Joshua Feinberg and Emily Newman discuss marketing challenges for a small company like NJFX, where marketing resources and team size are limited.
Emily emphasizes the importance of team collaboration in managing priorities and adapting to new messaging, such as rebranding NJFX as a data center along with advancements in AI.
Joshua highlights the balancing act of maintaining a clear, differentiated message while involving the entire team.
They both acknowledge the difficulty in aligning a company's branding and ensuring consistent communication, especially when marketing by committee can dilute the message.
This video is excerpted from the podcast Ep. #32 Emily Newman, Marketing and PR Manager of NJFX | Data Center Go-to-Market Podcast.
Action Items
- Shift NJFX's messaging to clearly position it as a data center, not just a colocation or connectivity hub.
- Collaborate with the team to prioritize and plan content, events, and other marketing activities.
Outline
Navigating Marketing Challenges in a Small Team
- Joshua Feinberg discusses the significant differences between working in a large company with a large team and a small company with a limited team.
- He highlights that employees in large companies have well-defined roles and extensive support, whereas in small companies, they often need to be versatile and resourceful.
- Joshua compares the role of a small company marketing team to that of a utility player in baseball, who must adapt to various tasks and responsibilities.
- He expresses curiosity about how Emily Newman has managed these challenges without feeling overwhelmed or under-resourced.
Team Support and Prioritization
- Emily Newman emphasizes the importance of her team in helping her schedule and prioritize her tasks.
- She explains that their team has a set plan for posts and events, but they also need to adapt to unexpected tasks.
- Emily mentions that NJFX has traditionally not positioned itself as a data center but is now shifting its messaging to reflect its purpose-built design and new developments in AI.
- She stresses that this shift in messaging requires collaboration and support from her team to ensure success.
Balancing Marketing by Committee
- Joshua Feinberg discusses the challenge of marketing by committee, noting that it can dilute the message and specificity.
- He suggests conducting an exercise where each team member writes down what NJFX does to illustrate potential inconsistencies in the company's messaging.
- Emily acknowledges that NJFX had previously done well in branding and PR, but admits that it takes time to align everyone's understanding of the company's role.
- She believes that the company's existing momentum helps in this process, despite the need for continued effort to refine the messaging.
Resources
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