Ep. #77 Joshua Feinberg, CEO at DCSMI | Data Center Go-to-Market Podcast

Episode #77 of the Data Center Go-to-Market Podcast features an interview with Joshua Feinberg, CEO at DCSMI.

Identify strategies to improve brand reputation and trust for a pre-fabricated, modular data center provider
Determine the correct person to target in data center sales roles by developing an ideal client profile
Implement tactics to help a data center structure cabling company close more deals
Address special considerations for a data center real estate broker
Explain the modular data center mentality to a steel construction company
Plan effective sales and marketing for a global colocation data center designer
Leverage educational content and events to position the company as an industry expert
Understand the modern buyer's journey and adapt sales and marketing accordingly
Customize content and approach for different global markets

Host:

Joshua Feinberg, CEO
DCSMI

Joshua Feinberg discusses strategies for improving brand reputation and trust for pre-fabricated modular data center providers, emphasizing the importance of content and educational events. He highlights the buyer's journey shift, where 83% of research is now done without vendor contact, necessitating a change to being seen as trusted advisors. He advises defining ideal client profiles, understanding buyer personas, and leveraging content and events to educate and build trust. He suggests using case studies for data center sales reps to identify target accounts and buyer personas. He also covers strategies for structured cabling companies to differentiate and close more deals, and for data center real estate brokers to address special considerations. Finally, he outlines a comprehensive approach for global colocation data center designers to plan sales and marketing, emphasizing localization and educational content.

Action Items

Develop a clear ideal client profile (ICP) to understand the company's ideal clients regarding location, company size, and industry.
Create educational content and events (videos, blogs, webinars, offline events) to position the company and its team as experts and trusted advisors in the modular data center space.
Identify the key stakeholders involved in the data center structure cabling purchase decision and build relationships with them through valuable content and events.
Define "global" regarding geographic coverage and ideal client company sizes for colocation data center design services.
Customize the sales and marketing approach, including content and events, to cater to the specific needs and preferences of the target markets and buyer personas for the global Colocation data center design services.

Outline

Modular Data Centers and Brand Reputation

Joshua Feinberg emphasizes the importance of brand reputation and trust for pre-fabricated modular data center providers.
He highlights the need for content and educational events to attract the right clients and position the company as an industry expert.
Joshua mentions the significant increase in demand for modular data centers driven by AI and high-performance computing.
He discusses the buyer's journey shift, where 83% of research and decision-making now happen without direct vendor contact.
The importance of understanding ideal clients, building buyer personas, and creating educational content to build trust and reputation is stressed.

Finding the Right Person in Sales

Joshua explains the challenge of finding the right salesperson, whether an SDR, BDR, or account executive.
He outlines the importance of product-market fit and go-to-market fit for sales success.
Joshua advises studying successful client case studies to identify common threads and build an ideal client profile.
He emphasizes the need for a target account list in Account-Based Marketing (ABM) to focus sales efforts effectively.
The importance of understanding the decision-making committee and mapping stakeholders is highlighted.

Closing More Deals in Structured Cabling

Joshua discusses strategies for structured cabling companies to close more deals.
He emphasizes the importance of understanding the low-voltage telecommunications and network infrastructure space.
Joshua advises building relationships with network engineers, system engineers, and companies providing racks and cabinets.
He highlights the need for differentiation in a mature industry to avoid commoditization and competing on price.
Strategies include creating educational content, hosting events, and involving sales team members in facilitating these events.

Special Considerations for Data Center Real Estate Brokers

Joshua addresses how data center real estate brokers can address special considerations.
He advises proactively building educational assets and events to address common questions and concerns.
Joshua emphasizes the importance of understanding the unique needs of different stakeholders in the real estate market.
He suggests creating video content, blog articles, and other educational resources to address these considerations early in the buyer's journey.
The goal is to build trust and position the broker as the go-to expert in the market.

Explaining Modular Data Centers to Steel Construction Companies

Joshua explains how to explain modular data centers to steel construction companies.
He advises understanding the specific needs and challenges of steel construction companies.
Joshua emphasizes the importance of creating educational content tailored to the needs of these companies.
He suggests using a variety of content formats, including blogs, YouTube videos, podcasts, and webinars.
The goal is to educate and build trust with key stakeholders in steel construction companies to position modular data centers as a viable solution.

Planning Sales and Marketing for Global Colocation Designers

Joshua discusses how global colocation data center designers can better plan their sales and marketing efforts.
He emphasizes the importance of defining what "global" means for the company and understanding the ideal client profile.
Joshua advises creating a target account list and prioritizing buyer personas based on industry and company size.
He highlights the need for educational content and events to educate and build trust with key stakeholders.
The goal is to position the company as the go-to expert in colocation data center design and to differentiate from competitors.

The Importance of Educational Content and Events

Joshua emphasizes the importance of educational content and events in building trust and positioning the company as an expert.
He advises creating a variety of content formats, including video, blog articles, and webinars.
Joshua highlights the need for sales team members to be involved in facilitating these events to build trust and educate prospects.
He suggests using email marketing automation to nurture leads and build relationships with key stakeholders.
The goal is to dominate the short list of potential clients and to eliminate competitors from consideration.

Understanding the Buyer's Journey

Joshua discusses the importance of understanding the buyer's journey and being present at each touchpoint.
He emphasizes the need for content and events to educate and build trust with prospects throughout the journey.
Joshua advises using various tactics, such as social media, email marketing, and webinars, to reach prospects.
He highlights the importance of understanding different buyer personas' specific needs and challenges.
The goal is to position the company as the go-to expert and build long-term client relationships.

Customizing Content for Different Markets

Joshua discusses the need to customize content for different global markets.
He advises understanding the specific needs and challenges of each market and creating content in the local language.
Joshua emphasizes the importance of cultural familiarity and customization to resonate with different markets.
He suggests using a variety of content formats and tactics to reach prospects in different markets.
The goal is to position the company as the go-to expert in global colocation data center design and to build trust with clients in different regions.

Final Thoughts and Call to Action

Joshua concludes the session by emphasizing the importance of understanding customer insights and buyer personas.
He advises sales and marketing teams to adapt to the modern buyer's journey and to be present at each touchpoint.
Joshua highlights the need for educational content and events to build trust and position the company as an expert.
He encourages sales and marketing teams to involve all relevant team members in creating and facilitating these educational resources.
The goal is to differentiate the company, build trust, and position it as the market's expert.

Resources

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