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 Channel Futures

Sales & Marketing


Managed Services: How to Pursue Sales Leads (Forever)

  • Written by Joe Panettieri 1
  • August 13, 2008

Sometimes, I get distracted by Web 2.0 marketing strategies. I’m always telling managed service providers how they can leverage blogs, Web video, etc., to improve their search engine optimization (SEO) and attract new customers.

I got a healthy reality check on August 13 during the Ingram Micro Seismic partner conference in Chicago. That’s where Gary Beechum, president and CEO of Intelligent Enterprise/MSP University, described some basic but effective approaches to marketing and generating sales leads.

Gary presented a simple spreadsheet approach to help you build and design a year-long lead generation campaign that includes email, direct mail, newsletters and other deliverables. He also provided a few simple formulas to help you measure the effectiveness — the ROI — of each campaign.  You should reach out to him for more info.

The biggest takeaway for me was rather simple. Gary mentioned that you should market to your audience forever. Every potential customer in your database should hear from you at least on a quarterly basis, Gary asserted. Those quarterly “touches” are prime opportunities to use direct mail promoting your latest product or service.

Some potential customers may not respond for months — or years. Regardless, market to them forever — but measure everything (response rates to specific promotions, qualified leads, meetings booked, sales closed) to generate your ROI measurements.

Tags: Cloud Service Providers Digital Service Providers MSPs VARs/SIs Sales & Marketing

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7 comments

  1. Avatar Erick Simpson August 14, 2008 @ 12:24 pm
    Reply

    Hi Joe;

    Thanks for blogging on Gary’s presentation. This technique, among many others, is documented in the 2nd book in our Managed Services series: “The Best I.T. Sales amp; Marketing BOOK EVER!”, available at http://www.mspu.us.

    Erick Simpson
    MSP University
    http://www.mspu.us

  2. Avatar Joe Panettieri August 14, 2008 @ 12:54 pm
    Reply

    No need to thank me, Erick. Gary was swamped with attendee questions, so I knew his key points would be of interest to our readers.

  3. Avatar Jim Van August 14, 2008 @ 4:51 pm
    Reply

    I had the pleasure of listening to Gary at a Zenith meeting in Atlanta a couple of years ago. I could immediately tell two things:

    1. He’s retired military
    2. He knows what he’s talking about

    Thanks for sharing, Joe. I agree that ‘forever marketing’ needs to be central to any company’s (not just MSP’s) marketing plan.

    Sometimes, we’re faced with ridiculous sales cycles, and continued marketing touchpoints are generally the sometimes well-worn path to a new relationship…

    Jim Van
    http://www.logicomm-inc.com

  4. Avatar Mike Cooch August 16, 2008 @ 12:43 pm
    Reply

    I haven’t read the book or heard the presentation, but I can say with certainty that the #1 factor in our sales success is “consistency”. That sounds like exactly what Gary is saying. I do however thing it is very important to add a “quality” factor to the formula. So many service providers that are doing marketing or regular cold calling are not doing it at a level of quality that is going to leave a good impression or stand out from others in a positive way.

    Mike Cooch
    http://www.everonit.com
    http://www.smbitpros.com

  5. Avatar Small Business Marketing: Even Google Still Uses Direct Mail March 26, 2010 @ 1:58 pm
    Reply

    […] Managed Services: #104;#111;#119; #116;#111; Pursue Sales Leads (Forever) […]

  6. Avatar Adrian Goins June 25, 2011 @ 8:14 pm
    Reply

    I know that this is an old post, but it still shows up on the front page of Google. Do you know that MSPU is stealing from their customers? Promising refunds and not delivering them? Lying to their partners and the community? Do you know that as of June, 2011 their business license (and that of Intelligent Enterprise) has been suspended by the State of California? Do you want to do business with Gary Beechum or Erick Simpson with all of these questions hovering around them? Read more about it at http://mspu.liedto.us. The tide is shifting. People are realizing what MSP University is REALLY about.

  7. Avatar Joe Panettieri June 29, 2011 @ 12:27 am
    Reply

    Adrian,

    We welcome constructive criticism on MSPmentor. But you and I have already discussed the MSP University situation in a separate comment trail and MSPmentor has covered the issues in the following two blog posts:
    – June 17, 2011.
    – May 14, 2011.

    That June 17 link involves an MSP that is set to receive/recently received a refund, the MSP alleges. That’s all we have to report at this time.
    -jp

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