demand generation tips for it pros: strategies, tactics & tools for winning new business

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Copyright ©Autotask Corp.

Demand Generation For IT ProsStrategies, Tactics & Tools

P R E S E N T E R :Bob VogelExecutive DirectorDemand GenerationAutotask Corporation

P R E S E N T E R :Kevin BrownVice PresidentKutenda

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Agenda

The importance of your marketing strategyAdvanced online demand generation tactics How to get it done with Marketing-as-a-ServiceHow to manage the leads you generateSpecial offers from Kutenda & Autotask

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Bob’s Health check Point AAbout Your Presenter

Nearly 25+ years of marketing experience15+ running own high tech marketing firm in upstate NY5+ years as VP of tech marketing at global DM agency5+ years building Autotask’s lead generation engine

Author of hundreds of articles and blog posts on various marketing subjectMember of a small marketing consultancy group that works with IT service companies

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What is YOUR single biggest business issue today?

Winning new customers20%

Accessing all of my businessdata in one place

5%

Accurate and timely reporting and business metrics

5%

Contracts andbilling workflow

9%

Coordinating schedulingand dispatch

3%Delivering your

managed services10%

Getting yourbusiness organized

10%

Improving profitability12%

Improving services workflow17%Increasing tech efficiency

9%

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What’s Your Marketing Strategy?Sun-Tzu Robert E. Wood

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”

“Business is like war in one respect. If its grand strategy is correct, any number of tactical errors can be made and yet the enterprise proves successful.”

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“Marketing strategy is the underlying plan for taking your offering to your targeted prospects.”

--Bob Vogel

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Bob’s 5-Step Marketing Strategy

1. Clearly define your market2. Define your products and services3. Identify your routes to market4. Create a compelling position & message5. Create a sales process and automate it

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Step 1: Define Your Market

Do you have an unambiguous and clear definition of your market?Have you identified AND quantified the real needs of your target market(s)?Have you validated that your targets are true groups of potential customers with the same or similar needs?Have you identified a profile or “persona” of the key decision makers and influencers you will be selling to?Do you know how to reach them?

Step 1: Define Your Market

Questions to Ask

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Do you have a well defined set of products and/or services?Have you determined the real VALUE to your prospective customers?Have you evaluated your competition?Is what you have to offer truly unique?Have you determined the price sensitivity of your offerings?Have you created a catalog of your offerings?

Bob’s Health check Point BStep 2: Define Your Offerings

Improve your network’s performance with TurtleBoost™

Questions to Ask

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A crazy quilt of things you can sell“What makes you different?”

70,000             50,000 30,000 10,000               1,000# of Competitors

PC/ServerSales

Break/FixServices

ConsultingServices

InfrastructureImplementation

Backup/RecoveryServices

PC/ServerCustom Builder

Cloud Computing

BusinessApplications

ManagedServices

SecurityData Protection Custom

Software

DigitalSignageDisaster

Recovery

HomeAutomation

Hosting

InternetSolutions &Development

ManagedPrint

MobilitySolutions

NetworkingWireless

StorageSales

Telecommunications

UnifiedCommunicationsVoIP

VirtualizationPro A/VVideo

POSData Capture

DocumentImaging

InventoryRFID, Bar Code

SecurityVideo Surveillance

TrainingEducation

ConsumerElectronics

Green IT

CLOUD

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Are you tapping into all available marketing channels?

Direct Marketing (e-mail, direct mail, telemarketing, events)Advertising (online, social media, print, radio)Networking, referral programs & Public RelationsSeminars and webinars

For DM: Test. Test. Test! For Advertising – let it roll!

Bob’s Health check Point CStep 3. Identify Your Routes To Market

Questions to Ask

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Have you determined the real benefits of your offerings?Have you created a clear and compelling way to deliver your message?Are your communications professional looking and sounding?Have you developed methods for staying in touch with your prospects on a regular basis?

Bob’s Health check Point DStep 4: Create A Compelling Message

Questions to Ask

break-fix is dumb.now delivering managed services

acmeIT

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Our Next Presenter

Kevin Brown

VP SalesKutenda

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Advanced Demand Generation Tactics

Step 1: Create a lead capturing websiteStep 2: Drive leads to your siteStep 3: Automate your follow-up

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Step #1Create a website that converts visitors into leads

What’s the first thing a prospective customer doesbefore or after a sales call?

They look at your website…

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An effective website:

Has a way for visitors to opt-inHas a clear message for a targeted audienceClearly communicates the value and benefits of your product or serviceHas a clear call to action that applies to your overall sales process

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Test! Don’t Guess

AttentionWizard.comPredictive attention measurementAllows you to know if your website strategy & layout will be effective before actually launching itNot perfect – but a good head start

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Google Website Optimizer

Multivariate testing of elements on your siteAllows you to test offers, copy, pictures, colors-anything!Put in the variables Get real results

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Step #2Drive leads to your site using every trick in the book

Literally EVERY trick!Business cardsDirect mailSEOYes…Social MediaEmail

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What works best today?Internet marketing is cost-effective and outperformstraditional media.

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SEO

Why focus on SEO?FREE(don’t pay search engines, does take time)Traffic is always growingPPC is getting more expensive and competitiveWith the right strategy you can improve your page rank

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Key Concept:

Google’s #1 factor for success as a company is for people to find exactly what they are searching for.

Relevancy

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How to get relevant in SEO?

Optimize your content with keywordsBuild a site with proper structure

Coded to attract search enginesKeywords within the contentKeywords in meta information

Create and distribute contentGenerate activityGet links to your site

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What is a keyword?

A word or phrase used to search for information online.

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Key Concept:

Find keywords that are specific enough to match yourpotential customer’s intent but broad enough to have substantial search volume.

