Joshua Feinberg discusses how a data center asset liquidation and demolition company can connect with decision-makers.
He emphasizes the importance of understanding the business model and identifying past successful clients to create an ideal client profile. This profile should detail the company's size, industry, and specific needs.
Feinberg advises building a targeted account list and identifying key decision-makers within these companies. He stresses the need for thorough research, including in-person interviews, surveys, and LinkedIn profile analysis, to understand decision-makers' goals, challenges, and preferences.
He also recommends using content like webinars and educational materials to engage and educate these decision-makers. The goal is to dominate the market by focusing on thought leadership and trust-building.
This video is excerpted from the podcast Ep. #63 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.
Action Items
- Create a one-page ideal client profile outlining the common characteristics of the company's most successful past clients.
- Research the key decision-makers within the target companies, including their job titles, goals, challenges, and decision-making processes.
- Develop a content and thought leadership strategy, including webinars, blogs, and downloadable guides, to position the company as the leading expert in data center asset liquidation and demolition.
- Implement email marketing automation to encourage target decision-makers to share the company's content with their colleagues.
Outline
Understanding the Business Model and Past Successes
- Joshua Feinberg emphasizes that there is no shortcut to connecting to decision-makers and stresses the importance of understanding the business model.
- He advises identifying past successful clients and documenting a one-page ideal client profile that includes company size, location, and industry.
- Feinberg suggests examining industries where the company has been particularly successful or unsuccessful to refine the ideal client profile.
- He highlights the need to build a targeted account list based on the ideal client profile to power various marketing and sales efforts.
Identifying Decision Makers and Buyer Personas
- Feinberg discusses the importance of knowing the decision-makers within target companies by analyzing past successes and case studies.
- He recommends identifying primary and secondary economic stakeholders and creating detailed Buyer Personas based on their roles and responsibilities.
- Feinberg stresses the need for actual research to understand the decision-makers' goals, challenges, and online and offline habits.
- He advises that internal input from employees like the CEO, Head of Customer Success, and CMO should make up about 20-25% of the customer insight research.
Conducting Research and Utilizing LinkedIn
- Feinberg suggests conducting in-person interviews, Zoom sessions, or surveys to gather insights from decision-makers.
- He emphasizes the importance of analyzing LinkedIn profiles to understand the target audience's most prominent goals, challenges, and certifications.
- Feinberg explains that LinkedIn is the predominant B2B professional networking platform for decision-makers in the data center industry.
- He advises focusing on profiles with active engagement and robust information to ensure accurate research.
Mapping the Decision Committee and Building Trust
- Feinberg dispels the myth of a single decision-maker and emphasizes the importance of understanding the decision committee.
- He advises becoming the go-to expert in data center asset liquidation and demolition through content like blogs, podcasts, and webinars.
- Feinberg highlights the goal of dominating the conversation with decision-makers through educational content and building trust.
- He suggests investing in a monthly or bi-weekly webinar program to maintain consistent engagement with the target audience.
Engaging with the Decision Committee and Leveraging Content
- Feinberg recommends including a field on webinar registration forms to gather participants' biggest challenges related to data center asset liquidation and demolition.
- He advises sending automated emails to registrants asking them to forward the content to relevant team members, enhancing engagement.
- Feinberg explains that effective email marketing automation can lead to multiple conversions from the same company, indicating successful content sharing.
- He emphasizes the importance of using content to set up criteria for evaluating other options and staying top of mind throughout the buyer's journey.
Maximizing Content and Building a Strong Pipeline
- Feinberg discusses the goal of controlling as many of the 28 touchpoints between a stranger and a purchase decision as possible.
- He highlights the importance of using content to stay on the shortlist and ensure consistent engagement with multiple stakeholders.
- Feinberg explains that compelling content can neutralize competitive options and sometimes lead to the shortlist collapsing to a single company.
- He emphasizes the value of initial sales meetings where the client is already familiar with the company's methodology and priorities.
Final Thoughts and Playbook for Success
- Feinberg concludes by reiterating the importance of understanding the business model, identifying decision-makers, and building trust through content.
- He advises focusing on the playbook to become the go-to expert in data center asset liquidation and demolition.
- Feinberg emphasizes the need for consistent engagement and education to stay top of mind with decision-makers.
- He encourages companies to invest in content and thought leadership to build a strong pipeline and secure amazing deals.
Resources
Watch the full podcast Ep. #63 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast
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