How to Implement Data Center Segmentation For Sales and Marketing Growth

Joshua Feinberg discusses implementing data center segmentation for sales and marketing growth, emphasizing the importance of understanding available resources and tailoring strategies accordingly.

He outlines two main types of segmentation: by industry (e.g., manufacturing, telecommunications) and by job role (e.g., ESG leader, CTO, CFO).

He explains the buyer's journey in three stages: awareness, consideration, and decision, and stresses the need for content and events that align with these stages.

Feinberg highlights the importance of personalization, context, and being present at each touchpoint to avoid competitive intrusion, build trust, and educate prospects effectively.

This video is excerpted from the podcast Ep. #73 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

Assess the company's resources and determine the appropriate level of segmentation strategy.
Identify the key industry and job role segments to target.
Develop content and experiences tailored to each segment and buyer's journey stage.
Implement a cultural shift to position the company as the go-to expert in the data center ecosystem.

Outline

Implementing Data Center Segmentation for Sales and Marketing Growth

Joshua Feinberg discusses the importance of understanding the resources available for segmentation, emphasizing that larger companies can implement more nuanced strategies compared to mid-market or startup companies.
He explains that segmentation and personalization are crucial for grabbing prospects' attention and guiding them through the buyer's journey.
Joshua outlines two basic types of segmentation: by industry (e.g., manufacturing, telecommunications, healthcare) and by job role (e.g., ESG leader, CTO, CFO).
He highlights the need for tailored content and offers for each segment, including separate webinars, lead generation offers, and sales representatives trained for specific stakeholders.

Segmenting by Industry and Job Role

Joshua elaborates on segmenting by industry, noting that companies often list the industries they serve on their websites, such as manufacturing, telecommunications, and healthcare.
He explains that segmenting by job role involves targeting different leadership positions with specific goals and challenges, requiring separate content and offers.
Joshua emphasizes the importance of having a separate page on the website and a dedicated lead generation offer for each job role segment.
He mentions that different job roles may require different types of account executives or sales development reps who are well-trained in their specific needs.

Understanding the Buyer's Journey

Joshua introduces the concept of the buyer's journey, which is divided into three stages: awareness, consideration, and decision.
He explains that in the awareness stage, buyers know their goals and challenges but are not yet familiar with specific solutions.
In the consideration stage, buyers have identified a solution category but are not yet considering specific companies.
Joshua emphasizes the need for content and events that address buyers' goals and challenges at each journey stage.

Content and Events for Different Stages

Joshua discusses the types of content effective at each stage of the buyer's journey, such as blogs, ebooks, webinars, and videos in the awareness stage.
He explains that buyers need more in-depth information in the consideration stage like buyer's guides and comparison tools.
Joshua highlights the importance of being present in as many of the 28 potential touchpoints between the initial goal and the final purchase decision as possible.
He notes that many companies fail to engage buyers effectively in the awareness and consideration stages, missing growth opportunities.

Personalization and Context in Segmentation

Joshua emphasizes the need for personalization in segmentation, ensuring that content and offers are tailored to specific buyer personas and their stages in the journey.
He explains that context is crucial, as buyers no longer want to be read the website; they prefer interactive and expert-led experiences.
Joshua advises against desperation marketing, where companies over-invest in event marketing to fill gaps in engagement.
He stresses the importance of being proactive and consistent in engagement, ensuring buyers receive comprehensive company information throughout their journey.

The Future of Data Center Sales and Marketing

Joshua outlines the future of data center sales and marketing, emphasizing the need for cultural change within organizations.
He suggests that top-down leadership is crucial for adopting a go-to-expert strategy in the data center ecosystem.
Joshua highlights the importance of being seen as experts in the niche, rather than just transaction-focused salespeople.
He concludes by emphasizing the need for a comprehensive approach to segmentation, personalization, and engagement to drive growth in the data center industry.

Resources

Watch the full podcast Ep. #73 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

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