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Targeted Campaigning is a type of campaign where you target a set of prospects based on your preference. This is different from normal campaigning. As the word suggests, it is designed for a targeted set of individuals. You can conduct this campaign either by industries, titles, or services type. Each type of campaigning has its own merits. Databases can be sliced in different ways, and then the campaigning can be performed based on the slicing.

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How is TLM making Targeted Campaigning easy for MSPs?

At TLM, we offer targeted campaigning services based on any slicing. Most of our customers conduct their campaigns based on:

· Industries

· Titles, and

· Services type

Industries

Our prospects’ universe is built with prospects coming from various industries. Each industry has its own challenges, and to deal with them, targeted campaigning is the best strategy. For example, you can target HVAC companies, knowing that most of their users will be in the field. If they use a system that needs troubleshooting, remote support can come into play. This campaign can generate responses as we speak their language. With this personalized campaign type, a lot of responses can be nurtured and converted into quality appointments.

“Targeted campaigning is the smartest way to drive real connections and growth”

Titles

Prospects can be sliced based on titles because each title has different roles and responsibilities. This can be a critical campaign as you can discuss cost-cutting, expertise, response time, and onsite support with different individuals. For example, with CIOs, you can discuss cost-cutting and better IT management. With Managers, you can discuss delegating some of their daily tasks and supporting their team during off-hours and production hours as well. This is a bit more expensive campaign as it involves campaigns for multiple people simultaneously.

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“Title-segregated campaigns can bring traction that you won't see elsewhere”

ServicesType

This campaign is based on the type of services. For example, if you want to execute a cybersecurity campaign for a couple of months, we can do that. It would have all the campaigns talking just about cybersecurity services and how it has helped multiple businesses. Discussing their success stories would also make sense. We can include additional details like client references and testimonials in the campaign to build trust and confidence in the process. This is quite a simple campaign compared to others, but it doesn’t guarantee results. It is one of the methods used for personalized campaigns.

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Which campaign type is a safe bet - Targeted or Generic?

Targeted campaigns have many benefits over generic campaigns. In generic campaigns, you target all your prospects with similar emails. This doesn’t mean generic campaigns are useless. Generic campaigns are a safe bet while targeting prospects. If prospects are looking for the services you are targeting them with, then the chances of getting leads are higher. Be it targeted or generic, campaigns should be written properly. Many factors come into play while writing email scripts. The email marketing campaign can be successful if your team has experience with some result-oriented campaigns. Essentially, the email scripts should resonate with the prospects. If you opt for a mix of generic and targeted campaigns, there is a higher chance of getting better results. This is what we recommend to many of our clients.

Results with Targeted Campaigning

Results from targeted campaigns are different. You might see conversations where everything aligns, and still, they want to talk. Do not dismiss this as a non-legitimate lead. We have had examples where customers have taken leads with companies of 51-200 employees and on boarded them by starting with small tasks and eventually managing the entire process. This is one of the many examples we have seen.

For an MSP, doing remote monitoring or patch management is a start to managing the entire infrastructure. These leads generate significant revenue and can become one of your top 5 highest-grossing customers. Essentially, you need a good success story that customers can connect with, and you should be able to arrange the due diligence if required. In 90% of cases, it is required.

Compared to the generic campaigning style, results are still lower as most businesses prefer generic campaigning and want to take clients as per their requirements. Small MSPs often do this. In our customer base, mostly MSPs aim to fill the sales pipeline first and then look at targeted campaigning.

How can you get signed up with our email marketing program?

This is not the hardest part. We onboard customers after an introductory meeting to understand their requirements. To start, we need the prospecting information, and then we build campaigns on top of that. Once that’s done, we set up the account in our environment and get you set up with our payment system as well. Once all this is done and expectations are set, we will give you a kickoff date and then kick start your campaign. We might require some technical setup, which will be discussed during the call.

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