Episode 118: Can your MSP generate leads with webinars?

Episode 118: Can your MSP generate leads with webinars?

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Paul Green's MSP Marketing Podcast
Paul Green's MSP Marketing Podcast
Episode 118: Can your MSP generate leads with webinars?
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In this week’s episode

  • Yes, we’re all suffering from webinar fatigue. But don’t let that stop you from creating your own. There are huge benefits to creating and running your own webinars. Paul explains how to get started in this week’s episode
  • Also on the show this week, the better way to sell cyber security. Paul’s featured guest started his career in cyber security for the military and has some great advice on how best to sell cyber solutions
  • Plus find out why you need to redouble your marketing efforts. And there’s a book recommendation that will help you manage your time better

Featured guest

Bob Jamieson is a featured guest on Paul Green's MSP Marketing Podcast

Thank you to Bob Jamieson from CSM International for joining Paul to talk about how sell cyber security in new ways.

Before joining the private sector, Bob served 22 years in the US Marine Corps where his primary focus was on Information/Data Security. Bob is currently the Chief Executive Officer for CSM International and is responsible for leading a global company delivering digital solutions for clients with an emphasis on maintaining effective cybersecurity and data privacy.

Connect with Bob on LinkedIn.

Show notes

  • Out every Tuesday on your favourite podcast platform
  • Presented by Paul Green, an MSP marketing expert
  • In discussing webinars, Paul mentioned Easy Webinar
  • You can join Paul in the MSP Marketing group on Facebook
  • Paul mentioned the photo background removal tool www.remove.bg and Google’s PageSpeed Insights tool
  • Thank you to Phyl Morgan from Pax8 for recommending the book Getting Things Done by David Allen
  • In next week’s episode on February 22nd, Paul will be joined by John Montgomery from Hot Prospects, talking about how to generate more leads for your MSP
  • Got a question from the show? Email Paul directly: hello@paulgreensmspmarketing.com

Episode transcription

Voiceover:
Fresh every Tuesday for MSPs around the world. This is Paul Green’s MSP Marketing Podcast.

Paul Green:
Hello, and welcome to the show. Here’s what we got coming up for you this week.

Bob Jamieson:
Those businesses can be severely harmed from a cyber attack. That harm could cause them to no longer exist. To protect, it’s really about doing three simple things.

Paul Green:
That’s Bob Jamieson, he’s the CEO of an MSSP, a managed security services provider. And he’ll be here later on in the show telling you how you can build more trust with your clients, so of course you can sell them more security services. We’re also going to be talking about now being the time to double down on your marketing. Whatever marketing you’re doing right now, there’s always more you can do, and this is exactly the right time to start doing it.

Voiceover:
Paul Green’s MSP Marketing Podcast.

Paul Green:
So I’m not sure if you can hear it in my voice or not, but I’ve actually got COVID right now, well at time of recording. I’m recording this back in January and I’m absolutely fine. I’ve got very, very few symptoms. My only symptom really is my voice just sounds a little bit funny. I’m a bit cloggy at the back of the throat. You know, there’s kind of some catarrh. Anyway, the one upside of having COVID and not being ill is I can’t leave the house. Here in the UK we have like a 10 day self isolation. My daughter doesn’t have it, so she’s off to school and one of the other parents is picking her up and it means I’ve actually had a whole load of extra time at home. I work from home anyway, but I haven’t had to do the school runs or be distracted by going out for a Starbucks or anything like that.

Paul Green:
So I’ve been at home sort of 10 hours a day for the last few days, and I’ve got loads and loads of work done, absolutely tons of it. One of the things I’ve been looking at is our automated webinar. So on our service MSPmarketingedge.com, we have some automated webinars. And the idea is that you can go in and you can click on the webinar tab up at the top in the navigation and there is an on demand webinar. So you can register and watch a webinar and it’s, don’t know, 20, 30 minutes of me talking about a marketing system. It’s a marketing system, which the MSP Marketing Edge fulfils. So we’ve built something which perfectly fulfils the problems that you have as an MSP, the marketing problems that you have anyway. Now, the reason that we built that as an automated webinar and we get about four, five people a week registering for it and watching it. It was pretty much because I wanted to give people information at exactly the moment that they were looking for information. And an automated webinar seemed to be the right way to do that.

