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2. A U T O T A S K A C A D E M Y W E B I N A RHow to build a list of suspects &turn them into paying customers PRESENTER: PRESENTER: Bob VogelKevin Brown Executive Director Vice President Demand GenerationKutenda Autotask Corporation 3. A U T O T A S K A C A D E M Y W E B I N A RAgendaThe importance of your marketing listTypes of lists, and where to get theHow to build a sustained marcom cadenceSpecific ways to generate interest with your listHow to transform interest into sales opportunitiesTools you can use to manage marketingSpecial offers from Autotask and Kutenda 4. A U T O T A S K A C A D E M Y W E B I N A RAbout Your PresentorNearly 25+ years of marketing experience5+ years building Autotasks lead generation engine5+ years as VP of tech marketing at global DM agency15+ running own high tech ad agency in upstate NYAuthor of hundreds of articles and blog postson various marketing subjectMember of a small marketing consultancygroup that works with IT service companies 5. A U T O T A S K A C A D E M Y W E B I N A RInventor of the software Fremium Alfonso John Romero PC Gaming Icon Creator of Wolfenstein 3D, Doom, & Quake 6. A U T O T A S K A C A D E M Y W E B I N A R Romeros Insight:"In marketing Ive seen only one strategy thatcant miss and that is to market to your best customersfirst,your best prospects second,and the rest of the world last."Alfonso John RomeroPC Gaming IconCreator of Wolfenstein 3D, Doom, & Quake 7. A U T O T A S K A C A D E M Y W E B I N A RBobs Marketing List Hierarchy 8. A U T O T A S K A C A D E M YW E B I N A R#1 Your Customer List 80/20 Rule Most new business Value based on the data you capture Service history is clue to new opps Products coming out of warranty Replacements/Upgrades based on existing assetsCRM MUST be integrated to everythingManage sales where manage businessService data become marketing dataInventory data becomes sales dataOne set of to-dos, note, calendar 9. A U T O T A S K A C A D E M Y W E B I N A R #2 Your Internal Prospect List7X more responsive than best 3rd-party listPeople who have inquired in the pastFormer customersPeople pitched, lost, or went elsewhereCompany needs changePeople at companies changeKeep working and nurturing this list 10. A U T O T A S K A C A D E M Y W E B I N A R#3 Your Referral Source ListCultivate a list of referralsYour vendor partnersYour accountantYour lawyerThe head of your local chamberPeople on your boardYour employeesYour friends and familiesWork this list on a regular basis. Ask! 11. A U T O T A S K A C A D E M Y W E B I N A R#4 The Suspects List You BuildBe sure to pre-determine your targetMultiple selection options are availableIndustry type or business typeSize by number employees or salesLocation information HQ, Franchise, Sq. Ft.Contact person by job title or roleLocation city, area code, zip code, radiusTechnology spend & Installed assetsLots of excellent sourcesTry a few and test 12. A U T O T A S K A C A D E M Y W E B I N A R New Generation Crowd Sourcewww.jigsaw.com Contact-centric not company Info provided by users for credits Can purchase names starting at $1 Self-serve preview options Opt-out methods are sketchy Some verification but limited 100% replacement guarantees APIs and Volume deals available Company data from other sourceswww.netprospex.com 13. A U T O T A S K A C A D E M Y W E B I N A R New Generation Digital Retrievalwww.zoominfo.com List built using web crawlers Business web sites, press sites, etc. Date-stamp verified Contact-centric Attaches google-you type info 60 cents per record 50 million records 70% with email. Sketchy Community Edition More records outside US than others 14. A U T O T A S K A C A D E M Y W E B I N A RHigh-end High Cost Validationwww.reachforce.com Each list is individually validated Email validation is $3 per name Phone validation is $5 per name Title-based discovery is $14 per name Role-based contact is $24 per name Best option for going after large companies 15. A U T O T A S K A C A D E M Y W E B I N A R Old Company With New Twistwww.infousa.com