The most effective MSP marketing solutions rely on existing data about leads, lead generation, lead nurturing, and lead conversion. First or all, you need to understand some of the numbers involved with leads. About one in four can be discarded as not actionable. Another one out of four will be ready to buy as soon as you reach out, and the last fifty percent of your leads will require some convincing, but if you play your cards right, you can convert them.
Still, in the IT world, conversion doesn’t happen quickly. There are usually many costs involved with information technology. This means when a business goes to acquire such services, they’re often very careful. The right kind will last them for many years, and could even result in a perpetual relationship between the business and the MSP. The wrong services can be a continuous headache for everybody. Savvy clients are going to do their homework first, which can take time.
Getting those two-out-of-four leads properly converted to your MSP’s services will require a few strategic techniques. Some worth considering include:
- Drip Marketing
- Direct Interaction Periodically
- Strategic “Nudging” When the Time Is Right
- Handing Prepped Leads to Effective Sales People
What Is The Sales Funnel?
MSP marketing has a number of distinct stages. Thinking of them like a funnel can help take these stages from an abstract standpoint to something everyone can understand. Basically, the open end of the funnel–the wide top–is where potential leads are initially encountered. Through varying levels of marketing interaction, those leads ‘funnels’ towards the tiny exit point at the bottom of the cone–the “sale.”
Once a client has entered the funnel, and you’ve identified whether they’re in the group of leads who may potentially buy, you want to ensure they’re continuously reminded of your products and services. You don’t want to beat them over the head with calls to action, but a drip marketing campaign can slowly fill the sales receptacle, and make it so that it can be poured through the funnel into a conversion cup. Basically, you send out emails at intervals, or perhaps have someone on your marketing team reach out every couple of months. You’re planting mental seeds with drip marketing that will ideally flower into a sale.
Periodic Direct Interaction
This should be a bit more of a “contact” than drip marketing. While some drip marketing campaigns do advocate interaction between personal leads, this is generally the next step down the line. Basically, you do want to reach out and talk with someone who has the power to buy at intervals. Oftentimes your persistence will be the primary motivator behind them deciding to convert to your services.
Strategic “Nudging” When the Time Is Right
After a number of drips and direct interaction, it’s time to nudge with increased intensity. Again, you’ve got to be circumspect when you do this. You don’t want to sound like a salesman–as a matter of fact, in marketing, the whole idea is to prepare leads for conversion. The sales team then converts them. You want to ask some appropriate questions pertaining to services or products used by potential clients–pass that info on to salespeople. When you can see that they’re in a place where your MSP’s can sell, then nudge them over to sales–out the bottom of the funnel, if you will.
Handing Prepped Leads to Effective Sales People
Think of marketing and lead preparation as the sous chef for haute cuisine. The sous chef prepares all the food for the chef. They may wrap the steaks in the bacon for the filet mignon, but they leave it to the chef to get the cooking right. This is the role of marketing in sales. Each lead is prepared by marketing, then cooked by the sales chef into a perfectly presented client main dish.
MSP marketing that is aware of the sales funnel, and properly prepares leads, will likely see more conversions over time. Proper lead preparation leads to increased conversion.