How to Convince Hyperscaler Customers to Give Up On Self-Construction

Joshua Feinberg discusses strategies for convincing hyperscalers to outsource data center construction rather than self-build.

He emphasizes the importance of positioning one's company as an expert in data center construction through early engagement and targeted content.

Considering geographic and company size factors, defining ideal client profiles (ICPs) and buyer personas is crucial.

Feinberg suggests hosting educational events like seminars and lunch-and-learns to build relationships and demonstrate value.

He advises leveraging various content types, such as podcasts and webinars, to establish the company as a go-to expert in hyperscale facility construction.

This video is excerpted from the podcast Ep. #53 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

Flesh out the buyer personas for individual roles within the target hyperscaler companies.
Define the ideal client profile (ICP) regarding geography, company size, business models, and regulatory factors.
Develop a robust content strategy, including a great podcast, webinars, videos, downloadable tools, and interactive tools, to position the company as the go-to expert on hyperscale data center construction.
Organize a regular series of educational events, such as breakfast seminars or lunch and learns, to deliver value to the target customers and encourage them to bring their colleagues and superiors.

Outline

Convincing Hyperscalers to Outsource Data Center Construction

Joshua Feinberg discusses the challenge of persuading hyperscalers to use external companies for data center construction instead of self-building.
Emphasizes the importance of positioning the company as the expert in data center construction through content resources and early engagement with potential clients.
Highlights the need to define buyer personas for different roles within target companies to understand their needs and preferences better.
Stresses the importance of identifying the ideal client profile (ICP) and considering geographic, company size, and business model factors when targeting clients.

Defining Ideal Client Profile and Geographic Targeting

Joshua Feinberg explains the necessity of defining the ideal client profile (ICP) to determine which companies are a good fit for the services offered.
Discusses the geographic component, whether the company aims to build data centers worldwide or in specific countries or regions.
Considers the size of hyperscalers, whether smaller or larger, and whether the company has the resources to sell directly to large companies like Google, AWS, or Microsoft.
Advises on picking battles in terms of geography and company size to focus on the most suitable targets.

Building Relationships and Informing Buyer Personas

Joshua Feinberg outlines the process of building relationships within target companies by identifying key buyer personas.
Explains how buyer personas help inform the content and events aimed at addressing the concerns of different company stakeholders.
Clarifies that events do not necessarily need to be webinars or live streams but can include offline versions like symposiums, breakfast seminars, or lunch and learns.
Emphasizes the importance of delivering value through educational events to encourage participation and sharing within the decision-making committee.

Hosting Educational Events and Delivering Value

Joshua Feinberg suggests hosting educational events at the company's own facility to keep costs low and maximize control over the event.
Highlights the importance of making events valuable by providing learning opportunities and networking chances for attendees.
Encourages making events so remarkable that participants feel compelled to share their positive experiences with others in the decision-making committee.
Stresses the goal of creating content and events that are so impressive that they naturally lead to word-of-mouth marketing within the target companies.

Being the Go-To Experts in Hyperscale Facility Construction

Joshua Feinberg advises getting in early and being seen as the go-to experts in constructing hyperscale facilities through various content resources.
Recommends using a combination of great podcasts, webinars, videos, downloadable tools, and interactive tools to showcase the company's expertise.
Emphasizes the importance of providing insights and demonstrating the team's ability to add value to clients through these resources.
Encourages creating content that highlights the company's unique capabilities and the benefits of using its services over self-construction.

Resources

Watch the full podcast Ep. #53 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

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