Paul Green:
I mean, I do a lot of webinars. I do a lot of webinars with vendors. I perhaps do one or two webinars a week in a usual week. And I have this automated one and I do some with my own clients as well. It kind of brings up the question of, can you, and should you use webinars to promote your MSP? The basic answer to that is yes. Now I know that we all have webinar exhaustion right now. If you go back a couple of years to when the plague first started and suddenly all those in-person events were gone, we couldn’t do them and so many people flipped very, very quickly to doing webinars and nothing wrong with that at all. But now two years down the line, there really is a lot of webinar exhaustion.

Paul Green:
Everyone’s got a webinar. Everyone seems to be putting one on. I mean, you could spend all day on webinars. Of course the downside of a webinar from the point of view of the person who’s doing them, is that anybody can sit and watch a webinar or have it on in the background, while they’re doing something else, especially people in our world. It’s far too easy to have the webinar on in the background and just carry on doing something else, which means you’re not really paying attention, unlike a normal event. However, I think you should still consider doing webinars for your MSP. The main reason I think you should consider that is because most MSPs don’t do it. Where most people don’t do something, that’s actually an opportunity for you to do something.

Paul Green:
Now there are lots and lots of different ways that you can do webinars and we’ll talk about the different formats in a second. Let me firstly address perhaps the elephant in the room, which is your performance, your presenting skills. As I stand here, recording episode 118 of this podcast, this is the culmination of a very long presenting career for me, that’s been going on pretty much since 1996. So what’s that? That’s 20, oh my goodness, that’s 26 years. 26 years I’ve been either doing stuff professionally with a microphone on radio, or presenting videos, or doing webinars or stuff like that so this is second nature for me, whereas I appreciate for you it might not be the case. You probably haven’t done a great deal of videos, not a lot of audio work, and the idea for you of doing a webinar might be your idea of hell. However, here’s the thing. Do you know your stuff?

Paul Green:
I mean your computer stuff. Do you know? Of course you do. Of course, what did I even ask that question? You know, your stuff inside out. If I sit you down with a prospective client and you talk about technology and not just the technical stuff and the bits and bobs, but the fun stuff, the productivity, the helping the business to grow, all the stuff where technology is really the enabling factor. Of course you know your stuff. You know your stuff about security. You know your stuff about all of these kind of areas because it’s your world. It’s what you do on a day to day basis. That is what you need for a successful webinar. You don’t need to be a great presenter. You need to know your stuff. Great presenting skills just come through practice.

Paul Green:
Believe me, if you’d heard me back in 1996, I was awful and I’m not that much better today, but I know my stuff and I’ve just got enough experience to not be scared of the microphone or be scared of the webcam. So you really should do webinars. What should you do them on? I don’t know. What’s your favourite subject? Are you passionate talking about security? Security’s something that most MSPs think makes a great webinar. In fact, yeah, surely it’s a big thing right now and all business owners and managers should be thinking about it and buying more security stuff. But are they really that interested in security? Would they be more interested in knowing how to get more out of Microsoft 365? Would they be more interested in knowing how to make their business more productive? These are the questions to ask yourself about your webinar content.

Paul Green:
I’m not going to suggest specific content to you. In fact, you may do three or four different webinars over the next few months to see which is the most interesting. Your cyber security one, which might actually be the most urgent, the one that people should be paying attention to, could potentially have the least number of attendees, the least amount of engagement, because ordinary people just don’t see that it’s important to them, whereas how to get more out of 365, almost the least important subject in a way, that might get the best level of engagement. That’s probably the thing to do is pick or four different subjects and put on three or four different webinars. Now, the easy way to get started is just get started. Just announce a webinar. Have you got an email list? Do you have a following on LinkedIn or on other social media platforms? Pick a subject, any subject, announce the webinar, go and get some webinar software. I’m not going to give you recommendations on the podcast. You can use Google for that.

