6 Tips for MSSPs to Use Co-Marketing Funds Strategically
By Mary-Anne Kavanagh
Jan 21, 2021
About 20 minutes
Today’s marketing world for MSSPs is challenging for several reasons.
First, prospects are looking for an MSSP that can deliver security solutions that meet their needs. In other words, they don’t care about individual products.
Second, security vendors’ proof of performance guidelines are quite firm. They provideco-marketing (CoM) funds to MSSPswith a specific goal: showcasing their individual products to grow their market share. This lack in alignment often leads to MSSPs leaving CoM dollars on the table orchanging their marketing plan focus to access the funds.
However, not all hope is lost. MSSPs can bridgethe two worlds successfully and achieve lead generation and conversions with the right mindset. Thinking strategically, MSSPs can successfully negotiate withsecurity vendorsand also usetheir co-marketing dollarsin a way that leads to a win-win for both sides.
Here are six tips to achieve this success, based on the specific areas you’d like to focus on.
Every firm needs security to decrease its risk of a cyberattack. With in-person events falling by the wayside, MSSPs are now largely dependent on the internet to help these prospects find information, educate themselves, and understand available security solutions on their website.
However, prospects are relating less and less to generic or security vendor-branded content. In order to build trust, an MSSPneeds to tell a compelling, educational story around its clientele’s business. Often, by using co-marketing funds, an MSSPis limitedon the B2B marketing content they can produce to promote to itstarget audience.
That said, even though security vendors will not invest in your whole website, it is to their advantage togive co-marketing funds to an MSSP to promotetheir brand within your “prime real estate”.
💡 Tip #1:
Create compelling, optimized website content and calls to action focused on security problems.
An effective MSSP will give advice across the security spectrum to solve problems. Whenever possible, propose creating specific joint content such ascase studies or vertical use studies. These important pieces of content can tell your story — as well as mention the security vendor’s product — as part of a solution that solves security problems.
💡 Tip #2:
Recommend an optimized showcasepage/landing pageoffer around your security vendor’s products.
Mentioning your security vendor’s product in association with one of your specific solution offerings results in brand awareness on multiple levels. Not only is it a promotional opportunity for the security vendor,butit also allowsan MSSP to control its story.
TSL Marketing has been creating effective surveysfor the past few yearsto successfully uncover business intelligence and drive qualified leads.Surveys can be a great way to ask specific questions to a hyper-targeted audiencefor insights on topics of interest. They can also be used effectively as a front door entry point for qualified demand generationaround specific security vendor solutions, as well as future areas of focus for webinar and blog content.
“Trend Micro has been working with TSL for several years. They understand the security landscape and have successfully positioned our solutions to prospective customers.”
Jeff Van Natter | Director, U.S. Distribution
💡 Tip #4:
Suggest investing in paid social advertising.
Most MSSPs need help driving traffic to a landing page. By investing in paid social advertising (specifically LinkedIn paid ads), you can drive traffic to a landing page (offer) with a follow-up demand generation call. This allows both the security vendor and an MSSP to reach all digital responders to profile, prospect, anduncover leads.
💡 Tip #5:
Propose a Google paid ad campaign.
Security vendors will not want to cannibalizetheir own corporate Google ad spend. However, they are usually open to paid ad campaigns that target customers in local markets or niche segments —especially when long-tail search termsare used — since it doesn’t compete with them. By proposing a Google paid ad campaign, you have an opportunity to direct prospects to your website and promote your joint showcase page (with relevant offer). This effort can ultimately result in conversions, new pipeline, and new business over time.
💡 Tip #6:
Recommend asocial selling course forsales teams to increase their skill levels on LinkedIn.
Your sales reps will benefit from a no-nonsense approach leveraging LinkedIn to:
find prospects: Search and listening, profile tuning, tips for network growth and group identification,
relate to prospects: Listening techniques, intelligence gathering and social prospecting, and
engage with prospects: Identifying buying triggers and sharing “with intent.”
Your security vendor will gain tremendous mindshare from the sales team because you can personalize the classes by usingits brand as thereference for exercises and homework assignments.
TSL Marketing is a B2B global marketing agency that specializes in thetech sector. With many MSSPs and MSPs as clients, we understand your challenges and hope these 6 tips are helpful to move your business forward.
Want to talk to Mary-Anne to learn more about how these tips can work for you?