You’ve been hearing about it for a while: Lines of business (LOB) buyers will soon overtake IT in buying decisions. According to IDC, that day is now here. If you haven’t already, it’s time to restructure your technology solutions and sales process to court lines of business buyers. Here’s why:
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.
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:
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.
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:
Life for VARS has shifted. The priority for both VARs and MSPs is the holy grail of monthly recurring revenue (MRR). The question on everyone’s collective mind is, how do I structure my business to attract more of this kind of business?
We understand digital marketing is really a means to an end. The ultimate goal is to bring in more sales to build business and get more monthly recurring revenue. As the channel changes, so must MSPs and VARs. With that said, digital marketing is perfectly positioned as a vehicle to help you get more MRR and a thriving business that’s ahead of the curve in channel marketing.