Episode 180 of the Data Center Go-to-Market Podcast features an interview with Andrew Urda, Vice President of Strategic Marketing at LS ELECTRIC America.
- Master the new GTM realities AI brings and how to map tools like HubSpot and ZoomInfo into a focused marketing engine. 🤖
- Discover why DC power architectures can cut power losses roughly 10–15% versus traditional AC for high-density racks. ⚡
- Compare AC vs DC trade-offs for footprint, cooling, and long‑term operational cost in AI-heavy facilities. 🧾
- Quantify the potential savings and capacity benefits of 800W+ rack densities and Nvidia-driven power demands. 📈
- Implement prototype learnings -- including solid‑state transformers, DC breakers, and DC E‑house concepts -- from LS Electric’s factory use cases. 🏭
- Assess how microgrids, behind‑the‑meter generation, and renewables change resiliency and community impact. 🌱
- Spot the gaps in typical trade show ROI and when to reallocate spend into targeted regional events for decision‑maker access. 🎯
- Prioritize lead quality over quantity and adopt speed‑to‑lead practices to capture late‑stage buyer windows. ⏱️
- Optimize sales enablement by shifting reps toward business‑level conversations and distributor-led segmentation. 🤝
- Evaluate buyer committee dynamics and the content buyers consume during the 80–90% pre-sales research phase. 🔍
- Anticipate supply and delivery risks (lead times, buyouts) and tactics LS Electric uses to accelerate fulfillment. 🚚
- Build a trusted‑advisor brand through PR, white papers, and 24/7 educational resources on the company website. 📰
- Forecast where data‑center GTM and power architecture trends may head over the next 2–4 years, including competition pressures and microgrid adoption. 🔭
Andrew Urda, VP of Strategic Marketing for LS Electric, discussed the shift from AC to DC power in data centers, projecting efficiency improvements from 20-25% to 10-12%. Nvidia's new technology offers significant power savings in a smaller footprint. Urda emphasized the importance of adapting to AI-driven tools and leveraging platforms like HubSpot and ZoomInfo for better marketing. He highlighted the need for quality leads over quantity and the company's growth. Urda also stressed the potential of microgrids and renewable energy for future data center efficiency and energy independence.
Host:
Joshua Feinberg
DCSMI
Special Guest:
Andrew Urda, Vice President of Strategic Marketing
LS ELECTRIC America
Outline
Efficiency and Power in Data Centers
- Andrew Urda discusses the new video rack with immense power, capable of one megawatt per rack.
- The new DC technology is projected to have power losses around 10-12%, compared to 20-25% for AC systems.
- Nvidia's new technology offers significant power savings, enhancing data center efficiency.
- The new technology allows for more power in a smaller footprint, benefiting data centers.
Introduction of Andy Urda and Current Marketing Challenges
- Joshua Feinberg introduces Andy Urda, VP of Strategic Marketing for LS Electric of the Americas.
- Andy Urda highlights the biggest struggle for GTM teams: adapting to new digital tools driven by AI.
- The shift to AI has changed how ads are done, moving away from Google search to AI-driven methods.
- Andy mentions the use of HubSpot as their marketing engine and the recent contract with Zoom Info for market research.
Adapting to New Marketing Tools and Trade Shows
- Andy discusses the importance of finding tools that fit the company's culture and budget.
- He suggests organizing local, regional events instead of large trade shows to connect with key people.
- The focus is on finding tools that help the company move forward without changing the basics of marketing.
- Andy emphasizes the need to adapt to new realities and find tools that work well and are simple to use.
Efficiency and Technology in Data Centers
- Andy explains the rapid changes in data center technology and the challenges in standardizing materials.
- The shift from AC to DC power in data centers is discussed, highlighting the efficiency benefits of DC.
- The new technology offers significant savings in operational costs, with projected losses around 10%.
- Nvidia's new technology allows for more power in a smaller footprint, expected to be fully adopted by 2029.
Educating Buyers and Prototyping New Technology
- Andy discusses the importance of educating buyers about the differences between energy efficiency and consumption.
- LS Electric is under full prototype with technology to support DC power, including medium voltage solid-state transformers and DC digital breakers.
- The company has a solar field and battery energy storage system in Korea, showcasing the new technology.
- The focus is on demonstrating the technology's capabilities and its potential for renewable energy integration.
Challenges and Opportunities in Data Center Power
- Andy highlights the positive impact of natural gas and renewable energy on data center power.
- The shift to DC power is expected to be a significant trend, with early adopters already showing interest.
- The company is working on prototypes and educating early adopters about the benefits of DC power.
- The focus is on demonstrating the technology's capabilities and its potential for renewable energy integration.
Sales Enablement and Buyer Education
- Andy emphasizes the importance of quality leads over quantity in trade shows.
- The company is focusing on building brand awareness and name recognition through various marketing efforts.
- A new website with self-tutoring resources is planned to educate buyers about data centers and LS Electric's products.
- The company is working with a PR firm to increase name recognition and is seeing significant growth in web traffic.
Sales Strategy and Customer Relationships
- Andy discusses the importance of following up on leads promptly and focusing on quality over quantity.
- The company is working on building relationships with key decision-makers and ensuring all questions are answered.
- The focus is on understanding customer needs and being competent in product knowledge.
- The company is referring smaller customers to distributors to focus on larger, more profitable customers.
Future of Data Centers and AI
- Andy reflects on the evolution of technology and the impact of AI on sales and marketing.
- He believes AI will be a digital assistant that helps automate tasks, improving efficiency.
- The company is preparing for the future by focusing on quality leads and building brand awareness.
- The focus is on adapting to new AI tools and ensuring the company remains competitive in the market.
Micro Grids and Energy Independence
- Andy discusses the potential of micro grids for data centers and other institutions.
- Micro grids can provide energy independence and resiliency, especially in areas with weak grid infrastructure.
- The company is exploring the potential of micro grids for various applications, including hospitals and government buildings.
- The focus is on demonstrating the benefits of micro grids and renewable energy for energy independence.
Guest Resources
Resources
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