Joshua Feinberg discusses strategies for telecommunications and data center providers to improve market presence.
He emphasizes the importance of deciding whether to keep these services separate or consolidate them under one brand, which impacts resource allocation and strategy.
He highlights the necessity of a strong brand presence throughout the entire buyer's journey, not just the final decision stage, as 83% of the journey occurs before sales contact.
Effective marketing involves being present in as many of the 28 potential touchpoints as possible, rather than relying on isolated events.
He stresses the need for self-awareness, adapting to digital engagement, and transforming sales teams into consultants to build trust and guide prospects through their journey.
This video is excerpted from the podcast Ep. #51 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.
Action Items
- Determine whether to keep the telecommunications and data center businesses separate or consolidate them into a single brand and approach.
- Implement a radical makeover of the sales team to shift them towards a consultative approach, where they provide unique insights and guide prospects through the entire process.
- Ensure the company is present in as many touch points as possible during the buyer's journey, including virtual channels such as searches, online forums, webinars, and podcasts.
Outline
Consolidation of Telecommunications and Data Center Businesses
- Joshua Feinberg discusses keeping telecommunications and data center businesses separate or consolidating them into one brand.
- If the businesses remain separate, he highlights the need for different go-to-market strategies, sales and marketing teams, account managers, and product managers.
- Joshua compares the consolidation in the data center industry to mergers and acquisitions in retail banking, emphasizing the frequent rebranding and consolidation.
- He points out the capital-intensive nature of the data center industry and the potential for efficiency gains through consolidation.
Building a Strong Market Presence
- Joshua explains that building a brand is about what people say about the company when it's not present, emphasizing the importance of a strong market presence throughout the buyer's journey.
- He mentions that 83% of the buyer's journey is over before sales contact, making it crucial to build brand presence in the awareness and consideration stages.
- Joshua outlines the typical considered journey, which can have up to 28 touchpoints, and the need to be involved in as many of these touchpoints as possible.
- He stresses the importance of self-awareness and the need to transform the sales team into consultants and trusted advisors.
Effective Marketing Strategies
- Joshua discusses the common practice of large and mid-size companies investing in field marketing and event marketing to reach the right buyer personas.
- He points out that while events can be effective, they only count as one touchpoint out of the 28 needed to stack the deck in favor of the company.
- Joshua emphasizes the need to continuously nurture, educate, and build trust with important buyer personas throughout the buyer's journey.
- He highlights the importance of being present in as many touchpoints as possible to improve market presence, as most companies only show up in the final 17% of the journey.
Adapting to Changing Buyer Behavior
- Joshua compares the outdated playbook of traditional sales teams to a professional sports team that uses an obsolete playbook and shows up late to the game.
- He explains how prospects and clients research and make purchase decisions has changed dramatically over the past decade.
- Joshua emphasizes the need for companies to be everywhere their prospects are, including digital platforms like search engines, social media, and online forums.
- He advises against relying solely on annual events to maintain market presence, stressing the importance of continuous engagement and education.
Conclusion and Key Considerations
- Joshua concludes by reiterating the importance of self-awareness and adapting to the new ways prospects and clients make purchase decisions.
- He emphasizes the need for telecommunications and data center providers to be present in digital spaces where their prospects actively seek information.
- Joshua highlights the importance of showing up early and often in the buyer's journey to build strong brand preferences and improve market presence.
- He encourages companies to think beyond traditional marketing strategies and embrace a self-driven, consultative approach to sales and marketing.
Resources
Watch the full podcast Ep. #51 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast
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