How a Data Center, Colocation, and Interconnection Company Can Increase Lead Generation

Joshua Feinberg discusses strategies for a data center, colocation, and interconnection company to increase lead generation.

He emphasizes aligning sales and marketing teams, understanding the evolving buyer's journey, and providing significant value pre-sales.

Feinberg highlights the need for educational content and thought leadership to build trust and maintain relevance.

He stresses the necessity of a comprehensive strategy that engages prospects throughout the 28 touchpoints of the buyer's journey, not just at the decision stage.

Effective lead generation requires personalized content, collaboration, and a company-wide commitment to being seen as industry experts to avoid commoditization.

This video is excerpted from the podcast Ep. #73 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

Ensure alignment and collaboration between the sales and marketing teams to provide value throughout the buyer's journey.
Develop a content and event strategy to position the client-facing team as trusted advisors and subject matter experts.
Establish a company-wide, C-level initiative to make the client-facing team the definitive experts in the industry.
Create lead generation content and offers for each of the most important buyer personas, covering the awareness, consideration, and decision stages of the buyer's journey.

Outline

Understanding the Company's Position and Client Needs

Joshua Feinberg questions whether the company is at a mature stage where it needs separate playbooks for data center, colocation, and interconnection services.
He suggests that most ideal clients buy all three services from the company.
The importance of aligning the client-facing team and collaboration across departments is emphasized.
The need for the company’s client-facing team to be seen as trusted advisors and subject matter experts is highlighted.

Adapting to the Changing Buyer's Journey

Joshua Feinberg discusses the shift from traditional sales approaches to being seen as educators and consultants.
He stresses the importance of providing significant value during the pre-sales process.
The role of sales development reps (SDRs) and business development reps (BDRs) in early engagement is crucial.
Marketers need to explore the buyer's journey more deeply, and the sales and marketing teams need to collaborate.

The Role of Content and Events in Lead Generation

Old-school sales professionals often consider content and events the marketing department's responsibility.
In the current competitive landscape, sales teams need to be involved in educational events and thought leadership strategies.
Alignment and collaboration need to be a company-wide priority, starting from the CEO level.
Small to mid-size companies need top-down support to be seen as industry experts.

Customer Insight and Educational Content Strategy

Excellent customer insight research and a well-defined ideal client profile are essential.
The company needs to produce world-class educational content and events.
The importance of showing up at multiple touchpoints throughout the buyer's journey is emphasized.
Traditional event-based strategies are no longer sufficient; the company needs a concerted strategy to cover all 28 touchpoints.

Competitive Positioning and Avoiding Commoditization

Companies need to recognize their competitive landscape and differentiate themselves.
Even small companies can excel with the right strategy and top-down support.
The client-facing team must be seen as definitive go-to experts to avoid commoditization.
Lead generation should focus on awareness and consideration stages, not just the decision stage.

Building Trust and Educational Resources

The company needs to build trusted relationships with prospects and clients.
Educational resources and events should be personalized to the most important buyer personas.
The goal is to be on the shortlist when prospects are in the decision stage.
Thought leadership and consultative approaches can knock out competitors.

The Importance of Empathy and Adding Value

The company needs to understand and address the business challenges of its prospects.
Being helpful and proactive in guiding prospects through their journey is crucial.
The brand is now everything people say about the company when it's not in the room.
The company must find ways to get back into the room and add value to its prospects.

Long-Term Strategy and Brand Building

The company must play the long game and build a brand that resonates with its audience.
The brand is no longer just about aesthetics; it's about how the company helps its clients.
The company must be where its prospects are and provide value at every touchpoint.
Empathy and educational resources are key to a successful lead-generation plan.

Resources

Watch the full podcast Ep. #73 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

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