Episode #45 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI, based on Data Center Go-to-Market, Sales, and Marketing Q&A #15.
- Define the ideal client profile and buyer personas for the digital infrastructure business.
- Develop a content strategy to position the company as experts and build relationships early in the buyer's journey.
- Review the company's unit economics and go-to-market fit for the data center, hosting, and business continuity services.
- Evaluate opportunities to expand the colocation business geographically and through partnerships in Latin America.
- Implement an account-based marketing approach to target key accounts for the carbon-neutral data center services.
- Invest in training and certification programs to upskill the sales team to become trusted advisors for network cabling solutions.
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg from the Data Center Sales and Marketing Institute (DCSMI) discusses strategies for improving sales and marketing in the data center industry. Key points include the importance of understanding ideal clients, developing buyer personas, and creating content that educates and builds trust early in the buyer's journey. He emphasizes the need for a top-down cultural shift in sales teams to position themselves as trusted advisors rather than transactional sellers. Specific tactics include leveraging LinkedIn for targeted marketing, using webinars to engage prospects, and ensuring sales teams are well-trained and knowledgeable. Feinberg also highlights the importance of product-market fit and go-to-market fit for effective lead generation and sales strategies.
Outline
Digital Infrastructure Appointments and Meetings
- Joshua Feinberg emphasizes the importance of helping prospects rather than chasing them away.
- He introduces the Data Center Go-to-Market Sales and Marketing Q&A Live Show, aimed at addressing sales and marketing challenges.
- The show caters to various roles within the data center industry, including sales, marketing, account management, product management, channel management, and executive sponsors.
- Joshua highlights the importance of subscribing to the Data Center Sales and Marketing Newsletter for updates.
Agenda for the Week's Show
- Joshua outlines the agenda for the week's show, covering various topics such as digital infrastructure appointments, growing a colocation business in Latin America, and improving carbon-neutral data center lead generation.
- He mentions a quick break for a message from the sponsor. Then, he resumes with topics like marketing to targeted companies and improving the sales strategy of network cabling solutions companies.
- The show aims to provide actionable insights and strategies for professionals in the data center industry.
Digital Infrastructure Appointments Strategy
- Joshua discusses the importance of understanding the company's life cycle and maturity to develop a digital infrastructure appointment strategy.
- He emphasizes knowing the ideal clients, products, services, price points, sales cycle, and unit economics.
- The strategy should start with identifying successful selling and servicing areas by analyzing case studies on the company's website.
- Developing an Ideal Client Profile (ICP) and Buyer Personas is crucial for building relationships with the right people in target accounts.
Building Ideal Client Profiles and Buyer Personas
- Joshua explains the process of defining the geographic region, company size, industry, and business model for the ideal client profile.
- He highlights the importance of understanding regulatory and compliance issues related to digital infrastructure.
- Buyer personas should be based on actual research, not just internal assumptions, to identify goals and challenges of potential clients.
- The research should involve direct interviews, social media analysis, and reviewing content potential clients share.
The Role of Sales Teams in the Digital Journey
- Joshua stresses the need for sales teams to evolve and add value by becoming teachers, consultants, and trusted advisors.
- He mentions the significant shift in the buyer's journey, with most research happening before sales contact.
- Sales teams should build relationships early in the buyer's journey to influence purchase criteria.
- The company culture needs to support the vision of being seen as go-to experts in the industry.
Growing a Colocation Business in a Small, Congested Market
- Joshua discusses the challenges of growing a single-location colocation business in a small, congested market.
- He suggests having multiple go-to-market strategies, including local face-to-face events and national/global marketing efforts.
- Local events can help build relationships with potential clients, while national/global strategies should focus on search engine optimization and LinkedIn marketing.
- The importance of differentiation throughout the full buyer's journey is emphasized, focusing on early and frequent engagement.
Growing a Colocation Business in Latin America
- Joshua advises getting specific about the markets in Latin America and starting with a beachhead in one country.
- The strategy should include understanding the ideal client profile, building a target account list, and creating educational resources.
- Localization is crucial, with content in Spanish and Portuguese, and a focus on building trust and educating prospects throughout the buyer's journey.
- The sales team should show up as experts, consultants, and trusted advisors to influence the purchase criteria.
Improving Carbon-Neutral Data Center Lead Generation
- Joshua explains the importance of having product-market fit and go-to-market fit for effective lead generation.
- The strategy should include understanding the ideal client profile, building a target account list, and creating educational resources.
- Buyer personas should be identified, and the sales team should show up early and often to educate and build trust.
- The focus should be on being seen as experts and trusted advisors, rather than just transaction-focused salespeople.
Marketing to Target Companies
- Joshua discusses the convergence of marketing and sales roles and the need for collaboration throughout the buyer's journey.
- The strategy should include understanding the ideal client profile, building a target account list, and creating educational resources.
- Account-Based Marketing (ABM) can be effective, especially with tools like LinkedIn Sales Navigator and LinkedIn Campaign Manager.
- Webinars are highlighted as a key strategy for building relationships and educating prospects throughout the buyer's journey.
Improving Sales Strategy for Network Cabling Solutions Companies
- Joshua emphasizes the need for a top-down CEO-level commitment to professional development and continuing education for the sales team.
- The sales team should be seen as world-class experts, with ongoing training and certification programs.
- Content creation should focus on conference-grade content that adds significant value to the target audience.
- The sales team should act as concierges, guiding prospects to the company's educational resources and building trust throughout the buyer's journey.
Guest Resources
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