For today’s article, I’m handing over to guest blogger, Hayley Newlove,  MSP Marketing in EMEA Lead at Druva.

In this guest post for Tubblog, Hayley Newlove shares her expertise on marketing for today’s MSPs. She’s worked in channel marketing for over 10 years and has a passion for helping businesses get what they want from their marketing. She’s also keen to be a voice for women in tech.

Marketing today as an MSP is a tough gig and the requests are many. Sales directors want new logos from blue chip companies weekly, sales teams are clamouring for leads, leads, leads…

Meanwhile, you and your team want to demonstrate true marketing value. It can feel like we’re being pulled in 100 different directions all while juggling our own tasks: packing up for tradeshows and events, hauling pop up banners/cupcakes/t-shirts (in every size imaginable) on our backs through tube stations/train stations like a true marketing pack horse!  

I’ve spent over 10 years in channel marketing, and I’ve learned a few things along the way about B2B marketing in this dynamic and fact-paced space. Here are my six top tips: 

1. Block out the Noise 

This one is crucial. Distraction is everywhere. If you’re only going to take away one thing from this list, let it be this! When you’re managing multiple vendors, targets and stakeholders the noise can be overwhelming. 

If the sales team comes to you with an industry event you’ve never heard of (or missed) and wants to know why you weren’t there – do not stress, that event wasn’t part of your event strategy for a reason. 

Remind them of the events that you have prioritised and why/what you expect to get from them. Sure, take a look at the event for next year, but for now, stick to the plan you have.

2. Set your Strategy

Quarterly, bi-annually or annually? Whatever the cadence, set a strategy. Be pedantic with goals and numbers: what does success look like? What is the pipeline goal, how many MQLs/SQLs do you need to get there? Let the creativity flow after. 

Strategy shouldn’t be an afterthought to a spontaneous BIG IDEA, the big ideas should flow from the strategy and targets you’ve set. And always block out the noise from other people, if the Sales Director has had a great idea in the shower REMEMBER this doesn’t need to be your next campaign.

TIP: I always like to work backward from the goals: target is X for net new ARR, I’ll need x SQLs, x MQLs – what activities are going to drive this number? Then I think about how I can make this stand out.

3. Consistency in Your MSP Marketing

Be consistent and don’t be afraid to try something more than once. Marketing strategy needs two parts running in tandem – your “always on” marketing and your campaigns. 

The always on should fuel your organic channels: think social media, blogs, case studies, webinars. This should form a core part of your marketing and keep your brand visible even if campaigns drop off a cliff or budget is tightened. You’re breathing life into your brand. 

It doesn’t have to be big and it doesn’t have to be flashy, just consistent. Keep it simple. Could you post a Monday meme, share a throwback video, introduce a new team member or offer a monthly poll?

You don’t have to reinvent the wheel: re-use, recycle and reframe content. Has your techie presented a webinar? Great! Add it on demand as video content, use bite-sized snippets for social media for the next few weeks and write a blog summarising the key takeaways. Whatever it is, just keep going and build momentum.

4. Utilise Your Vendor Marketing Team

Being directed to a partner or MSP portal is annoying and lazy. Vendor marketing teams exist to support you. Your marketing contact should be sending you: ideas, social media and content ideas.

They should engage with your marketing plans and suggest speakers; help arrange events and show up where it matters. You’re an extended team and you should hold them to that standard.  

Don’t be afraid to put pressure on them – ask them what’s working in terms of digital strategy, what is delivering their pipeline. They should be able to tell you (or find out). Request insights, blogs, or thought leadership on current trends. You can repurpose their content to suit your audience.

5. Play to Your Strengths

With MSPs geography sometimes is king. If you’re looking for a niche, geography can be a great differentiator, especially outside of London.

People buy from people and if you’re in the SMB space this can be a great motivator for someone to outsource their IT to a local, trusted organisation. Use case studies/reviews as a way to showcase this.

What other advantages are available to your MSP? Maybe you have experience with a particular sector or delivering a niche solution?

6. Network!

If you’re only getting feedback from your organisation, you could be missing a trick. Ask for feedback from friends and ex-colleagues at different businesses, especially if they’re in your demographic. 

And if you’re unsure, join a community. Your vendors should be able to point you to ones that will really help. It’s not about “stealing” ideas, it’s about sharing, learning and collaborating with like-minded individuals.

And finally (I couldn’t resist sharing an extra tip!)

7. Lean in

At Druva, we say “lean in” – to new ideas, strategy, sales meetings, vendor meetings, you name it. We say, go with it. There’s always something new to try with tech moving as fast as it does, so embrace the momentum and the ride!

So what do you think? What else can MSPs do to make marketing a little easier? Let us know in the comments!

You Might Also be Interested inWhy Consistent Content Marketing is Key for MSP Sales SuccessTubbTalk 180: The Ultimate MSP Guide to Becoming an Email Marketing Hero10 Content Ideas to Make Your MSP a Media Company