Ep. 113 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

Episode 113 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI.

Define your ideal client profile for data center network infrastructure consulting
Transform sales teams into trusted advisors and subject matter experts
Create educational content that attracts potential clients
Improve lead generation and sales velocity in the data center ecosystem
Build trust through targeted educational events and resources
Understand the modern buyer's journey and how to engage prospects early in their research
Develop a comprehensive approach to marketing data center services across different segments
Identify key stakeholders and buyer personas in data center technology and operations
Craft a content strategy that addresses the specific goals and challenges of potential clients
Navigate the complexities of selling data center infrastructure, thermal risk mitigation, and compliance solutions

Joshua Feinberg discusses the importance of understanding and defining leads in the data center industry, emphasizing that acquiring a list does not automatically make it a lead. He highlights the need for initial touchpoints to establish interest and fit, and the significance of first impressions.

Feinberg also stresses the importance of knowing the ideal client profile, including geographic location, company size, and industry, to effectively target and engage potential clients. He advocates for a shift in sales strategies to focus on education, trust-building, and early engagement in the buyer's journey, leveraging educational events and resources to maintain a strong presence and influence.

Joshua Feinberg discusses the importance of optimizing data center operations and compliance, emphasizing the need for companies to be seen as experts. He highlights the role of recruiters in the data center ecosystem, categorizing them as part of outsourced Sales and Marketing.

Feinberg stresses the significance of building trust and brand perception, using examples like Andy Davis and Rhys Morgan who leverage digital platforms to enhance their recruiting services. He advises recruiters to adopt best practices from professional services firms, focusing on educational resources, client relationship management, and community building to succeed in the competitive recruiting landscape.

Action Items

Define the ideal client profile for the data center network infrastructure consulting firm, including geographic location, company size, and industry.
Conduct research to understand the top goals and challenges of the primary and secondary buyer personas.
Develop an educational content and event calendar to attract, engage, and build trust with the key stakeholders.
Restructure the sales team to position them as consultants, trusted advisors, and subject matter experts rather than traditional vendors.
Implement best practices from professional services firms for onboarding, account management, and customer success to improve awareness and manage client relationships for the data center recruiting services.

Outline

Growing a Data Center Network Infrastructure Consulting Firm

Joshua Feinberg emphasizes the importance of understanding past successes to grow a data center network infrastructure consulting firm.
He suggests analyzing case studies, CRM data, and logos to identify common themes and ideal client profiles.
The discussion includes the importance of geographic location, company size, and industry verticals in defining the ideal client profile.
Joshua highlights the need for a radical makeover in sales positions, shifting from traditional sales roles to consultants and trusted advisors.

Increasing Data Center Infrastructure Sales

Joshua discusses the importance of focusing on existing leads and opportunities to increase sales velocity.
He emphasizes the need for clear segmentation and personalization of leads based on buyer personas and their goals and challenges.
The conversation covers the significance of branding in the digital age and the role of sales teams in educating and building trust with prospects.
Joshua suggests using educational events, webinars, and self-service resources to engage prospects early in their buyer's journey.

Finding Data Center Leads

Joshua explains the lack of a common definition of a lead among different stakeholders in data center companies.
He outlines the process of defining and qualifying leads, from marketing qualified leads (MQLs) to sales qualified leads (SQLs).
The discussion includes the importance of first impressions and the need for initial touchpoints to establish trust and interest.
Joshua emphasizes the role of educational content and events in attracting and engaging potential leads.

Getting Meetings for Data Center Thermal Risk Mitigation and Energy Efficiency Solutions

Joshua discusses the importance of understanding the ideal client profile for thermal risk mitigation and energy efficiency solutions.
He suggests targeting specific geographic regions, company sizes, and industries based on historical success.
The conversation covers the need for educational events and resources to engage key stakeholders early in the buyer's journey.
Joshua highlights the importance of collaboration between sales and marketing teams to provide valuable educational content.

Selling Data Center Operations Optimization and Compliance

Joshua emphasizes the need to understand the ideal client profile for data center operations optimization and compliance.
He suggests targeting specific job titles and stakeholders within companies, such as operations and compliance executives.
The discussion includes the importance of providing educational value and building trust with prospects through educational events and resources.
Joshua highlights the need for a transformation in sales roles to focus on consulting and educating rather than traditional selling.

Improving Data Center Operations and Compliance

Joshua Feinberg explains the importance of being seen as experts in data center operations and compliance.
He emphasizes the need for a comprehensive approach to selling data center services.
The role of various team members, from concierge to tour guide, is highlighted.
The final question of the week's show is posed, focusing on improving awareness of data center recruiting services and managing client relationships.

Understanding the Data Center Ecosystem

Joshua Feinberg discusses the five broad segments of the data center ecosystem: operators, technology companies, facilities companies, construction, real estate, and investment companies, and digital infrastructure ecosystem.
Recruiters are considered part of the outsourced Sales and Marketing segment.
The importance of understanding the self-driven buyer's journey for recruiters is emphasized.
The need to educate and build trust with stakeholders is highlighted.

Branding and Trust in Recruiting

Joshua Feinberg explains the concept of branding and its importance in the recruiting industry.
He discusses the need for educational resources and events to replace one-on-one conversations.
The two parts of the funnel for recruiters are outlined: signing on clients and creating awareness among candidates.
The importance of balancing client relationship management and candidate attraction is emphasized.

Examples of Successful Recruiters

Joshua Feinberg mentions Andy Davis and the Data Center Club as examples of successful recruiters.
Rhys Morgan from an executive search firm in Singapore is also highlighted.
Both recruiters are recognized for their efforts in building a strong brand and being seen as industry experts.
The importance of differentiating oneself throughout the full buyer's journey is discussed.

The Role of Digital Word of Mouth

Joshua Feinberg discusses the shift from traditional recruiting methods to digital word of mouth.
The importance of having a strong brand and reputation management is emphasized.
The role of podcasting and interview podcasting in building a mini media company is highlighted.
The need for professional services firms to apply best practices to recruiters is discussed.

Building Trust and Educational Resources

Joshua Feinberg emphasizes the importance of educating and building trust with both hiring managers and candidates.
He discusses the need for special events and educational resources to continue adding value.
The importance of understanding buyer personas and their goals and challenges is highlighted.
The role of internal subject matter experts and external consultants in creating educational resources is discussed.

Client Relationship Management

Joshua Feinberg discusses the importance of CRM, account management, and customer success management in client relationship management.
The role of educational events and building a vibrant community in creating stickiness and loyalty is emphasized.
The importance of identifying individuals who are comfortable speaking in public is discussed.
The need for a comprehensive approach to client relationship management is highlighted.

Final Thoughts and Closing Remarks

Joshua Feinberg shares his thoughts on improving awareness for data center recruiting and managing client relationships.
He emphasizes the importance of educating and building trust.
The final segment of the show is dedicated to audience engagement, with a call to hit the like button and leave comments for future topics.
Joshua Feinberg wishes the audience success in growing their data center-related businesses and invites them to connect on LinkedIn.

Resources

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