Episode #103 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI.
- Effectively prospect and generate leads for private cloud and data center services.
Compete in a price-sensitive market for data center maintenance and cleaning services.
- Find marketers who truly understand the colocation business.
- Engage with data center real estate investors and build trust.
- Gain insights into competing with big cloud providers in infrastructure, disaster recovery, and networking services.
- Scale financial audit and assurance services for the data center industry.
- Identify the importance of buyer personas and ideal client profiles in shaping marketing and sales strategies.
- Build educational content and events that resonate with target audiences.
- Understand the role of trust-building and thought leadership in a self-driven buyer’s journey.
- Position your company as a trusted advisor rather than a vendor.
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg discusses the importance of understanding Buyer Personas for effective marketing and sales in the data center industry. He emphasizes the need for detailed customer insight research to drive messaging and strategy across various platforms. The show covers prospecting and generating leads for private cloud and data center services, competing in price wars for maintenance and cleaning companies, finding the right marketers for colocation providers, and reaching data center real estate investors. Joshua also highlights the significance of positioning and differentiation, especially in a self-driven buyer's journey, and the importance of educational content and trust-building in various sales process stages.
Action Items
- Understand the job to be done for data center maintenance and cleaning services.
- Conduct customer insight research to determine key stakeholders' biggest goals and challenges for a colocation provider.
- Develop an educational content and event strategy to position the data center financial audit and assurance services firm as the go-to expert.
Outline
Understanding Buyer Personas and Customer Insight Research
- Joshua Feinberg discusses the importance of understanding Buyer Personas for effective marketing and sales.
- Emphasizes the need to look at logos, case studies, and CRM systems to identify primary and secondary Buyer Personas.
- Highlights the use of customer insight research to drive messaging, positioning, and various marketing strategies.
- Mentions the importance of understanding customer goals and challenges to create relevant content and events.
Agenda for the Week's Data Center Go-to-Market Show
- Outlines the agenda for the week's show, starting with prospecting and lead generation for private cloud and data center services companies.
- Discusses the challenges of competing in a price war for data center maintenance and cleaning companies.
- Explores how colocation providers can find the right marketers who understand their business.
- Plans to address getting in front of data center real estate investors and competing against big cloud providers with infrastructure services.
Prospecting and Lead Generation for Private Cloud Services
- Explains the importance of understanding historical success and future investments for private cloud services.
- Discusses the need to document an ideal client profile, including geographic location, company size, and industry.
- Emphasizes the importance of building a target account list for Account-Based Marketing.
- Highlights the need for a strong understanding of Buyer Personas and their motivations.
Competing in a Price War for Data Center Maintenance and Cleaning
- Discusses the challenges of competing in a price war for data center maintenance and cleaning services.
- Emphasizes the importance of understanding the "job to be done" for clients.
- Suggests using the "five whys" method to dig deeper into client motivations.
- Recommends conducting customer insight research to align messaging with client goals and challenges.
Finding the Right Marketers for Colocation Providers
- Discusses the difficulty of finding marketing professionals who understand colocation services.
- Suggests looking for marketers with experience in related industries like telecommunications, cybersecurity, and compliance.
- Recommends hiring marketers with adjacent roles like sales development or product support.
- Emphasizes the importance of onboarding and professional development for marketing teams.
Getting in Front of Data Center Real Estate Investors
- Discusses the challenges of reaching data center real estate investors.
- Emphasizes the importance of understanding investor goals and challenges.
- Suggests creating a target account list and building relationships with key stakeholders.
- Recommends using content marketing and educational events to position the company as a trusted advisor.
Competing Against Big Cloud Providers
- Discusses the challenges of competing against big cloud providers like hyperscalers.
- Emphasizes the importance of understanding client motivations for choosing smaller providers.
- Suggests building a strong ideal client profile and targeting specific industries and company sizes.
- Recommends using educational content and events to build trust and position the company as an expert.
Scaling Data Center Industry-Specific Financial Audit and Assurance Services
- Discusses the challenges of scaling financial audit and assurance services for data centers.
- Emphasizes the importance of understanding client geographic location, company size, and industry.
- Suggests creating a target account list and building relationships with key stakeholders.
- Recommends using educational content and events to position the company as a trusted advisor and thought leader.
Resources
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