Episode #15 of the Data Center Go-to-Market Podcast comes from the live stream Data Center Go-to-Market, Sales, and Marketing Q&A 4.
- Learn strategies for engaging data center clients early in their buyer's journey
- Discover tactics for building an IP infrastructure sales strategy to gain new customers
- Diagnose sales and marketing problems across diverse business lines like hyperscale, colocation, multi-cloud, and managed services
- Generate qualified leads to a data center website through video and social media
- Increase visibility for air quality purification services through targeted content and outreach
- Develop sales and marketing strategies for a multifaceted consulting, design, engineering, construction and commissioning company
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
N/A
Joshua Feinberg discussed strategies for reaching data center clients in the digital age, emphasizing the importance of understanding the new landscape and adapting sales strategies accordingly. He highlighted the need for companies to prioritize being seen as experts and thought leaders -- and to align sales and marketing efforts for growth. Feinberg also discussed the importance of identifying ideal client profiles, building trust through various strategies, and adapting to the evolving landscape of search engine marketing. Additionally, he provided insights on how to increase visibility for companies offering data center air quality purification solutions, including understanding the target market, creating educational content, and prioritizing outreach to relevant stakeholders.
Action Items
- Create video content focused on key buyer personas and stages of the buyer journey.
- Develop target account lists and prioritize LinkedIn outreach and ads to reach stakeholders.
- Build a content calendar covering topics important to key stakeholders in air quality purification.
- Segment lines of business and define ideal client profiles based on attributes like location, industry, and size.
- Position the sales team as trusted advisors involved throughout the full buyer journey.
Outline
Reaching data center clients, with a focus on pre-sales engagement.
- Joshua Feinberg discusses reaching data center clients and building IP infrastructure.
- Strategies for diagnosing sales and marketing problems and getting leads are shared.
- Data center clients are now 83% of the way through their buyer's journey before engaging with sales teams.
Building a sales strategy for IP infrastructure to gain new customers.
- Early engagement with data center clients is crucial for success.
- Outlines tactics for reaching data center clients and building sales strategy for IP infrastructure.
- Advises analyzing company success and cloning best customers for IP infrastructure sales.
Building a sales strategy for IP infrastructure services.
- Identify the ideal client profile (ICP) by analyzing company-level commonalities and stakeholders' goals and frustrations.
- Build a plan to educate and build trust with key stakeholders, focusing on their biggest goals and current challenges.
- Identify happy clients to replicate success in sales and marketing.
Tailoring sales and marketing strategies for diverse tech business lines.
- Identifies challenges in scaling sales and marketing strategies for multiple lines of business.
- Suggests segmenting clients by size and lines of business for tailored approaches.
- Emphasizes the importance of understanding buyer personas and their journey to shape their evaluation criteria and guide them throughout the process.
- Suggests segmenting lines of business, such as hyperscale, colocation, multi-cloud, and managed services, to tailor go-to-market strategies and team members.
Sales and marketing strategies for data centers.
- Advises marketing professionals to go deeper into the buyer's journey and sales teams to be involved early on.
- Alignment and prioritization are crucial for company-wide success in the industry.
- Discusses lead generation strategies for data centers.
Leveraging LinkedIn and YouTube for targeted marketing.
- Highlights the limitations of traditional SEO and SEM tactics in identifying target audience demographics.
- LinkedIn offers a more precise way to reach potential clients, as you know exactly who you're targeting.
- Suggests creating video content for targeted buyer personas to improve website leads.
- He advises considering the full buyer's journey for each persona, with three stages of awareness, consideration, and decision.
Increasing visibility for data center air quality purification solutions.
- Emphasizes YouTube and LinkedIn as key platforms for lead generation.
- Advises prioritizing LinkedIn for targeted outreach and lead generation.
- Identify target companies for air quality purification based on business model, location, and size.
Content creation for data center air quality purification.
- Recommends creating video-based content to educate data center stakeholders on air quality purification, repurposing it into various formats for different audiences.
- Buyer persona development involves identifying the most important stakeholders, their goals and challenges, and creating content that addresses their needs and builds trust.
- Outlines a target account list for increasing visibility in the data center industry, prioritizing companies with a strong fit for air quality purification.
- Recommends a two-pronged approach to building relationships with stakeholders, combining outbound and inbound marketing efforts.
Increasing visibility for air quality purification services using a search-based approach, targeting specific companies and stakeholders.
- Discusses increasing visibility for air quality purification companies using a search-based approach and LinkedIn Ads.
- Strategies for sales and marketing in a multifaceted company with data center consulting, design, engineering, construction, and commissioning services are explored.
- Identify ideal client profile based on company size, geographic location, and industry commonalities.
- Develop a targeted account list of perfect clients with broad oversight and decision-making influence.
Changing sales strategies for data center consulting.
- Sales teams must adapt to prospects' increased self-sufficiency by positioning themselves as consultants, teachers, and trusted advisors.
- Prospects want unique insights and guidance on their complex journey, with sales teams helping to educate and build trust before extracting value.
- Emphasizes the importance of being seen as a helpful teacher, trusted advisor, and collaborator in B2B sales.
- Elevate sales and marketing for data center growth.
Guest Resources
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