Backup and disaster recovery (BDR) is a must-have offering in managed IT services today. Yet, while many of the businesses you serve see the need for an effective business continuity strategy, the technology doesn’t necessarily sell itself.
Many organizations still have the mindset that traditional backup solutions or off-the-shelf software are sufficient, which makes it difficult for MSPs to convince them otherwise when selling BDR. So, whether you need guidance defining your go-to-market strategy or establishing the right messaging, this post will be your quick guide to yielding a higher ROI on your BDR sales and marketing efforts.
The BDR Marketing Challenge
When bringing a BDR offering to market, one of the main issues that MSPs have is identifying a target market and positioning for their solution. This stems from the fact that today, MSPs try to be all things to all people. You may cast too wide of a net and accept any clients that come your way. But this isn't a strategy.
Instead, address this challenge by leveraging buyer personas. Determine the types of BDR clients you want to reach, familiarize yourself with these prospects' individual markets and define the target audience you’ll market and sell to. Focus on quality over quantity. Even if you were to collect thousands of leads, there's no guarantee that they'd all close into clients. Be more selective. Tackle the lowest-hanging fruit—those businesses or organizations seeking long-term service contracts that allow you to maximize your profit margins.
Once you establish the organizations, verticals or interest segments you'll go after most aggressively, then you can align your messaging with their specific needs. This works best when you understand the nuances of each segment you market and sell to, rather than using the same generic messaging for all. Since backup needs differ across any MSP's client base, each of your appeals must reflect this. What resonates with one prospect may not necessarily resonate with another. Ask yourself what problems each segment has that you can solve with your BDR solution. An appreciation for your audience's business challenges and pain points should serve as the foundation of your marketing strategy, thereby informing all content creation and lead generation efforts.
If you’re unsure of where to start, look to industry data. There’s no shortage of statistics out there that talk about the need for business continuity or the risks associated with data loss and downtime. For your convenience, you can use the below charts in your sales conversations and presentations to strengthen your argument for the need for BDR:
- Why SMBs Need to Disaster-Proof Their Business
- Will You Be Prepared When a Downtime Event Strikes?
- Why SMBs Need Business Continuity & Data Management
Putting BDR Marketing Strategies into Practice: An Example
If you're a decision maker at a doctor's office, wouldn't you prefer to work with an MSP who's had extensive experience backing up electronic health records and medical data? If that same MSP then assured you that they'd help your medical practice maintain HIPAA compliance and provided testimonials from other healthcare professionals raving about your disaster recovery and business continuity services, it would carry a lot more weight.
A word of caution when specializing your services—if you fake it, you won't make it. These organizations can quickly detect thin, inauthentic messaging. Do your research ahead of time. Immerse yourself in their industry, taking the time to fully understand it. Speak their language and weave it across all marketing collateral aimed at these individuals.
How to Appeal to End-Users
Now that you know to target buyer personas with appropriate content for their needs, how do you properly define these needs? What are your end users actually looking for in a BDR solution, and how can you gather this intel?
By leveraging keyword research, you can more deeply understand how people search when shopping for BDR. With the right tools, you can view average search volume, rank difficulty and related keywords for any given query. Data and trends gleaned from tools like Moz, Google Keyword Planner and Google Analytics provide the context you need to determine which keywords are worth prioritizing. Moz Local, in particular, is helpful for MSPs looking to optimize online visibility in their local area.
Perhaps you want to pull insights on "disaster recovery" and discover that "disaster recovery plan for law firm" is a related keyword that's relevant to a demographic you serve and is easy to rank for. A result like this, though hypothetical in this instance, suggests that anyone in the legal vertical would respond to content around DR testing or a DRaaS value proposition. You could then bake this into your content, packaging and overall marketing strategy for this specific buyer persona.
Social media platforms, communities and other watering holes are also excellent sources for market research. Are people complaining about their current BDR provider? What is causing them so much frustration? Maybe they don't fully understand the benefit of their BDR solution because it's out of sight out of mind. Perhaps scheduled backups are eating up too much network bandwidth, resulting in system downtime during peak business hours. Whatever it is that's vexing them, observe whether any patterns emerge within your segment. Then, consider how the benefits (not features) of your BDR solution can alleviate their pain points or make their jobs easier.
According to a GoDaddy blog post, 81 percent of B2B purchase cycles start with web search and 90 percent of buyers say when they are ready to buy, "they'll find you." Once you've built out the profile for each of your buyer personas by collecting both qualitative and quantitative data, get on their search radar by creating supporting content. Blogging is the perfect way to attract qualified buyers to your website. By writing on topics that are of interest to your buyer personas and successfully weaving in the right keywords, you can demonstrate your authority and stand out against competitors. And, taking this one step further, you should not only implement this targeted messaging strategy across your own channels, but take advantage of local news or press outlets as well. You have expertise to share. Being a regular source and spreading it can only boost your credibility to potential buyers.
In need of BDR marketing content? Check out our sales enablement kit below:
By Dave LeClair
By Courtney Swift