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Key Concept:

Focus – by definition – means getting narrow. You can’t be all things to all people!

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Make sure you…

Refer to your products/services the way your customers would – not the way you do!Limit each page to no more than 3 keywordsGet localBe realistic about where you can compete

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Using video for SEOGoogle loves video

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Make sure you…

Keep videos short and simpleFocus on distribution

Distribute everywhere with:www.trafficgeyser.com

Optimize video titles and descriptions with keywords

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Leverage your videos as content in 5 easy steps:

1. Create a video2. Pull out the audio3. Have the audio transcribed into text4. Spin the text5. Publish!

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Using local for SEOCustomers love doing business locally

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Where to get started:

Google Places: places.google.com/businessYahoo Local: listings.local.yahoo.comBing Local Listings:

ttps://ssl.bing.com/listings/ListingCenter.aspx

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Social Media

Yes… Social Media!Build a social profile (Ideally for you and your company)Social is being included in search results (this will grow)

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Best ways to use Social Media

Facebook, Twitter, LinkedIn are “Big 3”YouTube and your blog are social sitesLighten the load: use tools to automate posting(i.e. Posterous)Try to be interesting: focus on intriguing headlines

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Step #3Automate follow-up to nurture prospects and customers

Key concept #1:The longer the sales cycle, the more frequently you

must be in front of your prospect.Key concept #2:

Marketers need to contact their leads approximately

8 times to optimize their conversions.

*Marketing Experiments: A Proven “Playbook” for Growing Your Leads

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Email is the tool of choice:

Email gets attentionEmail can be 1-on-1 or 1-to-manyEmail can be pre-scheduled and automatedEmail is fast and practically free

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Make sure you:

Build your list online and offlineGet your prospects to come to youOffer something of valueCapture the information you need to continue with the next step in your sales sequence

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Email best practices:

Nurture – build relationships over timeSend email from a real person – not “marketing@gmail.com”Keep format simple – text is bestHave a ‘valuable’ call to actionDon’t ask for too much…email opens the door it doesn’t close the deal!

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Before it can be read, it must be opened!Split test!

Subject line #1:“The best present for your company this holiday season”

Subject line #2:“Peace of mind for the holidays?”

Subject line #3:“A busy holiday season?”

.53%

.76%

1.6%

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Now at Kutenda:

We do all this for you – and more!

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Proven professional grade marketingdesigned specifically to market the products &services you sell

Have our team of marketing experts: 

Market your businessExecute proven strategiesDeliver results 

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Thank you, Kevin!

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Bob’s 5-Step Marketing Strategy

1. Identify your target(s)2. Define your offerings3. Pick your routes to market4. Create a compelling message5. Develop a sales process and automate it

Sun-Tzu Robert E. Wood

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”

“Business is like war in one respect. If its grand strategy is correct, any number of tactical errors can be made and yet the enterprise proves successful.”

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Have you established your sales cycle?Have you established predictable conversion rates at each step?Have you established an acceptable cost per lead?Do you have the systems in place to execute and maintain an ongoing marketing program, and to measure the results?

Bob’s Health check Point EStep 5. Create A Sales Process …

… and Automate it

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The Sales & Marketing Silo

Your Web Site

Marketing Database

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Manage Marketing While You Manage The Business!

Your Web Site

Suspects

Leads &Customers

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Manage Marketing While You Manage The Business!

Your Web Site

3rd Party mail lists

To do’s

Notes Sales Opps

Quotes

ReportsTime & Expense

Projects

Service DeskInvoices

Leads &Customers

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What you get with Autotask

Autotask Go! Starting at just $29/moFull Contact ManagementFull Service DeskIntegrated Billing

Autotask Pro =Go! + … Project ManagementSale Force AutomationBuilt-in e-QuotingTimesheet & Expense Mgt

Value Added Extras!Built-in Online CommunityFree RMM IntegrationLive Customer Support2-Way Kutenda Integration

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Top-Rated Marketing Kit

Your Kit Includes:Digital web site sealWhite paperBusinessWeek® reprint3-Part e-mail campaignCustomer letter

All “Kutenda-ready”You schedule, it goes

Autotask Customers ONLY!

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Sign up for Kutenda Ignite service

today & get a list of up to 500contacts in your area!*

Autotask Partners – Get a fully-integrated, “Kutenda-Ready” Top-Rated Service Provider Marketing Kit

To redeem: Email sales@kutenda.comor call 303-416-4727*Total contacts provided may be less depending on number of prospects in your geography

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REGISTRATION!$249 Per Attendee - Expires 3/31Reduced conference admission - This is a limited time offer for Autotask customers and we expect this event to sell out fast, so act quickly before the offer expires.

…………………………………………….

AGENDA HIGHLIGHTS

• CompTIA IT Business-Building Sessions

• Best-Selling Author Jackie Frieberg presents "Blowing the Doors Off IT Business As Usual“

• Special Breakout Sessions with author Larry Kesslin and Paul Meyer

• Special "How I Did It" Case Study Sessions

• Dozens of Individual Product Training Sessions.

• Autotask Vertical Solutions Showcase

INTERCONTINENTAL HOTEL MIAMI, FL - MAY 22-24

Hurry This Deal Won’t Last!autotaskcommunitylive.com

2011 WORLDWIDE CUSTOMER CONFERENCE

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Thanks! Questions?

More Info on

Visit:KutendaForMSPs.com/package_ignite

Contact:Kevin BrownVP of Sales303.416.4732

kbrown@kutenda.comwww.Kutenda.comFollow us on Twitter: @kutenda

More Info on

Autotask Go:www.autotask.com/go

Autotask Pro:sales@autotask.comMention Kutenda

Contact:Bob VogelExec. Dir. Demand Gen518-720-3500 ext. 2201bvogel@autotask.com