MSP marketing must carefully consider every detail of outreach to foster the greatest number of conversions. The more conversions your marketing produces, the more that department justifies and strengthens itself. Accordingly, it can become more effective even as your business expands in terms of profitability.
Email Segmentation
Segmentation can be looked at as sort of honing-in your marketing sights. Following are a few segmentation tactics to consider in your email outreach:
- Position clients within appropriate sales funnel slots
- How often are your products used? Segment emails accordingly
- Use content downloaded by prospects to determine segmentation
Position Clients Within Appropriate Sales Funnel Slots
MSP marketing needs to reach out to the right people at the right time. When prospects are at the beginning of the sales funnel, where they’re just aware of what your MSP does, you don’t want to forcibly compel them into your products or services.
However, once they’ve become aware and explored some of your packages, it makes sense to start sprinkling in calls to action and scheduling meetings. Segment within the sales funnel to match “strides” with clients.
How Often Are Your Products Used? Segment Emails Accordingly
With internal clients (or prospective ones), you should either have predictive or exact data pertaining to how what you provide is being used. If it’s only being used seldom, you want to have email marketing responses that reflect this sporadic use. However, regular use should increase the flow of emails you send toward potential clients.
Use Content Downloaded by Prospects to Determine Segmentation
What sort of white papers, instructions, blogs, or other information are your prospects downloading? Do clients download data? What sort of information is being consumed by your demographic? Use that information to help you determine categories for clients.
Segmentation and Conversion
MSP marketing divisions may want to strategically consider defining segmentation through downloaded content, by how often what you provide is used by clients, and through sales funnel position. These tactics can help you group clientele in a way that is most likely to produce conversion.
