As much as we’d like to say yes, it’s a hard ‘no’.
Marketing isn’t a straightforward transaction where we swap leads for money. There’s no dead-cert formula which is going to guarantee you X for Y.
It’s more often a slow courtship, with intricate steps that build lasting trust and engagement. It’s rarely speed dating that results in love at first sight..
So, why isn’t it straightforward – like IT?
When I was chatting to Jeni and Nick Clift on their Ctrl-Alt-Deliver podcast for MSPs, Nick commented that what MSPs really want is a step-by-step, rigid, reliable process, much like the steps you would take to migrate an Exchange server to Office 365.
Unfortunately, lead generation isn’t quite as clear-cut as that. Neither we nor any other self-respecting no-bullsh*t agency will promise you that it is.
Someone recently asked me why they should invest in brand marketing with One Little Seed rather than running paid digital campaigns, spending on SEO, or investing in event sponsorship.
I get it. They were frustrated because they felt every marketer they spoke to was selling them a completely different solution to solve their “marketing” problem.
They asked me, “If I went to an IT provider, any MSP out there would tell me I needed a firewall. So why isn’t marketing the same? Why are there so many different options out there, and which is the right one?”
Spoiler alert: there is no single “right” answer.
And actually, an MSP would tell you that you need antivirus, a firewall, 24/7 managed detection and response, multi-factor authentication, a vulnerability management strategy, web hosting, a business continuity plan, and managed backup. And they’d be correct.
What are brand foundations, and why do you need them?
The reason we start with brand foundations is that everything else is built on top of this base.
If you’re doing Search Engine Optimisation (SEO), you’re directing people to your website – but does your website reflect what you do as a business? Is it something that you’re happy to show prospects as a first insight into your organisation? Does it look professional and show, rather than tell, visitors that you know what you’re doing?
Or is it full of errors, inconsistencies, and omissions? And even look a bit tacky in the hard light of day?
If you’re exhibiting at an event and meet a new prospect, their first impression of you will be formed on your company name, logo, and stand artwork. Subconsciously, they’re deciding;
- Does it look polished or amateurish?
- Is it clear what this business does, or is it all a bit of a mish-mash?
- Does their brochure or video reel speak to my business issue or pain point, or is it all about them?
- Is there anything that makes them stand out in that crowded exhibitor hall? Or are they #JustAnotherMSP?
And afterwards, when they’re back at their desk (assuming they still remember meeting you and aren’t immediately sucked back into the day-to-day), they’re likely going to start by doing some independent research.
Maybe they view your LinkedIn profile, perhaps they check your website – either way, they’re performing the same assessment: whether they can trust what you’re saying and whether your customers can validate your claims (now, where are those case studies?).
And all of those pieces – your website, LinkedIn profile, brochures, videos, event stands – rely on having a strong brand foundation.
What you can’t do without: The marketing non-negotiables
As I mentioned earlier, Nick from Ctrl-Alt-Deliver asked why there wasn’t a rulebook for MSP marketing. A fair question, given that most of our business is built around MSPs.
Here’s the nearest to a rulebook I can deliver.
- You need a clear message
What’s your offer? One of the first steps is to know how to consistently communicate the products/services you offer and your point of difference in the market across the company. How would your sales team explain what you do, vs your customer service team, vs your CEO?
- Know what pond you’re fishing in
You can’t appeal to everyone. Know your target market or target customer profile so you can speak about their challenges and pain points.
- Decide how you’re going to get your message in front of new people
Once you have points 1. and 2. nailed, you need a communication method. This method could be digital advertising, event marketing, email marketing, or all of the above. The goal here is to figure out how you can communicate with your target market on a larger scale, rather than relying on one-on-one relationship building.
- Share the right message (and avoid the technical jargon and specs)
Then you need to make sure that you’re sharing a message which resonates with the audience. People don’t want to hear about the speeds and feeds; they don’t want a list of product features. They want to understand how you’ll make their day easier.
- Be consistent
The B2B sales cycle is long (an average of 379 days), and involves a buying committee and 20+ touchpoints. Don’t see marketing as a one-and-done activity – it’s all about consistency. You aren’t committing to one newsletter or one event – you’re committing to regular, value-add communication to prospects.
- Follow-up for goodness sake!
It’s very rarely a case of “build it, and they will come.” Whatever the marketing method you choose in step 3, those who’ve engaged with the company through those activities will need to be followed up on by your sales team. Nothing breaks my heart faster than 300 prospect names collected, and not one followed up on.
- Test, refine and iterate. Then do it again.
Sometimes you do invest in an event that doesn’t drive ROI. Or an email campaign isn’t getting the open rate that you expect. If it was a perfect science, more people would be turning on the lead funnel tap!
An apology to Nick!
Too often, businesses see marketing as a dark art or expect a clear step-by-step guide with immediate results (sorry Nick, we’re marketeers, not magicians!). The expectation is that we exchange money for leads.
But in reality, as a business, you need to engage in the process of building a brand foundation. You need to be willing to experiment and be realistic about the decision-making time frames in B2B marketing. You need to show up.
PS: In the meantime, if anyone does find that magic lead tap, feel free to send me the details!
