Episode #32 of the Data Center Go-to-Market Podcast features an interview with Emily Newman, Marketing and PR Manager at NJFX.
- Discover the evolving role of branding and community engagement in the data center industry
- Explore the impact of AI on the data center sector and its implications
- Understand the unique challenges and opportunities of being a one-person marketing team
- Learn strategies for planning successful collaborative events with external partners
- Recognize the importance of building strategic partnerships to strengthen a company's position
- Gain insights into the future of marketing and AI-enabled data centers
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
Emily Newman, Marketing and PR Manager
NJFX
The conversation between Joshua Feinberg and Emily Newman focused on the evolution of data center branding and the industry's shift from being secretive to community-engaged. She highlights her accidental entry into the data center sector, driven by her creative background and open-mindedness. Emily emphasizes the rapid growth in AI's impact on the industry, noting the exponential increase in AI-related news and the industry's response to this demand. She also touches on the importance of community and legislative stakeholders, NJFX's unique location, and the company's preparations for natural disasters. Emily is planning an AI-focused event with partners, aiming for a high ROI and educational value.
Outline
Branding and Community Engagement in Data Centers
- Emily Newman discusses the evolution of data center branding, from being internal and secretive to becoming part of the community and showcasing their infrastructure.
- Emily highlights the visible branding of data centers with logos on highways, emphasizing their critical role in connecting the world.
- Emily shares her background, noting that she did not initially aspire to work in the data center industry but found her niche through diverse experiences in various industries.
Challenges and Opportunities in Marketing Data Centers
- Emily explains that her marketing role at NJFX was an accidental fit, as she was open-minded and adaptable to different industries.
- Joshua notes the openness of leadership teams in the data center industry to bringing in non-technical marketing professionals, who offer unique perspectives.
- Emily discusses the fast-paced nature of marketing in the data center industry and the importance of collaboration with both industry-related and non-related PR firms.
- Joshua mentions the timing of Emily's entry into the industry, coinciding with the rapid growth of AI and its impact on the data center sector.
Impact of AI on the Data Center Industry
- Emily describes AI's exponential growth and influence on the data center industry, noting the rapid development of AI platforms like ChatGPT.
- She reflects on the unique timing of her entry into the industry, coinciding with the easing of pandemic restrictions and the rise of AI.
- Emily emphasizes the importance of AI in power consumption within data centers and its significant impact on the industry.
- Joshua highlights the increased public awareness of data centers due to AI, noting that even people outside the IT industry are now familiar with the concept.
Community and Legislative Stakeholders in Data Centers
- Emily discusses the importance of branding data centers to showcase their role in the community and their critical infrastructure.
- Joshua points out the growing influence of community and legislative stakeholders in the data center industry due to power grid and land issues.
- Emily explains NJFX's unique location — about 60 miles from New York City — which provides customers with a diverse network architecture.
- She highlights the company's preparedness for natural disasters and other risks, including having two indoor generators and a substation on site.
Balancing Marketing Responsibilities and Team Collaboration
- Emily shares her experience as the sole marketing team member at NJFX, managing multiple roles and responsibilities.
- She emphasizes the importance of having a strong support team and the ability to prioritize tasks effectively.
- Emily discusses the challenges of balancing marketing initiatives with sales and operations, noting the need for quick decision-making and collaboration.
- She highlights the benefits of working in a small company, where decisions can be made quickly, and team members can wear multiple hats.
Planning and Executing the AI-Enabled Data Center Event
- Emily provides an overview of the upcoming AI-enabled data center event, collaborating with partners like EXA Infrastructure, Bulk Infrastructure, and Super Micro.
- She describes the planning process, including setting the agenda, securing vendors, and ensuring smooth communication with co-sponsors.
- Emily emphasizes the importance of having a clear audience target and ensuring a high ROI for the event.
- She highlights the event's educational focus, which aims to apply data center infrastructure and connectivity to the financial market.
The Role of Partnerships in Marketing and Sales
- Emily explains her role in marketing partnerships, focusing on events and PR, while Felix, the general manager, handles carrier-related partnerships.
- She discusses the importance of partnerships in strengthening the company and expanding its reach.
- Emily highlights the benefits of collaborating with larger companies, which can provide social proof and leverage without significant financial risk.
- She emphasizes the need for continuous relationship building and maintaining partnership momentum.
Future of Marketing and AI in Data Centers
- Emily shares her vision for the future of marketing and AI in data centers, noting the significant impact of AI on NJFX's infrastructure and operations.
- She discusses the company's plans to dedicate the second floor to AI infrastructure, including liquid cooling solutions and high-density cabinets.
- Emily expresses her excitement about the potential growth and success of AI-enabled data centers at NJFX.
- She highlights the importance of having a strong team and strategic partnerships to ensure the company's continued success in AI.
Final Thoughts and Contact Information
- Emily reflects on her journey at NJFX and the opportunities she has had to grow and develop her marketing skills.
- She emphasizes the importance of being open-minded, asking questions, and seeking support from a strong team.
- Joshua thanks Emily for sharing her insights and experiences on the podcast.
- Emily provides her LinkedIn profile so that listeners can connect with her and stay updated on NJFX's activities.
Guest Resources
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