Company-centric Compiled 5,700 business directories 25 million validation calls/year 7 million business emails Self-service, about 50 cents per name Upload your content they mail it Track responses Many selects options, including #PCs 16. A U T O T A S K A C A D E M Y W E B I N A R Hoovers Plus D&B = Lots of Data www.hoovers.com Business-Centric 79 million businesses 91 million names / 12 million emails US Only Subscription based unlimited useSome interesting D&B estimates: Est. IT expenditures Est. number of PCs Estimates on peripherals/Nodes Estimate presence of LAN / WAN 17. A U T O T A S K A C A D E M Y W E B I N A R The Technology Specialistswww.harte-hanks.com The Gold Standard of tech data 3-4 million businesses 600,000 with very detailed data cards Companies with $20K+ In IT Spend Lowest revenue band is $1 million IT decision makers with emails Counts of PC Hardware Communications Data IT Spending by CategoryBut wait theres more! 18. A U T O T A S K A C A D E M Y W E B I N A RRich Computer Intelligence Data Deep Dive Data Down to specific brands Hardware Software Storage Workstations Servers On and On Much compiled by interviews Some predictive 70% accuracy guarantee The rub: $2K minimum gig 19. A U T O T A S K A C A D E M Y W E B I N A R A Crazy IdeaWhat if we work together?Create a marketing list consortiumBuy target lists nationally, then divide it upWill qualify for bulk discounts on volumeWill allow for customization from vendorsSegment by geography to avoid competitionCan split names up in closer areasEmail bvogel@autotask.com if interested 20. A U T O T A S K A C A D E M Y W E B I N A ROur Next PresenterKevin BrownVice PresidentKutenda 21. A U T O T A S K A C A D E M Y W E B I N A R 22. A U T O T A S K A C A D E M Y W E B I N A RMarket to each list of contacts with adifferent strategy Clients Prospects Suspects 23. A U T O T A S K A C A D E M Y W E B I N A RClient Strategy 24. A U T O T A S K A C A D E M Y W E B I N A R Why should you market to current clients?1. Establish/Maintain a relationship2. Build trust3. Identify opportunities to up-sell4. Identify opportunities to cross-sell 25. A U T O T A S K A C A D E M Y W E B I N A RYour clients are specialtreat them that way!- Make the message specific to them- If you market to a service they already have you turn them off and jeopardize your relationship-Reference your past successes with a specific client as to why they should look at your nextrecommendation"Kutendas marketingservicesarevitalwhenitcomestoachievingourMSPbusinessgrowthobjectives.IreferKutendas servicestomypeersandwouldrecommendKutendatoallServiceProviderslookingtogrowtheirbusiness. - Jena Wilson, Director of Sales & Marketing | Data Applications Corporation 26. A U T O T A S K A C A D E M Y W E B I N A RWhatshouldIsend? 27. A U T O T A S K A C A D E M Y W E B I N A ReNewsletters 28. A U T O T A S K A C A D E M Y W E B I N A ReNewsletter Benefits: Enhance reputation Grow relationships Position your company as atrusted advisor Increase lead generation Increase lifetime value ofclients Cost-effective Trackable results 29. A U T O T A S K A C A D E M Y W E B I N A RWhat should I put in my enewsletter?Information that is valuable to your customers andprospectsExamples: Educate them on the Cloud Trends in technology Articles on how technology helps companies achieve their goals Recipe/Jokehave some fun with it, add a bit of your personality! 30. A U T O T A S K A C A D E M Y W E B I N A RWhere do I get my content? Your teamHold a monthly competition amongst your staff on whocan write the best article. Keep it short and informative Tech news sources Cite all sources Current news & eventsMake it personal - Mention how the news or event willaffect your readers. (Use caution when expressing opinions) 31. A U T O T A S K A C A D E M Y W E B I N A RCreate and leverage a client/service matrix 32. A U T O T A S K A C A D E M Y W E B I N A R 33. A U T O T A S K A C A D E M Y W E B I N A RPromotional CampaignsTarget those who arent currently purchasing specific services.Choose one service to promote each month.Managed ServicesBDRHaaSVoIP 34. A U T O T A S K A C A D E M Y W E B I N A R 35. A U T O T A S K A C A D E M Y W E B I N A RReferralCampaigns 36. A U T O T A S K A C A D E M Y W E B I N A R MajorityofMSPsstarted/growtheirbusinesswithreferralsWhenwasthelasttimeyouASKEDforareferral? 