Ep. #63 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

Episode #63 of the Data Center Go-to-Market Podcast features how to

Develop an ideal client profile (ICP) to target specific geographic locations and company sizes
Create a content and events calendar to educate and build trust with potential clients
Identify key stakeholders within target companies and understand their goals, challenges, and online behavior
Position the client-facing team as consultants, trusted advisors, and subject matter experts
Leverage internal experts to provide valuable insights and educational content
Build relationships with key stakeholders in the data center ecosystem
Understand the importance of data center commissioning and its sales/marketing considerations
Grow an immersion cooling business by meeting clients where they are in the buyer's journey
Demonstrate expertise in immersion cooling for data centers and high-performance computing

Host:

Joshua Feinberg, CEO
DCSMI

Joshua Feinberg from DCSMI discussed strategies for increasing awareness and proving expertise in the data center industry. He emphasized the importance of understanding the buyer's journey, which now occurs largely without vendor contact, with 83% of the process completed before sales engagement. He advised on creating targeted content and events to educate and build trust with stakeholders.

For data center asset liquidation companies, he highlighted the need to identify key decision-makers and build relationships early in the buyer's journey. He also covered the importance of accurate website content and leveraging internal experts to position the company as a trusted advisor.

Joshua Feinberg from DCSMI emphasizes the importance of involving the entire client-facing team in educational initiatives to demonstrate expertise in immersion cooling for AI, data centers, and high-performance computing. He suggests using sales team members as moderators, incorporating successful clients as subject matter experts, and creating immersive educational events to capture prospects' attention throughout the buyer's journey.

This strategy aims to position the company as a go-to authority, potentially eliminating competitors by the decision stage. Feinberg also encourages focusing on clients' priorities, building trust, and leveraging modern research behaviors to lead the conversation and grow the immersion cooling business effectively.

Action Items

Develop a clear ideal client profile (ICP) for the data center solutions provider.
Create a content and events calendar to educate and build trust with the primary and secondary buyer personas.
Identify the key stakeholders (e.g., CTO, facilities director) for the data center asset liquidation and demolition company and build relationships with them.
Position the global data center safety provider's client-facing team as consultants, teachers, and subject matter experts.
Ensure the data center business's website accurately reflects its current product and service capabilities.
Leverage the expertise of the immersion cooling subject matter expert(s) on the team to create a webinar series and other educational content.

Outline

Increasing Awareness for Data Center Solutions Providers

Joshua Feinberg introduces the concept of increasing awareness for data center solutions providers, emphasizing the importance of understanding the company's products and services.
He discusses the shift in the buyer's journey over the past decade, noting that 83% of the journey now happens before vendor contact.
Joshua highlights the importance of documenting an ideal client profile (ICP) to target specific geographic locations and company sizes.
He stresses the need to identify key stakeholders within target companies and to understand their goals, challenges, and online behavior.
Joshua advises on creating a content and events calendar to educate and build trust with potential clients, emphasizing the importance of being seen as a consultant and trusted advisor.

Proving Expertise as a Data Center Subject Matter Expert

Joshua Feinberg explains the need for data center solutions providers to prove their expertise and trusted advisor status.
He contrasts the behavior of self-centered salespeople with that of consultants and subject matter experts, emphasizing the importance of providing valuable content.
Joshua suggests improving onboarding, upskilling, and professional development so that team members can elevate their positioning.
He advises creating educational content, such as webinars and whitepapers, to position the team as experts and to build trust with prospects.
Joshua emphasizes the importance of meeting prospects where they are in their buyer's journey and providing value at each stage.

Connecting with Decision Makers in Data Center Asset Liquidation

Joshua Feinberg discusses the challenges of connecting with decision-makers in data center asset liquidation and demolition.
He emphasizes the importance of understanding the business model, past successes, and ideal client profiles.
Joshua advises documenting a one-page ideal client profile to target specific companies and stakeholders.
He highlights the need for research to understand the goals, challenges, and online behavior of key stakeholders.
Joshua suggests using email marketing automation to encourage internal referrals and to build relationships with decision committees.

Finding Clients for Global Data Center Safety Providers

Joshua Feinberg addresses the challenge of finding clients for global data center safety providers.
He emphasizes the importance of understanding the provider's geographic footprint, company size, and industry expertise.
Joshua advises on identifying key stakeholders within target companies and on building relationships with them.
He highlights the need for a content and events calendar to educate and build trust with potential clients.
Joshua stresses the importance of executive leadership in positioning the company as a thought leader in data center safety.

