Ep. 123 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

Outline

Colocation Playbook for Hyper-Local Decision Makers

• Joshua Feinberg emphasizes the need for two different playbooks for colocation offers: one for hyper-local decision makers and another for broader audiences.
• The playbook for hyper-local decision makers should focus on face-to-face visits to the facility, ideally through educational events hosted at the facility.
• Joshua suggests using a classroom, conference room, or foyer to host educational events like breakfast seminars, Lunch and Learn sessions, or webinars.
• The goal is to educate and build trust with high-value decision makers through these events.

Introduction to the Data Center Go-to-Market Podcast

• Joshua Feinberg introduces the Data Center Go-to-Market Sales and Marketing Q and A live show, aimed at addressing sales and marketing challenges in the data center ecosystem.
• The show targets various roles within go-to-market teams, including sales, marketing, account management, product channel partnerships, and executive leaders.
• Joshua invites listeners to comment on their location and role in the data center industry, setting the stage for the agenda.
• The agenda includes topics like generating qualified hyperscale data center leads, growing a data center cooling solutions business, improving data center power solutions branding, and more.

Generating Qualified Hyperscale Data Center Leads

• Joshua explains the importance of understanding the ideal client profile for hyperscale data centers, including geographic location, company size, and industry fit.
• He emphasizes the need to identify the specific factors that make a hyperscaler a good fit for the company, such as power capacity requirements, budget, and long-term commitment.
• Joshua advises documenting the ideal client profile in detail, including geographic location, company size, and industries that are a good or bad fit.
• The goal is to build a target account list of companies that match the ideal client profile, focusing on a few dozen accounts with significant potential revenue value.

Building a Strong Modular Data Center Brand

• Joshua discusses the importance of defining the primary client for modular data centers, whether it's operators, end users, data center developers, or technology executives.
• He advises looking at case studies, logos, and CRM data to identify where the company has been most successful and who is typically involved pre and post-sales.
• Joshua emphasizes the need to get consensus on the biggest goals and challenges for modular data centers from stakeholders through research and interviews.
• The branding strategy should focus on creating educational content and events that address the specific needs and challenges of the primary client, positioning the company as experts in modular data centers.

Accessing Colocation Data Center Decision Makers

• Joshua explains the need for two different playbooks for colocation offers: one for hyper-local decision makers and another for broader audiences.
• For hyper-local decision makers, the playbook should focus on face-to-face visits to the facility, ideally through educational events hosted at the facility.
• Joshua suggests using a classroom, conference room, or foyer to host educational events like breakfast seminars, Lunch and Learn sessions, or webinars.
• For long-distance decision makers, the playbook should include virtual events and digital tours to engage and educate potential clients.

Improving Data Center Power Solutions Branding

• Joshua highlights the importance of branding in the context of data center power solutions, emphasizing that branding is now about much more than just esthetics.
• He advises getting clear on the primary client for data center power solutions, whether it's facilities executives, infrastructure executives, or ESG executives.
• Joshua recommends conducting research to understand the biggest goals and challenges for data center power solutions from the client's perspective.
• The branding strategy should focus on creating educational content and events that address the specific needs and challenges of the primary client, positioning the company as experts in data center power solutions.

Growing a Data Center Cooling Solutions Business

• Joshua explains the importance of understanding the ideal client profile for data center cooling solutions, including geographic location, company size, and industry fit.
• He advises looking at case studies, logos, and CRM data to identify where the company has been most successful and who is typically involved pre and post-sales.
• Joshua emphasizes the need to get consensus on the biggest goals and challenges for data center cooling solutions from stakeholders through research and interviews.
• The branding strategy should focus on creating educational content and events that address the specific needs and challenges of the primary client, positioning the company as experts in data center cooling solutions.

Simplifying Edge Data Center Sales Processes

• Joshua discusses the importance of understanding the ideal client profile for edge data centers, including geographic location, company size, and industry fit.
• He advises looking at case studies, logos, and CRM data to identify where the company has been most successful and who is typically involved pre and post-sales.
• Joshua emphasizes the need to get consensus on the biggest goals and challenges for edge data centers from stakeholders through research and interviews.
• The branding strategy should focus on creating educational content and events that address the specific needs and challenges of the primary client, positioning the company as experts in edge data centers.

