Joshua Feinberg discusses the evolution of managed services, highlighting the convergence of public cloud and managed services.
He emphasizes targeting specific buyer personas, such as IT directors and CXOs, for a private cloud-premise service.
Feinberg advises creating an ideal client profile based on market research and competitive analysis, even if it's a hypothesis.
He suggests using tools like LinkedIn Sales Navigator to build a target account list and engage potential clients through outbound methods and LinkedIn Ads.
Feinberg notes that market entry is a long-term process, aiming to accelerate feedback loops and refine offerings through content, events, and customer interactions.
This video is excerpted from the podcast Ep. #47 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.
Action Items
- Conduct further research on the marketplace and competitors to refine the ideal client profile.
- Develop a target account list using tools like LinkedIn Sales Navigator.
- Define the people within the target companies most interested in the managed service offering.
- Design a mix of outbound and inbound strategies, including experiments, content, and events, to engage the broader market and accelerate the feedback loop.
Outline
Entering a New Market with Managed Services
- Joshua Feinberg discusses the evolution of public cloud platforms as a managed service, highlighting the blurred lines between managed and cloud services.
- He mentions the early signs of this trend, which date back over a decade, including integrating managed services with cloud services and colocation.
- Joshua identifies potential buyer personas for private cloud premise startups, such as IT directors, IT managers, and CXOs.
- He emphasizes the importance of tailored outreach, communication, and messaging campaigns for each buyer persona.
Crafting an Ideal Client Profile
- Joshua explains that entering a new market often means not having case studies or a track record to rely on when creating an ideal client profile.
- He describes the ideal client profile as more of a hypothesis based on market research and competitor analysis.
- Joshua outlines the process of inferring the geographic market and company size to which the managed services would most apply.
- He notes that regulatory environments significantly influence the applicability of digital infrastructure and managed services.
Building a Target Account List
- Joshua advises using LinkedIn Sales Navigator to build a target account list, starting with a few dozen to a few thousand companies.
- He defines the process of identifying individuals within these companies who are most interested in the provided services.
- Joshua stresses the importance of running experiments using outbound methods and LinkedIn Ads to engage both decision-stage and awareness-stage audiences.
- He highlights that only a tiny percentage of people are in the market at any given time, making it crucial to target a broader part of the funnel.
Long-Term Strategy and Feedback Loop
- Joshua acknowledges that entering a new market is a long-term process, typically taking three to twelve months to figure out.
- He emphasizes the need for frequent outreach to accelerate the feedback loop and win over potential customers.
- Joshua explains that content and events should be designed to make people more receptive to the service in the decision stage.
- He suggests that early feedback can help fill in gaps on the product roadmap and get momentum going for proof of concept or trials.
Resources
Watch the full podcast Ep. #47 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast
- Connect with Joshua Feinberg, CEO at DCSMI, on LinkedIn
- Follow DCSMI on LinkedIn
- Follow the Data Center Go-to-Market Podcast on LinkedIn
- Learn About DCSMI
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