Episode #87 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI.
- Discover how BDRs and SDRs can excel as virtual event coordinators, moderators, and content creators.
- Understand the importance of aligning your sales and marketing strategies with buyer preferences and industry trends.
- Identify and target the right prospects by analyzing business models, company size, and geographic focus.
- Differentiate your company early in the buyer's journey through education and trust-building.
- Gain insights into creating educational resources that address customer goals, challenges, and stressors.
- Modernize your sales and marketing playbook to adapt to the evolving digital infrastructure landscape.
- Build trust within your team to foster a culture that translates into stronger client relationships.
- Master leveraging podcasts, webinars, and events to attract and engage target personas.
- Develop a mindset shift for data center lead generation by focusing on long-term trust and education.
- Position your company as the definitive go-to expert in your industry.
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg emphasized the importance of BDRs, SDRs, and AEs in showcasing expertise and coordinating virtual events.
He discussed the need for understanding business models, company sizes, and geographic targeting.
Joshua highlighted the significance of differentiating early in the buyer's journey through educational content and building trust.
He stressed the role of BDRs and SDRs in modernizing sales strategies, leveraging AI tools, and transitioning into sales enablement.
Joshua also underscored the importance of internal trust and a long-term approach to lead generation, advocating for a shift from traditional sales tactics to educational and trust-building initiatives.
Action Items
- Encourage AEs and sales directors to attend events like this to modernize their sales and marketing playbook.
- Transition BDRs and SDRs to be involved in sales enablement, content creation, and event coordination to build trust and differentiation.
- Ensure that podcast/webinar invitations are not perceived as a way to lure prospects into a sales process.
- Focus on educating and building internal trust within the organization before trying to transfer that to the marketplace.
Outline
BDRs and SDRs as Virtual Event Coordinators
- Joshua Feinberg emphasizes the importance of BDRs, SDRs, and AEs in showing expertise to prospects and clients.
- Veteran team members have higher expertise, while BDRs and SDRs excel in virtual event coordination, moderation, and creating templates.
- BDRs and SDRs can quarterback initiatives across multiple teams within the company.
Understanding Business Models and Company Size
- Joshua discusses the importance of understanding a company's business model and the types of companies where they have been most successful.
- Companies typically sell within a specific geographic area, not globally, and need to document who their clients are and where they are located.
- Operators focus on metrics like megawatts, square footage, and density, but companies need to normalize these metrics into company size by headcount.
- Joshua suggests adopting similar brackets to LinkedIn's for company size.
Differentiating Your Company
- Joshua highlights the mistake of differentiating only to people already in the decision stage of the buyer's journey.
- Companies need to differentiate early in the sales funnel by educating and building trust before prospects reach the sales conversation.
- Product teams should focus on maintaining a competitive edge and evolving the value proposition.
- Joshua emphasizes owning as many touch points as possible between a stranger and a purchase decision.
Building Trust and Educational Resources
- Joshua advises focusing on early-stage prospects by providing educational resources that add value to their professional lives.
- Detailed customer insight and buyer persona research are crucial for understanding goals, challenges, and stressors.
- Educational resources should not push for a sale but should provide unique insights and help prospects do their jobs better.
- Customer case studies and channel partner success stories can be infused into educational resources.
Modernizing Sales and Marketing Strategies
- Joshua discusses the need to modernize sales and marketing strategies due to the impact of AI tools and the use of common databases.
- BDRs and SDRs should transition into sales enablement and education roles, focusing on booking and recording interviews with target personas.
- Ensuring prospects do not perceive podcast invites as a sales lure is emphasized.
- BDRs and SDRs should appear as experts in virtual events, moderating, and creating templates to amplify their presence.
Role of BDRs and SDRs in Multiple Teams
- Joshua sees BDRs and SDRs as amazing virtual event coordinators, moderators, and question answerers.
- They can quarterback initiatives across multiple teams, including marketers, account managers, product managers, and channel partner managers.
- The role of BDRs and SDRs evolves into brand journalism, focusing on building relationships with target accounts.
- The impact of repurposing content and promoting it to the rest of the company and industry is highlighted.
Finding the Right Prospects
- Joshua emphasizes the importance of defining the right prospects based on past successes and ideal client profiles.
- Prospecting should focus on arriving early and often, providing value-added educational touchpoints.
- Trust is crucial within the company and with prospects, and a trusted culture needs to be established.
- The importance of making decisions for the long game and building intense human connections within the team is discussed.
Educating and Building Trust Internally
- Joshua discusses the need for internal trust among team members to build trust with prospects.
- A trusted culture is essential for prospects to trust the team, starting with employee trust.
- Making decisions for the long game and building intense human connections within the team are emphasized.
- The role of HR in creating a culture of trust and the impact of remote, hybrid, and on-site teams are mentioned.
Mindset Change in Data Center Lead Generation
- Joshua highlights the need for a mindset change in data center lead generation, focusing on educating and building trust.
- The importance of being seen as definitive go-to experts and consultants in the industry is emphasized.
- Prospects should see the company as the definitive go-to experts and consultants, making it easier to attract them.
- The webinar concludes with Joshua wishing the participants success and promoting the Data Center Sales and Marketing Newsletter.
Resources
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