Data centers should lead with data to gain more executive support. Show how your company compares with various competitors, including:

  • Direct competitors
  • Indirect competitors
  • Non-business model competitors

Remember, once you start going on social media and search engines, many companies, organizations, trade publications, conferences, and channel programs are writing on topics awfully similar to the topics you want to use to catch your buyers’ attention.

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It is super critical not to look too narrow, assuming the competitors we run into during the sales process are the competitors that are going to matter for content; local business journals or industry trade publications could be a big competitor you are up against when trying to get your content found in the right places.

Executive Roles In and Around the Data Center Industry

If you work in a go-to-market-related role in or around the data center industry -- such as sales, marketing, customer success, product management, or channel partnering, you'll inevitably need to get executive support for most of your major initiatives.

In the data center industry, executive leadership teams are crucial in driving the success of companies that sell data center-related services.

These teams guide the organization's strategic direction and make critical decisions to ensure its growth and profitability.

The titles and roles within these teams may vary depending on the company but typically include positions such as Chief Executive Officer (CEO), Chief Financial Officer (CFO), Chief Operating Officer (COO), Chief Technology Officer (CTO), and Chief Marketing Officer (CMO).

The CEO is the highest-ranking executive and oversees the overall operations and performance of the company. The CFO manages the financial aspects of the business, including budgeting, financial planning, and reporting. The COO oversees the day-to-day operations and ensures the efficient functioning of the data center facilities. The CTO is responsible for technology strategy and innovation, while the CMO leads the marketing efforts to promote the company's services and attract customers.

These executive leaders work together to drive the company's success and ensure it remains competitive in the data center industry.

Funnel Metrics for Data Center Providers

Focus on your funnel metrics, such as:

  • Your lifetime value (LTV)
  • Your cost to client acquisition (COCA)

Do not assume your visitors are ready to buy the first time they visit your website—a huge mistake many marketers make. The buyer's journey for data center-related services has changed quite dramatically.

The buyer's journey for data center-related services has changed quite dramatically.

The Bottom Line

You must understand your buyer's journey and the experiences your clients seek. Additionally, know who your ideal fit decision-makers are and what they are looking for from your company during their sales process.

Once you are familiar with the buyer’s journey and who your ideal clients are, you are ready to start a content strategy focusing on your buyer personas’ problems, not your problems.

How does your data center get executive support? Let us know in the comments below.

Learn more about Colocation Data Center Providers and Go-to-Market Strategy (GTM) for Growth.

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