To increase brand awareness, a cybersecurity solutions company needs to adapt to the modern buyer's journey, where 83% of the process happens before prospects want to talk to sales.
The company should reposition its sales team as consultants, teachers, and subject matter experts rather than traditional salespeople. This involves defining an ideal client profile, building a target account list, and understanding the key buyer personas within those accounts.
The company should then develop a balanced approach to engaging prospects throughout their full buyer's journey. This approach should include educational content, events, and subject matter expertise to help prospects evaluate options and make a purchase decision. This will help the company stay relevant and top-of-mind as prospects research and evaluate cybersecurity solutions.
This video is excerpted from Ep. #49 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.
Understand the Modern Buyer's Journey
- 83% of the buyer's journey happens before talking to sales
- Buyers are self-guided, researching online, asking peers, attending events
- Sales teams can no longer just "sell" - need to be consultants, experts
Define Ideal Client Profile and Target Accounts
- Analyze case studies to determine the ideal client profile
- Build a target account list of companies that fit this profile
- Identify key buyer personas within target accounts
Position as the Expert Resource
- Develop content, events, and thought leadership around the intersection of cybersecurity and the data center industry
- Ensure the sales team can engage as consultants, not just salespeople
- Help prospects throughout their full buyer's journey
Implement a Balanced Approach
- Avoid over-investing in a few big events that only count as 1 touchpoint
- Provide educational resources, webinars, and social engagement across 25-30 touchpoints
- Ensure consistent brand presence throughout the buyer's journey
Key Action Items
- Define the ideal client profile and target account list
- Identify key buyer personas and how to position as an expert resource
- Develop a balanced approach to engage prospects across multiple touchpoints
Watch the full podcast Ep. #49 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast
Do you want to stay up to date about upcoming episodes?
Subscribe to the Data Center Sales and Marketing Newsletter