Get Your MSP Marketing Off to a Great Start in 2024 With MarketBuilder

So here we are, the start of another year. It’s the perfect opportunity to reflect on the previous year’s insights and refine approaches, set new goals, and plan to capitalize on this year’s emerging trends.

But while that all sounds great, where and how do you start?

Sometimes it can seem like a daunting task creating a marketing plan, so I’ve put together an action list to help get you started. The following steps will help you get your marketing year off to the best possible start.

1. Assess and Refine Your Business Goals, and Then Define Your Marketing Objectives

What are your overarching goals and objectives for your MSP business for the year? Take time to review and understand these and then, based on your business goals, establish specific and measurable marketing objectives—these could include increasing brand awareness, driving website traffic, generating leads, boosting your revenue, or improving customer retention. Creating marketing strategies that are in sync with your business goals will ensure that you are meaningfully contributing to the company’s success.

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2. Where Are You Going to Focus on For Growth?

New customer acquisition (NCA) can be a big challenge for some MSPs—our recent MSP Horizons Report 2024 found that 22% of MSP stated this was their biggest challenge over and above finding and hiring skilled staff. So where else can you focus your attention (and budget) to help grow your MSP business? Here’s some other ideas: 

Explore New Verticals—Moving into a new area can be a good way to find new customers, but if you are entering new vertical markets you need to ensure that they align with sthe company’s growth strategy. Before you take the plunge into a new market, you need to assess the opportunities, competition, and potential returns.

Increase Wallet Share—It’s often more cost effective to look at the opportunities you have to enhance revenue from existing customers. Taking stock of your existing customer base and producing something like a whitespace chart (setting out what services your customers are and aren’t using and then looking for the gaps) is a key way to unlocking upselling and cross-selling opportunities.

Expand Your Service Offerings—Look at what’s going on in the IT industry, as well as your customers’ individual industries and assess whether adding new services aligns with market demands and customer needs. Some easy ways to identify viable service expansion opportunities can include, researching industry trends, asking for customer feedback, and analyzing what your competitors are offering.

Once you’ve done the above you can start to look at how you can tailor your marketing messages effectively to resonate with your customers or prospects. Understanding the unique needs and preferences of your different customer groups, will help you to build more personalized and targeted marketing campaigns.

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3. Keeping Tabs On Your Performance

As the saying goes: “if you can’t measure it, don’t do it!” Being able to review your success is critical to helping you make your marketing as effective as it can be, so make sure you think carefully about measurement and analytics.

Establish key performance indicators (KPIs) to measure the success of any marketing initiatives you undertake. These, of course, should align with your marketing objectives. Utilize analytics tools to track and evaluate the performance of campaigns, allowing for real-time adjustments and optimizations. You should be looking to regularly review the performance of your marketing initiatives against these KPIs, and absolutely be prepared to adjust strategies based on real-time data, market changes, and the evolving needs of your audience.

Two other things to consider here would also include,

Instigating Feedback Loops—Having mechanisms in place to gather insights from customers, sales teams, and other stakeholders can help you refine and optimize your marketing activities.

Monitoring External Factors—Make sure you stay informed about external factors, such as economic trends, regulatory changes, and industry shifts. These can have a huge effect on the industry and your customers and may force you to adjust your marketing activities to adapt to the changing landscape.

By following these steps, you can ensure that your marketing strategy is not only aligned with your business goals but is also agile enough to adapt to evolving circumstances. If you’re an N‑able customer you have access to a range of marketing campaigns and content through MarketBuilder. These can help you target specific vertical markets, introduce your company and services to new prospects, and help you upsell new services to existing customers. Each campaign includes email content, landing page content, social posts, PowerPoint decks, customizable collateral that includes battle cards and playbooks.

MarketBuilder is a resource that is included as part of your N‑able product subscription and contains content and campaigns that can help you attract new customers, and retain your existing ones. If you’re an N‑able customer, you can sign up for MarketBuilder now.

Some of the most popular campaigns in MarketBuilder include:

• Data protection for M365 is a hot campaign that you can utilize to educate your customers on the importance of backing up their M365 data.
• Let us Tackle Your Technology, this can help you position your services to both new customers and transition existing customers to a managed services arrangement
• A host of campaigns that focus on specific vertical markets such as medical, financial services, and more

Tracy Trottier is marketing manager and heads up the MarketBuilder program at N‑able