Episode #7 of the Data Center Go-to-Market Podcast comes from the live stream Data Center Go-to-Market, Sales, and Marketing Q&A 2.
- Learn lead generation tips for tier 3 data centers and how to focus your strategy on where you win the most
- Discover best business development strategies for data center efficiency, cooling, and system architecture
- Optimize sales and marketing strategies for mission-critical facilities by understanding buyer personas
- Encourage adoption of new technologies by understanding client needs and the "job to be done"
- Target the correct stakeholders within organizations for data center account executives
- Reach potential colocation customers by identifying ideal clients and key decision-makers
- Adapt sales strategies to the modern digital buyer's journey and show up throughout the process
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
N/A
Joshua Feinberg shared insights on lead generation strategies for tier 3 data centers, emphasizing the importance of understanding where the company can win best and building a go-to-market strategy accordingly. He also discussed crucial strategies for data center account executives to effectively navigate the sales journey, including understanding the ideal client profile and providing value throughout the entire journey. Additionally, Feinberg stressed the importance of identifying and prioritizing the correct person in the buying journey for data center colocation, and tailoring sales playbooks, content marketing, and thought leadership to each specific company and stakeholder.
Action Items
- Create content assets like eBooks, blogs, and videos to educate stakeholders throughout their buyer's journey. (Sales, Marketing, Customer Success teams)
- Develop account-based marketing (ABM) strategies and ideal customer profiles (ICP) to focus sales efforts.
- Train account executives to take on more consultative roles as trusted advisors early in the buyer's journey.
Outline
Lead generation strategies for data center services.
- Discusses lead generation tips for tier 3 data centers.
- Focus on where you win most, and build a go-to-market strategy from there.
Business development strategies for data center efficiency, cooling, and system architecture.
- The strategic importance of understanding capabilities, product roadmap, and lead gen strategy for data center operators.
- Digital transformation accelerates, shifting buyers' journey to self-service and digital.
Optimizing sales and marketing strategies for mission-critical facilities.
- Expertise and unique insights are key to successful business development in the data center industry.
- Identify ideal client profile for marketing and selling to mission-critical facilities.
- Highlights the importance of understanding buyer personas and their goals, challenges, and decision-making process.
- Emphasizes the need for sales and marketing teams to educate and provide solutions early on in the buyer's journey.
Encouraging adoption of new data center and cloud infrastructure technology.
Targeting key stakeholders in data center sales.
- Identify key stakeholders within target accounts for tailored marketing efforts.
- Early involvement is key to shaping buyer criteria and neutralizing competition.
- Emphasizes the importance of identifying the correct person within an organization for account executives (AE’s) in data centers.
- In mid-market and enterprise companies, having a tightly defined ideal client profile is crucial for success.
Targeting the right stakeholders for data center colocation sales.
- Identify key stakeholders in target companies for tailored marketing efforts.
- Prioritize the person throughout the entire journey, getting in early to educate and build trust.
- Train account executives to look like consultants, providing free consulting before pitching.
Modern data center sales and marketing strategies.
- Outlines steps for the colocation company to identify ideal clients and create a target account list.
- Emphasizes the importance of understanding client needs, building an ideal client profile, and identifying key stakeholders.
- Emphasizes the importance of understanding buyers' journey and building trust before sales pitch.
- 83% of buyers' journeys are over before sales teams are involved, highlighting the need for a proactive approach.
- Highlights the importance of reaching potential customers in the modern digital buyer's journey.
- He emphasizes the need to show up in 28 places between the initial problem and purchase to increase the chances of reaching customers.
Guest Resources
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