How Can a Data Center Hosting, Connectivity, and Cloud Provider Get Clients to Move to the Cloud

Joshua Feinberg discusses strategies for a data center hosting, connectivity, and cloud provider that will help clients transition to the cloud.

He emphasizes the importance of understanding client resistance and benefits from cloud migration through user interviews and case studies.

Feinberg suggests using a combination of email marketing, events, and webinars to educate and build trust with clients. He recommends cross-pollinating cloud-happy clients with cloud-resistant ones to share their experiences and motivate others.

Additionally, he proposes using various content formats, such as video, blog posts, and infographics, to highlight the advantages of cloud services and stoke the "fear of missing out" (FOMO) among resistant clients.

This video is excerpted from the podcast Ep. #61 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

Conduct user interviews and surveys to understand client motivations and benefits of cloud migration.
Create a content strategy and product marketing plan to educate and build trust with cloud-resistant clients.
Organize a webinar series featuring cloud-happy clients sharing their experiences and the benefits they've achieved.
Repurpose the webinar content into various formats like blog posts, short clips, and infographics.
Explore the possibility of hosting in-person educational events for geographically clustered clients.

Outline

Understanding the Client Base

Joshua Feinberg discusses the challenge of transitioning clients from traditional hosting and connectivity to cloud services.
He emphasizes the importance of understanding whether the same clients can be sold across all services or whether different marketing and sales strategies are needed.
The conversation highlights the benefits of having a consistent client base for efficiency in unit economics, recurring revenue, and profitability.
Joshua suggests understanding client resistance and the benefits of moving to the cloud, which are crucial for effective marketing and sales strategies.

Identifying Client Motivations and Values

Joshua Feinberg stresses the need to understand why clients resist moving to the cloud and the tangible benefits they have received.
He recommends using various methods like user interviews, surveys, and case studies to gather this information.
The discussion includes the importance of showcasing these benefits on the company's website through case study interviews, particularly video-based ones.
Joshua suggests understanding common drivers among satisfied clients can help build a content and product marketing strategy.

Engaging Early Adopters and Laggards

Joshua Feinberg outlines a two-pronged approach: engaging early adopters and converting laggard clients to cloud services.
He suggests using a combination of email marketing and events to educate and build trust with laggard clients.
The conversation covers the importance of cross-pollinating cloud-happy clients with cloud-resistant clients at events, such as webinars.
Joshua emphasizes the need to discuss the problems and benefits experienced by cloud-happy clients to motivate laggards.

Creating Impactful Case Studies

Joshua Feinberg explains the structure of impactful case studies, including the problem, solution, and benefits.
He highlights the importance of featuring cloud-happy clients in these case studies to showcase tangible benefits.
The discussion includes the idea of running a similar webinar series for future clients and prospects.
Joshua suggests combining existing clients and prospects in these webinars to create a more comprehensive educational experience.

Panel Discussions and Repurposing Content

Joshua Feinberg introduces the idea of having panel discussions with multiple cloud-happy clients to share their migration experiences.
He suggests recording these discussions for those who couldn't attend, providing a repurposing opportunity for the content.
The conversation covers the potential for creating content in various formats, such as blog posts, infographics, and short clips.
Joshua emphasizes the importance of making the content accessible and engaging to clients and prospects.

Geographic Events and Educational Approach

Joshua Feinberg discusses the possibility of organizing events in geographically clustered areas for cloud-happy and cloud-resistant clients.
He suggests using cost-effective venues like training classrooms or rented spaces to host these events.
The conversation highlights the value of making these events educational rather than sales-focused.
Joshua encourages thinking of oneself as a tour guide or concierge who helps clients and prospects navigate the evaluation process.

Final Considerations and Key Points

Joshua Feinberg summarizes the key points for a data center hosting, connectivity, and cloud provider to transition clients to the cloud.
He reiterates the importance of understanding client motivations and benefits to create effective marketing and sales strategies.
The conversation emphasizes the need for educational events and content to build trust and showcase the value of cloud services.
Joshua concludes by encouraging a client-centric approach, focusing on guiding clients through the evaluation process rather than pitching.