How a Data Center Power Solutions Provider Can Create More Awareness

Joshua Feinberg discusses strategies for a data center power solutions provider to increase awareness among potential clients.

He emphasizes the importance of defining the ideal client profile, identifying key stakeholders, and understanding their goals and challenges.

Feinberg advises against premature sales pressure, noting that 80-90% of the market isn't ready to buy immediately.

He highlights the need to engage buyers early in their journey, citing Gartner's finding that 83% of the decision-making process occurs before vendor contact.

Effective awareness should showcase the company's expertise in power solutions, positioning them as thought leaders and subject matter experts.

This video is excerpted from the podcast Ep. #55 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

Define the ideal client profile and identify the key stakeholder groups to target for awareness building.
Develop buyer persona documents to understand the goals and challenges of the primary and secondary buyer personas.
Create educational content, events, and resources that position the company as the definitive data center power solutions expert.
Ensure the company's online presence, such as LinkedIn and the website, focuses on building relationships and providing value throughout the buyer's journey rather than just promoting products and services.
Empower the client-facing team to showcase their deep expertise and thought leadership in the data center power solutions industry.

Outline

Defining the Target Audience for Awareness

Joshua Feinberg questions the target audience for awareness, emphasizing the need to identify the ideal client profile.
He highlights the importance of knowing the target companies' location, company size, business model, and industry characteristics.
The discussion includes identifying the most important and second most important groups of stakeholders for awareness building.
Joshua stresses defining targeting and identifying these companies' most important buyer personas.

Understanding Buyer Personas and Their Needs

Joshua explains the importance of understanding primary and secondary buyer personas and their goals and challenges.
He suggests creating educational content, events, and resources to build early relationships with these stakeholders.
The goal is to position the company as the definitive go-to expert in the industry for Power Solutions.
Joshua notes that the nature of buyer personas varies based on the defined companies and stakeholders.

Leveraging Existing Products and Client Successes

Joshua advises creating awareness by looking at existing products, services, and capabilities.
He mentions that the company's website often features case studies showing the clients it has done best with.
By combining these elements, it becomes easier to create effective awareness strategies.
Joshua points out that most companies are doing awareness wrong by focusing on immediate sales rather than long-term relationships.

Navigating the Buyer's Journey

Joshua discusses the importance of understanding where potential clients are in their journey.
He emphasizes the need to stay with buyers throughout their entire buying journey to avoid missing out on opportunities.
Gartner's research shows that 83% of the decision-making process happens before vendor contact.
Joshua highlights the need to be relevant by showing up early and often in the first 83% of the buyer's journey.

Creating Deep Expertise and Avoiding Commoditization

Joshua stresses the importance of creating awareness of the deep expertise within the company.
He explains that this expertise is crucial to avoid being a commodity provider and ensure relevance in the future.
The client-facing team needs to position themselves as subject matter experts, teachers, consultants, and thought leaders.
Joshua concludes by reiterating the importance of these considerations for a company providing power solutions in the data center industry.

Resources

Watch the full podcast Ep. #55 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

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