Episode #35 of the Data Center Go-to-Market Podcast comes from the live stream Data Center Go-to-Market, Sales, and Marketing Q&A 9.
- Understand different strategies for improving market penetration for enterprise data center infrastructure
- Learn how to create effective buyer personas to target the right accounts
- Position your sales team as trusted advisors and subject matter experts
- Gain insights into prospecting clients for high-speed connectivity in the data center industry
- Explore consultative approaches for prospecting and selling data center services
- Market and sell financial advisory services for data center projects
Effectively use email marketing for data center and cloud business development
- Shift sales strategies to prioritize value over transactions
- Automate marketing and sales for data center, cloud, and hybrid infrastructure
- Grow brand awareness among data center professionals
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
N/A
Host Joshua Feinberg shared insights on improving market penetration for enterprise data center infrastructure. He emphasized creating ideal client profiles, understanding primary and secondary stakeholders, and tailoring marketing strategies to address specific needs. Feinberg also highlighted the significance of recognizing different types of data center professionals and their unique concerns, and leveraging digital word of mouth and content to influence conversations about the company. He offered strategies for adapting to the shift in the sales process, where most buyers are now 83% through their decision-making journey before engaging with a salesperson, and emphasized the need for sales teams to prioritize providing value and educating prospects.
Action Items
- Develop an ideal client profile and buyer personas to target the right accounts
- Position sales teams as consultants/experts rather than transaction-focused
- Create educational content addressing buyer goals and challenges
- Host webinars on topics relevant to buyers' stages in the journey
- Improve website usability and self-service capabilities
- Conduct primary research to understand buyer goals and pain points
Outline
Improving market penetration for enterprise data center infrastructure.
Creating buyer personas for data center infrastructure sales.
- Identify the most successful clients and build an ideal client profile (ICP) based on their characteristics.
- Develop buyer personas for key stakeholders within data center companies, using actual research and semi-fictional representation.
- Joshua Feinberg emphasizes the importance of researching the Buyer Persona to understand their goals and challenges.
- Legacy sales teams are challenged by the shift in the buyer's journey, with prospects now 83% through their decision-making process before meeting a salesperson.
How to position oneself as a trusted advisor in the data center infrastructure industry.
- Reposition yourself as a trusted adviser or consultant to build relationships with clients.
- Joshua Feinberg emphasizes the importance of high-quality content for data center infrastructure conferences.
- He advises marketers to focus on their buyer personas' biggest goals and challenges to educate and build trust.
Prospecting clients for high-speed connectivity in the data center market.
- Understand client needs for high-speed connectivity in telecommunications.
- Joshua Feinberg emphasizes the importance of understanding a prospect's business model and role in the data center marketplace.
- He advises against using gimmicky approaches and instead focuses on showcasing expertise and anticipating prospects' needs.
Prospecting and selling data center services, focusing on a consultative approach and expertise.
- Joshua Feinberg emphasizes the importance of consultative selling in the data center industry, where prospects are highly allergic to salespeople and prefer self-driven buyers' journeys.
- To prospect effectively, Feinberg advises salespeople to position themselves as consultants and teachers, providing value and guiding clients through their buyers' journey like a tour guide or concierge.
- Financial advisors for data center capital projects face a competitive landscape with limited brand recognition.
Marketing and selling financial services to specific companies.
- Identify the most successful companies and build an ideal client profile.
- Determine key decision-makers within target companies for marketing and sales.
- Joshua Feinberg discusses reframing the sales approach for data center projects.
Email marketing for data center and cloud business development and sales.
- Joshua Feinberg emphasizes the importance of multiple touchpoints throughout the buyer journey.
- He advises using webinars tailored to each Buyer Persona and stage of the journey.
- Focus on providing value in email marketing for data center and cloud business development and sales.
Shifting sales strategies to prioritize value over transactions.
- Joshua Feinberg highlights the shift in buyer behavior, where nearly all research and decisions are made before meeting a salesperson.
- Feinberg emphasizes the importance of understanding the awareness and consideration stages of the buyer journey.
- Joshua Feinberg advises reframing the sales approach to prioritize teaching, consulting, and trust-building.
- Research is crucial to understand prospects' goals and challenges, rather than assuming they're ready to talk to sales.
Automating marketing and sales for data center cloud network and hybrid infrastructure.
- Joshua Feinberg emphasizes the importance of understanding Buyer Personas and their goals in email marketing.
- He advises against selfish asks and instead focuses on delivering value and building trust.
- Feinberg stresses the importance of personalization and tailoring emails to specific Buyer Personas and stages of the buyer journey.
- Automate marketing and sales for data centers, cloud networks, and hybrid infrastructure by understanding target audience needs and preferences.
- Focus on providing great value and experience for initial purchase to expand the account and generate revenue opportunities.
Automating marketing and sales for data centers, focusing on building brand awareness and educating prospects.
- Joshua Feinberg emphasizes the importance of education and trust-building in automating marketing and sales for data centers, cloud networks, and hybrid infrastructure.
- He suggests developing targeted, contextual educational content, such as webinars, to engage prospects throughout their buyer journey.
- Joshua Feinberg discusses growing brand awareness among data center professionals.
- He emphasizes the importance of understanding Buyer Personas and digital word of mouth.
Building brand awareness in the data center industry.
- Joshua Feinberg emphasizes the importance of recognizing that buyers are in the driver's seat and sellers need to adapt to meet them where they are.
- Feinberg suggests that sellers need to reposition themselves as teachers, professors, educators, advisors, and thought leaders to influence buyer perception and stay on the shortlist.
- Joshua Feinberg emphasizes the importance of understanding buyer personas and their journey in the AI business.
- Feinberg encourages data center professionals to subscribe to DCSMI's newsletter for future events and topics.
Guest Resources
Do you want to stay up to date about upcoming episodes?
Subscribe to the Data Center Sales and Marketing Newsletter