Ep. #79 Joshua Feinberg, CEO at DCSMI | Data Center Go-to-Market Podcast

Episode #79 of the Data Center Go-to-Market Podcast features an interview with Joshua Feinberg, CEO at DCSMI.

Identify the key elements of an ideal client profile (ICP) for a data center services and IT asset disposition company
Discover how to position your data center sales team as trusted advisors and subject matter experts
Learn strategies for selling colocation, point-of-presence, and disaster recovery services to enterprise IT clients
Modernize the sales and marketing approach for a data center construction company
Explore tactics for tracking email engagement to generate qualified leads
Find creative ways to market a small data center with limited available space
Recognize best practices for ensuring data center integration clients become referenceable

Host:
Joshua Feinberg, CEO
DCSMI

Joshua Feinberg discusses the evolving sales strategies in the data center industry, emphasizing the shift from traditional vendor roles to expert consultants. He highlights the importance of being a thought leader and providing unique insights to engage prospects early in their buyer's journey, which is now 83% complete before sales contact. Feinberg also covers generating leads for ITAD companies, selling colocation and disaster recovery services to enterprises, modernizing sales and marketing for data center builders, tracking emails for lead generation, marketing small data centers, and ensuring client referenceability.

Key points include the need for a clear ideal client profile, personalized email marketing, and aligning sales and marketing efforts to build trust and educate prospects.

Joshua Feinberg highlights the importance of expertise in sales and marketing roles within the data center industry, emphasizing that SDRs, AEs, and AMs must possess a high level of knowledge to provide value to clients. He suggests that those without this expertise may need to be repositioned within the company or upskilled. Feinberg also highlights the significance of being seen as experts in data center integration to secure referenceable accounts. He promotes the Data Center Sales and Marketing Newsletter for staying informed about industry events and resources, and concludes by encouraging career and team growth within the data center ecosystem.

Action Items

Define the ideal client profile (ICP) for the data center services and ITAD company, including geographic parameters, company size, and industry focus.
Develop buyer personas for the key stakeholders within the target accounts.
Position the data center provider's sales team as consultants, trusted advisors, and subject matter experts to be invited earlier into the buyer's journey.
Ensure the data center builder's entire go-to-market team is aligned on the ideal client profile and buyer personas.
Invest in professional development to upskill the data center integrator's sales, account management, and customer success teams so that they can be seen as experts.

Outline

Effective Sales Strategies for Data Center Providers

Joshua Feinberg emphasizes the importance of being seen as experts rather than vendors by enterprise clients.
Traditional sales methods are becoming less effective, and being a thought leader is now essential.
The conversation highlights the need for sales teams to provide unique insights and be consultants, teachers, and trusted advisors.
The shift towards self-directed buyer journeys means prospects are further along before engaging with sales teams.

Introduction to the Data Center Go-to-Market Podcast

Joshua Feinberg introduces the podcast, focusing on sales and marketing challenges in the data center ecosystem.
The agenda includes topics like generating leads for IT asset disposition companies, selling colocation for enterprise IT, and modernizing sales and marketing for data center builders.
The podcast aims to address challenges faced by various stakeholders, including operators, technology companies, and investors.
The goal is to help listeners level up their personal influence, team growth, and company growth in the data center marketplace.

Generating Highly Qualified Leads for ITAD Companies

Joshua Feinberg discusses the importance of defining a qualified lead based on the company's success.
The conversation covers the integration of data center services and IT asset disposition, and the need for a clear ideal client profile (ICP).
Defining an ICP includes geographic location, company size, business model, and industry.
The importance of standardizing lead generation tools, such as LinkedIn, based on the number of employees is emphasized.

Selling Colocation, POP, and Disaster Recovery Services to Enterprise IT

Joshua Feinberg explains the need for data center providers to be seen as experts by enterprise IT clients.
The conversation highlights the importance of understanding the client's business model, industry, and compliance requirements.
Traditional sales methods are discussed, focusing on positioning the sales team as consultants and subject matter experts.
The role of marketing in supporting the sales team by creating educational content and resources is emphasized.

Modernizing Sales and Marketing for Data Center Builders

Joshua Feinberg addresses the challenges data center builders face in modernizing their sales and marketing strategies.
The conversation emphasizes the need for a clear ideal client profile and understanding of prospects' decision-making process.
The importance of positioning the sales team as consultants and educators is reiterated.
The role of marketing in creating educational content and resources to support the sales team is discussed.

Tracking Emails for Lead Generation

Joshua Feinberg explains the different stages of lead generation and the importance of tracking emails for lead generation.
The conversation covers the differences between leads, sales-qualified leads (SQLs), and opportunities.
The challenges of tracking email opens and clicks due to privacy regulations and platform limitations are discussed.
The importance of personalizing email marketing based on the recipient's stage in the buyer's journey is emphasized.

Marketing Small Data Centers with Limited Space

Joshua Feinberg discusses the challenges of marketing small data centers with limited space available to lease.
The conversation highlights the importance of geographic diversity and the potential for partnering with managed service providers.
The role of local meetups, networking events, and traditional marketing methods in reaching local clients is emphasized.
The importance of understanding the needs of local clients and positioning the data center as a community-focused provider is discussed.

Ensuring Client Referenceability After the Experience

Joshua Feinberg discusses the importance of ensuring clients become referenceable after the experience.
The conversation emphasizes the need for alignment across the entire go-to-market team on the ideal client profile.
The role of marketing, sales, and customer success in educating and building trust with clients is highlighted.
The importance of positioning the sales team as consultants and educators throughout the client journey is reiterated.

Elevating the Role of Fractional CTOs in SMBs

Joshua Feinberg discusses the importance of having fractional CTOs for small and medium-sized businesses (SMBs) to provide expert-level services.
He emphasizes that SDRs, AEs, and AMs must possess similar expertise to add significant value to clients.
Joshua highlights that investing in team members to enhance their expertise is crucial for early and frequent client engagement.
He notes that those unwilling to invest in their expertise may not be suitable for long-term company roles.

The Key to Referenceable Accounts

Joshua explains that acquiring referenceable accounts requires having a client-facing team that is seen as experts in data center integration.
He reiterates the importance of maintaining expertise to stay relevant and competitive in the market.
Joshua concludes the week's Q&A session by encouraging listeners to stay updated with new events and educational resources.
He promotes the Data Center Sales and Marketing Newsletter for more insights and information.

Introduction to DCSMI and Its Mission

Joshua introduces DCSMI, an organization focused on elevating the role of sales, marketing, and go-to-market (GTM) professionals in the data center industry.
He mentions the weekly live stream that addresses sales and marketing challenges within the data center ecosystem.
Joshua wishes listeners success in their careers, team growth, and company influence.
He invites listeners to reach out for further assistance and looks forward to their return the following week.

Sponsorship and Contact Information

Joshua concludes the podcast by thanking listeners and sponsors.
He reiterates the importance of subscribing to the Data Center Sales and Marketing Newsletter for updates on upcoming episodes.
The podcast is sponsored by DCSMI, with a reminder to visit the website at www.dcsmi.com for more information.
Joshua provides the website URL once again for easy access and encourages listeners to stay informed.

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