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MSP Marketing How-To #1

Posted by Galina Marcus on Apr 16, 2018
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How to engage IT decision makers

According to IDG’s newest research, the technology decision-making purchase process has changed tremendously due to the incredible impact of technology on every aspect of the business. Not only that Line of Business (LOB) decision-makers are now actively involved in technology purchase process, the whole suite of decision makers is getting much younger with millennials taking over the wheel.

ITDM-generations750

Therefore, in order to keep ahead of the curve and engage with the new types of customers, the MSPs have to adjust their marketing strategy.

Here are few facts you need to know about the new IT Buyer’s Journey:

  • The average number of influencers in technology purchase process is 16. Half of them are IT titles, another half is LOB. 
  • A CEO of the company is as actively involved in the decision-making process as a CIO, since CEO determines the business needs technology should solve.
  • Organizations equally evaluate their existing vendors and new/ emerging vendors. So, don’t take existing relationships for granted!
  • On average, it takes 5-6 months and 5-7 pieces of valuable information to complete the purchase process.

How ITDMs select the information.

As a result of easy access to the information online and an “epidemy” of content marketing, ITDMs (so as any decision makers) become very selective in the information they take for consideration. Almost 40% of ITDMs won’t download your content to avoid your sales follow-up. And at the same time, once they’ve found piece of information that presents great value, they are likely to take an action to engage with the provider. 

Here’s what they typically look for:

  • Reliable resources (reputable tech websites, forums, analyst researches)
  • Independent content (product reviews, vendor comparisons)
  • Clear, complete and current information (according to IDG, 79% struggle to find valuable content on the vendors’ websites)
  • First-hand experience (limited-time trial, live or recorded demo)
  • Referrals and recommendations (online reviews and case studies count)

What MSP can do to engage decision-makers.

It is hard to keep up with marketing trends and stand out from the competition when you have business to do. But at a minimum, you can guarantee that once you caught an eye of your potential buyer they will look through your website and read what you give them to read.

Here are few basic must do things you should check right away:

  • Make sure your website doesn’t look outdated. With the ease of modern web design, it doesn’t have to be a capital investment. But if your website hasn’t changed since early 2000s, you should take an immediate action.
  • Make sure your website is not complicated and is easy to navigate. It’s hard to do when you have an extensive portfolio of services. The rule of thumb here is to put yourself in the customer’s shoes and imagine how would they search for the information. Choose a simpler and shorter structure for your main menu. For example, group your services by type (Network, Cyber Security, Communications, Business Continuity, Data Storage, etc.) vs. by platform (AWS, Microsoft, VMware, SAP, Oracle, etc.).
  • Drive more local web traffic by adjusting your SEO. If you don’t operate across the nation, you don’t need people from the opposite coast on your website. By adjusting your keywords to the geographical search (example: managed IT services in Texas), you will get more visitors from your home-region.
  • Give them what they value, not what you value. Don’t talk on the home page about your great experience, number of years in the industry, and how much you love your customers. Talk about the important place technology takes in the business processes and how customers will benefit from giving it to the right hands.

In the future marketing How-To's, we will be writing about more specific actions MSPs can take to improve their position in the market. Stay tuned and show this blog to your marketing team if you have one. 

Topics: Marketing, How-to