Episode #3 of the Data Center Go-to-Market Podcast comes from the live stream Data Center Go-to-Market, Sales, and Marketing Q&A 1. You’ll learn how to:
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
N/A
Joshua Feinberg emphasized the importance of understanding ideal client profiles and buyer personas to generate leads and develop a robust partner ecosystem. He also stressed the need to educate and build trust with channel partners, and to position the company as a trusted advisor rather than just another vendor.
Additionally, Feinberg highlighted the growing demand for sustainable solutions in the data center industry, and the importance of identifying and prioritizing key stakeholders in the context of power solutions, sustainability, and microgrids. Finally, he advised recruiters to position themselves as experts in the data center colocation industry and establish themselves as trusted advisors to improve new client acquisition.
Action Items
- Develop content to educate potential channel partners before they are aware of the company.
- Research to understand buyer personas' goals and challenges within target accounts.
- Prioritize personas and focus content accordingly.
- Intercept buyers as early as possible in their journey through educational content to establish trust and frame criteria.
- Validate that the distinguishing factor like carrier neutrality is what attracts ideal clients and focus marketing and sales efforts around it.
Outline
Improving lead generation for data center sales strategy and partner ecosystem development.
- Joshua Feinberg emphasizes the importance of empathy in lead generation and partner ecosystem development.
- He stresses the need to build brand loyalty and recognition throughout the buyer's journey.
Building a partner ecosystem for a new company with limited brand recognition.
- Develop a channel strategy and partner enablement plan to build a professional services practice.
- Joshua Feinberg emphasizes the importance of educating and building trust with channel partners before they're open to a sales conversation.
- A comprehensive strategy is crucial to cover the full partner journey, from awareness to post-signup onboarding and enablement.
B2B buyer personas, segmentation, and sales enablement.
- Understand buyers' goals, challenges, and pain points to improve prospecting and closing.
- Prioritize buyer personas to maximize revenue and profitability.
- Buyers' journeys involve dozens of touchpoints, with sales teams often delayed until 83% of the way through.
Marketing and selling sustainable data center power and microgrid solutions.
- Joshua Feinberg discusses marketing and selling sustainable data center power and networking solutions, including microgrids.
- Understanding the target audience and ideal client profile is crucial for successful account-based selling.
- Joshua Feinberg emphasizes understanding key stakeholders' goals, challenges, and frustrations to develop a successful marketing and sales playbook.
- Feinberg stresses the importance of empathy and providing value to prospects and clients, rather than solely focusing on promoting the company's solutions.
Building community across cloud, data center, and network infrastructure professionals.
- Joshua Feinberg emphasizes the importance of understanding buyer personas to build community within the IT industry.
- Feinberg suggests segmenting audiences based on common interests and finding common ground to build community, whether online or in person.
- Joshua Feinberg emphasizes empathy in building community across cloud and data center providers.
- Feinberg discusses the importance of advisory councils and evaluating speakers for conferences.
Growing data center market share through understanding client needs and intercepting prospects early in the buyer journey.
- Understand the job clients hire your company for & why they choose your product/service over others.
- Prioritize buyer personas & optimize the sales process for a delightful customer experience.
- Joshua Feinberg advises companies to realign their go-to-market teams around intercepting prospects early in the buyer journey.
- He emphasizes the importance of building trust and providing value as early as possible to primary buyer personas.
Building a go-to-market strategy for data centers, focusing on understanding where the company can win and doubling down on strengths while
- Understand where your company can win in the data center market, focusing on customer success.
- Scale beyond a single location for larger companies, leveraging mergers and acquisitions.
- Joshua Feinberg emphasizes the importance of strategic thinking in GTM, particularly in identifying areas where the company can win.
- He suggests that sales professionals should adopt a more consultative approach, like Big Four consultants, to build trust and educate clients.
Recruitment strategies for the data center industry.
- Recruiters in the data center industry still have value despite predictions of decline.
- Joshua Feinberg advises data center recruiters to position themselves as experts, not just recruiters.
- Feinberg suggests creating content to intercept potential clients early and build relationships.
Marketing and sales strategy for carrier-neutral data centers.
- Carrier neutrality is a key differentiator for data center recruiters.
- Identify key stakeholders and prioritize them for targeted marketing and sales efforts.
- Develop a marketing and sales playbook for carrier-neutral data centers.
Guest Resources
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