Episode #11 of the Data Center Go-to-Market Podcast comes from the live stream Data Center Go-to-Market, Sales, and Marketing Q&A 3.
- Establish data center lead generation, business development, and marketing best practices
- Reduce long sales cycles for carrier-neutral data centers
- Set reseller targets for data center enterprise analytics infrastructure
- Get to the decision maker for data center cooling and air quality
- Develop go-to-market for telecom network services, including carriers, OEMs, tower companies, and integrators
- Identify new data center business opportunities for industrial integration
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
N/A
Joshua Feinberg emphasizes the importance of understanding the evolving buyer journey in the data center industry, tailoring lead generation, business development, and marketing strategies accordingly. He stresses the need to meet prospects where they are, provide valuable insights and consulting-like experiences, and prioritize relationships and account-based selling. Feinberg also discusses strategies for reducing long sales cycles, accelerating the sales process, and identifying new business opportunities. Additionally, he highlights the importance of self-awareness, trust-building, and understanding the market position of a company when developing a channel partner program.
Action Items
- Understand the full buyer's journey and be present throughout multiple touchpoints
- Develop content to educate prospects and build trust before sales outreach
- Evaluate where your company wins best and target similar customers
- Consider separate buyer personas and strategies for different partner types
Outline
Data center lead generation, business development, and marketing best practices.
- Joshua Feinberg discusses lead generation and marketing best practices for data center professionals.
- Key considerations for data center lead generation, business development, and marketing best practices.
Shifting marketing and sales strategies to meet modern buyers' needs.
- Highlights the shift in buying behavior, where 83% of research and decision-making now happens before meeting a prospect.
- Advises sales and marketing professionals to educate and provide value to prospects, rather than simply pitching their products.
- Advises go-to-market teams to shift their focus to the buyer's journey and get involved earlier.
- Encourages sales teams to act as consultants, providing free consulting before the sale.
Optimizing sales processes in the data center industry.
- Understand ideal client profile and prioritize Buyer Persona(s) based on business goals and sales processes.
- Create educational content for the first 83% of the buyer’s journey to teach evaluation and neutralize competition.
- Longer sales cycles in the data center industry due to increased risk aversion and cynicism.
Accelerating sales cycles by understanding buyer personas and providing valuable content.
- Focus on guiding prospects through research and decision-making process.
- Emphasizes understanding buyer personas and their journey stages for effective sales cycle acceleration.
- Segmentation based on buyer personas and journey stages is crucial for delivering valuable content and webinars throughout the buying process.
Setting reseller targets for a data center enterprise analytics infrastructure channel partner program.
- Emphasizes the importance of treating data center channel partners as separate buyer personas.
- Suggests tailoring onboarding and partner enablement materials for channel partners, recognizing their unique needs and concerns.
- Small companies must build trust with channel partners through education and awareness.
- Emphasizes the importance of building trust with channel partners before asking them to join a partner program.
- Acknowledges that recruiting and enabling channel partners takes time and resources, but it's crucial for long-term success.
Reaching decision makers for data center cooling and air quality solutions.
- Discusses how to reach decision-makers for data center cooling and air quality solutions.
- Highlights the importance of understanding company strengths, ideal client profile, and target account list for a successful go-to-market strategy.
- Advises on how to reach decision-makers in large organizations.
- Emphasizes the importance of engaging with lower-level employees who are researching solutions.
Go-to-market strategies for data center solutions.
- Emphasizes the importance of involving multiple stakeholders in the decision-making process for data center cooling and air quality solutions.
- Advises sales teams to focus on building relationships with key decision-makers and the broader village of stakeholders in the data center industry.
- Define the business model for telecom network services companies to win today
- Understand the ideal client profile and stakeholders for each segment
Identifying new data center business opportunities through understanding customer needs.
- Identify new data center business opportunities by understanding customers' jobs to be done.
- Understand customers' problems at different stages of their self-propelled buyer's journey.
- Emphasizes the importance of understanding buyers' goals and challenges throughout their journey.
- Stresses the need to develop a holistic go-to-market strategy that addresses the entire journey, not just the final 17%.
Importance of sales and marketing in the data center industry.
- Emphasizes the importance of providing valuable insights throughout the customer journey.
- Stresses the need for companies to stay involved in the customer's journey to identify new business opportunities.
- Focus on building relationships before selling to data center customers.
Guest Resources
- Subscribe to the Data Center Sales and Marketing Newsletter
- Learn About Joshua Feinberg
- Connect with Joshua Feinberg of DCSMI on LinkedIn
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