How Can Data Center Construction and Infrastructure Company Improve Its Branding

Joshua Feinberg discusses the evolution of branding for data center construction and infrastructure companies, emphasizing that branding is no longer limited to aesthetics but encompasses the market's perception of a company.

He highlights that 83% of the buyer's journey occurs before vendor contact, necessitating a shift from transactional sales to being recognized as subject matter experts.

Feinberg advises companies to invest in technical skills, research real buyer persona, and host educational events to build trust and relationships.

He stresses the importance of showing up as teachers, trusted advisors, and thought leaders to influence the buyer's journey and ultimately improve branding and revenue growth.

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

Action Items

Create a content strategy to position the company as a trusted advisor and subject matter expert.
Host quarterly in-person events like lunch-and-learns or breakfast seminars to build relationships with key buyers.
Leverage email marketing automation to get multiple stakeholders from target accounts to attend the in-person events.
Ensure the company's branding efforts go beyond aesthetics and focus on how the market perceives the company when it is not present.

Outline

Branding Beyond Esthetics

Joshua Feinberg emphasizes that branding is no longer limited to visual elements like logos and colors.
The buyer's journey is now self-propelled, with 83% completed before vendor contact.
Branding now encompasses everything the marketplace says about the company when they are not present.
The gap between traditional and modern branding must be bridged to stay relevant.

Repositioning Sales and Marketing Strategies

Sales and marketing teams need to shift from transaction-focused to subject matter experts.
Many sales leaders invest heavily in technical skills, making them valuable as fractional CTOs.
The importance of aligning with how buyers interact with technology, such as phones and digital platforms.
Traditional communication methods like faxes and paper envelopes are no longer relevant for modern buyers.

Understanding Buyer Personas

Joshua Feinberg stresses the need for accurate buyer persona research.
Research should be based on real interactions with prospects and clients, not internal assumptions.
Studying LinkedIn profiles, content sharing, and event interactions can provide valuable insights.
Buyers prefer to engage with content and experts rather than salespeople early in the buyer's journey.

Leveraging Content and Events for Branding

Companies should position themselves as teachers, subject matter experts, and trusted advisors.
Content like videos, podcasts, webinars, and live streams are essential for early-stage engagement.
Hosting educational events in-person or virtually can build deep relationships with prospects and clients.
Events should be designed to attract multiple stakeholders from the same company, leveraging email marketing automation.

Impact of Educational Events on Branding and Revenue

Regular educational events can significantly impact branding, lead generation, and sales cycles.
Events help build trust and educate prospects, making the company the go-to expert in the field.
Effective events can lead to being on the shortlist for significant projects and outperforming competitors.
The goal is to influence the criteria by which buyers evaluate and judge competitive options.

The Role of Content and Events in Modern Branding

Branding today is about how the market perceives the company, not just visual aesthetics.
Companies need to show up early and often as trusted advisors and subject matter experts.
The more time buyers spend with the company's team, the more influence they have on the buyer's journey.
Educational events and content are key strategies to redefine branding and drive revenue growth.

Resources

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

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