Episode #61 of the Data Center Go-to-Market Podcast features
- Identify the ideal client profile for a telecommunications company selling to the data center industry
- Develop an educational content and event strategy to reach decision-makers for a data center marketing/sales consulting firm
- Leverage a digital infrastructure investment firm's portfolio companies to improve sales cycles
- Implement a webinar series showcasing cloud-migrated clients to drive cloud adoption
- Conduct customer research to uncover unmet market needs for a data center wiring/cabling company
- Create a target account list and buyer personas to build brand awareness for a BIM startup in the data center industry
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg from DCSMI discusses strategies for various stakeholders in the data center industry to succeed in sales and marketing. He emphasizes the importance of understanding client profiles, geographic and company size targeting, and the evolving buyer's journey. For telecommunications companies, he suggests focusing on net new customers and using educational content to engage prospects early. Consulting firms should aim for product-market fit and use educational events to influence decision-makers. Digital infrastructure investment firms can impact sales cycles by fostering peer-to-peer learning among portfolio companies. Cloud providers should leverage happy clients to educate resistant ones. BIM startups should target specific market segments and use educational content to build awareness.
Outline
Finding the Right Data Center Customers
- Joshua Feinberg discusses the importance of understanding where account managers and customer success managers have had the greatest results to identify the right data center customers.
- The conversation covers the geographic component, company size, and business model or industry component in finding the right data center customers.
- Joshua emphasizes the need to document the ideal client profile, including geographic location, company size, and capabilities.
- The discussion includes the importance of understanding the regulatory issues in different regions and how they impact data center customers.
Building a Target Account List
- Joshua explains the process of building a target account list of potential data center operators based on the ideal client profile.
- The conversation highlights the importance of understanding the buyer personas within these accounts to educate and build trust.
- Joshua discusses the need for educational content and events to attract the right people and intercept them early in their buyer's journey.
- The segment covers the shift in how data center customers research and make purchase decisions, emphasizing the need for educational content and events.
Reaching Decision Makers in Data Center Marketing and Sales Consulting
- Joshua Feinberg discusses the importance of understanding the business model and product market fit for a data center marketing and sales consulting firm.
- The conversation covers the need to document the ideal client profile, including geographic targeting, company size, and business model or industry focus.
- Joshua emphasizes the importance of educational content and events to educate and build trust with potential clients.
- The segment highlights the need for a go-to-market strategy that reflects the current buyer's journey and the importance of showing up as trusted advisors and subject matter experts.
Impacting Sales Cycles for Data Center Businesses
- Joshua Feinberg discusses how a digital infrastructure investment firm can impact sales cycles for data center businesses.
- The conversation covers the importance of board seats and the power they hold over how digital infrastructure companies go to market.
- Joshua suggests regular events for heads of marketing and sales from portfolio companies to share best practices and accelerate sales cycles.
- The segment highlights the importance of peer-to-peer learning and the role of educational resources in influencing decision committees.
Moving Clients to the Cloud
- Joshua Feinberg discusses how a data center hosting, connectivity, and cloud provider company can move clients to the cloud.
- The conversation covers the importance of understanding why clients resist moving to the cloud and the tangible benefits they have received.
- Joshua emphasizes the need for case study interviews and educational events to educate and build client trust.
- The segment highlights the importance of combining email marketing and events to drive motivation and convert clients to cloud services.
Identifying and Addressing Market Needs for Data Center Wiring and Cabling
- Joshua Feinberg discusses how a data center wiring and cabling company can identify and address market needs.
- The conversation covers the importance of staying closer to the market than anyone else and understanding the segmentation needs.
- Joshua emphasizes the need for user interviews and surveys to understand the biggest goals and challenges of stakeholders.
- The segment highlights the importance of prioritizing the consensus on market needs and aligning them with the company's product roadmap.
Gaining Brand Awareness for Building Information Modeling (BIM) Startups
- Joshua Feinberg discusses how a BIM startup can gain brand awareness in the data center industry.
- The conversation covers the importance of understanding the current product capabilities and service capabilities.
- Joshua emphasizes defining the ideal client profile, including geographic location, company size, and business model or industry focus.
- The segment highlights the importance of educational content and events to educate and build trust with potential clients and stakeholders.
Resources
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