MSP sales tactics and marketing best practices. Including the following. An effective framework to help you organize your messaging strategy; Common IT management issues that you can solve using managed services; Common solution areas to help you differentiate your firm; Popular Calls-To-Action that reinforce your capabilities to solve IT management issues; A sample elevator pitch for your MSP firm; and 6-step sample email creative process that helps you get an appointment with a Prospect. Presented by Kaseya with MSP Sales Pros. May 2013.

1. MSP Marketing Tips
How to create effective marketing
messages
July 24, 2013

2. Agenda
• Introductions
• An effective framework to help you organize your messaging
strategy
• Common IT management issues that you can solve using
managed services
• Common solution areas to help you differentiate your firm
• Popular Calls-To-Action that reinforce your capabilities to
solve IT management issues
• A sample elevator pitch for your MSP firm
• A 6-step sample email creative process that helps you get an
appointment with a Prospect
• Q&A
2

3. Stay with us until
the end and you
may win!

4. About Kaseya
• Enterprise-class IT systems
management for everybody
• Key Facts
– Founded 2000
– STILL privately held
• Multi-million dollar R&D
• Bench strength via Insight Partners
– 33 offices worldwide in 23 countries
with 450+ employees
• 12,000+ customers
• Millions of assets managed
– 6 patents issued for IT service
delivery processes & remote IT
management processes
• 37 patents pending
– Common Criteria (EAL2+) certified
and FIPS 140-2 security compliant
– ITIL v2 and v3 compatible (Pink
Elephant cert in progress)4

5. Why MSPs Choose Kaseya Essentials
A single Kaseya user can proactively manage 1,000s of automated
IT systems and network tasks in the same amount of time
required by a team of technicians using other techniques
It’s the industry’s only patented single-server-single-agent
architecture; MSPs get enterprise-class capability that is easy to
use and easy to afford
With 60+% of top MSPs worldwide using Kaseya, they get access
to the most robust community available
And with so many ISVs plugging in to Kaseya via a seamless
integration process, they get an easy way to leverage their
existing strategic technology partnerships

6. About MSP Sales Pros
• 10 years experience in IT Services
• 15 years creating sales and marketing
strategies for B2B
• 1 man shop to 500 plus employees
• Experience and expertise with every
major RMM / PSA / CRM
• Kaseya Industry Expert since 2012
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7. 000000_7
How to create effective
MSP marketing messages

8. Know your challenges
• Highly competitive environment
• Referrals far less common
• 90% of small business owners polled
said they know what “managed
services” are
• SMBs do not recognize their need for
your service
8

9. How to conquer the challenges
• Stand out from the crowd
• Add Value
• Educate your audience
• Follow a repeatable process
9

10. Where do I start?Where do I start?
10

11. Understanding the basic principles
11

12. Understanding the basic principles
12

13. What is your value proposition?
The
market’s
offerings
Your
offerings
The
customer’s
needs
Your value
proposition

14. 000000_14

15. • Trust
• Credibility
• Value
15
Use the TCV Formula™ as your
framework

16. Use the TCV Formula™ as your
framework
Every single communication from first
contact to client on-boarding must do at
least one of the following:
1. Build Trust
2. Lend Credibility
3. Add Value
16

17. Focus on customer needs/issues to
define your MSP value prop
• Increase IT asset performance levels
• Reduce corporate IT risk
• Improve IT customer service or
increase IT customer satisfaction levels
• Reduce cost of managed IT
17

18. Solve common IT issues that only
you can solve – and have solved
• NSFW app blocking
• Rogue asset location alert and lockdown
• Remote, safe mode reboot
• Alert and remediate issue across multiple
machines
• Add group machines to domain
• Remote password reset
• Customized compliance reporting
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19. [EXAMPLE] Rogue asset location
alert and lockdown
• Need – find devices before they get lost
• Impact (before MSP) – manual inventories are
incomplete, manual recovery attempts to find missing
devices are ineffective, security breeches occur
• Benefits (after MSP) – inventories completed in minutes
for 100% of owned devices, lost devices recovered or
disposed of in minutes, “risk of loss” fund reduced by
50%, IT asset “shrink rate” reduced by 75%, etc.
• Value Statement - you can only manage what you can
see!
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Asset Management Services by [MSP]

