Though cold calling is a foundation of some MSP and VAR lead gen strategies that’s just not the best way to attract your ideal customers anymore.
One of the most powerful things an MSP or a VAR can do for their business is to master the art of consistent lead generation. With the right leads in your funnel, the quality of your entire business improves. Firms that fill the funnel with junk leads end up with disgruntled sales people, angry engineers, and harried CFOs.
MSPs and VARs sometimes become focused on the same way of doing things when it comes to generating leads for their businesses. It does make sense if what you’re doing is working. Keep in mind, what’s working now may not bring in leads next year or even a few months from now. Lead generation for MSPs and VARs is changing rapidly, and it’s time to take steps to ensure your offers are getting in front of the right people in the right places. Bottom line: Smart MSPs and VARs diversify their lead gen options.
Here at Presh Marketing Solutions, we’re constantly reviewing industry articles, blogs, research reports and white papers, podcasts, and videos all in an effort to remain up to date on the movements of the IT channel. We’ve noticed a few key trends that may affect your MSP or VAR business. Here’s a quick preview of what we’ve learned during the first half of 2018:
The demand for security services is growing. Worldwide spending on security products and services will reach $120 billion by 2021, according to IDC.1 The compounded annual growth rate (CAGR) is 9.6 percent between 2016 and 2021.
Many of the firms we talk to know digital marketing works for MSPs and VARs but they feel it’s a time-consuming endeavor. Most would rather focus on serving their clients and depend on a decent website and word-of-mouth to keep them afloat. That’s not a strong plan for growth. Savvy MSP or VAR business owners know there must be marketing systems in place to produce a steady flow of leads for the business.
Marketing your IT solutions business isn’t a low-cost endeavor. There’s money involved. Lots of it. Savvy firms set aside money to fund their ventures but true masters in the MSP or VAR realm partner with vendors and leverage market development funds (MDF) from those vendors to generate leads.
Many MSPs and VARs already have a blog but just as many often struggle with consistency and producing relevant content. This leads some to question the validity of continuing to publish a blog at all.
For many MSPs market development funds (MDF) fuel the growth of their businesses. To attract vendors with generous MDF budgets, it’s important to have an existing brand that shows you’re a serious force to be reckoned with in your market. A key to create that brand awareness is to develop a steady stream of quality content.
One of the most important elements of your digital marketing efforts is providing valuable pieces of information your ideal customer can use to solve a problem they’re facing. We call these value pieces or content offers. You can promote them through social media ads to capture leads. Here’s how it usually goes: