IT marketing must content with a longer-than-normal sales cycle. A big client can totally answer for the cost of this long cycle, but in order to maximize operational sustainability, it is absolutely integral that you convert every lead it’s possible to. Oftentimes, MSPs let leads lapse and fall by the wayside, but just because they’ve gone cold doesn’t mean they can’t be reinvigorated.
Automation can provide invigoration in an almost natural way that reduces the necessary time spent contending with lapsed leads. Through automation, you can maximize impact while minimizing associated costs. Consider these automation tactics:
Automated Introduction Outreach
IT marketing needs to provide introductory outreach as soon as leads are acquired. Now, keeping those leads may involve reaching out at intervals. There are automated outreach suites through varying Customer Relationship Management (CRM) software options that allow you to essentially automate at the press of a button. Hidden tools exist with CRM which allow you to determine if such automated outreach is actually facilitating engagement, too.
Engagement and Re-Engagement
Engagement requires putting the “ball” in the “court” of prospective leads. Incentivization through time-sensitive promotions can simulate engagement. Offering something free may do so as well. Also, you may be able to simulate engagement through warnings that are strongly but professionally worded regarding upcoming changes in the tech environment.
For example, Windows has several big-ticket software provisions near EOL, or End of Life. Service will lapse soon after, and those clients who haven’t upgraded will be in a slight pinch, in terms of security and functionality.
You might engage with information of this kind. If they don’t respond, use metrics or consultation to establish a time to send out a subsequent message or messages for re-engagement. Different leads will have different idiosyncrasies, but there are automated means of cutting down how much time you’ve got to spend on these engagement tactics.
Promotional Automation and Retention
Promotions are worth automating. You want to be careful not to come off like a purveyor of “spam” here. Use CRM software as a means of “scoring” and “grouping” leads, then program promotional automation.
Also, look into clients that have been with your business for a while, and may be near a point where it’s statistically likely that they’ll quit working with your MSP. You can calculate averages and send out messages automatically in accordance with those averages through retention automation strategies. Working with marketing groups who provide solutions specific to MSPs can be key in helping you get the right advice here.
Maximizing Lead Conversion
IT marketing outreach must use all available tools to maximize conversions over time. Sustainability demands this. Automation is a wise tactic to achieve such outcomes. Several types to consider include promotional automation, retention automation, engagement, re-engagement, and automated introduction messages. Different automation options may be more or less appropriate for your MSP; consult professionals for best results!
