Episode #91 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI.
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg from DCSMI discusses strategies for improving qualified lead generation in the data center industry. He emphasizes the importance of defining a clear ideal client profile, including geographic location, company size, and industry. For colocation services, he suggests targeting local and global clients, hosting events, and leveraging digital marketing. For cloud services and IT infrastructure, he advises understanding client needs and using LinkedIn for targeted outreach. He also highlights the significance of becoming a trusted advisor through educational content and events. Finally, for high-density data center infrastructure providers, he recommends targeting financial trading firms and positioning the company as a consultant.
Generating qualified leads for data center and colocation services starts with clearly understanding your ideal client profile. This includes identifying your most successful clients' geographic location, company size, and industry. Joshua Feinberg emphasizes the importance of analyzing your existing client base to determine where your company has been most profitable and where clients have been happiest.
For colocation providers, geographic targeting can be particularly challenging. Some clients prefer local providers for proximity, while others may require services from across the globe due to latency or regulatory needs. Many colocation providers adopt hyper-local marketing strategies to address this, such as hosting community events, meetups, and facility tours.
In today’s digital-first world, having a strong online presence is critical. With 80-90% of the buyer’s journey completed before contacting a sales team, companies must focus on creating educational content and resources that engage prospects early in their research process. By positioning your team as trusted advisors and experts, you can build trust and influence purchase decisions long before the final stages of the buyer’s journey.
To stand out in the structured cabling industry, it’s essential to position your company as a trusted advisor rather than just another vendor. This begins with defining your ideal client profile and understanding the specific needs of the companies you serve.
Educational content and events play a pivotal role in building trust and credibility. Hosting targeted events like structured cabling workshops, networking meetups, or user group meetings can help you connect with your audience and demonstrate your expertise. Co-marketing initiatives with non-competing partners like cybersecurity firms or telecommunications providers can further expand your reach and impact.
Joshua Feinberg highlights the importance of consistency and long-term commitment in becoming a trusted advisor. By regularly showing up with valuable insights and solutions, you can establish your company as the go-to expert in structured cabling, making it easier to build lasting relationships with clients.
When it comes to selling cloud services and IT infrastructure, such as virtual servers and disaster recovery as a service (DRaaS), it’s crucial to understand whether your clients typically purchase these services together or separately. If they are often bundled, a unified go-to-market strategy can streamline your sales and marketing efforts.
Defining your ideal client profile is key to targeting the right prospects. This includes identifying the geographic region, company size, and industry that aligns with your offerings. For example, companies with specific compliance requirements, such as those in healthcare or financial services, may require tailored solutions.
Buyer personas also play a significant role in driving sales. By researching the goals and challenges of your target audience, you can create content and campaigns that resonate with their needs. Educational resources, such as webinars, blog posts, and case studies, can help you engage prospects and guide them through the buyer’s journey.
Joshua Feinberg stresses the importance of adapting to the self-driven buyer’s journey, where most research and decision-making happens before contacting a sales team. By positioning your team as consultants and subject matter experts, you can build trust and influence purchase decisions early in the process.
Lead generation for wireless connectivity, private 5G networks, and managed cloud services requires a clear understanding of your target audience and their specific needs. Start by determining whether your clients typically purchase all three services or focus on just one. This will help you decide whether to adopt a unified or segmented go-to-market strategy.
Geographic location, company size, and industry are critical factors in defining your ideal client profile. For example, wireless connectivity and private 5G networks may have geographic limitations, while managed cloud services can often be offered globally.
Once you’ve defined your ideal client profile, focus on identifying the key stakeholders within those companies. By understanding their goals and challenges, you can create targeted content and campaigns that address their specific needs. Educational events, such as webinars and live streams, can help you build trust and establish your company as a leader in the industry.
Joshua Feinberg emphasizes the importance of showing up early and often in the buyer’s journey. By providing valuable insights and resources, you can influence how prospects evaluate their options and position your company as the preferred choice.
For data center services and managed services providers, generating quality leads starts with a well-defined ideal client profile. This includes identifying the geographic region, company size, and industry that aligns with your offerings.
Joshua Feinberg highlights the importance of removing subjectivity from the lead qualification process. By using objective criteria, such as employee count and industry compliance requirements, you can ensure that your sales and marketing efforts are focused on the right prospects.
Educational content and events are essential for engaging prospects and building trust. By addressing your target audience's specific goals and challenges, you can create resources that resonate with their needs and guide them through the buyer’s journey.
Positioning your team as trusted advisors and consultants is key to standing out in a competitive market. By providing valuable insights and solutions, you can build lasting relationships with clients and drive long-term growth.
High-density data center infrastructure providers must first define their ideal client profile to gain exposure to financial trading firms. This includes identifying the geographic region, company size, and industry that aligns with their offerings.
Joshua Feinberg emphasizes the importance of understanding the specific needs of financial trading firms, such as low-latency requirements and compliance standards. By tailoring your messaging and solutions to address these needs, you can position your company as a trusted partner in the industry.
Educational content and events play a crucial role in building trust and credibility. By creating resources that address the unique challenges of financial trading firms, you can engage key stakeholders and establish your company as a leader in high-density data center infrastructure.
Finally, Joshua highlights the importance of adapting to the self-driven buyer’s journey. By showing up early and often with valuable insights and solutions, you can influence how prospects evaluate their options and position your company as the preferred choice.
Do you want to stay up to date about upcoming episodes?
Subscribe to the Data Center Sales and Marketing Newsletter