Starting a Data Center Related Business

Joshua Feinberg discusses starting a data center-related business, emphasizing the importance of defining the business model and target market.
He advises conducting customer insight research to understand the goals, challenges, and online behavior of potential clients.
Joshua suggests using a podcast or webinar series to build rapport, learn insights, and create educational content.
He emphasizes the importance of achieving product-market fit and scaling a sales team once the business model is established.
Joshua advises understanding the ecosystem and positioning the business within it to maximize growth opportunities.

Growing an Immersion Cooling Business

Joshua Feinberg addresses the challenge of growing an immersion cooling business within data centers and high-performance computing environments.
He emphasizes the importance of keeping the website current and reflecting the company's capabilities accurately.
Joshua highlights the need for a content and events calendar to educate and build trust with potential clients.
He advises positioning the team as experts and providing valuable content at each stage of the buyer's journey.
Joshua suggests training internal experts to educate the sales team and to provide valuable insights to prospects.

Data Center Commissioning and Its Sales and Marketing Considerations

Joshua Feinberg discusses the sales and marketing considerations for data center commissioning.
He explains the process of data center commissioning and its importance in ensuring the readiness of a data center for operations.
Joshua advises on building relationships with key stakeholders in the data center ecosystem, such as design-build construction companies and real estate investment trusts.
He emphasizes the importance of understanding the geographic and company size suitability for commissioning projects.
Joshua suggests using a combination of content marketing, webinars, and offline events to build brand awareness and educate potential clients.

Final Thoughts and Additional Questions

Joshua Feinberg wraps up the session by addressing additional questions from viewers.
He provides a high-level overview of data center commissioning and its importance in the industry.
Joshua emphasizes the need for a comprehensive go-to-market strategy that includes content marketing, events, and targeted outreach.
He advises building a professional brand and understanding the ecosystem to position the business for success.
Joshua encourages viewers to stay informed and engaged with the Data Center Go to Market Podcast and live streams for ongoing education and insights.

Involving the Sales Team in Educational Initiatives

Joshua Feinberg suggests bringing in people from the sales team to act as moderators in educational initiatives.
This strategy helps prospects and clients see the entire client-facing team as actively involved in education.
Over time, successful clients and channel partners can be brought in as subject matter experts.
Demonstrating expertise in immersion cooling for AI, Data Centers, and high-performance computing environments is crucial.

Building Relationships and Demonstrating Expertise

Joshua emphasizes the importance of working with clients to build relationships and demonstrate expertise.
The goal is to make the client see the team as experts rather than just another vendor.
This approach serves as a powerful branding and indoctrination tool.
The focus is on framing criteria to evaluate competitive options and covering all 28 touchpoints.

Creating Immersive Experiences and Educational Events

Joshua discusses the importance of creating immersive and educational events to monopolize coverage.
The aim is to provide so much value that clients have no reason to look elsewhere for education.
This strategy helps ensure the company is on the shortlist and often eliminates competitive alternatives.
The goal is to reach the decision stage, where the client is ready to learn about the company's unique approach to immersion cooling.

Focusing on Client Priorities and Building Trust

Joshua advises focusing on what clients care about and meeting them where they are.
This approach helps lead the conversation about priorities and educates and builds trust at scale.
It aligns with how modern humans navigate the buyer's journey.
The strategy aims to leave competitive alternatives irrelevant by educating multiple stakeholders.

Final Thoughts and Call to Action

Joshua concludes by emphasizing the importance of growing the immersion cooling business.
The final question of the live stream is addressed, focusing on the importance of education and trust-building.
Joshua introduces himself as the host from DCSMI, the Data Center Sales and Marketing Institute.
Listeners should subscribe to the weekly email newsletter for educational resources and webinars.

Closing Remarks and Sponsorship Information

Joshua provides the URL for signing up for the Data Center Sales and Marketing Newsletter.
He wishes listeners success in growing their data center career and the company's influence.
The Data Center Go to Market Podcast is sponsored by DCSMI.
Listeners are reminded to subscribe to the newsletter to stay informed about upcoming episodes.

Resources

Do you want to stay up to date about upcoming episodes?

Subscribe to the Data Center Sales and Marketing Newsletter

Data Center Go-to-Market Podcast, Data Center Go-to-Market, Sales, and Marketing Q&A