Marketing for IT consulting and managed service providers
Seats compound month after month, so the programme aims at mid-market accounts that are reviewing their provider at renewal.
Where the money moves.
A managed services contract is rarely won on a good day. It is won when an agreement is months from expiry, when a board has just read a cyber insurance renewal, when an audit came back short, or when a finance director has looked at the invoice and asked what the money actually buys. Those are the moments worth spending against. Ignis builds the campaign around switch triggers instead of a general services message, so the ad, the page and the follow-up all speak to a company that already has a provider and is deciding whether to keep them.
Because revenue arrives per seat and per month, the arithmetic rewards patience. One mid-market account of a few hundred users is worth more across the life of the agreement than a run of small wins that consume the same onboarding effort, so targeting is set by company size, sector and technology footprint rather than by lead volume. Cost per lead is close to useless as a measure here. We report qualified opportunities by seat band, pipeline value by contract term, and where each closed account first touched you.
Buyers in this market verify before they enquire. Essential Eight maturity, ISO 27001 certification, vendor competencies and named reference customers in their own industry do more selling than any promise about service quality, and the site has to make every one of them checkable in a minute. We build that trust surface: accreditation stated plainly, a security posture page a risk officer can hand to their board unedited, reference stories written with the client's approval, and response commitments described exactly as they appear in your agreement.
There is also money on the table you may not be touching. Vendor market development funds sit unclaimed at plenty of partners because the reporting requirement is tedious, so we design campaigns that qualify and package the evidence the way the vendor wants to receive it. Beyond that the mix is unglamorous and effective: search against the problem, LinkedIn against the account list, technical content your engineers contribute to, and email into the accounts you have been circling for a year. Every account, domain and profile is registered to you.
What we run.
Renewal-window targeting
Contract expiry is the moment a switch becomes possible. We build the target list by size, sector and technology footprint, then time paid and outbound activity to the window where an agreement is under review instead of running all year at one weight.
Security posture as a published asset
Essential Eight maturity, ISO 27001, vendor competencies and your incident response approach, set out on a page a risk officer can send to a board without rewriting it. Verification is what shortens this sale.
Engineer-led technical content
Credibility sits with the people doing the work. We interview your engineers and architects, then produce the migration write-ups, the post-incident lessons and the platform comparisons a technical buyer reads long before they fill anything in.
Account-based campaigns on a named list
You already know which accounts you want. We run LinkedIn, email and search against that list specifically, with creative built for their industry and their compliance obligations, and report movement account by account.
Vendor market development funds, claimed
Co-marketing money goes unused because the reporting is tedious. We design campaigns that qualify against the vendor's requirements and package the evidence in the format they accept, so the budget arrives instead of lapsing.
Questions we get asked.
By stage and by seat value rather than by lead count. Every opportunity is tracked from first touch to signature with its source held against it, so a deal closing late still credits the campaign that started it. Monthly reporting shows pipeline value by contract term and exactly where accounts are stalling.
That is usually the right call in this market. We load your target accounts, match them across LinkedIn and search, run creative built for their sector, and coordinate with your sales team so outreach lands alongside the advertising rather than cold. Reporting comes back by account, not by impression.
An interview each, occasionally. They talk, we write, they check the technical accuracy before anything publishes. Nobody is asked to draft an article, and the review pass is about whether the detail is correct rather than whether the writing is any good.
We build campaigns to qualify for them where they exist. Requirements differ by vendor and by tier, so the campaign design, the creative and the reporting evidence are shaped to what your programme actually accepts, which is the part that normally stops the money being claimed at all.
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