How Allstar Partners Transformed Its Marketing Approach with the ConnectWise Partner Program

Allstar Partners

Allstar Partners is a cybersecurity-focused managed services provider (MSP) headquartered in Schaumburg, Illinois. Under the leadership of COO Albert Grychowski, the company specializes in managed security, support and technical consulting. With a strong focus on navigating the complexities of modern cybersecurity, Allstar has built a reputation for delivering tailored solutions to its clients.

Challenge

As a growing MSP, Allstar Partners faced significant challenges in managing and marketing its cybersecurity services. Historically, the company relied on organic growth through referrals and word-of-mouth — a strategy that proved increasingly limiting as the cybersecurity landscape became more intricate and competitive.

Solution

Recognizing the need for a more structured approach to marketing and lead generation, Allstar Partners turned to the ConnectWise Partner Program. Over a two-year collaboration, ConnectWise provided the tools and resources necessary to transform Allstar’s operations, equipping the team to tackle both technical and marketing challenges.

Results

The ConnectWise Partner Program enabled Allstar Partners to transition from a referral-based sales strategy to a systematic approach, accelerating their sales processes and improving lead generation and closure. MDF-funded seminars and webinars enhanced event success by attracting new clients through expert-led presentations. GlassHive streamlined their marketing efforts, strengthening their market positioning and making it easier to connect with prospective clients. Additionally, participation in IT Nation events kept Allstar informed about innovations like AI-powered tools, helping them stay ahead of client needs.

“We’ve used MDF funds to host events with cybersecurity engineers, which has been very successful in driving client engagement”

“We’ve gone from being a technology-focused company to a team of confident marketers...This partnership has truly been transformative for our business.”

Based in Schaumburg, Illinois, Allstar Partners specializes in providing comprehensive IT services and solutions for SMBs. Despite their technical prowess, the team lacked the marketing expertise needed to systematically scale outreach and generate leads. “Our growth was largely referral-based,” Grychowski explained. “But that can only take you so far.”

To address this challenge, Allstar turned to the ConnectWise Partner Program.

About The ConnectWise Partner Program

Joining the ConnectWise Partner Program offers MSPs enhanced marketing capabilities through tools like GlassHive, resources and investment support via the Market Development Fund (MDF) for hosting events, and comprehensive training resources to improve both technical and sales skills.

The program also provides valuable industry insights from events like IT Nation Secure and IT Nation Evolve, networking opportunities with industry experts, and increased credibility by establishing companies as thought leaders.

Overall, it empowers Partners to overcome marketing challenges, grow their businesses, and position themselves as leaders in their fields.

Leveraging GlassHive for Lead Generation

The introduction of GlassHive, ConnectWise’s marketing automation platform, was a game-changer for Allstar Partners. GlassHive simplified marketing processes, empowering the technical team to confidently market cybersecurity services without prior expertise.

“GlassHive turned a bunch of technical guys into a bunch of marketing people,” Grychowski noted.

Maximizing MDF Funding for Events

By leveraging ConnectWise’s Market Development Funds (MDF), Allstar hosted seminars and webinars featuring industry experts to educate potential clients about the latest cybersecurity solutions. These events not only boosted brand visibility but also established Allstar as a thought leader in the industry.

“We’ve used MDF funds to host events with cybersecurity engineers, which has been very successful in driving client engagement,” said Grychowski.

Comprehensive Training and Support

ConnectWise also provided extensive training and educational materials, ensuring that Allstar’s team remained proficient in both technical and sales-oriented roles. This included insights from IT Nation Secure and IT Nation Evolve events, where Allstar gained valuable knowledge about financial strategies, emerging technologies and industry best practices.

The collaboration with ConnectWise has been pivotal in reshaping Allstar Partners’ business strategy. Utilizing robust tools like GlassHive, MDF support and educational resources, ConnectWise empowered Allstar to overcome its marketing challenges and position itself as a leader in the cybersecurity space.

“We’ve gone from being a technology-focused company to a team of confident marketers,” Grychowski reflected. “This partnership has truly been transformative for our business.”