Episode #86 of the Data Center Go-to-Market Podcast features an interview with Cecilia Hjertzell, Chief Sustainability and Marketing Officer at T.Loop.
- Discover how T Loop is transforming the data center industry with innovative circular business models.
- Understand the untapped potential of data center assets like heat reuse and grid balancing.
- Learn about the launch of TSO Link and its role in scaling energy solutions globally.
- Explore the financial and environmental benefits of circular business models in the data center industry.
- Gain insights into the go-to-market strategies for introducing new products like TSO Link.
- Identify the key stakeholders and decision-makers involved in data center sustainability initiatives.
- Examine the impact of regulations, energy constraints, and geopolitical issues on the data center market.
- Hear real-world examples of collaboration and innovation driving industry growth.
- Find out how empathy and emotional connection play a crucial role in B2B marketing.
- Get inspired by strategies for building trust, sharing best practices, and fostering industry-wide collaboration.
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
Cecilia Hjertzell, Chief Sustainability and Marketing Officer
T.Loop
Cecilia Hjertzell, Chief Sustainability and Marketing Officer at T Loop, discusses their initiative to leverage untapped assets in data centers, such as heat recovery and generator capacity, to support grid balancing and energy net support.
T Loop collaborated with E-matic to develop TSO Link, which allows data centers to utilize their existing assets more efficiently.
This approach not only supports sustainability but also provides new revenue streams for data centers.
Cecilia emphasizes the importance of understanding customer journeys, being empathetic, and leveraging diverse expertise to drive innovation and solve complex problems.
Outline
Cecilia Hjertzell's Introduction and T Loop's Mission
- Cecilia Hjertzell introduces herself as the Chief Sustainability and Marketing Officer at T Loop.
- She emphasizes the importance of emotional connection in B2B and B2C marketing.
- Cecilia highlights the significance of heat reuse, mentioning the 460 terawatt hours of heat wasted annually, equivalent to heating 37 cities the size of Stockholm.
- Joshua Feinberg welcomes Cecilia back to the Data Center Go-to-Market Podcast, noting her previous appearance and her role at T Loop.
T Loop's New Initiative and Joint Venture
- Cecilia explains T Loop's aim to use untapped assets in data centers, such as heat recovery and generators for grid balancing.
- She mentions the collaboration with E-matic, a Swedish company specializing in software and hardware engineering.
- The joint venture, TSO Link, focuses on grid balancing and energy net support.
- Cecilia notes that T Loop is the first customer of TSO Link, ensuring quality and demonstrating value to other data centers.
Impact of TSO Link and Business Model Innovation
- Joshua and Cecilia discuss the potential of TSO Link to scale the opportunity from a circular energy perspective.
- Cecilia highlights the importance of T Loop's impact business model, which includes revenue streams from colocation services, heat reuse, and generator usage.
- She emphasizes the financial benefits of a circular business model, contrasting it with the perception that impact business models often involve lower earnings.
- Joshua points out the value of T Loop's case study in demonstrating the effectiveness of TSO Link to potential customers.
Geographic and Market Strategy for TSO Link
- Joshua and Cecilia discuss the go-to-market strategy for TSO Link, considering geographic areas and company sizes.
- Cecilia suggests following customer interest rather than a traditional market expansion approach.
- They discuss the importance of understanding local regulations and energy constraints in different markets.
- Mentions the impact of geopolitical issues, such as the Russia-Ukraine conflict, on energy resilience and the demand for TSO Link.
Stakeholder Engagement and Marketing Strategy
- Joshua and Cecilia explore the importance of engaging with various stakeholders, including ESG officers and community leaders.
- Cecilia emphasizes the need for T Loop to be seen as a part of the solution for energy transition and sustainability.
- They discuss the role of marketing in building brand loyalty and emotional connection with customers.
- Cecilia highlights the importance of understanding customer journeys and being empathetic in marketing efforts.
Challenges and Opportunities in Data Center Marketing
- Joshua and Cecilia discuss the challenges of reaching decision-makers in data center operations.
- They emphasize the importance of understanding the different roles and responsibilities within data center organizations.
- Cecilia shares her experience of influencing internal stakeholders to support marketing initiatives.
- They highlight the need for marketing to be relevant, empathetic, and human-centered.
Innovation and Collaboration in the Data Center Industry
- Cecilia shares examples of successful collaboration in the tech industry, such as the Web Friday initiative in Stockholm.
- She emphasizes the importance of sharing best practices and building trust within the industry.
- Joshua and Cecilia discuss the potential for channel partnerships to enhance T Loop's reach and impact.
- They highlight the need for diversity in expertise and perspectives to drive innovation and solve complex problems.
Future of Data Center Marketing and Sustainability
- Cecilia shares her insights on the future of data center marketing, emphasizing the importance of being futuristic and understanding emerging trends.
- She mentions the example of Ericsson's anthropological studies to understand the impact of network solutions on society.
- Joshua and Cecilia discuss the importance of understanding customer journeys and identifying leading indicators for potential customers.
- They emphasize the need for marketing to be data-driven and focused on creating value for customers.
Guest Resources
- Watch Ep. #22 Cecilia Hjertzell, Chief Sustainability and Marketing Officer of T.Loop | Data Center Go-to-Market Podcast
- Connect with Cecilia Hjertzell, Chief Sustainability and Marketing Officer at T.Loop, on LinkedIn
- Follow T.Loop on LinkedIn
- Learn About T.Loop
- Learn About TSO Link
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