Digital Marketing Resources for Managed Services

The MSP Customer

Customer Profiles
Small & Medium-Sized Business
Businesses with few locations and usually
less than 250 employees
Needs:
- Fast launch time to open sites quickly
- Securely connect business systems
- Guest Wi-Fi at little, or no, extra cost
- Encourage loyalty, understand buyer
behaviors, and grow the business
Distributed Small Branch
Typically non-HQ locations dispersed
throughout the region, nation, or world
Needs:
- Quickly and securely share resources
- A single, comprehensive solution
- Managed by ISP due to a lack of IT
- Reliably maintain security and prevent
threats across all locations
Bespoke Enterprise
Organizations of any size needing a tailored
solution
Needs:
- Insights to drive growth & innovation
- Promote employee efficiency
- Digital transformation
- High user capacity & reliable
connectivity
Vertical Examples

Retail & Professional Services Hospitality Healthcare

Enable enhanced staff & guest experiences Help hotels, restaurants, etc. go beyond guest Optimize critical deployments typical of
while delivering the rich intelligence required wireless and deliver a customized experience, clinics, medical campuses, and assisted living
to drive business decisions or increase from more attentive staff to increased facilities with accessibility, end-to-end
customer loyalty personalized interactions visibility, and control

Manufacturing
Prevent production downtime with a solution
that works to combat tough RF environments,
open or high-ceiling spaces, and extreme
temperatures
Education
Improve student learning and school
innovation with reliable connections and
always-on coverage, while providing both IT
and physical security
Benefits by Vertical
Retail & Professional Services
Enable enhanced guest experiences while delivering the rich intelligence required
to drive business decisions and increase customer loyalty

Example Business Network Devices

- Independent or multi-site retail
- Clothing, electronics, etc.
- Small to large pro services offices
- Finance, legal, consultant, etc.
- Network access for staff & guests
- Employee workstations & wireless
devices
- Wired office devices
- Connected printers
- Guest wireless devices

Needs / Offerings
Enhanced Experiences
Create bespoke interactions with
bandwidth control, custom splash
pages, and pushed offers via BLE
Location Analytics
Display real-time location statistics to
improve customer engagement and
loyalty across sites
Business Insight
Deliver breakthrough visibility and
insights into guest activity, employee
trends, shopper profiles, and
purchasing behavior
Hospitality
Help hotels, restaurants, etc. go beyond guest wireless and deliver a custom
experience, from more attentive staff to increased personalized interactions

Example Business Network Devices

- Independent or multi-site hotels
- Resorts or distributed properties
- Small to large restaurants
- Chain coffee shops and cafes
- Cocktail bars, clubs, nightclubs
- Point of sale devices
- Wireless/wired speakers
- Wired back office workstation
- Employee wireless devices
- Guest wireless devices

Needs / Offerings
Delight Users Location Analytics Customize Experiences
Remotely configure secure guest Wi- Provide actionable insights into how Bluetooth radios in Meraki APs
Fi with custom splash pages and guests move through properties, provide seamless integration with
featured offers, all in a few dashboard where they linger, and how often they third party apps for context and
clicks return location-aware mobile experiences
Healthcare
Optimize critical deployments typical of clinics, medical campuses, and assisted
living facilities with accessibility, end-to-end visibility, and control

Example Business Network Devices

- Multi-site healthcare groups
- Small to large hospitals
- Emergency response services
- Distributed practitioner sites
- After-care or aged care facilities
- Employee workstations & wireless
devices
- Wireless/wired security cameras
- Connected printers
- Guest wireless devices

Needs / Offerings
Patient Connectivity
Allow hospital guests and patients to
stay connected to loved ones with
APs that securely isolate guest traffic
from the core network
Secure Sharing
Securely transfer sensitive patient
data between locations with self-
healing, auto-provisioning site-to-site
VPN
Maintain Control
Limit patient/guest wireless access to
specific APs and for scheduled times
of day, while providing staff with
bandwidth they need
Manufacturing
Prevent production downtime with a solution that works to combat tough RF
environments, open or high-ceiling spaces, and extreme temperatures

Example Business Network Devices

- Finished goods producers
- Clothing, electronics, etc.
- Raw product and in process sites
- Chemical, steel, mineral, etc.
- Warehouse & distribution
- Employee workstations & wireless
devices
- Wireless/wired security cameras
- Connected machinery
- Contractor/vendor devices

Needs / Offerings
Enable Mobility Complete Coverage Monitoring & Insights
Enable workforce efficiency with Rapid expansion of connectivity to Provide production quality assurance
secure connectivity to fast Wi-Fi and remote “dead zones” with zero-touch, and monitoring with motion search
APs built to overcome challenging automatic AP meshing, regardless of tools and analytics built into security
environments conditions at the site cameras
Education
Improve student learning and school innovation with reliable connections and
always-on coverage, while providing both IT and physical security

