IT Nation Secure 2023 Top Takeaways

BigOrange Marketing recently attended Connectwise’s annual cyber security conference in Orlando, Florida. Within this blog we’re recapping our IT Nation Secure 2023 top takeaways, our speaking session on MSP marketing and a sneak peak at IT Nation Connect 2023. 

ConnectWise provides software, services and resources for IT MSPs, MSP+, TSPs, VARs and OEDs. They host a variety of events throughout the year to inspire, educate and create networking opportunities for the MSP community. BigOrange has been honored to speak at both IT Nation Secure and IT Nation Connect.

Cyber Security

Cyber security was the main focus of IT Nation Secure 2023. Many of the keynotes and sessions were focused on cyber security. Sessions included a large variety of topics as they relate to cyber and physical security. Here are a few main takeaways: 

• Cyber security is a never-ending story. It’s never “done.” It involves consistent monitoring, adjusting and management. This characteristic needs to be communicated and marketed clearly to clients. It’s no longer a set-it-and-forget-it task.
• Cyber security needs to be proactive. Just like it’s a continual project, cyber security management must be forward-thinking. Reactionary management is often too late. Proactive monitoring and responsiveness is essential.
• Cyber security insurance is becoming more important, as are leading-edge security efforts and maintaining compliance. Dave Hatter, director of business growth at Intrust IT, notes that understanding the distinction between security and compliance is vital for cyber security professionals. 

While security focuses on protecting systems and data from threats, compliance ensures adherence to legal, regulatory and industry-specific requirements.

Both concepts are interdependent and must be addressed to build a comprehensive cybersecurity program. By implementing robust security measures, organizations can achieve compliance and demonstrate their commitment to safeguarding sensitive information.

Lastly, labor shortages in IT and security was a major concern. Nextgov noted how the cyber workforce shortages are a big concern. The Cybersecurity & Infrastructure Security Agency recently released a report that found there were “more than 700,000 cyber jobs to fill nationwide and nearly 40,000 in the public sector as of April 2022.”

Moreover, roughly a third of all cyber security experts are leaving the industry in the next two years. Ever-increasing threats and burnout of industry experts is creating an issue for MSPs in hiring and retaining employees. There are some educational opportunities, but often experience outweighs education.

MSP Marketing Takeaways

Industry-Specific Marketing

Industry-specific marketing is a powerful strategy employed by many MSPs to target and cater to the unique needs of specific industries. By tailoring their marketing efforts, MSPs can position themselves as experts in the industry, showcasing their deep understanding of industry-specific challenges and solutions. 

Using various marketing channels like digital marketing, targeted advertising, industry-specific events, webinars and certifications MSPs can establish themselves as the go-to partners for carefully selected industries. This focused approach allows them to connect with potential clients on a deeper level, demonstrating their industry expertise and building trust.

B2B Marketing

In the world of B2B marketing, the influence of word-of-mouth recommendations cannot be underestimated. Studies have shown that a staggering 91 percent of B2B purchases are influenced by word of mouth. 

MSPs can leverage referral and incentive programs to encourage their satisfied clients to refer them to others. By creating a seamless referral process and offering incentives such as discounts, rewards or special access to services, MSPs can tap into the power of positive recommendations. 

The bottom line? 

Making it easy for current clients to refer their services through personalized referral links or simple referral forms can significantly increase the likelihood of generating new business through word of mouth.

Social Media Marketing

Adhering to the 80-20 rule is a proven strategy for MSPs specializing in social media marketing. 

But what does the 80-20 rule actually mean?

The rule suggests that 80 percent of social media content should be educational and informative, providing value to the audience, while the remaining 20 percent can be promotional in nature. MSPs can create a wide range of educational content such as blog posts, how-to guides, industry insights and tips to address the pain points and challenges faced by their target audience. 

By positioning themselves as valuable resources and thought leaders, MSPs can build a loyal following and attract potential clients. The promotional content can include case studies, success stories, special offers and product/service highlights, allowing MSPs to showcase their expertise and generate leads without overwhelming their audience with constant self-promotion.

MSPs and Cybersecurity Marketing Efforts

Allan Walters’ presentation provided one of our IT Nation Secure 2023 top takeaways:  Insightful analysis of the “do it all” MSP versus specialty IT companies from  W. O’Donnell Consulting, Inc. highlighted the importance of rebranding for MSPs looking to excel in the cyber security space. Rather than positioning themselves as general IT support providers, Walters advised that MSPs create a separate brand or division specifically focused on cybersecurity services. 

Ever hear of the phrase “jack of all trades, but master of none”? It doesn’t instill confidence in buyers looking for an invested cyber security partner, Walters explained.

This approach not only enhances credibility but also instills confidence in potential buyers who are seeking a specialized cyber security partner. By separating their offerings and emphasizing their expertise in cyber security, MSPs can address the growing demand for robust security solutions and position themselves as trusted specialists in an increasingly complex digital landscape.

Using ChatGPT to Rocket Fuel Your MSP Marketing 

Margee Moore, BigOrange Marketing, presented a session on how to use ChatGPT in your MSP marketing campaigns. ChatGPT can write copy quickly, personalize copy for your audience and in general improve efficiency. It can’t tell a good joke, write as a thought leader or act as a good search engine (yet). But it can add some rocket fuel to the process of developing marketing campaigns. Here are a few ways to use it:

Define a Goal/Target

As a business, it is important to fully understand your overall business goals for 2023. 

What do you want to accomplish? 

Do you want to launch a new product, enter a new city with existing offerings or go after more sales in a target industry? By keeping a chat window open in ChatGPT, you can “train” it around the specific goals you may have. Try out prompts like these:

• What 10 keywords do people most search for when looking for an RIA firm? 
• What are the key benefits of working with an RIA firm?
• What are the differences between choosing an RIA firm and a broker-dealer?

Leverage ChatGPT to Write Copy

Now that you have your business goals and target objectives in mind, you can start the process of writing copy to achieve those goals. If you can name it, ChatGPT can develop starter copy for it: product promotions, landing pages, ads, emails, videos, blogs, social media posts, speeches, brochures, the list goes on.

While we don’t recommend just copying and pasting whatever GhatGPT generates, its content serves as a good starting point for those who have writer’s block or are struggling to come up with the right words to phrase something.

Consider the following prompts to use in your marketing efforts, and refine them as necessary: 

• “Act like an award-winning copywriter, write a Facebook Ad that is persuasive, funny and conversational, Featuring [benefits].”
• “Write a sales email that is funny, persuasive and conversational that pays off this subject line [chosen subject line]”
• “Create a script that builds on the viewers’ pain points and desires by highlighting how [product/service] can help them to solve their problems and achieve their goals. It should have a nice hook and talk about [main points].”

IT Nation Secure 2023 Top Takeaways

BigOrange Marketing loves attending trade shows, sharing IT marketing tips and networking with technology experts. We help dozens of companies win millions of dollars in business while delivering what others just promise. 

We provide websites and complete outsourced digital marketing plans to help you get found, get results and get your time back. Schedule a non-salesy call with our marketing strategists for a better way to get leads and start growing your business today.