37. A U T O T A S K A C A D E M Y W E B I N A RMaximize referrals by:1. Establishing a program that has value to the referrerits worth paying for!2. Promote the program Make it known3. In your QBRs make a point of presenting the program and your other services4. Regularly ask for referrals 38. A U T O T A S K A C A D E M Y W E B I N A RWhenshouldIsend? 39. A U T O T A S K A C A D E M Y W E B I N A RNewsletters OnceamonthPromotionalCampaigns Onceevery45daysReferralCampaigns onceeveryquarter 40. A U T O T A S K A C A D E M Y W E B I N A RProspect & Suspect Strategy 41. A U T O T A S K A C A D E M Y W E B I N A RProspect =Aleadthathasshowninterest(filledoutaform,clickedonanemail,givenyoutheirbusinesscardatatradeshow)Suspect =Aleadthathasnotyetshowninterest 42. A U T O T A S K A C A D E M Y W E B I N A RWhymarkettoprospects&suspects? Expandclientbase Increaserevenue IncreaseBrandrecognition Establishyourselfasanindustry leader Yourcompetitionisdoingit! 43. A U T O T A S K A C A D E M Y W E B I N A RWhatshouldIsend?Continueallmarketingcampaignsyoureimplementingforclients,butchangethemessaging andfrequency!Additionally 44. A U T O T A S K A C A D E M Y W E B I N A RCreateacalendarwithcontinuouseventssoyoudontmissoutonanyopportunities!!! 45. A U T O T A S K A C A D E M Y W E B I N A RIdentifyHolidayCalltoActionCampaigns 46. A U T O T A S K A C A D E M Y W E B I N A RJanuary: New Years DayFebruary: Valentines DayMarch: St. Patricks DayApril: Spring FeverMay: Mothers DayJune: Fathers DayJuly: Independence DayAugust: Summer FunSeptember: Labor DayOctober: HalloweenNovember: ThanksgivingDecember: Winter Holidays 47. A U T O T A S K A C A D E M Y W E B I N A RGoal:Catch their attention andget them to engage withyou.Message:Tie your service or offeringto the holidaythemehave a little funwith it! 48. A U T O T A S K A C A D E M Y W E B I N A RIdentifyaUniqueIndustryFocusforEveryMonth 49. A U T O T A S K A C A D E M Y W E B I N A RWhat industries are you working with today?What industries do you want to work with? 50. A U T O T A S K A C A D E M Y W E B I N A RBecome an industry expert: Join industry groups meetup.com LinkedIn Groups Interview industry leaders Leverage existing clients and their industrychallenges 51. A U T O T A S K A C A D E M Y W E B I N A RIndustry marketingTIMING iseverything!- CPAs: Avoid tax season- Wedding companies: Avoid May-Aug- Retail: Avoid Thanksgiving-New Year- Healthcare: Avoid flu season If you dont know, call a few and ask! 52. A U T O T A S K A C A D E M Y W E B I N A RWhen targeting an industry:- Focus your message on their specific challenges- Use their lingo- Understand their buying process- Cite your expertise Leverage the work youve already done 53. A U T O T A S K A C A D E M Y W E B I N A RMake sure you: Build your list online and offline Get your prospects to come to you Offer something of value Capture the information you need to continue with the next step in your sales sequence 54. A U T O T A S K A C A D E M Y W E B I N A RSales Follow-up 55. A U T O T A S K A C A D E M Y W E B I N A R How many times, on average, do you think a business mustcontact their prospects in orderto close a sale? 56. A U T O T A S K A C A D E M Y W E B I N A RTimes! *Marketing Experiments: A Proven Playbook for Growing Your Leads 57. A U T O T A S K A C A D E M Y W E B I N A RLeverage your sales team to getthe most out of email marketing!! 