How a Data Center Provider Can Market To Target Companies

Joshua Feinberg discusses the convergence of marketing and sales roles, emphasizing the need for a collaborative approach throughout the buyer's journey.

He highlights the importance of targeting companies effectively by creating detailed ideal client profiles and manually reviewing target account lists.

Feinberg stresses the significance of understanding and addressing the primary and secondary Buyer Personas' goals and challenges through a buyer-centric marketing strategy.

He advocates for early engagement via educational content and webinars, as well as leveraging platforms like LinkedIn Sales Navigator and Campaign Manager.

Effective marketing should aim to be present throughout the buyer's journey, ensuring the company remains top-of-mind and influential.

This video is excerpted from the podcast Ep. #45 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

Define the ideal client profile and target account list.
Identify the primary and secondary buyer personas within the target companies.
Develop a content strategy that addresses the goals and challenges of the target personas.
Implement an Account-Based Marketing approach, leveraging tools like LinkedIn Sales Navigator and Campaign Manager.
Create a webinar program to educate and build relationships with the target accounts throughout the buyer's journey.

Outline

Marketing and Sales Convergence in Data Centers

Joshua Feinberg emphasizes the growing convergence between marketing and sales roles, highlighting the need for marketing professionals to explore the buyer's journey more deeply and sales professionals to intervene earlier.
He stresses the importance of collaboration throughout the full buyer's journey to ensure a seamless experience for target companies.
Joshua points out that many ideal buyers for data center products and services conduct extensive research before they are ready for a sales conversation, necessitating early engagement.
He advises having a well-documented ideal client profile that includes geographic, company size, industry, and business model parameters, as well as a target account list.

Importance of Manual Review in Target Account Lists

Joshua believes the target account list should be manually reviewed for high-value purchases to avoid bad data from automated solutions.
He suggests that marketing and sales teams should understand who in the target companies will care most about their products or services.
Identifying primary and secondary buyer personas can help marketers tailor their efforts to address these stakeholders' specific needs and challenges.
Joshua emphasizes the need for a buyer-centric marketing approach, one that focuses on the goals and challenges of the target audience rather than the company's products.

Role of Content and Educational Strategies

Joshua advocates for a strong content strategy that includes blogs, podcasts, YouTube, LinkedIn, and other platforms to address the issues the Buyer Personas care about.
He stresses the importance of showing up early and often as teachers, consultants, subject matter experts, and thought leaders.
Effective marketing involves being present throughout the 28 touch points between initial contact and purchase decision, which can significantly influence the purchase criteria.
Joshua warns that being absent or only partially present can leave the company vulnerable to more aggressive competitors.

Account-Based Marketing and LinkedIn Campaigns

Joshua suggests embracing Account-Based Marketing (ABM) for target accounts, even with limited resources, and highlights LinkedIn Sales Navigator and LinkedIn Campaign Manager as effective tools.
He believes LinkedIn campaigns can be cost-effective and efficient for lead generation and nurturing.
Webinars are a crucial part of the strategy. Joshua recommends a full Buyer's Journey webinar program to build relationships with prospects.
Once prospects are in the CRM or database, platforms like HubSpot can be used to continue engaging them with new resources and invitations to events.

Effective Marketing Tactics for Data Centers

Joshua outlines the importance of having well-defined companies and Buyer Personas to guide marketing efforts.
He emphasizes understanding the goals and challenges of the target audience and developing a content strategy that addresses these issues.
Effective marketing involves spending significant time with the target market to educate and build trust, aiming to be on the shortlist when the time for purchase comes.
Joshua concludes that a well-executed marketing strategy can neutralize competitive options and significantly influence the purchase criteria.

Resources

Watch the full podcast Ep. #45 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

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