Episode #73 of the Data Center Go-to-Market Podcast features an interview with Joshua Feinberg, CEO at DCSMI.
- Improve end-user communications for a data center infrastructure business
- Increase lead generation for a data center colocation and interconnection company
- Learn how a data center infrastructure management software company can grow revenue
- Implement data center segmentation for sales and marketing growth
- Identify ways a data center infrastructure service provider can increase sales
- Uncover methods for a data center relocation company to close more deals
Joshua Feinberg from the Data Center Sales and Marketing Institute discusses strategies for improving sales and marketing in the data center industry. Key points include the importance of aligning AES and SDRs with educational events and thought leadership, understanding ideal client profiles, and segmenting by buyer personas. He emphasizes the need for a company-wide priority starting from the CEO level. He suggests focusing on the entire buyer's journey, providing educational content, and leveraging channel partners for lead generation. Growing revenue involves understanding successful client profiles and expanding existing accounts. Closing more deals requires clear deal stages, leveraging social proof, and strategic partnerships.
Action Items
- Conduct in-depth customer insight research to understand the goals and challenges of the most important buyer personas.
- Develop a multi-pronged webinar program to educate and build trust with multiple stakeholders from target companies.
- Explore opportunities for formal and informal partnerships, such as referral programs or co-marketing, with adjacent businesses like data center construction, real estate, and asset disposition companies.
Outline
Improving End User Communications in Data Center Infrastructure Businesses
- Joshua Feinberg emphasizes the importance of understanding the business a company is in, including geographic locations, company size, and business models.
- He discusses the significance of identifying ideal client profiles and segmenting by buyer personas, highlighting the need for research beyond internal stakeholders.
- Joshua advises conducting face-to-face interviews, video interviews, or phone interviews with actual prospects and clients to gather accurate insights.
- He stresses the importance of understanding the buyer's journey and the need for client-facing teams to be seen as trusted advisors and subject matter experts.
Increasing Lead Generation for Data Center Colocation and Interconnection Companies
- Joshua explains the need for alignment and collaboration across sales and marketing teams to improve lead generation.
- He discusses the importance of understanding the buyer's journey and the need for client-facing teams to provide value throughout the entire journey.
- Joshua highlights the need for educational content and events to educate and build trust with prospects and clients.
- He emphasizes the importance of having a lead generation strategy that covers awareness, consideration, and decision stages of the buyer's journey.
Growing Revenue for Data Center Infrastructure Management Software Companies
- Joshua outlines the need to understand where a company has been most successful to inform future growth strategies.
- He discusses the importance of having a clear, ideal client profile and target account list to guide lead generation and sales efforts.
- Joshua emphasizes the need for a multi-pronged approach to revenue growth, including expanding existing accounts and generating new accounts.
- He highlights the importance of educational content and events to educate and build trust with prospects and clients.
Implementing Data Center Segmentation for Sales and Marketing Growth
- Joshua explains the importance of understanding the resources available for segmentation and personalization.
- He discusses the need to segment by both industry and job role to create targeted lead generation and sales strategies.
- Joshua emphasizes the importance of understanding the buyer's journey and having content and events that address the goals and challenges of specific buyer personas.
- He highlights the need for a multi-faceted approach to segmentation, including awareness, consideration, and decision stages.
Increasing Sales for Data Center Infrastructure Service Providers
- Joshua discusses the importance of understanding the ideal client profile and the nature of the sales force to inform sales strategies.
- He emphasizes the need for clarity on whether the focus is on net new sales or expanding existing accounts.
- Joshua highlights the importance of having a clear lead generation and sales process to ensure consistency and success.
- He discusses the potential benefits of channel partnerships and the need for a structured approach to growing channel partner-sourced revenue.
Closing More Deals for Data Center Relocation Companies
- Joshua explains the importance of understanding the stages of the sales process and identifying where deals are getting stuck.
- He discusses the need for product and go-to-market fit to ensure consistency and success in closing deals.
- Joshua highlights the importance of social proof, including case studies and testimonials, to build trust with prospects.
- He emphasizes the potential benefits of channel partnerships and the need for a structured approach to growing channel partner-sourced revenue.
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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