Joshua Feinberg and Pierre Ellow discuss the evolving role of Business Development in the data center industry, particularly in the context of AI and the impact of the pandemic.
They note the shift in client engagement strategies, relying more on digital tools like LinkedIn and AI-driven techniques.
The importance of exhibitions for direct client interaction is emphasized.
They also highlight the generational shift, with younger professionals being more digitally adept and preferring self-driven research.
This has led to a significant increase in the percentage of the buyer's journey completed before sales contact, from 56% in the mid-2010s to over 80% today.
The conversation underscores the need for early education and expertise in material handling to build trust and establish oneself as a go-to expert in the industry.
This video is excerpted from the podcast Ep. #58 Pierre Ellow, BDM Business Development Manager Data Centre of Pronomic Data Center | Data Center Go-to-Market Podcast.
Action Items
- Adapt the company's go-to-market strategy to cater to the preferences of younger, more digitally-driven decision-makers
- Explore the use of new digital tools and techniques for prospecting and client engagement
- Maintain a presence at industry exhibitions and events to showcase products and meet clients
- Stay informed about changes in the data center market through industry organizations and networks
Outline
Changes in Business Development Due to AI and COVID-19
- Joshua Feinberg inquires about the potential changes in Pierre Ellow's role and the business development process at Pronomic over the next 2-4 years.
- Pierre highlights the significant impact of AI, such as AI-driven techniques like ChatGPT and LinkedIn, on prospecting and client engagement.
- The pandemic has significantly altered market outreach strategies, emphasizing the importance of exhibitions for direct client interaction.
- Pierre notes that while the approach to clients is evolving, traditional methods like exhibitions will continue to be crucial for showcasing products.
Adapting to New Marketing Techniques
- Pierre Ellow discusses the changing approach to client engagement, including various levels of prospecting through LinkedIn, email, and organizational memberships.
- He mentions the importance of being part of organizations like the Swedish manufacturing organization for data centers to stay informed and maintain relationships with market actors.
- Pierre Ellow observes that young professionals today have a better understanding of the latest marketing tools compared to his generation.
- He acknowledges his limited expertise in cold mailings, which is primarily handled by the marketing department, but recognizes the ongoing evolution of these tools.
Evolving Buyer's Journey and Digital Transformation
- Joshua Feinberg shares insights from Gartner, noting that the percentage of a typical Buyer's Journey completed before sales contact has significantly increased from 56% in the mid-2010s to over 80% today.
- He attributes this shift to the increased self-driven research by buyers, especially during the early part of the 2020s when remote work was prevalent.
- Joshua Feinberg emphasizes the importance of companies adapting to these changes by educating and building trust with prospects early in the sales cycle.
- He highlights the generational shift, with younger generations being more digitally savvy and likely to prefer self-driven research, which will continue to impact sales strategies.
The Importance of Early Education and Expertise
- Joshua Feinberg stresses the need for companies to educate prospects about the complexities of material handling and the importance of viewing it as more than just a transactional equipment purchase.
- He suggests that being the go-to experts in the industry can make a significant difference in building trust and establishing long-term relationships with clients.
- The conversation underscores the importance of adapting to new marketing techniques and staying informed about market changes to remain competitive.
- Both Joshua Feinberg and Pierre Ellow agree on the necessity of early education and expertise in the sales process to meet clients' evolving needs.
Resources
Guest Resources
Resources
- Connect with Joshua Feinberg, CEO at DCSMI, on LinkedIn
- Follow DCSMI on LinkedIn
- Follow the Data Center Go-to-Market Podcast on LinkedIn
- Learn About DCSMI
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