How to Connect With Entities That Need Financing To Purchase Data Centers

Joshua Feinberg discusses strategies for connecting with entities needing financing to purchase data centers.

To define an ideal client profile, he emphasizes understanding past successes, including company size, business model, and geographic location.

He highlights the importance of identifying key buyer personas within these companies, such as CFOs or Chief Investment Officers.

Feinberg suggests leveraging content like blogs, podcasts, and webinars to position the company as a trusted advisor and expert in data center finance.

He stresses the need to be present at every stage of the buyer's journey and aims to be seen as the go-to experts rather than just vendors.

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

Action Items

Analyze past successful engagements to identify the types of investors, data center owners, and companies the company has done best with.
Define an ideal client profile based on company size, business model, and geographic location.
Identify the key buyer personas within the target companies, such as CFOs, Chief Investment Officers, or real estate acquisition personnel.
Develop a content marketing and thought leadership strategy to position the company as a consultant, trusted advisor, and subject matter expert.
Repurpose content across various formats like blogs, podcasts, videos, and events to reach the target audience.
Ensure the company's sales and business development team are positioned as consultants and trusted advisors, not just vendors.

Outline

Understanding Past Successes and Ideal Client Profiles

Joshua Feinberg discusses the importance of identifying where the company has done best in the past to connect with entities needing financing for data centers.
He emphasizes the need to understand the types of investors and data center owners who have been successful partners.
Joshua suggests leveraging testimonials, reviews, and case studies to define an ideal client profile.
The conversation highlights the importance of researching buyer personas to understand potential clients' business models, size, and specific industries.

Geographic and Company Size Considerations

Joshua Feinberg stresses the significance of geographic location in identifying potential clients.
He advises clarifying whether investors and companies needing financing are located in the same region, country, or globally.
The discussion includes defining the ideal company size, and avoiding too large or too small.
Joshua mentions the concept of a "Goldilocks definition" to identify the perfect company size for the business.

Building Relationships and Navigating Organizational Structures

Joshua Feinberg talks about the roles and responsibilities of different buyer personas within companies.
He explains that navigating organizational charts becomes easier with smaller companies than larger ones.
The conversation covers identifying key decision-makers such as CFOs, Chief Investment Officers, and dedicated real estate or acquisition personnel.
Joshua emphasizes the importance of understanding the most and second most important buyer personas and how to build relationships with them.

Content Strategy and Positioning as a Trusted Advisor

Joshua Feinberg outlines various content strategies to position the company as a trusted advisor and subject matter expert.
He suggests engaging potential buyers with blogs, podcasts, videos, events, and online or virtual events.
The discussion includes repurposing content into different formats, such as short videos, image-based content, and text-based content.
Joshua highlights the goal of being present where potential buyers are and preparing for the long game in the sales process.

Repositioning Sales and Business Development Teams

Joshua Feinberg emphasizes the need to reposition sales and business development teams as consultants and trusted advisors.
He advises showing up where potential buyers are, not where the company wants them to be.
The conversation includes the importance of being present in the early stages of the research and decision-making process.
Joshua stresses the importance of staying with potential buyers throughout their entire journey, from initial research to final purchase decision.

Resources

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

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