Episode #109 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI.
- Discover how to effectively reach data center infrastructure managers for rack and cable management solutions.
- Define and refine your ideal client profile (ICP) based on geography, company size, and industry.
- Understand the importance of buyer personas and how to align your go-to-market strategies with their goals and challenges.
- Create awareness of high-capacity fiber infrastructure, Optical Networking, and connectivity.
- Run effective Google Ads campaigns for data center managed service providers (MSPs).
- Gain insights into penetrating the data center real estate and construction executive search market.
- Improve reach for automated software that manages data center performance.
- Identify the key elements of a hyperlocal and digital go-to-market strategy for colocation and build-to-suit solutions.
- Recognize the shift in buyer behavior and how to adapt your sales and marketing approach to the self-driven buyer's journey.
- Embrace the role of educational resources and events in building trust and establishing thought leadership in the data center ecosystem.
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg discusses capturing customer insights to create effective go-to-market strategies in the data center industry. He emphasizes the need for detailed buyer personas, understanding their goals and challenges, and using this information to tailor educational resources and events. Joshua highlights the shift in buyer behavior, with 83% of the journey now completed before sales contact, stressing the need for early engagement as trusted advisors rather than vendors. He also covers specific strategies for reaching data center infrastructure managers, creating awareness for high-capacity fiber infrastructure, running effective Google Ads campaigns, penetrating the data center real estate and construction executive search market, and improving reach for automated software managing data center performance.
Action Items
- Define the ideal geographic locations, company sizes, and industries for the rack and cable management solutions.
- Identify the primary and secondary buyer personas for the colocation, connectivity, and build-to-suit solutions.
- Research to understand the goals and challenges of the buyer personas for the high capacity fiber infrastructure and connectivity solutions.
- Develop a content and educational events strategy to position the data center MSP as a subject matter expert for Google Ads campaigns.
- Curate a panel of data center real estate and construction experts to showcase expertise and build relationships.
- Clearly define the ideal client profile for the data center performance management software, including geographic, company size, and industry criteria.
Outline
Reaching Data Center Infrastructure Managers
- Joshua Feinberg emphasizes the importance of capturing customer information in their own words to create valuable website content, emails, and educational resources.
- The discussion focuses on reaching data center infrastructure managers for rack and cable management, highlighting the need to define the ideal client profile (ICP) geographically and by company size.
- Joshua suggests using CRM systems and customer reviews to identify the best clients and their geographic and company size preferences.
- The conversation also covers the importance of understanding the goals and challenges of infrastructure managers to create relevant content and educational events.
Creating a Go-to-Market Strategy for Colocation and Connectivity
- Joshua discusses the need for different go-to-market strategies for colocation, connectivity, and build-to-suit solutions, depending on the client profile.
- He advises clarifying the geographic and company size parameters for each business model.
- Understanding the specific needs of different industries and business models is highlighted.
- Joshua emphasizes the need for a hyperlocal go-to-market strategy for colocation and build-to-suit, focusing on tours and educational events.
Creating Awareness for High-Capacity Fiber Infrastructure
- Joshua explains the need to understand the ideal client profile for high-capacity fiber infrastructure, optical networking, and connectivity.
- He advises identifying the specific geographic and company size parameters for targeting.
- The conversation covers the importance of understanding the goals and challenges of key stakeholders in these companies.
- Joshua emphasizes the need for a content and educational events strategy that resonates with the target audience.
Running Effective Google Ads Campaigns for Data Center Managed Service Providers (MSPs)
- Joshua shares his experience with managed service providers (MSPs) and their transition to colocation services.
- He discusses the importance of understanding the buyer personas and their specific needs for Google Ads campaigns.
- Joshua advises driving traffic to lead generation landing pages rather than direct sales interactions.
- The conversation highlights the need for educational resources and nurturing leads over time to build trust and improve ROI.
Penetrating the Data Center Real Estate and Construction Executive Search Market
- Joshua explains the role of executive search firms in the data center ecosystem and the importance of understanding the buyer's journey.
- He advises executive search firms to show up early and often as subject matter experts, consultants, and trusted advisors.
- The conversation covers the importance of understanding hiring managers' and candidates' goals and challenges.
- Joshua emphasizes the need for a content and educational event strategy that resonates with both stakeholders.
Improving Reach for Automated Software Managing Data Center Performance
- Joshua discusses the importance of understanding the ideal client profile for automated software managing data center performance.
- He advises getting clear on the geographic and company size parameters for targeting.
- The conversation covers the need for a content and educational events strategy that resonates with the target audience.
- Joshua emphasizes the importance of showing up early and often as subject matter experts to build trust and improve reach.
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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