Episode #65 of the Data Center Go-to-Market Podcast features how to
- Identify the changing buyer personas and preferences in the colocation data center industry
- Develop a thought leadership and content marketing strategy to position your team as industry experts
- Pivot your business model and sales approach to focus more on technology services vs. real estate
- Understand the importance of building relationships with the full decision committee, not just one individual
- Leverage educational content, events, and webinars to stay engaged with prospects throughout the buyer's journey
- Optimize your sales and marketing efforts to fill and expand your data center space
- Overcome challenges with commoditization by demonstrating your unique expertise and value
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg discusses strategies for improving lead generation and qualification for colocation data centers, emphasizing the need to adapt to changing buyer personas, particularly the shift from baby boomers to Gen X, millennials, and Gen Z. He highlights the importance of a self-driven buyer's journey and leveraging digital content to build trust and educate decision committees. Feinberg also addresses expanding data center space by adopting a technology services approach rather than a real estate one. He stresses the significance of educational content, events, and thought leadership in influencing the buyer's journey and closing deals, especially in a commoditized market.
Action Items
- Invest time researching and understanding the IT asset disposition industry and data center buyer personas.
- Share helpful industry content and resources on LinkedIn to position as a consultant.
- Propose creating an interview-based podcast to build industry expertise and relationships.
- Evaluate current marketing and sales investments to ensure a balanced approach across different buyer touchpoints.
Outline
Improving Lead Generation and Qualification for Colocation Data Centers
- Joshua Feinberg emphasizes the importance of staying with the prospect throughout the full buyer's journey and educating the entire decision committee.
- He highlights the need to adapt to new buyer personas, especially those from younger generations who prefer a self-driven buyer's journey.
- Feinberg notes that newer generations tend to view colocation as a technology purchase rather than a real estate investment.
- He discusses the challenges of selling to CTOs and other technical IT buyers who are often skeptical of traditional marketing and sales tactics.
Adapting to New Buyer Preferences and Generational Shifts
- Feinberg explains that the shift in leadership from baby boomers to Gen X, millennials, or Gen Z eliminates digital resistance and changes the way buyers research and purchase colocation.
- He stresses the importance of showing up in the right context and rebranding client-facing teams to be seen as consultants, industry experts, and trusted advisors.
- Feinberg advises on the need for formal processes, certifications, and ongoing training to cross-pollinate knowledge within the team.
- He highlights the game-changing impact of being seen as a consultant rather than an interchangeable commodity.
Filling and Expanding Data Center Space
- Feinberg outlines two fundamental playbooks for filling and expanding data center space: thinking like an IT services company and positioning the team as a technology services provider rather than a real estate company.
- He advises against selling co-working for servers and instead suggests positioning the company as a fractional CTO or outsourced IT provider.
- Feinberg emphasizes the importance of understanding the ideal client profile and the buyer personas within the decision committee.
- He discusses the role of educational content, thought leadership, and events in influencing the decision committee and building trust.
The Role of Educational Content and Events
- Feinberg explains how educational content and events can lower the risk for entry-level and mid-level individuals to forward information about the company.
- He highlights the importance of staying with the prospect throughout the full buyer's journey and being present at as many touchpoints as possible.
- Feinberg discusses the impact of educational content on the shortlist of competitive options and how it can help win deals before the decision stage.
- He emphasizes the need for a seamless process to make educational content accessible and impactful for prospects.
Building Connections in IT Asset Disposition
- Feinberg advises new sales professionals in IT asset disposition to think of themselves as tour guides or hotel concierges and to invest time in learning about the industry.
- He suggests reading articles, watching videos, and attending podcasts to build expertise and understanding of the buyer personas.
- Feinberg recommends leveraging marketing and sales leaders for customer insight research, surveys, case studies, and testimonials.
- He emphasizes the importance of optimizing LinkedIn profiles and sharing valuable resources to be seen as a consultant and resource person.
Closing Deals in a Commoditized Market
- Feinberg discusses the challenges of closing deals in a commoditized market and the importance of understanding the business and technology challenges of clients.
- He emphasizes the need for educational resources, events, and experiences to build trust and educate prospects and clients at scale.
- Feinberg advises on the importance of understanding all stakeholders involved in the decision-making process and having content and events tailored to each.
- He highlights the need to spread marketing and sales budgets across various touchpoints to avoid losing prospects to competitors.
Balancing Marketing and Sales Budgets
- Feinberg uses a sports analogy to explain the importance of diversifying investments in marketing and sales activities.
- He advises against relying too heavily on big conferences and events and emphasizes the need for a balanced approach to touchpoints.
- Feinberg discusses the importance of customer insight research, premium content, podcasts, live streams, webinars, and other educational resources.
- He stresses the need to stay with prospects throughout the full buyer's journey and educate the entire decision committee to close deals effectively.
Guest Resources
Resources
- Connect with Joshua Feinberg, CEO at DCSMI, on LinkedIn
- Follow DCSMI on LinkedIn
- Follow the Data Center Go-to-Market Podcast on LinkedIn
- Learn About DCSMI
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