Measuring MSP Marketing Success (EP 932)
Kirstin Spiotto shares how her company Decoded evolved from a messaging-focused agency to a full-service marketing partner for tech companies, emphasizing goal-driven roadmaps and measurable ROI strategies. She dives into AI’s role in marketing and why tech firms must integrate messaging clarity with LinkedIn growth to thrive.
Uncle Marv welcomes Kirstin Spiotto, co-founder of Decoded, to discuss the company’s recent rebrand and expanded services tailored for tech firms. Kirstin explains why messaging clarity is the foundation for any successful marketing plan and how they build comprehensive marketing roadmaps that align with business goals such as ARR and client acquisition numbers. From leveraging AI responsibly to harnessing LinkedIn effectively, Kirstin delivers actionable insights for MSPs looking to optimize their marketing spend and measure true ROI.
Takeaways:
- Messaging clarity is foundational for all marketing efforts to avoid noise.
- Marketing roadmaps start with business goals (ARR, clients) and reverse engineer lead generation needs.
- Full-service marketing includes brand awareness, demand generation, SQL/MQL conversion tracking.
- KPIs and OKRs are critical to measuring and optimizing campaigns effectively.
- Website optimization focuses on traffic, engagement time, and conversion actions.
- Email marketing still delivers best ROI when treated as relationship nurturing.
- AI tools like ChatGPT can scale content but require clear brand messaging input.
- LinkedIn should be used strategically for thought leadership and opt-in lead campaigns, not spam.
- Small MSPs should right-size marketing spends and tactics; avoid wasting money on ads without roadmap.
- Consistency in messaging and metrics tracking is key to seeing long-term results.
People/Products/Companies/Tools/Events:
- Decoded: https://decodedstrategies.com
- ChatGPT: https://chat.openai.com
- Claude (Anthropic): https://www.anthropic.com/product/claude
- Perplexity AI: https://www.perplexity.ai
- Sales Navigator (LinkedIn): https://business.linkedin.com/sales-solutions/sales-navigator
- Google Analytics: https://analytics.google.com
- StoryBrand Framework (Don Miller): https://storybrand.com/
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