How a Fiber Optic Network Solutions Provider Can Get More New Clients

Joshua Feinberg discusses strategies for a fiber optic network solutions provider to attract new clients.

He emphasizes the importance of defining an ideal client profile (ICP) to target specific geographic regions, company sizes, and industries.

Feinberg suggests creating buyer personas to identify key decision-makers and their goals and challenges.

He advocates for a comprehensive marketing strategy that includes content creation, email marketing, and hosting educational events.

He highlights the need for 28 touch points in the buyer's journey, the importance of providing value, and the need to build trust to position the company as an expert, reduce price sensitivity, and influence client decisions.

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 (ICP) to identify the target companies.
Develop buyer personas to understand the goals and challenges of the key decision-makers.
Create a content and event strategy to educate, build trust, and position the company as the industry experts.
Implement a multi-touch approach, including email marketing, webinars, and in-person events, to nurture leads.
Ensure the client-facing team provides a high level of expertise and value, similar to a Big Four consulting firm.

Outline

Defining the Business Model and Client Needs

Joshua Feinberg discusses the importance of understanding the business model and the specific services offered to clients.
He outlines two scenarios: wanting more clients similar to the best current clients or starting from scratch with no existing case studies.
Emphasizes the need for a detailed ideal client profile (ICP) to define the geographic region, company size, industry, and telecommunication-specific factors.
Mentions the importance of identifying which carriers are suitable for potential clients and which might be a bad fit.

Creating an Ideal Client Profile (ICP)

Joshua Feinberg explains the base-level ICP, which includes geographic region, company size, industry, and business model.
He highlights the need to consider telecommunication-specific factors and internal IT resources when defining client suitability.
Discusses the process of determining qualified, unqualified, and semi-qualified clients based on these factors.
Emphasizes the importance of documenting the ideal client profile to guide marketing and sales efforts.

Developing Buyer Personas and Target Account Lists

Joshua Feinberg talks about identifying the types of people to build relationships with and educate, known as buyer personas.
He explains the process of creating a target account list of companies that fit the ideal client profile.
Mentions that the target account list can range from a few dozen to a few thousand companies.
Highlights the importance of understanding the biggest goals and challenges of primary buyer personas to inform content and event strategies.

Content and Event Strategy

Joshua Feinberg discusses the need for a content calendar, topics calendar, and editorial calendar to focus marketing efforts.
He lists various content formats, such as blogging, email marketing, social media, pillar content pages, and video content.
Emphasizes the importance of staying in touch with potential clients throughout the buyer's journey, typically involving 28 touch points.
Highlights the effectiveness of highly targeted email marketing and an events strategy that includes educational webinars and live streams.

Offline and Online Events Strategy

Joshua Feinberg talks about supplementing online events with offline versions like breakfast seminars and lunch and learns.
He mentions the benefits of having a physical facility for hosting these events inexpensively.
Emphasizes the importance of defining the target audience and stage of the buyer's journey for these events.
Discusses the need to provide value and educate attendees to build trust and influence their decision-making process.

Building Trust and Influencing Decision-Making

Joshua Feinberg explains that the goal is to add value and educate potential clients to influence their evaluation criteria.
He highlights the importance of providing valuable content that aligns with the client's current needs and challenges.
Discusses the need for a client-facing team that provides expertise throughout the buyer's journey.
Emphasizes the goal of positioning the team as the definitive go-to experts in the field, reducing price sensitivity, and changing the nature of sales conversations.

The Evolution of Sales and Marketing Approaches

Joshua Feinberg discusses shifting from traditional sales approaches to a more consultative, value-added approach.
He highlights the importance of providing help and expertise throughout the buyer's journey, similar to what big consulting firms offer.
Emphasizes the need for a client-facing team that prospects and clients want to spend time with.
Discusses the importance of self-propelled research by prospects and how this changes the approach to sales and marketing.