20. 000000_20
Static / Dynamic
Asset Grouping
Hardware / Software /
License / Documents / etc
Multiple Discovery Methods –
Network / Domain / etc
Mobile Assets –
iOS / Android / Blackberry
[EXAMPLE]
Asset Management Services with Kaseya

21. Differentiate your firm in a segment
of YOUR choosing
• Region
• Metro
• Vertical
• Horizontal
• Specialty
21

22. Craft an elevator pitch
• Open a conversation, drive to dialogue
• Ask for a meeting
• Short
• Position & differentiate your firm
• [Qualify your listener]
Hospitals use our services to lower their IT costs – typically
by 30% or more.
We provide specialized services so that doctors can get the
patient data they need, whenever they need it, all in a very
secure way.
Is that something that might be helpful to you?
May I meet with you to talk more about it?
22

23. Craft campaign themes (w CTA) to
promote your value
• Improve employee productivity
– Buy 10 managed assets and get 1 free
• Cut operating cost
– First month of managed services is free
• Gain organizational flexibility
– Free initial network assessment
• Reduce security risk
– Money back guarantee
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NOW what??????????

25. Create a convincing email in 6 steps
• Have a specific decision in mind
• Start by writing the conclusion
• Structure your supporting argument
into “small bits”
• Bolster each argument with evidence
• Repeat your conclusion as your call to
action
• Stick a benefit in the subject line
25

26. Steps 1 & 2
• Define a goal; have a specific decision
in mind
– Client will commit to an appointment to
see a managed service overview demo
• Write the conclusion first
– I want to show you how I can remotely
manage your IT
26

27. Step 3
• Build supporting bits to bolster your
“argument”
– Remote IT management (ie, managed IT
services) will:
• Improve the performance of IT for your end
users
• Reduce the total cost of maintaining your IT
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28. Step 4
• Add evidence
– Improve IT performance. According to a
Kaseya IT survey of 1,100 SMB firms,
companies who rely on a MSP to manage
their IT have 20% fewer network outages and
75% fewer virus and malware attacks.
– Reduce IT management cost. Gartner says
80% of corporate IT budgets are spent on
maintaining systems, so if an MSP reduces
that number by 20%, firms can reduce their IT
maintenance cost by 16%.
28

29. Step 5
• Repeat your conclusion as a strong “call
to action”
– If you respond to this email, Ill get the
process started to set up an appointment
and show you how we would remotely
manage your IT management as your MSP.
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30. Step 6
• Add a “benefit” to your subject line
– How you can reduce IT management cost
at {{ }}
– How {{ }} can improve its IT performance
• Measure, revise, repeat
30

31. 000000_31
Dear {{ }},
I want to show you how I can remotely manage your IT, which will:
• Improve IT performance. According to a Kaseya IT survey of 1,100 SMB firms,
companies who rely on a Managed Service Provider (MSP) to remotely manage their IT
have 20% fewer network outages and 75% fewer virus and malware attacks.
• Reduce IT management cost. Gartner says 80% of corporate IT budgets are spent on
maintaining systems, so if an MSP reduces that number by 20%, firms can reduce their
IT maintenance cost by 16%.
If you respond to this email, Ill get the process started to set up an appointment and show
you how we would remotely manage your IT management as your MSP.
Thanks,
How you can reduce IT management cost at {{ }}

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How do I avoid the
common mistakes?

33. Avoid cookie cutter programs
• MSP SEO
• MSP Newsletters
• MSP websites
• Anything in a box
• MSP Social Media
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34. Next Steps
• More on MSP Sales Pros
www.mspsalespros.com
• Learn more about Kaseya for MSPs
www.kaseya.com/msp
• For a free live product demo
www.kaseya.com/mspdemo
• For a free trial
www.kaseya.com/trynow
• To speak with us
www.kaseya.com/contactme
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