Example Business Network Devices

- Independent or multi-site schools
- Districts, multi-academy trusts, etc.
- Universities & remote outposts
- Research facilities
- Network access for staff & students
- Student & teacher wired / wireless
devices
- Wireless/wired security cameras
- Connected printers
- Guest wireless devices

Needs / Offerings
Prioritize Education
Seamlessly manage applications by
blocking certain harmful sites,
limiting bandwidth on other apps, and
prioritizing educational apps
Usage Control
Create multiple student, teacher, and
guest networks and assign varying
levels of traffic shaping or firewall
rules to each network
Student Insights
Get up-to-date insights into client,
student, and application usage with
cloud-automated classification and
device fingerprinting
Meraki Managed Services
Turnkey Managed Services Examples
Intelligent, cloud-managed services providing a complete infrastructure, reduced overhead costs,
and added value

Wi-Fi Security Security CPE

Exceptional coverage with integrated Advanced security and intelligent Security with multi-function capabilities,
security, analytics, user segmentation, and connectivity which can be seamlessly reducing the number of devices, reducing
always up-to-date features synchronized across any number sites costs, and providing enhanced analytics

SD-WAN Security Cameras

A scalable, resilient, and cost-effective way Intelligent video monitoring which provides
to provide high performance connectivity for reliable security, analytics, and valuable
multiple locations business insights
Targeting and Channels
Target Groups
To ensure you’re targeting your audience with the correct type

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of content, it’s important to understand where they are in the

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purchasing lifecycle.

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For simplicity, let’s consider the following stages:
Awareness
- Tell customers what pain points your offer solves
Consideration
- Provide more info on your offer & the advantages

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Decision

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- Equip your sales team with tools for specific questions

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Nurture
- Stay in touch & inform customers on new offers
Digital Customer Journey

Top-of-the-Funnel Middle-of-the-Funnel Bottom-of-the-Funnel

Paid Owned Customer Interaction

- Paid search - Podcasts & Blogs - Target landing pages

- Paid social media - Homepage - Offers
- Display ads - SEO - Whitepapers
- Audience targeting - Own social channels - Case studies
- Content syndication - Webinar-style events - Product trials
- Industry partnerships - Social ambassadors - Sales team
- Review sites / forums - Direct emails - Bookings!
 Digital Marketing Types
Display Ads
- Online ads, ie images & text
- Used to redirect attention to the
company’s product
- Most successful when combined
with remarketing
- ie. banner, curtain, etc.
- Cost per impression or click
Native Advertising
- Sponsored ads at the bottom of a
blog or social media post
- Typically seen as: “other
recommended stories” or “other
people liked...”
Search
- SEM: Pay each time users click on
the ad. You can gain specific info
about your audience
- SEO: Uses linking, targeting
keywords, meta descriptions, etc.
that improve search engine rank.
SEO is organic, not paid.
Landing Page
- One page that acts as a place to
direct users through advertising or
search results
- Can include information on the
company/service or can act as a
lead capture page with an
information collection form
Remarketing/Retargeting
- Cookie-based; ads follow users’
browsing to remarket messages
- Only 2% of web traffic converts
on the first visit, meaning 98%
could use retargeting
- “Wow, I’ve been seeing [insert
brand here] everywhere lately”
Email
- Communications sent via email to
a targeted list of customers
- Emails can be service-specific or
shared with other offers
- Service-specific is preferred when
possible to prevent confusion of
messaging
Social Media
- Two types: organic and paid
- Paid ads, promoted posts, or
sponsored stories to reach the
demographic you’re looking for,
without paying too much
- Most popular B2B platforms:
Facebook, LinkedIn, Twitter
Webinar
- Targeted at prospects, as well a
current customers
- Interactive way to engage with
those interested and move them
down the funnel to sales
- Can be advertised via email, tech
forums, display ads, social
Interaction Examples by Stage

Awareness Consideration

C
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- Social media - Webinars

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- Case studies & videos - White papers

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- Podcasts - Trials

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Nurture Decision
- Remarketing - Call scripts

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-

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Direct emails tu - Battlecards

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- Nurture journey re - Live demos

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Social Content Examples
- Reliable IT is within your grasp! Reach out to learn more.
- Your one-stop-shop for all your IT needs!
- Looking for a new way to reliably and securely connect locations? SD-WAN can save the day!
- Keep your business and users safe, secure, and protected.
- Need enterprise-grade, secure IT deployed ASAP? Reach out to learn more.
- Better together: Connectivity & Fully-managed IT infrastructure.
- Remove the complexity...Connectivity and high-performance IT, together at last.

Template:

Customer pain point + Teaser on how your solution can help + Clear call to action
Interpreting Results

Product Interactions Social Engagements Email Metrics Landing Pages

- Live demo feedback - Clicks / CTR / CPC - Open rate - Visits

- Webinar registrations - Visits - Click-through (CTR) - Engagement rate

- Trial registrations - Reach / Impressions - Bounce rate - Clicks

- Revenue by stage - Cost of Conversions - Unsubscribes - Dwell time

These will help determine the success of your activities

AND where to make future investments