Joshua Feinberg discusses strategies for gaining new clients and improving lead generation in the data center industry. 

He emphasizes the need to redefine what a lead is, noting that it often precedes a sales conversation by many touchpoints. 

He highlights the importance of a complete journey approach and advocates for multiple interactions with potential clients rather than relying on a few high-cost events. 

Feinberg suggests that lead generation should focus on buyer personas' interests and aims to influence the decision-making process by providing valuable content that can be shared within organizations, ultimately leading to broader exposure and potential recommendations.

This video is excerpted from the podcast Ep. #47 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

  • Evaluate the definition of a "lead" within the organization and align on a common understanding.
  • Assess the current lead generation program to identify opportunities to engage with leads throughout the entire buyer's journey.
  • Research to understand the most important buyer personas and the topics they care about, and adjust the lead generation content accordingly.
  • Implement a strategy to create multiple touchpoints and opportunities to generate, convert, and reconvert leads.

Outline

Defining Leads and Their Importance in the Data Center Industry

  • Joshua Feinberg emphasizes the need to understand that leads are not just ready to talk to sales teams but are at various stages of the buyer's journey.
  • He explains that in CRMs, late-stage leads are often referred to as opportunities or sales opportunities, while early leads are known contacts showing interest.
  • Joshua highlights that leads typically come from inbound activities like filling out forms, subscribing to newsletters, or registering for webinars.
  • He mentions the importance of having 28 touchpoints between a stranger and a purchase decision and stresses the need to engage with prospects throughout this journey.

Challenges in Lead Generation and Event Marketing

  • Joshua points out that many companies in the data center industry overinvest in Field Marketing and Event Marketing, focusing too much on one or two touch points.
  • He argues that this leaves a gap of 25-26 touchpoints that need to be covered, making the strategy vulnerable.
  • Joshua criticizes the tendency to spend heavily on major events, which may be impactful but neglect the ongoing engagement needed.
  • He stresses the importance of showing up early and often to educate and build trust with prospects throughout their buyer's journey.

The Importance of a Full Journey Approach

  • Joshua advocates for a full journey approach to lead generation, focusing on multiple opportunities to engage with prospects.
  • He emphasizes the need to generate, convert, and reconvert leads throughout the buyer's journey to maintain a presence in their decision-making process.
  • Joshua highlights that content and events should do most of the heavy lifting in lead generation, as they can influence how prospects evaluate other options.
  • He notes that sharing valuable content with colleagues is a lower risk for prospects than formally recommending a company.

Navigating Decision Committees

  • Joshua explains that it is rare for a single decision-maker to exist; instead, there is usually a committee of decision-makers.
  • He suggests that content and events should be designed to appeal to these committees to facilitate lead generation.
  • Joshua emphasizes the need for multiple touchpoints to ensure the company is considered throughout the decision-making process.
  • He reiterates the importance of understanding and catering to the interests of the most important buyer personas.

Resources

Watch the full podcast Ep. #47 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

 

Do you want to stay up to date about upcoming episodes?

Subscribe to the Data Center Sales and Marketing Newsletter

 

 
Data Center Colocation
Like it? Share it: