Episode #39 of the Data Center Go-to-Market Podcast comes from the live stream Data Center Go-to-Market, Sales, and Marketing Q&A 10.
- Discover how to better collaborate with data center customers as a sales service engineer
- Learn strategies for marketing and selling stationary battery solutions to data center decision-makers
- Create effective buyer personas for B2B marketing
- Anticipate future issues and stay involved throughout the buyer's journey
- Explore local and national marketing approaches for data center facilities
- Develop skills for crafting marketing and sales strategies for data center facilities
- Identify ideal clients and accelerate growth for climate technology businesses
- Market and sell sustainable energy project financing
- Define target industries and stakeholders for MEP projects
- Generate early-stage leads for mechanical, electrical, and plumbing contracting businesses
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
N/A
Joshua Feinberg emphasizes the importance of sales engineers collaborating with customers, building trust and credibility, and generating early-stage leads to increase the chances of closing sales. He also stresses the need for creating ideal client profiles and target account lists for account-based marketing efforts, and for educating buyers at scale through early education and trust-building. By doing so, sales teams can build trust and educate buyers, ultimately leading to increased chances of closing deals.
Action Items
- Develop buyer personas to understand customer goals and challenges
- Create educational content and events to engage stakeholders throughout the buyer journey
- Draft marketing campaign focused on local customers, including educational events
- Research past client successes to identify the ideal client profile
- Develop a content strategy to educate and build trust with target accounts
- Define target industries, companies, and stakeholders for MEP projects
Outline
Sales and marketing strategies for the data center industry.
- Joshua Feinberg discusses how his company is involved in 28 touch points to guarantee their involvement in the data center industry.
Improving sales collaboration with data center customers.
- Joshua Feinberg discusses how sales service engineers can collaborate with data center customers.
- The sales engineer role varies by company size and team structure.
Marketing and selling stationary battery solutions to data center decision-makers.
- Joshua Feinberg suggests collaborating with the marketing team to showcase expertise.
- Joshua Feinberg advises on marketing and selling stationary battery solutions to data center decision-makers.
- Identify ideal client profile by analyzing commonalities among case study customers (geographic location, size indicator, business model).
Creating buyer personas for B2B marketing.
- Joshua Feinberg provides guidance on building a target account list and Buyer Persona research.
- He emphasizes the importance of external research, including LinkedIn profiles and online activity.
- Joshua Feinberg emphasizes the importance of understanding buyer personas to create effective marketing and sales strategies.
- He highlights the need to show up as educators, trusted advisors, and thought leaders to earn a seat at the table and be invited to talk to stakeholders.
Marketing and selling stationary battery solutions to data center decision-makers.
- Joshua Feinberg explains how to anticipate future issues and stay involved in 28 touch points throughout the buyer journey.
- Feinberg highlights the importance of understanding job functions and titles to create effective buyer personas.
- Joshua Feinberg highlights the importance of educating data center decision-makers through helpful content, encouraging consensus among teams.
- Feinberg emphasizes the need to reach beyond the decision-maker to other stakeholders, fostering brand love through valuable content.
Marketing strategies for data centers, including local and national approaches.
- Joshua Feinberg advises data centers on marketing campaign planning and offers drafting for ideal clients.
- Feinberg emphasizes the importance of understanding ideal client profiles, including company size, location, and industry.
- Joshua Feinberg emphasizes the importance of multiple touchpoints for lead generation and nurturing.
- He suggests experimenting with in-person events, such as webinars and Lunch and Learns, to reach local audiences.
Developing effective marketing and sales strategies for data center facilities.
- 83% of buyers research before talking to sales, so creative educational content is key.
- Joshua Feinberg shares insights on developing effective marketing and sales strategies for data center facilities.
How to get new clients for climate technology businesses from data centers.
- Identify ideal clients through product market fit and case studies
- Accelerate growth through go-to-market fit and scaling marketing, sales, and customer success efforts
- Joshua Feinberg outlines ideal client profiles and buyer personas for climate tech businesses.
- Content strategy and promotional tactics help build relationships with key stakeholders.
Marketing and selling sustainable energy projects for data centers.
- Joshua Feinberg emphasizes the importance of being seen as a go-to expert in the climate technology space.
- He advises focusing on providing value throughout the buyer's journey, rather than just trying to close a transaction.
- Identify ideal client profile for financing sustainable energy projects in data centers.
- Develop a targeted marketing strategy for selling financing solutions to these clients.
Marketing and selling data center MEP system integration projects.
- Joshua Feinberg outlines a strategic approach to building relationships with potential clients.
- Feinberg emphasizes the importance of creating detailed Buyer Personas for key stakeholders.
- Identify the ideal client company for MEP system integration projects based on location, business model, and size.
- Determine project fit by considering company size, kilowatts of power, and geographic constraints.
Lead generation strategies for data center businesses.
- Joshua Feinberg emphasizes the importance of generating early-stage leads for mechanical, electrical, and plumbing contracting businesses.
- He suggests using educational content, webinars, and other one-to-many strategies to build trust and educate potential customers.
- Joshua Feinberg shares insights on how to establish expertise in the data center industry.
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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