Joshua Feinberg discusses the evolving strategies for improving lead quality and generation in colocation data centers. He highlights the shift in buyer behavior, noting that younger generations prefer self-driven research and view colocation as a technology purchase rather than a real estate investment.
Feinberg emphasizes the importance of adapting to these changes by repositioning sales teams as consultants, industry experts, and trusted advisors. He argues that this shift can significantly enhance lead generation by aligning with the new buyer personas' preferences, which often include high levels of technical expertise and skepticism towards traditional sales tactics.
This video is excerpted from the podcast Ep. #65 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.
Action Items
- Identify the key people within the organization who are seen as industry experts and consultants, and develop a plan to share their knowledge and expertise with the rest of the team.
- Revamp the client-facing team's email signatures, LinkedIn profiles, and business cards to position them as industry experts and consultants rather than just sales professionals.
- Implement formal onboarding, training, and certification programs to ensure the entire client-facing team can effectively position themselves as trusted advisors.
- Evaluate the current lead generation and qualification strategies to identify areas for improvement, focusing on the preferences and behaviors of the newer, more digitally savvy buyer personas.
Outline
Understanding Changing Buyer Behavior in Colocation Data Centers
- Joshua Feinberg discusses colocation data center buyers' evolving research and purchasing behavior, particularly noting the shift from baby boomers to younger generations like Gen X, millennials, and Gen Z.
- He emphasizes that newer generations prefer a self-driven buyer's journey, relying less on traditional marketing methods like golf tournaments and more on digital channels and content.
- Feinberg highlights that these newer buyers, reflecting industry changes, view colocation as a technology purchase rather than a real estate investment.
- He mentions pushback from colocation center CEOs who believe their primary buyers, such as CTOs, do not respond to traditional marketing methods. However, he argues that these same buyers engage with content marketing effectively in other contexts, such as SaaS companies.
- Feinberg stresses the importance of colocation sales teams rebranding themselves as consultants, industry experts, and trusted advisors to resonate with these tech-savvy buyers, which can significantly improve lead generation and qualification.
Resources
Watch the full podcast Ep. #65 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.
- Connect with Joshua Feinberg, CEO at DCSMI, on LinkedIn
- Follow DCSMI on LinkedIn
- Follow the Data Center Go-to-Market Podcast on LinkedIn
- Learn About DCSMI
Do you want to stay up to date about upcoming episodes?
Subscribe to the Data Center Sales and Marketing Newsletter