Paul Green:
There’s tons of webinar software out there. Pick the one that just works best for you. I mean, a Zoom webinar is fine. There’s all sorts of different webinar software. We use something called Easy Webinar, but again, you’ve just got to go and find the one that’s right for you rather than just taking the recommendation and the new shiny thing that someone else has told you about. The important thing is not the software. It’s just getting a webinar out there. It’s setting a date, saying, “Hey, we’re doing a webinar,” and just doing it. Do three or four, schedule three or four over the next few months. You might do one a month. You could do a webinar series or you might do one every other month, whatever you’re comfortable with.

Paul Green:
But here’s thing. When you schedule a date and just say, “Right, we’re doing a webinar,” that becomes a deadline. Suddenly you’ve got to work backwards and do some promotion. You’ve got to work backwards and put together the content or any kind of slides that you’re using. The beauty of setting a deadline and knowing that people are potentially turning up for a webinar is that you have to do that webinar. Believe me, there is a real power in scheduling that and just kind of forcing yourself to do the work. Now, let me just set your expectations. Even if you’ve got a big following on social media and on your email list, you could have thousands of people that you promote your webinar to, and you’ll still get about five people turning up. In fact, you might get 50 registrations, but only 10 of those will turn up.

Paul Green:
We typically see around 20 to 25% of people who registered for a webinar actually turn up for that webinar. Nothing wrong with that. That’s normal. We do see often more plays on the replay. So if you have let’s say 10 people turning up for the live event, you might get 20 or 30 watching it on the replay. This seems to be becoming the standard for webinars. Do not let this put you off. There’s nothing to be depressed about doing a webinar for five, six, seven, 10 people, because actually it’s not just those 10 people, it’s the 20, 30, 40 that will watch it overall. You can take the webinar and turn it into a piece of recorded content for your website so it’ll be there on your website forevermore. Actually, the whole process of going through a webinar is great for you, getting your promotional mind clear, being clear exactly what you want to talk about and how you want to talk about it.

Paul Green:
Just because you do a webinar today and only five people attend doesn’t mean it’s not going to influence someone down the line to potentially join you as a client. Every piece of marketing content can and should buy its way in the future or pay for itself in the future. So don’t be depressed if your webinars have very few people on them, and don’t let that put you off. I’ve done webinars, and I have big lists. I have several thousand people that get my emails. I’ve got a couple of thousand in my Facebook group. We’ve got I think 6,000 on LinkedIn, not huge numbers, but big enough numbers. And I was doing webinars last year where like five people turned up. But the point is two of those then went on to become clients so the webinar did its thing and we could take that content, put it on the website, and it pays for itself over the long term.

Paul Green:
The real question to ask yourself is what’s your webinar strategy going forward? Because there are lots of different ways of doing webinars. You can do live ones and they have their merits. They have that deadline. They have that, “If you don’t attend, you will miss it,” particularly you don’t do recordings, although I do highly recommend that you do do recordings. You can do automated webinars like we talked about earlier, so that’s where you can take a webinar subject, you record it, and then you use automated software, which you can get in many of the webinar platforms, so people just go and register for it and it’s there and then exactly at the point that it’s convenient for them. And that’s the beauty of automated webinars. It’s convenient for them compared to live webinars, which tend to be convenient for you.

Paul Green:
One of the other things you can do with an automated webinar is turn it into an evergreen. An evergreen is a webinar that never goes out of date. This is our one on the MSP marketing edge. It’s kind of an evergreen in that I’ll review it every two to three years, but it’s based around our marketing strategy that we recommend to MSPs. We teach them about that and then show them how our service makes life easy for them. It’s designed to be an evergreen in that I just don’t have to go back and re-record it all the time. It just sits there. I’ve done it once and now I just have to pay my 70 bucks a month or whatever I pay for my software to do that evergreen webinar and it sat there working for me 24 hours a day. I know that we have won clients off the back of that because I see people register for it and then an hour after it’s finished, I see them sign up for our service, so I know that works and that’s why it’s worth the 70 bucks a month or whatsoever.

