Episode #19 of the Data Center Go-to-Market Podcast comes from the live stream Data Center Go-to-Market, Sales, and Marketing Q&A 5.
- Get introduced to modern strategies for demand generation and lead generation in the data center industry
- Find prospects for sustainable digital infrastructure and carbon-neutral technology
- Build effective sales and marketing strategies for data center storage, protection, and management
- Scale data center sales and marketing through collaboration and expertise
- Attract and engage prospects throughout their journey
- Save time on data center marketing and sales through personalized experiences and effective tools
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
N/A
Joshua Feinberg emphasizes the importance of understanding the ideal client profile and building demand generation through relationship-building and providing value. He stresses the need for early engagement and alignment with executive sponsorship, as well as adapting to changing buyer behaviors and preferences. Feinberg also highlights the significance of differentiation, competitive positioning, and thought leadership to generate net new leads and sales opportunities in a rapidly changing landscape.
Action Items
- Define the business and understand the "job to be done" through client interviews.
- Develop a content strategy around sustainable infrastructure and carbon-neutral tech topics.
- Prioritize key buyer personas and stakeholders within target accounts.
- Collaborate across sales, marketing, product, and other teams on content initiatives.
- Test different content topics, formats, and channels to see what resonates.
- Provide self-service tools like calendars and templates to save prospect and sales time.
Outline
Demand generation for data centers and digital infrastructure.
- Joshua Feinberg discusses challenges in demand generation for data centers and digital infrastructure.
- Strategies for improving lead generation and sales opportunities in the data center industry are explored.
Understanding client needs for digital infrastructure and data center services.
- Explains the importance of understanding the business clients are in, and how it affects demand generation.
- Highlights the need to know clients' biggest problems and prioritized initiatives to position the company effectively.
- Identify ideal client profile to prioritize buyer personas and streamline sales process.
- Emphasizes the importance of understanding buyer personas for data center and digital infrastructure companies.
- Highlights the need to show up early in the buyer journey and build trust through education and consultation.
Demand generation for data center and digital infrastructure, focusing on the importance of multiple touch points beyond events and marketing.
- Highlights the importance of understanding the self-propelled buyer's journey in the data center industry.
- Questions the effectiveness of event marketing and field marketing as a sole strategy, given the large number of touch points between initial stranger and purchase.
Adjusting sales strategies for digital transformation.
- Emphasizes the importance of early engagement in the sales process.
- Advises against relying on net new leads, instead focusing on building trust and anticipating clients' needs.
- Emphasizes the importance of understanding buyer behavior and preferences in the data center industry.
- Highlights the need for sellers to adapt to the reality of digital transformation and buyer digitization.
Finding prospects for sustainable digital infrastructure and carbon-neutral technology.
- Emphasizes the importance of differentiation in sustainable digital infrastructure and carbon-neutral technology.
Marketing and sales strategies for data center storage, protection, and management.
- Emphasizes understanding target accounts and buyer personas for sustainable digital infrastructure and carbon-neutral technology.
- Suggests various methods for educating and building trust, such as podcasts, surveys, and research reports.
- Discusses the importance of understanding customer language when building sales and marketing strategies for data storage, protection, and management.
- Emphasizes the need to validate the words that customers use when searching for data-related solutions, and to align marketing efforts with those words.
Defining the ideal client profile and targeting marketing efforts for data storage and protection companies.
- Targeting too wide of an ideal client profile can lead to wasteful efforts.
- Focus on hyper-specific targeting for mid-market to enterprise sales.
- Emphasizes the importance of building relationships with ideal clients through valuable content and subject matter expertise.
- Suggests that sales and marketing efforts should prioritize the ideal client profile and primary and secondary buyer personas in target companies.
Data center sales and marketing strategies, emphasizing buyer persona research.
- Emphasizes the importance of understanding stakeholders' goals and challenges before building sales and marketing strategies.
- Emphasizes the importance of clear consensus and adapting to changing market dynamics.
Modern sales and marketing strategies.
- Argues that sales and marketing professionals need to change their approach to meet the evolving needs of buyers.
- Believes that event marketing and field marketing are not the solution to all problems, and instead, professionals should focus on meeting buyers where they are in their journey.
- Highlights the importance of sales teams providing value beyond just closing deals.
- Emphasizes the importance of testing different content formats and topics to determine what works best for the target audience.
- Highlights the unpredictability of which content will perform well, even with brainstorming and research.
Scaling sales and marketing in a data center industry company, with a focus on collaboration and expertise.
- Advises sales professionals to collaborate on content initiatives and embrace expert and teacher roles.
- Marketing and sales professionals must collaborate to align on expertise and prioritize messaging for data center lifecycle services.
Understanding buyer personas and creating content to attract and engage them.
- Buyer personas may be searching for solutions outside of traditional business hours due to job stress.
- Explains how to attract and engage with potential buyers through valuable content and multiple touchpoints.
- Early-stage leads are valuable because they allow businesses to stay with buyers throughout their entire journey, potentially leading to a sale.
- Emphasizes the importance of understanding buyer personas to save time and win deals.
Saving time in data center sales and marketing through personalized experiences, AI tools, and effective communication.
- Highlights the importance of saving time for buyers in the data center industry.
- Emphasizes the need for proactive sales enablement, templates, snippets, and workflow automation to achieve this goal.
- Show unique value to attract curious prospects.
- Educate and build trust to accelerate sales.
Guest Resources
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