58. A U T O T A S K A C A D E M Y W E B I N A RIdeal Email Sequence:1. You Send2. Recipient opens3. Recipient reads4. Recipient clicks on link to landing page5. Recipient completes contact form 59. A U T O T A S K A C A D E M Y W E B I N A RWhat happens often:1. You Send2. Recipient opens3. Recipient reads4. Recipient clicks on link to landing page5. Recipient DOESNT fill in contact form 60. A U T O T A S K A C A D E M Y W E B I N A RTip to get clicks:Create multiple hyperlinks throughout the email to makeit easy for readers to click.Tip to get forms filled out:Offer something of value to entice visitors to submittheir information. - White paper - Free Month of service - Discount Coupon - Free Assessment 61. A U T O T A S K A C A D E M Y W E B I N A RFollow-Up Sequence:1. Call those who submitted their contactinformation within 24 hours! If not sooner!2. Leverage your email serviceproviders reporting systemto look behind the scenes!Clicks and Opensneed to be called! 62. A U T O T A S K A C A D E M Y W E B I N A R1. Log into your Kutenda account2. My Email Marketing Tab3. View Reports4. View Last Campaign 63. A U T O T A S K A C A D E M Y W E B I N A RAt the bottom ofthe report youcan view all ofthe emails thathave opened orclicked youremail. Follow upon clicks first, asthey have showninterest. Then,follow up withopens. 64. A U T O T A S K A C A D E M Y W E B I N A R8 touch follow-up sequence: The ChaseDay 1:Send email, prospect clicks on linkDay 2:Phone call & email follow-upDay 4:Phone callDay 6:Phone call & email follow-upDay 9:Phone callDay 12: Phone call & email follow-upDay 15: Phone call & email offer expires soonDay 18: Phone call & email final reminder 65. A U T O T A S K A C A D E M Y W E B I N A RRemember 66. A U T O T A S K A C A D E M Y W E B I N A R Now at Kutenda:We will do all this for you - and more! 67. A U T O T A S K A C A D E M Y W E B I N A RLet Kutenda focus on creating the demand,so you can focus on closing the sale. Kutenda Engage package includes:Monthly eNewsletters Multi-Touch Prospecting CampaignsProfessional Referral CampaignsCampaign-Specific Landing PagesUnlimited Access to DIY Email & Web 68. A U T O T A S K A C A D E M Y W E B I N A RFor details, visit:Kutenda.com/package_engage.htmlOr Email Sales@Kutenda.com 69. A U T O T A S K A C A D E M Y W E B I N A RDont have time to follow up?Now you can add Smart Telesales prospecting services to yourKutenda packages.Contact us to see if you qualify at Sales@Kutenda.com 70. A U T O T A S K A C A D E M Y W E B I N A RService Expectations MarketingisNOTmagic! MarketingisDYNAMIC Technologies,Techniquesand Opportunitiesareconstantlychanging Kutendawillcontinuouslymakeupdatesto theserviceswearedelivering. MarketingTAKESTIME!Itdoesnothappen overnight 71. A U T O T A S K A C A D E M Y W E B I N A RThank you, Kevin! 72. A U T O T A S K A C A D E M Y W E B I N A RManage Marketing While You Manage The Business! Suspects ToSalesNotesdosOpps Quotes Leads&CustomersProjectsYourWebSiteTime& ServiceReportsInvoices ExpenseDesk 73. A U T O T A S K A C A D E M Y W E B I N A RWhat you get with Autotask Autotask Go! Starting at just $29/mo Full Contact Management Full Service Desk Integrated BillingAutotask Pro =Go! + Value Added Extras!Project ManagementBuilt-in Online CommunityEmail marketing Free RMM IntegrationLive Customer SupportSale Force Automation2-Way Kutenda IntegrationBuilt-in e-QuotingTimesheet & Expense Mgt 74. A U T O T A S K A C A D E M Y W E B I N A RTop-Rated Marketing KitYour Kit Includes:Digital web site sealWhite paperBusinessWeek reprint3-Part e-mail campaignCustomer letterAll Kutenda-readyYou schedule, it goesAutotask CustomersONLY! 75. A U T O T A S K A C A D E M Y W E B I N A RSign up for any Kutenda serviceby April 29th and get$50 off per month for the lifetime ofyour services! Thats a savings of$600/year*Kutendaservicesrangefrom$99/month $799/month 76. A U T O T A S K A C A D E M Y W E B I N A RTo download your copy ofA Managed ServiceProviders Guide toSales & MarketingBy Everon CEO,Mike CoochVisit: kutenda.com/lp/msps_guide/ 77. A U T O T A S K A C A D E M Y W E B I N A RThanks! Questions?More Info on More Info onVisit: Autotask Go:Kutenda.com/package_engage.htmlwww.autotask.com/goContact: Autotask Pro: Kevin Brown info@autotask.com VP of Sales Mention Kutenda 303.416.4732 Marketing Questions Contact: sales@kutenda.com www.Kutenda.comBob Vogel Follow us on Twitter: @kutenda Exec. Dir. Demand Gen518-720-3500 ext. 2201bvogel@autotask.com