Vendasta helps MSPs improve digital footprint with $750K in available marketing development funds

Vendasta partners with a leading IT manufacturer in May 2022

Program offered to managed service providers (MSPs) across the US

Pre-approved digital solutions made available to support MSPs

The Challenge:

Historically, marketing development funds have been a massive challenge for MSPs to execute and implement. Vendasta sought to partner with a leading IT manufacturer to raise awareness, streamline the use of these funds and provide digital marketing support to MSPs who needed it.

Vendasta partnership contributes to the utilization of more than $325K in marketing development funds

$750K
Quarterly MDF
available to MSPs

In partnership with an enterprise IT manufacturer, Vendasta developed a strategy to help MSPs utilize available MDF.

406%
Increase in
MDF utilization
Enterprise IT manufacturer reports a 50% utilization of funds, roughly $325K, up from only $80K in the previous quarter.
15
MSPs onboarded
with Vendasta
Vendasta supports MSPs with purpose-built packages of solutions, deployed to assist them with digital marketing.

Background

Marketing development funds (MDF) are a resource that IT vendors allocate to their customers based on spend. MDF can be used for sales and marketing programs to help expand the business. With the onset of the pandemic and many in-person promotional efforts like golf tournaments and customer appreciation events coming to a halt, it left many managed service providers and IT specialists at a lossfor how to utilize their available MDF. With a stringent approval process through their IT manufacturer, many funds were left unused.

MSP tracking marketing on a laptop paid for through marketing development funds

Objectives

In May 2022, Vendasta sought out to partner with a leading IT manufacturer in order to:

  • Raise awareness and remove barriers for MSPs to utilize marketing development funds (MDF)
  • Help MSPs attract new clients and retain existing business by improving their online presence
  • Create packages of valuable digital marketing solutions that will help the MSPs grow and improve their lead-generation efforts beyond word-of-mouth referrals

The approach

Education and awareness

To kick off the partnership, Vendasta co-hosted a webinar event with the IT manufacturer to educate MSPs on the importance of marketing development funds.

“It’s free money. You have done the hard work and partnered with an IT manufacturer. You’re trained and certified; you’re selling it through to your customers. You’ve earned that money,” says Vendasta Director of Sales, IT Channel, Andrew Down.

“MSPs are technically minded, they’re not sales and marketing focused. Marketing development funds are a great avenue to kickstart some marketing for your business. Historically, MSPs have grown largely by word of mouth with referrals and relationships in their local markets. It doesn’t hurt to have some potential inbound lead flow or content creation and collateral that you could use in sales motions long term.”

05-msp-new-clients

Overcoming barriers

With only 8% of available funds utilized from the previous quarter, Vendasta recognized the opportunity to support managed service providers and IT specialists, streamlining the process for accessing these funds.

“By partnering with their IT manufacturer, we were able to agree on what would qualify as fundable marketing content and solutions. One of the big risks as an MSP owner is spending the MDF they have available with no guarantee it would be approved. So we were able to get in front of some of the requirements,” Down says.

Outreach and strategy development

Vendasta took on the effort to reach out to dozens of managed service providers, making more than 100 calls and getting in touch with MSPs to offer support and options for utilizing their MDF.

Through a selection of purpose-built digital marketing solution packages, MSPs were able to work with a dedicated Vendasta representative to select a set of solutions that best fit their business goals and budget. Once on board, the MSPs have the advantage of managing their online presence and viewing proof-of-performance reporting built in to the managed service provider software on the Vendasta platform.

“We were really excited to partner with Vendasta. [They] came to us when we were just beginning our true marketing efforts,” says Managed Service Provider and President of IP Consulting, Cherri Mosey. “[They] have a team for me, to navigate through my options.”

“This method will help us meet our leads where they are at, capturing prospective clients who are wanting to buy and coming to us for education.”

Cherri Mosey

PRESIDENT, IP CONSULTING

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The result

Vendasta joined forces with a leading IT manufacturer at a time when only 8% of available marketing development funds were being utilized by their MSP partners. With $750,000 available for use in the upcoming quarter, and with help from Vendasta, the vendor reported that half of the funds were accessed as a result of the campaign. This more than quadruped previous utilization.

$750K
Quarterly MDF
available to MSPs
406%
Increase in
MDF utilization
15
MSPs onboarded
with Vendasta

Conclusion

With the foundations set for a successful partnership, Vendasta will look ahead to forge relationships with more major IT manufacturers, continuing to educate MSPs on the benefits of marketing development funds. By expanding its reach, Vendasta is positioning itself to streamline MDF use for more MSPs just like IP Consulting.

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