Ep. #33 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

Episode #33 of the Data Center Go-to-Market Podcast comes from the live stream Data Center Go-to-Market, Sales, and Marketing Q&A 11.

Discover strategies for reducing bid review lead times through early relationship-building
Identify ideal clients and key stakeholders through buyer persona research
Target the right accounts and reach multiple decision-makers within companies
Gain insights into effective sales and marketing strategies for tier 3 data centers in today's buyer-driven landscape
Grow data center sales through recruiting, onboarding, and supporting channel partners
Define ideal clients and build expertise in green energy solutions and server technology
Establish trust and expertise throughout the buyers' journey to influence purchase decisions

Host:
Joshua Feinberg, CEO
DCSMI

Special Guest:
N/A

Joshua Feinberg discussed strategies for improving data center operations and sales, including streamlining bid review processes, understanding client needs, effective channel management, and selling green energy solutions. He emphasized tailoring approaches based on location-specific factors to maximize revenue potential and expand client reach. Feinberg also shared insights on effective sales and marketing strategies, including understanding the buyer's journey, identifying ideal client profiles, and building trust through educational content and events. Finally, he emphasized the importance of developing a successful channel partner program for small and mid-sized companies.

Action Items

Create a video explaining what a tier 3 data center is
Develop buyer persona research process for infrastructure construction companies
Define the ideal client profile (ICP) and build a target account list for fiber/Internet providers
Research the most successful customer types and develop a content strategy for tier 3 data centers
Analyze direct vs channel sales model and define partner recruitment process for digital power companies
Understand geographic constraints and develop an ideal client profile for green energy solution sales
Analyze most successful server customers and define key stakeholders for technology hardware sales

Outline

Managing bid review lead times for data center infrastructure and construction companies.

Joshua Feinberg discusses stakeholders' goals and challenges in the data center industry.
Joshua Feinberg discusses managing bid review lead times for data center infrastructure and construction companies.
Strategies for reducing lead times include having more time to prepare thoughtful bids.

Becoming an insider in a company for data center infrastructure and construction.

Joshua Feinberg advises becoming an insider with target companies by understanding their commonalities and building relationships with important stakeholders.
Buyer Persona research helps identify stakeholders' goals, challenges, and values, allowing for tailored content and trust-building strategies.
Joshua Feinberg emphasizes the importance of early engagement with potential clients to build trust and anticipate their needs.
Feinberg highlights the need to be present in multiple touch points throughout the buyer's journey to gain an insider's perspective and influence the final decision.

Targeting ideal clients for internet services using CRM data and cross-selling strategies.

Joshua Feinberg suggests creating educational content and events to reach multiple stakeholders within a company.
Analyzing customer database and CRM system to identify distinct client profiles for multifaceted product lines.
Identify ideal client profile (ICP) by analyzing successful customers and common traits.
Build a target account list of companies that fit ICP, with key decision-makers and reasons to do business.

Creating buyer personas for fiber, wireless, and traditional internet services.

Joshua Feinberg advises on creating Buyer Personas through research and internal input.
Buyer Personas should reveal stakeholders' biggest goals, struggles, and challenges.
Joshua Feinberg emphasizes the importance of understanding customer needs and preferences in the digital buyer's journey.
He suggests that businesses should invest in customer insight to stay relevant and grow with the right people in the right places at the right time.

Sales and marketing strategies for tier 3 data centers.

Identify successful historical patterns to develop an ideal client profile and content strategy.
83% of the buyer journey’s now happens before sales contact, making sales strategies obsolete.

Effective sales and marketing strategies for tier 3 data centers.

Joshua Feinberg emphasizes the importance of understanding buyer personas and providing proactive, helpful content throughout their journey.
He cautions against relying solely on events and sponsorships and instead focuses on building trust and consistently educating buyers throughout their journey.
Joshua Feinberg advises on data center strategy, emphasizing the importance of multiple locations for success.
Feinberg suggests creating ideal client profiles and targeted account lists for effective sales and marketing.

How to grow data center sales through channel partners.

Joshua Feinberg: Digital power channel manager seeks bigger data center sales.
Joshua Feinberg advises companies on avoiding channel partner conflict when selling through direct sales teams and channel partners.
He suggests using a "point of demarcation" to define what opportunities should go to direct sales and which to channel partners.

Building a channel partner program for small and mid-sized companies.

Channel partners overestimate their brand reputation, while those without no partners must research and identify ideal partners.
Developing an ideal partner profile can help identify potential partners and create targeted marketing content.
Joshua Feinberg: Recruiting channel partners is like recruiting key employees.

Channel partner recruitment and enablement strategies for tech companies.

Joshua Feinberg discusses channel partner program management.
He emphasizes the importance of ongoing support and enablement.
Define location and company size constraints for an ideal client profile.

Selling green energy to data centers, identifying ideal clients, and building relationships with key stakeholders.

Identify key stakeholders in data center locations, such as facilities managers or technology managers, to build relationships and sell green energy.
Find new server technology hardware customers by analyzing case studies and identifying common characteristics among happy server customers, such as company size.
Identify the most successful geographic regions and industries to define the ideal client profile.
Determine key stakeholders (e.g. network managers, data center managers) to build relationships with.

Educating clients to become go-to experts in server technology.

Joshua Feinberg advises providing helpful educational content to establish expertise and earn a seat at the buyer's table.
Ignoring this advice can make the vendor invisible and result in being ignored.
Joshua Feinberg: Expertise crucial in data center sales & marketing
Prioritize being seen as go-to experts in server technology

Guest Resources

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