MSP marketing will likely have an increased rate of success when it comes to B2B outreach. B2B clients are likely to buy more service at a higher level than non-business clients. As a matter of fact, many MSPs deal almost exclusively with businesses of varying size. Accordingly, you want to maximize outreach to fit your actual audience.
Tips in Gauging the Size of Your B2B Audience
If you don’t put enough resources toward marketing in a large market, you’re essentially leaving money on the table. Following are three ways you can leverage and collect data on your B2B audience as a means of helping you most effectively reach them. These tips include:
1. Carefully Husband Your Email List: Know Who You’re Communicating With
Your MSP marketing campaign will often rely heavily on email lists. Now these can be quite effective in terms of reaching new prospects and converting them. However, you’ll have to husband these lists very carefully. Rate your prospects. Which on your email list are prospective clients? Which are existing clients? How likely are prospects to convert and how likely are existing clients to upgrade services?
Answer these questions, and split your list up so you can categorize clients appropriately. Personalization will usually be good for your marketing, but there is such a thing as going overboard. You’re looking for the best positive outcome in the most affordable way–there’s a balance. Categorization provides it.
2. Company Characteristics and Personal Characteristic Data Must Define Prospects
When you’re dealing with B2B clients, you want to know as much as you can about them during every interaction. Collect information and categorize prospects even beyond email lists. This information must be consolidated in a centralized location that can be easily accessed. That information must be easy to navigate.
What are the idiosyncrasies of a specific business client or prospect? Do they have a corporate culture that is “loose” or “tight”? You need to be all things to all clients. When you’ve got the data, you’ll be better able to pull this off. Additionally, this data will collaterally tell you about how large your reachable market is.
3. Measure Activity of Prospects and Clients
What do your business clients do? How long do a group of clients in a certain industry tread water with initial services before upgrading? Get as much data as you can, working with professional groups to help you identify that which is important. Focus on integral data which can give you an “in” to “pitch” products or services via a natural exposition of what you offer.
Getting the Most from Your B2B Relationships
MSP marketing needs to pay attention to the characteristics and activity of both clients and prospects. Use that data to define prospects, and “grade” them, splitting clients and prospects into varying B2B lists. Such tactics will help you most effectively manage your B2B clients, determine how big that audience is and where to center outreach energies.