Joshua Feinberg discusses how data center solutions providers can increase awareness in a digitally-driven, self-propelled buyer's journey.
He notes that 83% of the buyer's journey is now completed before contacting a vendor, emphasizing the importance of digital engagement.
Feinberg advises creating a detailed Ideal Client Profile (ICP), including geographic, company size, and industry specifics. He highlights the significance of understanding the roles of key stakeholders and the need for client-facing teams to act as trusted advisors.
Building brand awareness involves educating and building trust through content and events, ensuring the brand is perceived positively when the sales team is not present.
This video is excerpted from the podcast Ep. #63 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.
Action Items
- Document the ideal client profile for the data center solutions provider, including geographic, company size, and industry details.
- Identify the primary, secondary, and tertiary buyer personas within the target companies, and research their goals, challenges, and information consumption habits.
- Create a content and events calendar to educate and build trust with the identified buyer personas.
- Ensure the client-facing team is positioned as trusted advisors, consultants, and subject matter experts rather than just sales representatives.
Outline
Understanding the Modern Buyer's Journey
- Joshua Feinberg discusses the evolution of the buyer's journey, emphasizing its shift from a sales-driven process to a self-propelled one.
- He highlights that 10 years ago, 56% of the buyer's journey was completed before vendor contact, but this has now increased to 83%.
- Prospects are now conducting extensive research using various digital tools, such as search engines, AI assistants, social media, webinars, and podcasts.
- McKinsey's findings indicate that 70-80% of B2B buyers prefer a digital journey, underscoring the importance of digital engagement.
Defining the Ideal Client Profile (ICP)
- Joshua explains the necessity of understanding a company's products, services, and future plans to create a detailed ICP.
- He emphasizes the importance of identifying commonalities among ideal clients through case studies, reviews, and testimonials.
- The ICP should include geographic components, company size, and specific business models or industries that fit the profile.
- Normalizing the number of employees is crucial for targeting platforms like LinkedIn and sales enablement.
Targeting and Building Brand Awareness
- Joshua discusses the importance of being specific about geographic locations and company sizes when building brand awareness.
- He highlights the need to understand regulatory requirements and compliance for different industries and regions.
- Once the ICP is documented, a target account list can be created to focus on companies that fit the profile.
- Identifying key stakeholders within these companies is essential for effective brand awareness and education.
Understanding Buyer Personas
- Joshua introduces the concept of primary, secondary, and tertiary buyer personas and negative buyer personas.
- These personas help create targeted website navigation, paid search, and social media strategies.
- Understanding the roles and responsibilities of key stakeholders is crucial for building trust and awareness.
- Knowing these personas' goals, challenges, and preferences is essential for effective marketing and sales efforts.
Creating a Content and Events Calendar
- Joshua stresses the need for a content and events calendar to educate and build trust with buyer personas.
- Building trust is crucial for the company's survival and should be a primary focus.
- The definition of brand awareness has evolved, now encompassing more than just aesthetic factors; it includes how the market perceives the company.
- Client-facing teams need to position themselves as trusted advisors, consultants, and subject matter experts to gain access to prospects and clients.
The Role of Client-Facing Teams
- Joshua highlights the importance of client-facing teams in building brand awareness and trust.
- These teams should provide expert insights and solutions to engage prospects effectively.
- The traditional approach of badgering prospects to book meetings is no longer practical.
- Prospects now seek expert advice and solutions to their problems, and client-facing teams need to meet these needs to be successful.
Conclusion and Final Thoughts
- Joshua concludes by reiterating the importance of understanding the modern buyer's journey and building a strong ICP.
- He emphasizes the need for client-facing teams to be involved early and often in the process.
- The focus should be on providing expert insights and building trust with buyer personas.
- In leadership roles in data center solutions, providers need to consider these factors for effective brand awareness and growth.
Resources
Watch the full podcast Ep. #63 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.
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