Developing a Strong Modular Data Center Brand

• Joshua explains the importance of defining the primary client for modular data centers, whether it's operators, end users, data center developers, or technology executives.
• He advises looking at case studies, logos, and CRM data to identify where the company has been most successful and who is typically involved pre and post-sales.
• Joshua emphasizes the need to get consensus on the biggest goals and challenges for modular data centers from stakeholders through research and interviews.
• The branding strategy should focus on creating educational content and events that address the specific needs and challenges of the primary client, positioning the company as experts in modular data centers.

Marketing to Modular Data Centers

• Joshua Feinberg emphasizes the importance of tailoring marketing efforts to specific geographic regions, company sizes, and industries.
• He highlights the need for localization and content specific to different countries like Germany, France, Spain, and the US.
• The discussion includes the practical considerations of manufacturing, delivering, maintaining, and servicing modular data centers.
• Joshua stresses that a strong brand is not just about logos and colors but also about what people say about the company and its client-facing team members.

Developing a Strong Modular Data Center Brand

• Joshua discusses the importance of educational resources and experiences in attracting and influencing potential clients.
• He suggests using educational events to invite clients to the table early in their buyer's journey.
• The conversation covers the need for small to mid-size modular data center providers to disrupt incumbents and 800-pound gorillas in the market.
• Joshua advises on the creative use of educational experiences to align with physical facility tours and other aspects of the sales process.

Simplifying the Edge Data Center Sales Process

• Joshua addresses the challenge of defining what "edge" means in the context of data centers.
• He suggests getting specific about where to win in terms of geographic regions, company sizes, and industries.
• The discussion includes the importance of understanding commonalities among successful deals and using this information to simplify the sales process.
• Joshua emphasizes the need for tight targeting to avoid complexity and ensure a streamlined approach.

Understanding Prospects and Clients

• Joshua talks about the importance of knowing the ideal client, including their location, company size, and industry.
• He advises looking at case studies, CRM data, and recent deals to identify commonalities.
• The conversation covers the need for buyer persona research to understand prospects' goals and challenges.
• Joshua highlights the significance of aligning website copywriting, product marketing, and sales enablement with the identified buyer personas.

Providing Educational Resources

• Joshua discusses the value of providing educational resources that are relevant to prospects' needs and interests.
• He explains how these resources can help prospects self-propel through the buyer's journey.
• The conversation includes the importance of offering on-demand and live educational events to build trust and engagement.
• Joshua emphasizes the role of educational resources in simplifying the sales process and providing a better customer experience.

Leveraging Technology and Data

• Joshua talks about the impact of providing educational experiences on lead generation and sales cycle acceleration.
• He explains how prospects can consume content and convert on offers even during off-hours.
• The discussion includes the importance of understanding prospects' motivations and providing relevant information at each stage of the buyer's journey.
• Joshua highlights the role of technology in automating and simplifying the sales process.

Building Trust and Expertise

• Joshua discusses the importance of building trust with prospects through educational resources and live events.
• He explains how this trust can lead to higher engagement and faster sales cycles.
• The conversation covers the need for regular communication and education to maintain prospects' interest.
• Joshua emphasizes the role of live events in building the know, like, and trust factor with prospects.

Differentiating in a Competitive Market

• Joshua talks about the need to differentiate from competitors by providing world-class customer and prospect experiences.
• He explains how focusing on technology services and digital infrastructure can set a company apart.
• The discussion includes the importance of providing value beyond just selling real estate.
• Joshua highlights the role of educational resources in positioning a company as a be-all, end-all expert in the field.

Simplifying the Sales Process

• Joshua discusses the importance of simplifying the sales process by understanding prospects' needs and challenges.
• He explains how this understanding can lead to more effective lead generation and nurturing.
• The conversation covers the role of educational resources in accelerating the sales cycle.
• Joshua emphasizes the importance of providing a delightful experience for prospects and sales teams alike.

Final Thoughts and Next Steps

• Joshua wraps up the discussion by summarizing the key points and providing final advice.
• He encourages listeners to connect with him on LinkedIn and subscribe to the Data Center Sales and Marketing newsletter.
• The conversation includes a call to action for listeners to leave ideas for future topics in the comments.
• Joshua thanks the audience for their engagement and expresses his commitment to continuing to provide valuable content.