TLM Add-Ons for MSPs

We are constantly adding things that can improve the end results as a whole for MSPs. The latest additions were Account Based Marketing ABM and Targeted Campaigning TC.

In order to have more client acquisition, you need to have more techniques to reach out to your customers. Doing a regular Managed IT Services / Co- Managed IT campaign is good, but then if you add more touchpoints to it - then it can lead to more closures.

We’d like to talk about our latest additions to enhance your lead generation efforts.

Account Based Marketing

ABM can help you win some of the customers who are there in your local market, but you never found a way to win them. ABM can also be a way to revisit some of the dead conversations or cold conversations and make them alive again and add them to the sales pipeline.

The process of ABM demands creativity, a lot of research, and persistence. This can be done in many different ways. You can do with title segregation or you can do with generic company segregation. But segregating messages via title is a bit more effective than the generic ABM campaign, when reaching MSP decision-makers, IT directors.

Doing the required research on the companies you’d like to work with would make the ABM campaign run great and with a meaningful purpose. If you are tracking companies and their progress in the market and taking a note of all that’s happening in the public forum, and building a campaign out of it - then it would make a difference in the reach outs. Now, not every detail is important, but letting them know that you are following up on their company updates might sound good to them, especially CXO level prospects

Also, when we run ABM campaigns and segregate based on titles, then it is a totally different ball game. Basically you can divide the prospects into CXOs and the Managers. You can create a campaign for CXOs that talks about the benefits and cost cutting features and for the Managers, it would be more about the actual working of it and the difference it would make to their world.

You can do all this for new customer acquisition where you had no conversation before and would like to build a new conversation out of ABM campaign.

But what about the conversation you have had in the past and would like to resume the conversation? For that you can create an ABM campaign too. A couple of things that you need - one is the conversation history. You need to know with whom and exactly what was discussed, as well as what the next steps were back then. If possible, understand the reason why the deal didn’t go through. These details can be used to create a campaign. This campaign can be addressed to many prospects, and then talking about the discussions that happened in the past. You can address it to each prospect at one time and talk about the prior discussions. This campaign can help us put life in some of the past leads.

Targeted Campaigning

You can also think of doing Targeted Campaigning. This can be done to target prospects with varied ways like targeting them with industries, services or any custom services (you want to add). This campaign can be an ad-hoc campaign that you would like to add to the default campaign which you are doing. This kind of marketing helps you in getting traction across the industries. You can target prospects based on industries if you want to target specialized industries for any compliance services or cybersecurity services.

In other cases, you want to target companies based on their services like VoIP, data backup or disaster recovery services. You can then nurture the response you would get out of campaigns and talk about the specific topics. This is a great way of doing the lead generation with email marketing.

Also, you can do some custom campaigning as well. Let’s say you partnered with a company for some services, and would like to run a targeted campaign along with your default campaign. In that case, targeted campaigning is a great addition.

Conclusion

Basically, ABM and TC have their own ways of bringing quality conversations to the table. These campaigns don't bring you immediate results because they require nurturing. Basically, email marketing is a game of patience, if you need immediate results, then no channel is good for sales. We recommend adding ABM, if you want to resume the discussions with your old leads and TC for new business along with the default campaign. Running three campaigns is not recommended.

These campaigns, however, give a personalized touch to the emails. MSPs having collaterals for a particular industry should be focusing more on TC for that particular industry. If you have success stories with a particular type of industry, then have collateral to back them up and then doing TC would make absolute sense. TC can be done with some industry facts or any new regulations which affects a particular type of industry. Basically, macroeconomic events do affect the industry, and this can be used as a campaign.

To learn more about our strategy around ABM and TC campaigns that can help grow your MSP business, please click on Get Started and schedule an appointment with us.