How a Micro-Grid and Renewable Energy Provider For Data Centers Can Find New Clients

Joshua Feinberg discusses strategies for a microgrid and renewable energy provider to find new clients for data centers.

He emphasizes the importance of identifying a single ideal client profile and ensuring the company is seen as an expert in the field.

He notes that today's buyers are self-propelled, often 83%, through their journey before engaging with sales, highlighting the need for early educational engagement.

Feinberg suggests using various content types to be present at multiple touchpoints, tailoring efforts to clients' goals and challenges, and positioning the company as a trusted advisor rather than a transaction-focused sales team.

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

Action Items

Evaluate if the micro-grid and renewable energy solutions target the same or different clients.
Develop a strategy to position the company as the go-to expert in the micro-grid and renewable energy industry.
Create and promote educational content, such as blogs, videos, podcasts, and webinars, to establish the company as a trusted advisor and subject matter expert.
Organize offline events, such as breakfast seminars and lunch-and-learns, to further engage with potential clients.
Ensure the company's sales team is equipped to show up as consultants, teachers, and trusted advisors rather than just transaction-focused salespeople.

Outline

Finding New Clients for Microgrids and Renewable Energy Providers

Joshua Feinberg discusses the importance of understanding whether the same client base buys both microgrids and renewable energy or if different client profiles exist.
Joshua highlights the evolution of buyer behavior over the past decade, noting that microgrids were not a significant topic 10 years ago.
He stresses the importance of being seen as experts in microgrids and renewable energy to engage clients early in the buyer's journey.

The Shift to Self-Propelled Buyer's Journey

Joshua explains the shift from traditional buyer behavior to the self-propelled buyer's journey, where prospects are far along in their research before engaging with sales teams.
He mentions that millennials, Gen Z, Gen X, and even some younger boomers are driving this trend.
The impact of technology, such as mobile, cloud, and social media, is discussed in how people research and make decisions.
Gartner's estimate that buyers are 83% of the way through their journey before engaging with a vendor is highlighted.

The Importance of Early Engagement

Joshua underscores the need for early engagement to influence how prospects evaluate different microgrids and renewable energy options.
He emphasizes the necessity of repositioning sales and marketing teams to be seen as experts, teachers, and trusted advisors.
The role of educational content, such as blogs, downloadables, videos, and webinars, in building trust and educating prospects is discussed.
Joshua highlights the importance of being present in as many touchpoints as possible between a stranger and a purchase decision.

Customizing Education and Trust Building

Joshua discusses the need to tailor educational efforts to prospects' specific interests and challenges.
He emphasizes the importance of customizing education to focus on prospects' biggest goals and challenges.
The goal is to ensure that prospects are already familiar with the company's methodology and tools before they have one-on-one conversations.
Joshua explains that this approach can significantly reduce competition and ensure the company is on the shortlist for potential clients.

The Role of Field and Event Marketing

Joshua critiques the reliance on field marketing and event marketing in the data center industry.
He argues that while these events are essential, they only count as one or two touchpoints.
The need to address the other 26 touchpoints in the buyer's journey is emphasized.
Joshua suggests focusing on creating and promoting educational content to stay engaged with prospects throughout the journey.

Being a Consultant and Trusted Advisor

Joshua stresses the importance of showing up as a consultant, teacher, trusted advisor, or subject matter expert.
He explains that prospects no longer need sales teams to read information from the website, as it is readily available through various channels.
The need for client-facing teams to provide value-added insights and advice is highlighted.
Joshua concludes by reiterating the importance of early engagement and being seen as experts to succeed in the current buyer's journey landscape.

Resources

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

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