How Cable Management Companies Can Get to IT Contacts in Data Centers

Joshua Feinberg discusses how cable management companies can connect with IT contacts in data centers.

Key factors include the company's product range, the size of the data centers targeted, and the geographic and industry specifics of ideal clients.

Defining an ideal client profile helps segment buyer personas, which are essential for targeting and personalizing marketing efforts.

Feinberg emphasizes the importance of external research over internal input to understand buyer goals, challenges, and preferences.

Based on these insights, compelling content and event strategies can position the company as a trusted advisor, accelerate sales cycles, and neutralize competition.

This video is excerpted from the podcast Ep. #57 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

Define the cable management company's ideal client profile, including geographic coverage, company size, and industry/business model considerations.
Develop buyer personas for the key IT roles and job functions within the target data centers, prioritizing the most important personas.
Conduct external research, including interviews, surveys, and online research, to gather consensus on the goals, challenges, and pain points of the target buyer personas.
Create a content strategy and calendar to provide valuable, persona-specific content and insights throughout the buyer's journey, positioning the company as a trusted advisor.

Outline

Defining Ideal Client Profile

Joshua Feinberg discusses the importance of understanding whether a company sells just cable management or offers related products and services.
The ideal client profile helps define the target market, including geographic coverage and company size.
Larger data center operators may have more specialized roles, requiring different targeting strategies.
The ideal client profile should include details on the types of industries and business models the data center serves.

Segmenting Buyer Personas

Joshua Feinberg explains the concept of buyer personas, which are semi-fictional representations of ideal clients.
Prioritizing buyer personas based on profitability, sales cycle, internal champions, and product roadmap alignment.
Identifying negative buyer personas that hinder sales and customer experience.
Clarity at the company level is important for building target account lists and account-based marketing.

Researching and Documenting Buyer Personas

Joshua Feinberg emphasizes the need for external research to complement internal input.
External research methods include interviews, surveys, and analyzing LinkedIn profiles and online presence.
The goal is to understand each buyer persona's top goals, challenges, and influencers.
A multi-page document for each buyer persona should be created, detailing their consensus on goals, challenges, and influencers.

Developing a Content Strategy

The research and documentation of buyer personas are crucial for developing a content strategy.
The content strategy should address the complete buyer's journey, from awareness to decision stages.
The goal is to position the company as subject matter experts, consultants, and trusted advisors.
Engaging early and frequently through content, events, and experiences is essential for building trust and accelerating the sales cycle.

Impact of Effective Content Strategy

An effective content strategy can reposition sales teams as trusted advisors and consultants.
Prospects and clients will want to spend time with the sales team because they provide valuable insights.
The content strategy should address known and potential questions, building relationships and brand equity.
A well-executed content strategy can neutralize competitive forces and ensure the company is on the shortlist for decision stages.

Resources

Watch the full podcast Ep. #57 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

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