MSP marketing doesn't just appear out of thin air

Tom Jansen's 5 Lessons

In the dynamic world of Managed Service Providers (MSPs), marketing is a vital force that is often overlooked. In this episode of our video podcast series, we had the pleasure of welcoming Tom Jansen, a seasoned marketing expert at TSH. Tom shares his insights and lessons on how MSPs can refine their marketing strategies to stand out in a saturated market. Here are five fundamental lessons every MSP should consider.

1. Preserving Authentic Identity

The success of TSH’s approach lies in preserving the unique identity of each affiliated company. This decentralized model emphasizes the importance of entrepreneurship and allows companies to continue operating under their own brand names while being part of a larger whole. The core values of customer and employee satisfaction are central to this strategy. It not only stimulates growth but also fosters a deeper connection with the target audience by preserving the brand’s authenticity.

2. Flexible playbooks for growth

TSH uses playbooks as guidelines for various aspects of business operations, including marketing. These playbooks provide a framework for best practices while allowing room for personalization and adaptation to the unique needs of each MSP. The focus is on sharing knowledge, experience, and best practices across various areas of the sales and marketing profession.

3. The Importance of Specialization

A crucial step in strengthening your MSP marketing is clearly defining your target audience. Tom emphasizes the power of specialization in creating a strong marketing strategy. By focusing on a specific region, industry, or service, MSPs can differentiate themselves in a saturated market. This focus makes it easier for potential customers to see the value of your services and identify with your brand. Specialization leads to deeper expertise and stronger positioning within the target market.

4. ABM & Referral Marketing

Account-Based Marketing (ABM) works particularly well in vertically organized markets, where a targeted approach can lead to significant growth. In addition, referral marketing is crucial for building trust and acquiring new customers. Tom emphasizes that referrals, especially in specialized markets, are an effective way to gain the trust of potential customers.

5. The “Revival” of Physical Marketing

Despite the dominance of digital marketing, Tom reminds us that physical marketing can still be a powerful tool. Creative, tangible marketing initiatives can leave a lasting impression and offer a unique way for sales teams to build relationships with potential customers. Combining digital and physical marketing strategies can lead to a more holistic and effective approach.

In conclusion

Tom Jansen’s insights at TSH offer a valuable guide for MSPs seeking growth and a strong market position. By maintaining authenticity, specializing, strategically leveraging ABM and referral marketing, and rediscovering the power of in-person marketing, MSPs can develop a robust marketing strategy that appeals to both customers and employees.

As discussed in this podcast, the power of making choices in marketing is undeniable. This principle is explored in greater depth in our Video Marketing Playbook, where we delve into the subtleties of simple yet powerful video content