Joshua Feinberg discusses the evolution of branding, emphasizing that it now encompasses the market's perception of a company's value when they are not present.
He highlights the importance of educational content, such as downloadable guides or webinars, in capturing a decision maker's attention early and fostering team engagement.
Joshua notes this cultural shift requires leadership, especially in smaller to mid-size companies.
Eckart Zollner agrees, stressing the necessity of differentiation in the competitive data center market, where targeted marketing and innovative value propositions are crucial for standing out and attracting specific customer segments.
This video is excerpted from the podcast Ep. #60 Eckart Zollner, Business Development of Digital Parks Africa | Data Center Go-to-Market Podcast.
Action Items
- Develop educational assets, such as a downloadable planning guide, webinar, or event invitation, to capture the decision committee's attention.
- Ensure the service message, value proposition, and customer segmentation strategy are well-differentiated and focused.
- Implement a strategy to synchronize and execute the differentiation approach across the organization.
Outline
Branding Evolution and Trust Building
- Joshua Feinberg emphasizes that branding has evolved from being solely the domain of creative directors to encompassing everything the marketplace says about a company when it's not present.
- He highlights the importance of educating and building trust to re-engage with potential clients, as people are more likely to learn and share educational assets before formally recommending a company.
- Joshua suggests that targeted accounts and Account-Based Marketing strategies are crucial for capturing the attention of decision-making committees early on.
- He notes that these cultural changes require leadership from the top, whether in small—to mid-size companies or larger organizations with Chief Revenue or Commercial Officers.
Differentiation in a Competitive Market
- Eckart Zollner agrees that cultural changes are needed and emphasizes the importance of differentiation in a highly competitive data center market.
- He points out that the data center space is flooded with marketing messages and that digital media has increased exposure to targeted marketing.
- Eckart stresses the necessity of differentiating the service message and value proposition to stand out in a crowded market.
- He mentions that staying focused on specific customer segments and synchronizing and implementing a strategic approach is key to success in this competitive landscape.
Resources
Watch the full podcast Ep. #60 Eckart Zollner, Business Development of Digital Parks Africa | Data Center Go-to-Market Podcast
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