Word of mouth referrals, channel partner referrals and our one tradeshow a year was working—until the market shifted. We’re healthcare focused, so when physicians started consolidating practices and being employed by large hospitals—we realized our target market was shrinking and we had to do something different. We needed to expand into marketing to smaller healthcare clinics and the regular commercial market—both of which required a strong Internet presence and marketing strategy. Our 11-year-old website had no calls to action, wasn’t mobile-friendly and didn’t include many of the services we now offer. We decided to partner with Marketopia to upgrade our website and see their lead generation program in action.
Thanks to Marketopia’s Mach 2 plan and Sales Jet Pack, we now have many useful tools, and the marketing approach—including multiple touches and on-going campaigns—makes perfect sense. While we hadn’t used many templates before, we’re seeing value in standardizing to enable more sales engineers to do site assessments without my help. I’ve watched every sales training in the extensive library and, even though I’ve been doing this for 30 years, I’ve learned so much. It’s been valuable to confirm things I thought were correct, as well as learn from Marketopia’s expert recommendations.
Once we cleaned up my marketing database, per your recommendations, we saw immediate benefits. We worked on building good reviews on our recruitment site and Google so when our new website launched July 1—we saw an immediate positive effect.
With a worldwide global shortage of skilled IT talent, MSPs have to work equally as hard to recruit experienced staff as we do prospecting and closing customers. As a result of the new website, we were immediately able to increase the number of qualified candidates. My new lead architect came to us from an MSP that was ten times as large because he loved our website and the way we were perceived as a leading-edge MSP.
Any MSP knows when you hire a good sales rep it’s at least six months before they start hitting their numbers. Marketopia’s comprehensive sales training dramatically shortens the ramp up period. We plan to plug in our newly hired fully commission-based sales person right away to accelerate the learning curve.
We’ve also made good progress when it comes to lead gen and sales effectiveness. After just our second mailing, we got our first qualified customer, and next week we’re delivering a proposal that represents $2,700 in month recurring revenue.
The sales training is full of great information—especially the one on how to bundle MSP contracts into financing and stretch out the term. This is extremely helpful to clients starting a new business. We’ve run into this twice now and, because of this unique approach to financing, we’re closing two different hardware deals worth a total of $100,000 this month.
The analytic tools provide real-time sales intelligence. One of our sales rep dropped off some of the Sales Jet Pack collateral Marketopia branded for us at a potential enterprise client’s building. Within a few hours, we watched that prospect go to our website and could see what they viewed. Over the next two weeks we saw their entire leadership team visit our website—having visibility to what they were looking at so we could time our LinkedIn invites and phone calls and make them relevant. This opportunity is worth more than $8,000 in MRR.
We’re currently launching two new campaigns. Telehealth is big in healthcare so the timing is perfect for the press release Marketopia just did for us spotlighting the clinic we set up in Alaska. We’re also starting to distribute the new ransomware infographic Marketopia created. We’re very excited about everything we have going, and we’re just getting started.
TRACY MAXWELL | President