How to Improve Colocation Lead Generation

Joshua Feinberg discusses the evolution of colocation services and lead generation strategies.

He differentiates between technology-focused companies offering premium colocation with consultative sales processes and telecommunications carriers offering commoditized services.

Feinberg emphasizes the importance of sales teams becoming thought leaders and fractional CTOs, adding value through expertise rather than traditional transactional selling.

He also clarifies the distinction between early-stage leads and late-stage sales opportunities, stressing the need for aligned terminology within sales and marketing teams.

Effective lead generation involves consistent engagement throughout the buyer's journey, ensuring colocation providers are seen as experts and trusted advisors.

This video is excerpted from the podcast Ep. #55 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

Clarify the colocation business model and sales team requirements with the team.
Ensure sales and marketing teams are aligned on "lead" and "opportunity" definitions.
Reposition the sales team to act as consultative subject matter experts and thought leaders.
Develop a comprehensive lead generation strategy that engages prospects throughout the buyer's journey.
Encourage closer collaboration between marketing and sales teams to support the new lead generation approach.

Outline

Clarifying Colocation Services and Sales Approaches

Joshua Feinberg discusses the two distinct types of colocation services: technology-focused companies offering professional and managed services, and telecommunications carriers offering more commoditized colocation.
He emphasizes the need for a consultative sales process, where salespeople add value by understanding client needs and making informed recommendations.
Joshua mentions a podcast interview with Ian McClarty from PhoenixNAP, highlighting the shift from traditional "smile and dial" sales tactics to more consultative approaches.
Another upcoming interview with Brandon Peccoralo is mentioned, focusing on the role of Business Development Reps (BDRs) as fractional CTOs, adding value through expertise.

The Evolution of Sales Roles in Colocation

Joshua explains that sales teams in colocation should have deep expertise and be and be capable of acting as fractional CTOs, changing the dynamics of interactions with prospects and clients.
He stresses the importance of salespeople being able to engage in meaningful conversations that add value, rather than just chasing attention.
The shift in sales roles is tied to the broader context of upskilling and enhancing the capabilities of sales teams in colocation.
Joshua highlights the need for sales teams to be involved in thought leadership and education, building trust and knowledge early in the buyer's journey.

Defining Lead Generation and Sales Opportunities

Joshua differentiates between early-stage leads and late-stage sales opportunities, explaining the nuances in the terminology used by sales enablement, sales operations, and marketing technology professionals.
Early-stage leads are anonymous contacts who become known through activities like webinar registrations or e-book downloads.
Late-stage sales opportunities are known contacts who have demonstrated interest and intent, validated by the sales team, and are ready for a sales conversation.
Misusing these terms can lead to internal friction, so it's crucial to maintain clear communication and correct terminology within the sales and marketing teams.

Aligning Sales and Marketing for Effective Lead Generation

Joshua discusses the importance of aligning sales and marketing teams by using consistent terminology and understanding the stages of the buyer's journey.
He emphasizes the need for sales teams to be involved in early-stage lead generation, positioning themselves as consultants and experts and building trust and knowledge.
Marketing teams should support the sales process deeply into the buyer's journey, ensuring consistent engagement and value addition.
The goal is to maintain a high level of presence and expertise throughout the 28 touchpoints between initial contact and purchase decision.

Strategies for Improving Lead Generation in Colocation

Joshua outlines the need for colocation providers to reposition their highly educated sales teams to focus on thought leadership and education.
Sales teams should be prepared to engage early in the buyer's journey and provide value as consultants, teachers, and trusted advisors.
Marketing teams should support this strategy by ensuring consistent engagement throughout the buyer's journey, from awareness to decision stages.
The focus should be on intentional lead generation, maintaining a high level of expertise, and adding value at every stage of the buyer's journey.

Resources

Watch the full podcast Ep. #55 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

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