Table of contents
Episode Summary
On this episode of Syncronized, Brandon Garcin talks with David DeCamillis, Founder and CEO of MSP Boost Consulting, about modernizing lead generation for managed service providers (MSPs). Many MSPs rely on referrals and word-of-mouth marketing, and David explains how to transition to a more structured approach. He emphasizes the importance of an annual marketing plan with targeted lead-generation campaigns.
David discusses the significance of brand identity and attracting the right customer profile. He stresses a blended approach, using various channels like blogs, podcasts, and newsletters. David advises MSPs to focus on their expertise and target specific demographics or industries. He notes consistent effort across multiple channels is key for staying top-of-mind with potential clients.
David and Brandon discuss inbound versus outbound lead generation. David champions inbound strategies supplemented by outbound tactics. He highlights nurturing leads through regular, valuable content. This includes sharing security alerts, industry insights, and company news. David emphasizes immediate follow-up on leads and qualifying them to avoid wasted time. He also stresses ongoing communication, even with leads who aren’t ready to buy.
Guest-at-a-Glance
💡 Name: David DeCamillis
💡What they do: Founder & CEO
💡Company: MSP Boost Consulting
💡Noteworthy: Experienced MSP sales and marketing leader, now helping MSPs grow their businesses.
💡 Where to find them: LinkedIn
Key Insights
Target Your Ideal Client
Stop trying to be everything to everyone. Niching down allows you to showcase expertise and resonate with specific client needs. Identify your ideal customer profile based on industry, size, or other relevant factors. This focused approach enables you to tailor messaging, demonstrate a deep understanding of their pain points, and offer targeted solutions. By concentrating your efforts, you’ll attract better-qualified leads and increase your chances of converting them into loyal customers. Generic marketing often falls flat, while targeted marketing speaks directly to the right audience, increasing engagement and generating higher-quality leads.
Nurture Leads with Consistent Value
Building relationships takes time. Don’t expect immediate conversions. Nurturing leads with valuable content keeps you top-of-mind until they’re ready to buy. Regularly share helpful information like security alerts, industry insights, and company updates. This demonstrates expertise and builds trust, positioning you as a go-to resource. Even if a lead isn’t ready to buy today, consistent communication keeps the door open for future opportunities. This long-term approach builds stronger relationships and increases the likelihood of closing deals when the timing is right.
Multi-Channel Marketing is Essential
Don’t put all your eggs in one basket. A blended approach across multiple channels is crucial for reaching potential clients. Utilize blogs, podcasts, newsletters, and social media to maximize your reach. Each platform offers a unique opportunity to engage with your audience and share your message. Consistent effort across these channels ensures you’re visible where your prospects are, increasing your chances of capturing their attention. This multi-faceted approach builds brand awareness, reinforces your expertise, and nurtures leads more effectively than relying on a single channel.
Listener Takeaways
The Power of a Marketing Plan
Many MSPs lack a solid marketing plan, which is crucial for lead generation success. A well-defined plan helps structure your activities, target the right audience, and ensure consistent brand messaging. It also allows you to allocate resources effectively and track progress towards your goals. Creating a comprehensive plan requires defining your target market, choosing appropriate marketing channels, setting measurable objectives, and outlining a timeline for execution.
“It starts with having a solid annual marketing plan. You have to have your lead generation campaigns and specific activities that are targeted and built for the entire year. And you have to start planning now.”
Inbound vs. Outbound Lead Generation
Inbound marketing, focused on attracting prospects through valuable content, should be the primary strategy. Outbound tactics can complement inbound efforts, but avoid being overly aggressive. Focus on building relationships by providing helpful information, engaging on social media, and offering tailored solutions. Outbound activities like connecting on LinkedIn and sharing relevant content can be effective when done thoughtfully, but avoid immediately pitching your services.
“I think most of the focus needs to be on inbound, but then outbound complements the inbound work and supports it. You want to make it as easy for them as possible without being obnoxious.”
Qualifying and Nurturing Leads
Not all leads are created equal. Qualify leads quickly to determine their fit and likelihood of converting. Respond immediately to show responsiveness and gather essential information about their needs, budget, and timeline. This helps prioritize efforts and focus on the most promising opportunities.
“I have two rules. Number one is sales calls the lead immediately. Number two: qualify, qualify, qualify. Why waste your time? Why waste their time? Make sure they understand what managed services is, that they are interested in buying services, that they understand pricing, and have budget, that the timing is now.”
Repurposing Existing Content
Creating fresh content can be time-consuming. Repurpose existing materials to maximize your reach and efficiency. Security alerts, customer communications, and QBR materials can be adapted for marketing purposes. This not only saves time but also ensures consistent messaging across different channels. By reusing and adapting existing content, you can reach a wider audience without constantly starting from scratch.
“I hear that complaint all the time that it’s so hard to create content. I’m like, ‘Heck no, it’s not!’ You gave a great example, that security announcement, which becomes an email. Now it’s a newsletter article. How about a LinkedIn post? What if you want to do a blog article?”
Syncronized is the MSP podcast that drives MSP growth, from startup to scale-up. In each episode, we dive into the topics that matter most to IT providers, such as automation, AI, service delivery and profitability. Join us as we engage with experts and gain hands-on insights and practical advice you can directly apply to propel your business forward.
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