How to Grow an Immersion Cooling Business Within Data Center and High-Performance Computing Environments

Joshua Feinberg discusses the growth strategy for immersion cooling businesses in data centers and high-performance computing environments.

He emphasizes the importance of aligning a company's website and marketing materials with current capabilities and highlights that 83% of the buyer's journey occurs before vendor contact.

Feinberg stresses the need for comprehensive content and educational resources to engage prospects, suggesting a training program for sales teams to become subject matter experts.

He also recommends using webinars, podcasts, and live streams to build trust and demonstrate expertise. This strategy aims to dominate the buyer's journey and outperform competitors.

This video is excerpted from the podcast Ep. #63 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

Update the company's website to accurately reflect the immersion cooling business's current product and service capabilities.
Develop a content and events calendar focused on educating the target audience (e.g., CTOs and facilities directors) about the intersection of their goals and challenges and the company's immersion cooling solutions.
Establish a "train the trainer" approach to ensure that the company's internal team members, including account managers, sales developers, and marketers, have the necessary knowledge and expertise on immersion cooling.
Identify and onboard successful clients and channel partners as additional subject matter experts to participate in the company's educational initiatives, such as podcasts, live streams, and webinars.

Outline

Immersion Cooling Business Growth in Data Centers

Joshua Feinberg discusses the evolution of immersion cooling, highlighting its shift from being unconventional to a dominant solution for cooling and sustainability in data centers and high-performance computing (HPC) environments.
He emphasizes the importance of aligning a company's website and marketing materials with its current product and service capabilities to reflect accurate information for potential clients.
Joshua points out that 83% of the buyer's journey for immersion cooling occurs before vendor contact, stressing the need for compelling content to engage prospects and build brand awareness.
He explains that branding now encompasses everything said about a company in the marketplace, especially when the sales team is absent. He highlights the role of content and educational resources in earning a virtual seat at the table.

The Role of Content and Educational Resources

Joshua Feinberg explains that the modern buyer's journey for immersion cooling can involve up to 28 touchpoints, making it crucial for sales teams to provide valuable content and educational resources.
He suggests that account executives should position themselves as trusted advisors, subject matter experts, and thought leaders. In contrast, sales development reps can act as tour guides or concierges.
Joshua recommends training internal experts to share their knowledge with client-facing teams through internal training webinars, professional development, and virtual lunch and learns.
He advises creating a knowledge and certification program to ensure that internal teams continuously learn and update their immersion cooling knowledge.

Building Trust and Expertise with Prospects

Joshua Feinberg discusses the importance of bringing subject matter experts into the fold to educate and build trust with prospects, particularly CTOs and facilities directors.
He suggests conducting buyer persona research to understand the goals and challenges of these roles and using this insight to create a content and events calendar.
Joshua highlights that even small companies with limited resources can create impactful educational content, such as podcasts, live streams, and webinars, to demonstrate expertise.
He recommends involving the entire client-facing team in these educational initiatives to show that the company is committed to providing valuable information and building long-term relationships.

Creating Immersive Experiences for Prospects

Joshua Feinberg emphasizes the need to create immersive experiences for prospects, ensuring they spend significant time with the company and see the team as experts.
He explains that by covering as many touchpoints as possible, a company can effectively eliminate competitive alternatives and position itself as the go-to solution for immersion cooling.
Joshua advises focusing on prospects' specific needs and priorities, meeting them where they are, and educating them at scale to build trust and lead the conversation.
By doing this well, he concludes that a company can significantly grow its immersion cooling business by making competitive alternatives irrelevant and ensuring prospects see value in their unique approach.

Resources

Watch the full podcast Ep. #63 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

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