Paul Green:
Lots of different ways that you can do webinars and often you are held back by the functionality of the webinar software more than you are your own mind. I guess the final question to ask yourself is, should you be doing webinars or should you just actually be recording videos? Because webinars are kind of one off events. Yes, you can use the recorded content, but they are essentially events. They’re things that happen. Maybe with webinar exhaustion, it would be better, certainly if you have lots of ideas of webinars that you could do, maybe you’d be better starting a YouTube channel and actually turning those webinars into videos. If you have loads and loads of ideas, that might be a better way of doing it.

Voiceover:
Here’s this week’s clever idea.

Paul Green:
How has your marketing performed for you over the last couple of months and last couple of years? Whether it’s done well or whether it’s been a bit nah, I truly believe it’s time for you to redouble your marketing efforts, double down on your marketing and make marketing your MSP your first and most important priority. Now why would I say that when there’s so many other things to be done? Because marketing is so often an afterthought for MSPs and it shouldn’t be. It should be the number one thought. Once you’ve established your business, once you’ve got your stack in place, once you’ve got your system set up and enough resource to allow you to successfully service the clients that you win, the next job and the number one job for the next few years has to be to establish effective marketing systems and set everything up so it can operate on autopilot, so you’ve got a system rather than just a haphazard series of things that happen now and again.

Paul Green:
I love systems. Systems are reliable. They’re predictable. You can build and turn on an effective system and you know then what the results will be. Now with the MSP world, it takes time for the result else to come in. It’s such a slow and long sales cycle, but the system keeps working at it day in, day out. When you put your marketing efforts on autopilot, it gives you the opportunity to stand out so much from your competitors. In fact, let me say something controversial. You will beat your competitors with consistent, persistent marketing. Even if you’ve got a very well funded, very big and very well resourced competitor, if they’re not doing consistent and persistent marketing, let’s say they’re just doing big marketing campaigns now and again, but essentially they’re stop-starting with their marketing, you can beat them with a little bit every day. You don’t need to be a big well resourced MSP to do big well resourced marketing, but the best kind of marketing it’s drip, drip, drip, every single day, five, six, seven days week, 52 weeks a year.

Paul Green:
Now really when you’re doing your marketing, there are only really four growth areas that you are trying to hook into, that you’re trying to leverage. The first of those, of course, is trying to attract more new clients. There’s lots of different things that you can do around that. You’ll have heard me talk about my three set marketing strategy: build multiple audiences, build a relationship with those audiences, and then commercialise that relationship. This is about using an education based marketing strategy to find people to speak to, to educate them and entertain them about the things that are important, and then get them on the phone, on a video call, or in person to talk about their favourite subject, which is their business. That is a massive and very, very well proven marketing strategy for MSPs.

Paul Green:
But marketing isn’t just about winning new clients. It’s also about increasing the average sales amount. You’ve got to constantly be growing the amount of money, monthly recurring revenue, that your clients are giving you. This is about strategic reviews. It’s about technology roadmaps. It’s about constantly having conversations with your clients, again about their favourite subject, their business, themselves, their staff, their performance, and the future. Always, always an eye on the future. The goal here really is to make your customers, your clients, want to buy from you more often. There’s a steady stream of things that you can sell them. In fact, you should never, ever really run out of things to sell them. The goal is to have a whole series of compelling offers to put in front of them that it’s going to be very hard for them to turn down because they can see they’re no brainers. They’ll either save some money or they’ll make some money or they will increase productivity or it’ll just make their business more robust. And this is marketing. Well, it’s marketing and sales really. This is why I say that marketing should be a nonstop thing. You should be constantly going at it again and again and again.

Paul Green:
Then the final big area of doubling down on your marketing is keeping your clients for life. This is about good retention. Now MSPs have good retention baked in to what you do, but I think you should go the extra mile. Have literally the best customer service of any MSP in your area. You know, constantly be making your customers happy, delighting them, doing stuff unexpectedly, going that extra mile and they will reward you with great social proof, testimonials, reviews, and case studies. And then that great social proof can be leveraged to get more new clients. It’s a real virtuous circle. It really is.

Paul Green:
We’ve talked about four big areas there: getting more new clients, increasing the amount that they buy, helping them to buy more from you, and keeping them for life. These are the four areas that make the most difference. These are the ones you should be focusing on obsessively when you are doing marketing within your MSP and you know what? I’m going to help you.

Paul Green:
Over the next few weeks, we are going to put together, you and me, over the next few weeks on this podcast, a one page marketing plan. We’re going to deal with section after section, week by week. I’m going to keep it very simple because I want you to go into spring of this year with a one page marketing plan in your hands. Something that’s not just some dusty old document to file away somewhere at the back of your laptop but something that can sit on your desk, or better still, you can pin it up on a board in front of your desk and it is your alive, one page marketing plan so you know exactly how to put in place that consistent and persistent marketing system for your MSP.

Paul Green:
We’re going to start doing that in next week’s episode. If you’ve got any feedback on that, any ideas or things you want to put in there, why don’t you just drop me an email? My email address is hello@paulgreensMSPmarketing.com.

Voiceover:
Paul’s blatant plug.

Paul Green:
I mentioned earlier in the show that I have a Facebook group. It’s focused entirely on MSP marketing and business growth. Really easy for you to find it and join it. Just go into Facebook, go up to the top, the search bar, type in MSP marketing, and then go on to groups and we’ve got the biggest pure MSP marketing group on Facebook.

Paul Green:
I’m just looking through some of the most recent posts. Steven here is talking about user content. He’s been creating content in Google Docs and he’s asked here, can I use that on my website or would it be better actually copying that into the website itself rather than trying to get Google to index Google Docs content? The answer to that is yes, you need to put it into your website. Someone’s posted a real great photo here. We have a bit of humour in this group as well. It’s a photo of a kind of a server room in a toilet and the person that’s posted it said, “Can you caption this?” 27 comments with some great captions on that. Here’s something about making video calls look and sound better. This is actually a suggested something, not just for you, but something you could sell onto your clients as well.

Paul Green:
Then we’ve got here business book suggestions, so we’ve got 15 comments here with some great business book suggestions. There are some great book suggestions out there, aren’t there? There really are. We’ve got a question here about ConnectWise. For anyone connecting or using ConnectWise what’s a good price per user here in the UK? This is actually an international group. It’s MSPs from both the UK, the US, and from around the world. And that’s got a whole load of comments on it. Then we’ve got another one here, it’s my suggestion for something called remove.bg, which is a background removal tool. You upload a photo and they’ll remove the background. It’s a pretty cool tool. They actually have a version for videos as well. I can’t remember what it’s called, but if you Google remove.bg videos, you’ll come up with the video version of that.

Paul Green:
And then we’ve got a thing here talking about … It’s a thing I do sometimes on Wednesdays, Website Improvement Wednesday, and we’re talking about site speed and how critical speed is a factor in the amount of organic traffic you get to your website. I’ve got a link here in the Facebook group to go and test your speed on Google’s page speed insights.

Paul Green:
If you are serious about improving your MSPs marketing and you want to double down on it, this is just a great place to hang out. I’m there every day. You can discuss marketing with myself and nearly 1500 other MSPs. All you do then is you go to Facebook, type in MSP marketing, go on to groups and apply to join. We’ll only let you in if you are actually an MSP. This is a vendor free zone, so it’s pure MSPs and me and it’s where we talk about marketing and business growth.

Voiceover:
The big interview.

Bob Jamieson:
Hi, I’m Bob Jamieson. I am owner of an MSP. I have an extensive background in cybersecurity starting at the age of 17 in the US Marine Corps, where I ended up being the commanding officer of the school for electronics for the Marine Corps. Elsewhere as a chief information security officer for very, very large corporations in the United States.

Paul Green:
And thank you so much for joining me on the show, Bob. You’ve clearly done some very interesting things in your time. Did you know early on in your career that cybersecurity was going to be something you moved into or was it something that just kind of developed over time during your military career?

Bob Jamieson:
Yeah, so it was one of those things I didn’t ask for. I guess it turned out to be a good thing at the end, but when I joined the Marine Corps, I had joined to be an infantryman and the end of infantry school, they told me I was going to go into this thing called information security, which I had no idea what it was. At the tender age of 17, they sent me to these schools to go through actually a year and a half of schools on networking, networking security, cryptology, and a wide variety of other things. I was one of 25 people in the Marine Corps that was doing this practice so that our base posts and stations could stay secure.

