Episode #43 of the Data Center Go-to-Market Podcast comes from the live stream Data Center Go-to-Market, Sales, and Marketing Q&A 14.
- Learn strategies for identifying and prioritizing key buyer personas to focus marketing and sales efforts
- Engage potential clients throughout their buyer’s journey to build trust and stay top of mind
- Define an ideal target market
- Achieve product-market fit
- Gain insights into account-based marketing approaches for targeting enterprise customers
- Assess addressable markets before entering new geographic regions
- Provide value as a trusted advisor early in potential clients' research process
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
N/A
Joshua Feinberg emphasizes the importance of understanding and reaching the target audience in the data center industry, particularly in the digital age. He highlights the need to tailor marketing efforts to specific buyer personas, identify and prioritize the most important personas, and understand the buyer's journey and various touchpoints. Feinberg also stresses the importance of building relationships: offering valuable support and preconstruction services to data center designers, and targeting enterprise customers for data center operations management and design services. Additionally, he discusses the challenges of identifying the right target market and entering new markets, and the need for self-awareness, trust-building, and tailoring the business model to meet the unique needs of each client base.
Action Items
- Create content to educate buyer personas throughout their journey (Company providing fiber optics testing)
- Engage designers where they work and at relevant events
- Research to understand target markets and buyer personas
- Develop an account-based marketing (ABM) strategy
- Define services and target markets more clearly (Company providing multiple services)
- Assess addressable markets before entering new regions
Outline
Marketing and sales strategies for the data center industry.
- Joshua Feinberg from DCSMI discusses the importance of earning multiple touchpoints with potential customers to neutralize competitive options.
- Feinberg emphasizes the need for data center professionals to stay top of mind with customers through consistent engagement and outreach.
Identifying and targeting the right buyer personas for a data center-related business.
- Fiber optics companies can identify the correct buyer persona by dispelling the myth of a single "right" persona.
- Joshua Feinberg explains how identifying the right buyer personas can help a company achieve product-market fit and go-to-market fit.
- He emphasizes the importance of understanding which buyer persona is most important to a company's growth plans.
Identifying and targeting key buyer personas for a fiber optics and network testing company.
- Identify and prioritize the most important buyer personas for growth.
- Joshua Feinberg emphasizes the importance of understanding buyer personas for a fiber optics and network testing company, highlighting the need to define their goals and challenges, and show up as a trusted adviser early in their buyer journey.
- Gartner research reveals that 83% of a typical buyer journey is over before sales contact, underscoring the need for a consultative approach to building relationships with potential customers.
Marketing strategies for a fiber optics and network testing company.
- Joshua Feinberg advises businesses to be where their buyers are and provide helpful expertise, not transaction-focused sales pitches.
- Feinberg emphasizes the importance of being in multiple touch points throughout the buyer journey to stay top of mind and differentiate from competitors.
- Understand data center designers' geographic region, company size, and business model to build relationships and offer support services.
- Define the ideal client profile by intersecting buyer persona with company-level factors to create an effective go-to-market plan.
Building trust and educating potential clients for data center design support and preconstruction services.
- Joshua Feinberg emphasizes the importance of educating potential clients early in the sales process.
- Feinberg suggests that sales professionals should transform into consultants and subject matter experts rather than solely focusing on transactions.
Defining target market for data center market intelligence company.
- Companies struggling to define their target market should focus on core competency in market intelligence.
- Identify the job to be done, understand client needs, and prioritize buyer personas.
- Joshua Feinberg advises data center market intelligence companies to define their target market based on size, geography, and business model.
- Feinberg suggests sampling and providing free content to earn early entry into the buyer's journey as a trusted adviser.
Designing data centers for enterprise customers on the cloud.
- Joshua Feinberg discusses how a data center ops management and design firm can get enterprise customers on the cloud.
- The company's two parts operations management and design are typically sold to different customer bases.
- Enterprise customers are not colocation providers, but rather large companies seeking flexible, customized cloud solutions.
Targeting enterprise customers for data center operations management and design services.
- Joshua Feinberg highlights the importance of ABM in targeting enterprise customers, involving multiple stakeholders in the decision-making process.
- He emphasizes the value of creating content and events that encourage stakeholders to spread the word within their companies, leading to increased engagement and sales.
- Joshua Feinberg highlights the importance of understanding enterprise customers' needs and building trust through educational content and events.
- Feinberg discusses the role of cloud in data center operations management and design, and how to grow revenue for these services.
Marketing strategies for design, build, optimization, and maintenance services.
- Joshua Feinberg identifies an ideal client profile for design, build, optimization, and maintenance services.
- Feinberg outlines primary and secondary buyer personas for the target market.
Entering new markets for data center services company.
- Joshua Feinberg emphasizes the importance of understanding customers' biggest goals and challenges to position the sales team as trusted advisors.
- Creating educational content and events helps build relationships with prospects and their colleagues throughout the buyer journey.
- Data center services companies face challenges when entering new markets, including whether their services are compatible with multiple geographic markets and the nature of the new market.
- For example, a data center cleaning company in Northern Virginia aims to expand to four major data center markets and potentially secondary or tertiary markets.
Entering new markets, localization, and building awareness.
- Joshua Feinberg highlights the importance of localization and cultural understanding when entering new international markets.
- He emphasizes the need for local talent and resources to build trust and resonate with local communities.
- Analyze existing markets by switching geographic parameters in LinkedIn Sales Navigator to gain insights into new markets.
- Use profiles of companies and individuals in new markets to create buyer personas and understand their goals and challenges.
Entering new markets for data center services company.
- Joshua Feinberg discusses how to achieve product-market fit and go-to-market fit in new markets.
- Joshua Feinberg suggests gathering research from potential clients in new markets through podcasts, webinars, and polls.
- Feinberg advises defining ideal client profiles and buyer personas in new markets to tailor content and events.
- Joshua Feinberg outlines strategies for data center companies to enter new markets.
- DCSMI provides resources to elevate sales, marketing, and go-to-market professionals in the data center industry.
Guest Resources
- Subscribe to the Data Center Sales and Marketing Newsletter (DCSMI)
- Learn About Joshua Feinberg
- Connect with Joshua Feinberg of DCSMI on LinkedIn
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