Joshua Feinberg emphasizes the critical importance of differentiation for data center operators to avoid commoditization and maintain pricing power.
He notes that many smaller colocation companies struggle with this, highlighting the need to differentiate throughout the customer journey, not just at the end.
Joshua suggests that providing valuable content early on can help build trust and align prospects' views with the company's, which is crucial for moving upmarket.
He also points out the challenge of changing company culture to appreciate evolving buyer preferences.
This video is excerpted from the podcast Ep. #60 Eckart Zollner, Business Development of Digital Parks Africa | Data Center Go-to-Market Podcast.
Action Items
- Ensure the team's best and brightest subject matter experts are available to provide super helpful insights to prospects in the early stages of evaluating options like colocation, cloud, etc.
- Review the company's content strategy to ensure prospects consume a lot of helpful information before the first meeting to build trust and indoctrination.
- Implement changes to the company culture to better appreciate the importance of differentiation and how buyer preferences have evolved.
Outline
Differentiation in the Data Center Industry
- Joshua Feinberg emphasizes the importance of differentiation in avoiding commoditization, especially for smaller colocation companies.
- He notes that many companies focus on differentiators at the end of the customer journey, but the decision is often made before the first meeting.
- Joshua highlights the need for companies to differentiate throughout the entire customer journey, starting from when prospects are just learning about colocation.
- Mentions prospects' various questions, such as whether to colocate, use on-site solutions, or opt for cloud services like public, multi-cloud, or hybrid cloud.
- Stresses the importance of providing valuable content to build trust and indoctrinate prospects into the company's point of view before the first meeting.
Resources
Watch the full podcast Ep. #60 Eckart Zollner, Business Development of Digital Parks Africa | Data Center Go-to-Market Podcast
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