Bob Jamieson:
This was in the late ’70s and ’80s. The world was waking up to this thing about information security. The military had cryptology for its radios and for a lot of its communications prior to then, but in the ’70s and ’80s, we started getting into the internet. At that point, it became very apparent that security was very needed and was not a skillset that was inside the military organisations or the government altogether.

Paul Green:
This is fascinating. So you’ve literally spent your entire career involved in cybersecurity. Let’s fast forward then to what you’re doing today. You’re an MSP owner, and before we started our interview recording today, you were just telling me about some of the education work that you’re doing with ordinary business owners and managers. I said something, which you challenged me on. I said that they are not aware of cybersecurity and you said, “Actually, that’s not quite right, Paul.” That people look at it from a different way.

Bob Jamieson:
The issue is really very few people on the planet understand the digital world. The digital world is very abstract. When you think about our physical world, it’s something we can touch, see, smell, interact with, but the digital world it’s there. In fact, if you think about it, the money that’s in circulation, only a fraction of the money that’s in circulation, is physical money. Most of it is digital, and I’m not talking about Bitcoin. I’m talking about dollars, euros, whatever that is, it’s exchanged using cards. It’s exchanged using digital technology. But we don’t see that. We have a physical card that we use to buy petrol at the gas station so it still feels like it’s a physical thing, but it’s not. The problem is understanding that abstract world and getting people to understand that this abstract world is becoming more and more meaningful to their physical world.

Paul Green:
Is that because as technology advances more and more of our lives are lived digitally? Is that what you mean?

Bob Jamieson:
Other aspects of our world are becoming this digital piece. You think about the companies that have grown during the pandemic, Amazon and even Walmart and these other companies that have really got into this digital world where they’re transacting business strictly through the computers. In fact, your systems, everything that you get, is through is computer based supply chain. That computer based supply chain is a digital twin to this physical supply chain, but it’s becoming more and more important. When it breaks down, things don’t work on the physical side at all.

Paul Green:
This is a big problem then, because if, as you say, very few people on the planet actually truly understand this and comprehend it, how can ordinary MSPs educate ordinary business owners and managers about it?

Bob Jamieson:
I think that this truly has to be about creating that trust factor. You know, if you’re looking at a thing … in fact, I was told this as a CISO for two corporations, when you go into a board meeting, you never make the board members look stupid. You always well want to make sure that they look smart. When we think about this from a MSSP, if we’re going into a customer, we don’t want them to feel stupid or inadequate. We want to have them understand what they’re trying to do and actually get engaged with it. Cybersecurity is a business problem that uses technology. It’s not a technology problem that happens to be part of business. We’ve got to help our clients understand that. It’s really building that trust, where it’s much more of that explanation of here is what your problem is, here’s why it’s important, guide them towards why they need to be engaged with it and feel its importance, not from FUD, fear, uncertainty, and doubt, but really talking about it from a business risk and a business outcomes.

Paul Green:
Let’s look at how you do that practically. You told me that tomorrow you’re going to do, was it a couple of hours with some CPAs, some accountants in your area, and you’re going to try and educate them about this. From a practical point of view, how will you be approaching that seminar that you are doing tomorrow? And how can the average MSP even start this conversation?

Bob Jamieson:
For tomorrow, I built a deck and the deck is somewhat provocative. By provocative I mean, it challenges our ideas. Again, it’s not using that FUD type approach, but it’s really more about this pragmatic approach. Here are the things that are going on. Here are the changes. Here are what we will see the future looking like for you. Here’s what the attack surface looks like. The estimate today is that cyber crime is worth three to five trillion, much more than global retail. The number of people that are engaged in cyber crime, and this is from script kiddies all the way up to sophisticated criminal gangs, is somewhere in the vicinity of a hundred million people.

Bob Jamieson:
These are estimates that were dated about a year old. But if you think about it, the people that are protecting our systems is about 500,000 people across the globe so the businesses have to be engaged with this and understand it. It is really breaking that whole, we would call framework, but breaking that structure down to bite sizes that they can identify with and then think about how they can also be engaged in helping that solution for those bite size problems.

