Episode #27 of the Data Center Go-to-Market Podcast comes from the live stream Data Center Go-to-Market, Sales, and Marketing Q&A 7.
- Understand how to create better content around data center energy management and sustainability to position your company as experts
- Learn how to develop ideal client profiles and buyer personas to tailor your marketing and sales strategies for partners versus customers
- Discover how to educate stakeholders early in their journey through impactful thought leadership content
- Find out how to understand technical issues customers face to develop helpful educational resources
- Leverage case studies and customer testimonials when marketing constrained inventory
- Attract ideal clients through helpful content that positions your company as an expert in the industry
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
N/A
Joshua Feinberg emphasized the importance of creating better content for data center energy management and sustainability, addressing customer fears and challenges, and understanding the goals and challenges of CFOs and other finance professionals in hyperscale enterprise colocation and edge data center operators. He also discussed the evolving sales landscape and the need for companies to adapt by creating valuable educational content, repositioning sales professionals as consultants, and understanding the digitally driven buyer's journey. Additionally, Feinberg highlighted the importance of connecting with the right partners and customers in the data center industry, developing effective channel partnerships and financing strategies, and adapting to changing client behaviors and expectations.
Action Items
- Create better content around data center energy management and sustainability to position as experts.
- Develop ideal client profiles, buyer personas, and account lists to segment partners and customers differently.
- Create impactful thought leadership content and events to educate stakeholders on financing and lending early in their journey.
- Understand technical issues customers face through research and customer interviews to develop helpful educational resources. (Product and customer success teams)
- Leverage case studies and customer testimonials when marketing constrained inventory to prospects.
- Turn marketing strategies inward to attract ideal clients through helpful content that positions the company as experts.
Outline
Creating better content for data center energy management and sustainability.
- Joshua Feinberg emphasizes the importance of understanding stakeholders' goals, challenges, and mindset for successful sales and marketing in the data center industry.
- Encourages go-to-market professionals to reposition themselves as enterprise consultants to build trust and educate stakeholders early on in the journey.
- Discusses creating better content for data center energy management and sustainability.
Tailoring content for data center sales and marketing.
- Highlights the shift in buyer behavior, where 83% of the journey now happens before sales teams meet prospects.
- Advises companies to create educational content that stands in for human experts and builds trust at scale.
- Explains how to create buyer personas for energy management and sustainability companies.
- Discusses how sales managers can connect with the right partners and customers in the digitally driven buyer's journey.
Changing sales strategies to align with buyer needs.
- Buyers now prefer educational content over cold calls.
- Emphasizes the importance of marketing and sales alignment, suggesting that marketing needs to go deeper in the buyer's journey and sales needs to come in earlier to be seen as trusted advisors.
- Argues that traditional marketing and sales strategies are no longer effective, and companies must adapt to stay competitive, using content marketing and other tactics to build trust and credibility with potential clients.
Tailoring go-to-market strategies for channel partners and customers.
- Emphasizes the importance of understanding channel partners and customers as distinct buyer personas.
- Warns against using cold outreach to address channel partnership goals, citing negativity and arrogance in the data center space.
- Emphasizes the importance of effective channel marketing and enablement
- Highlights the need for a different go-to-market strategy for channel partners compared to end customers.
Selling financing and lending to hyperscale enterprise colocation edge data centers.
- Identify ideal client profiles, build target account lists, and prioritize primary and secondary buyer personas for financing and lending sales.
- Understand CFO goals and challenges to create impactful thought leadership content.
Overcoming customer fears of technical data center issues.
- Overcoming customer fears of technical data center issues starts with understanding their needs and cares.
- Identify ideal customer profiles and buyer personas to prioritize sales efforts.
- Understand top challenges and issues faced by customers to proactively address in strategy.
Overcoming customer fears and marketing constrained data center inventory.
- Identify customers' biggest fears and prioritize content creation to address them.
- Use case studies and webinar interviews with customers to showcase success stories.
- Advises on marketing and selling constrained data center inventory by identifying ideal client profiles and target accounts.
- Suggests leveraging scarcity and urgency tactics, such as real estate developer strategies, to effectively market and sell constrained capacity.
Finding ideal clients for data center businesses.
- Identify ideal client profile and buyer persona for data center business.
- Find the right kinds of data center clients for your business by segmenting the industry into operators, sellers, and partners.
- Identify ideal client profiles and buyer personas through analysis of success stories and market fit.
- Develop a target list of 100-1,000 companies for account-based marketing (ABM) and selling efforts.
How to adapt sales and marketing strategies for data center clients in a digital-first world.
- 83% of buyer’s journeys now happen before sales contact.
- Early education and trust-building are essential for success.
- Data center sales and marketing must evolve to attract the right clients.
- Go-to-market teams must connect the dots across the full funnel to succeed.
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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