your company. That's either dollars in or out the door.
4. Extend your reach
This all comes down to creating valuable content, content people in your sphere are likely to search for or share across their own platforms and online communities. But who has the time to sit down and write a blog post? Do you have to have access to a staff of writers or expensive video equipment? Of course not! Jeanne and Charles provide tips for starting your own content marketing program. Ultimately, you have the answers to your prospects' and customers' questions. That's half of the battle right there!
5. Work your website
Are your meta descriptions and page titles keyword-optimized? Do you have any broken links? As IT marketing consultant and Navigate 2015 keynote speaker, Robin Robins, often says, "how you do anything is how you do everything." Prospects are already evaluating how you do business before you even do business with them. Download the full presentation below to learn about how to tailor website visitor experience to the buyer's journey.
6. Lead follow-up
It's the easiest things to fix that have the biggest consequences when neglected. What is the status of your leads? How are you capturing them? Does your website offer forms? If someone fills out a form, how long does it take a sales rep to follow up? We'll look at some surprising data that will give you a leg up on the competition!
7. Five (more)
Yes, it keeps going. You'll definitely want to check out the full session linked below for more actionable marketing tips!
CONTINUUM PARTNERS: registration for Navigate 2015 is open. Click here to secure your ticket to 3 days of invaluable MSP learning and networking!
Take Navigate Home with You!
Jeanne Hopkins is Senior Vice President, Global Marketing & CMO at Continuum Managed IT Services. She has over 20 years of sales and marketing experience and is renowned in data-driven, high-velocity demand creation marketing programs for high-growth SaaS companies. Co-author of a No. 1 best-selling mobile marketing book on Amazon.com, Go Mobile, she was Vice President of Marketing at HubSpot where her marketing leadership helped the company become the second-fastest growing software company in the Inc. 500 by generating over 50,000 net new leads each month. She was CMO of SmartBear and MECLabs, owner of MarketingSherpa, MarketingExperiments and InTouch, as well as Senior Director, Marketing Programs and Communications for Symmetricom. Jeanne has been honored with many awards and named to numerous lists, including the 10 MSP Industry Executives to Watch in 2014.
Charles Love - Director of Service and Cloud Operations, Big Sur Technologies
Charles Love has been working in the IT field since 1997. He has worked for enterprise level city government agencies and commercial businesses throughout his IT career. Charles started out as the first full-time hire of the now rapidly increasing technical support team. As Director of Service and Cloud Operations, Charles’ role includes developing new and streamlined processes for all of Big Sur’s offerings and leading Big Sur’s highly talented team of engineers. Charles is also very active in the managed service provider peer industry often being asked to attend various industry tradeshows to both speak and be on expert panels. In 2011, his efforts earned him a coveted spot on the MSP Mentor Top 250 list for his contributions to the service provider community. His involvement with the Level Platforms Partner Council helps executives gain insight as to how we use our Remote Management Tools which influences how the tools are shaped and developed.
With a passion for customer support you can count on Charles for caring about your infrastructure from the desktop to the cloud. Most people know Charles as the brains behind Big Sur’s latest technology solutions but what most people don’t know is that he moonlights as a Cub Scouts’ Pack Cub Master for Boy Scouts of America, and he and his wife have matching chicken suits.
By Gretchen Hoffman
By Gretchen Hoffman