Episode #49 of the Data Center Go-to-Market Podcast features an interview with Joshua Feinberg, CEO at DCSMI, based on Data Center Go-to-Market, Sales, and Marketing Q&A #16.
- Define the ideal client profile and target account list for a cybersecurity solutions company
- Reposition a sales team to show up as consultants, teachers, and trusted advisors
- Develop a content and event strategy to position an advanced telecommunications and technology provider as industry experts
- Clearly define the ideal client profile for an IaaS (Infrastructure as a Service) company
- Transform a sales and marketing team to be seen as elite, Big-Four-like consulting experts in fiber optics network testing, monitoring, and analytics
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg from DCSMI discusses strategies for increasing brand awareness and generating leads in the data center industry. He emphasizes the shift in buyer behavior, noting that 83% of the buyer's journey is completed before vendor contact. Key strategies include repositioning sales teams as consultants, leveraging digital channels for education, and focusing on early engagement with potential clients. He also highlights the importance of understanding ideal client profiles, defining target accounts, and providing valuable content to build trust and position companies as thought leaders. Specific metrics mentioned include 28 touchpoints between strangers and purchase decisions, and the need for a balanced marketing approach beyond field marketing events.
Outline
Cybersecurity Solutions Brand Awareness
- Joshua Feinberg introduces the topic of increasing brand awareness for cybersecurity solutions companies.
- Emphasizes the shift in brand positioning over the past decade, with 83% of the buyer's journey now completed before vendor contact.
- Highlights the importance of sales teams repositioning themselves as consultants, teachers, and trusted advisors.
- Discusses the need for a balanced approach to marketing, moving away from field marketing events to a more consistent, scalable strategy.
- Stresses the importance of understanding ideal client profiles and building relationships with key stakeholders.
Advanced Telecommunications and Technology Provider Sales
- Joshua Feinberg addresses how advanced telecommunications and technology providers can increase data center sales.
- Emphasizes the need to understand if the same clients are being targeted or if different go-to-market strategies are required.
- Discusses the importance of defining ideal client profiles, including geographic location, company size, and industry.
- Highlights the need for a target account list and understanding of the key stakeholders within these accounts.
- Stresses the importance of providing value and educating prospects throughout the buyer's journey.
IaaS Lead Generation Best Practices
- Joshua Feinberg discusses best practices for lead generation in the IaaS (Infrastructure as a Service) market.
- Emphasizes the need to define what a lead is and to get internal stakeholders aligned on this definition.
- Highlights the importance of understanding the buyer's journey and the various touchpoints between a stranger and a purchase decision.
- Discusses the limitations of field marketing events and the need for a balanced approach to lead generation.
- Stresses the importance of providing value and educating prospects throughout the buyer's journey.
Finding Data Center Tenants
- Joshua Feinberg addresses how to find data center tenants.
- Emphasizes the importance of understanding the ideal client profile and targeting the right geographic locations and company sizes.
- Discusses the need to build awareness and educate potential tenants early in their decision-making process.
- Highlights the importance of being seen as a trusted advisor and subject matter expert.
- Stresses the need to play the long game and build relationships with potential tenants over time.
Connecting with Entities Needing Financing for Data Centers
- Joshua Feinberg discusses how to connect with entities needing financing for data center purchases.
- Emphasizes the importance of understanding where the company has been most successful in the past.
- Highlights the need to define an ideal client profile and build a target account list.
- Discusses the importance of understanding the key stakeholders within these accounts and providing value throughout the buyer's journey.
- Stresses the need to be seen as a trusted advisor and subject matter expert.
Generating Leads for Fiber Optics Network Testing, Monitoring, and Analytics
- Joshua Feinberg addresses how to generate leads for fiber optics network testing, monitoring, and analytics companies.
- Emphasizes the importance of understanding the ideal client profile and targeting the right geographic locations and company sizes.
- Discusses the need to build awareness and educate potential clients early in their decision-making process.
- Highlights the importance of being seen as a trusted advisor and subject matter expert.
- Stresses the need to provide value and educate prospects throughout the buyer's journey.
Guest Resources
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