Paul Green:
For your average business owner, how do you think they engage with this? Even if you break it down into small chunks for them, it’s just not their world, is it? It’s not something they’re interested in so what’s the best way to hook them in?

Bob Jamieson:
One of the things I use is I say, okay, so you have regulatory requirements, you have compliance requirements, you have other things that you may be subject to, but at the end of the day, what you don’t want is you don’t want to be harmed. Businesses, especially the small to medium businesses, those businesses can be severely harmed from a cyber attack, whether it’s ransomware, whether it’s a whaling attack. No matter what that attack is that harm could in some cases, depending upon their size, cause them to no longer exist. This is really talking about this in very, very pragmatic terms.

Bob Jamieson:
To protect, it’s really about doing three simple things. First is controlling email. 90% of all attacks start with email. Actually just about everybody on the planet has been subject to some sort of phishing email, so this is something that they understand, but then as you’re describing it, you can say this is how it evolves inside your organisation to cause it to become a much more damaging type activity and here’s what you can do to stop it. Here’s how you can engage with your corporation to stop it or your company to stop it. Here are the things that you can do to eliminate this 90% of the attacks.

Bob Jamieson:
Second thing is infrastructural attacks and this is nothing more than just patching your systems, keeping your systems clean. If you do have a domain that’s sitting in a DMZ, closing down ports. It’s hygiene. It’s the same thing as taking care of your car. You take it in to be checked and tuned up and change the oil. It’s the same type of thing, but you do this with your electronic equipment.

Bob Jamieson:
And then lastly, it’s making sure that you understand what insiders can do and how insiders can negatively affect you and have a program in place so that you can protect against them. Everything I just said is summing up a whole big body of things like ISO 27001 framework and a NIST 800 framework. It’s getting it to these bite size chunk that a business owner can say, I get it and I understand it and can you tell me more?

Paul Green:
Yeah, which is exactly where we want to get them to. Bob, thank you so much for your time talking about this. I feel like I could talk to you for hours about how to make cyber security more relevant to ordinary people. Just tell us a little bit more about your business and how can we get in touch with you?

Bob Jamieson:
So CSM International is a fairly diverse business. We have operations in the Czech Republic, Philippines, throughout the United States. We specialise in the NIST 800 framework, the NIST 800-171 actually. We’re on the web csm-int.com. What we do is we provide services in all these areas I just described to help, especially the small to medium market, solve their cybersecurity problems.

Voiceover:
Paul Green’s MSP marketing podcast. This week’s recommended book.

Phyl Morgan:
Hi, I’m Phyl Morgan from Pax8 and my book recommendation is Getting Things Done by David Allen. I kid you not this book put about 20% of my time back in my diary. If you’ve not read it, I thoroughly recommended you do so. There’s tips and tricks and automation tools in there that can help you improve your everyday productivity, a thoroughly good read. And I promise you, you won’t waste your time in reading it.

Voiceover:
Coming up next week.

John Montgomery:
Hi, my name is John Montgomery and I’m an expert at generating leads for MSPs. I’m going to be doing a podcast next week with Paul on how this can be done.

Paul Green:
We’re also going to start the process of putting together your one page marketing plan. Like I was talking about earlier in this episode, I’m going to make it very easy for you. The goal is that you can walk away in a few weeks knowing exactly what you’ve got to do to market your MSP and put in place that persistent, consistent system. We’re also going to be talking about what clients really, really buy from you. They do not buy technology. They don’t buy computers, software, services, any of that. What do they really buy? We’ll explore that in next week’s podcast.

Paul Green:
Hey, whichever platform you’re listing on, would you mind subscribing, please? If there’s a subscribe button, please do hit it. It helps me notify you when the next episode is ready and it also tells the platforms that more people are listening to our podcast so we can get this out to more MSPs around the world. Then join me next Tuesday and have a very profitable week in your MSP.

Voiceover:
Made in the UK for MSPs around the world. Paul Green’s MSP Marketing Podcast.

 

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