How an Advanced Telecommunications and Technology Provider Can Get More Data Center Sales

Joshua Feinberg discusses strategies for an advanced telecommunications and technology provider to increase data center sales.

He emphasizes the importance of identifying and focusing on a single ideal client profile to streamline marketing and sales efforts.

Key steps include understanding geographic and company size preferences, defining ideal client profiles, and building a target account list.

He stresses the need for a decision-by-committee approach, identifying primary, secondary, and tertiary buyer personas, and creating content and event strategies that address their specific needs and challenges.

Effective execution involves controlling the buyer's journey and positioning the company as a trusted expert to earn a spot on the shortlist for potential clients.

This video is excerpted from the podcast Ep. #49 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

Define the ideal client profile for advanced telecommunications and technology solutions.
Identify the target account list of companies that fit the ideal client profile.
Determine the key decision-making stakeholders (primary, secondary, and tertiary buyer personas) within the target accounts.
Develop a content and event strategy to position the company as the definitive expert in advanced telecommunications and technology solutions for data centers.
Ensure the company's sales and marketing efforts control the criteria prospects use to evaluate options and earn a spot on the shortlist.

Outline

Defining Ideal Client Profiles

Joshua Feinberg discusses the importance of identifying the exact clients for advanced telecommunications and technology solutions.
If clients are the same, a single go-to-market playbook is sufficient; separate playbooks may be needed if they are different.
Understanding where the company has performed best, with reviews, testimonials, and case studies, is crucial.
Identifying ideal client profiles involves geographic location, company size, and industry-specific regulations.

Building a Target Account List

Joshua Feinberg emphasizes defining ideal client profiles geographically and by company size.
Consideration of industry-specific regulations, especially in regions like the EU, is essential.
A target account list is created, ranging from a few dozen to a few thousand companies.
Identifying key decision-makers within these companies is crucial for effective marketing and sales strategies.

Understanding Buyer Personas

Joshua Feinberg explains the importance of understanding buyer personas within target companies.
Primary, secondary, and tertiary buyer personas are defined based on their influence and involvement in decision-making.
Negative buyer personas are identified to filter out companies that are not a good fit.
Different strategies are applied for each type of buyer persona, including paid ads and website content.

Content and Event Strategy

Joshua Feinberg discusses the need to provide value to potential clients through content and events.
Understanding the goals and challenges of each buyer persona is essential for creating relevant content.
Building a content and event strategy to educate and position the company as a trusted advisor.
The goal is to control as many touchpoints as possible throughout the buyer's journey.

Executing the Strategy

Joshua Feinberg emphasizes the importance of executing the strategy well to earn a spot on the shortlist of potential clients.
Providing exceptional value and addressing key questions and challenges helps build strong relationships.
Understanding the pattern recognition for each buyer persona and company type is crucial for effective execution.
The strategy aims to help clients navigate their journey and see the company as the go-to expert.

Resources

Watch the full podcast Ep. #49 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

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