Episode 161 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI.
- Define a tight ideal client profile (ICP) for data center operations, sustainability, power, infrastructure, and design services
- Segment accounts by geography, company size, and industry to focus resources where you win most often
- Identify primary and secondary buyer personas and map their goals and challenges in their own words
- Prioritize industry verticals where your firm has the strongest unit economics and longest tenure
- Normalize technical metrics (MW, kW, square footage) into business metrics like employee counts for better targeting
- Differentiate between technology vs. facilities infrastructure and align messaging accordingly
- Build target account lists that fuel Account-Based Marketing (ABM) and account-based selling programs
- Design persona-specific educational content for awareness, consideration, and decision stages
- Transform your sales team from “vendors” into teachers, consultants, and trusted advisors
- Create recurring educational events (webinars, lunch-and-learns, roadshows) that prospects see as professional development
- Structure event series around the top 5–6 goals and 5–6 challenges of each key persona
- Leverage internal and partner subject matter experts as featured speakers to build authority
- Use outbound prospecting and paid campaigns (especially LinkedIn) to gain country-specific traction
- Repurpose live events into on-demand content to reach additional stakeholders inside target accounts
- Encourage attendees to “bring their team” and drive multi-stakeholder alignment early in the journey
- Measure traction by tracking multiple attendees from the same account and repeat attendance across a series
- Balance investments between third-party conferences and your own owned events for higher-quality interactions
- Position conference speaking slots as awareness/consideration plays and booths as late-stage, decision plays
- Design education-led nurture programs to manage long wholesale and enterprise sales cycles
- Apply these playbooks across segments (operations & sustainability, power, infrastructure, design, monitoring, management) while adapting to each segment’s nuances
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg discusses strategies for various roles in the data center industry, emphasizing early engagement in the buyer's journey. He advises companies to personalize strategic insights by defining ideal client profiles, understanding company sizes, locations, and specific industries.
For data center power consultancies, he suggests leveraging outbound prospecting and targeted ads. Infrastructure providers should focus on educational events and lead generation.
Wholesale data centers should engage real estate agents and direct sales teams, using email marketing and events to build trust. Feinberg highlights the importance of being seen as experts rather than vendors to influence early-stage decisions. Joshua Feinberg discusses strategies for managing lengthy sales cycles in wholesale data centers.
He emphasizes the importance of building trust and maintaining consistent follow-up, especially given buyers' increased research and risk aversion. He notes that decision-makers often conduct research at unusual times, highlighting the need for self-driven resources. Wholesale deals require more sophisticated Account-Based Marketing and seasoned sales teams due to larger deal sizes.
Feinberg advises identifying key stakeholders and providing early, frequent, and valuable engagement. He also invites listeners to submit questions for future episodes and to subscribe to the DCSMI newsletter for updates.
Outline
Data Center Go-to-Market Podcast Introduction
- Joshua Feinberg introduces the podcast, emphasizing its relevance to various roles in the data center industry, including operators, technology providers, and marketing professionals.
- He highlights the importance of staying informed about upcoming educational resources and events through the data center sales and marketing newsletter.
- Joshua outlines the agenda for the episode, covering topics such as personalizing strategic insights, growing client bases, generating leads, and managing sales cycles.
- He encourages listeners to engage by leaving comments and sharing their roles in the data center industry.
Personalizing Strategic Insights for Data Center Operations and Sustainability Consulting Firms
- Joshua discusses the importance of understanding ideal clients to personalize strategic insights, using data from websites, CRM systems, and company leadership.
- He emphasizes the need to define ideal client profiles based on location, company size, and industry fit.
- Joshua explains the significance of identifying key stakeholders within client companies, such as Vice Presidents of Operations and Directors of Sustainability.
- He stresses the importance of knowing clients' goals and challenges to provide tailored services and build trust early in the buyer's journey.
Growing a Data Center Power Consultancy's Client Base
- Joshua explains the need to understand past successes and target specific client segments, such as colocation operators, hyperscale facilities, and enterprise data centers.
- He highlights the importance of geographic proximity and company size in building relationships with clients.
- Joshua suggests using educational resources and events to position the consultancy as experts and build trust with stakeholders.
- He advises focusing on specific industries and business models where the consultancy has demonstrated success.
Generating Leads, Establishing Trust, and Educating Customers for Data Center Infrastructure Providers
- Joshua discusses the importance of defining ideal client profiles, including location, company size, and industry fit.
- He emphasizes the need for educational events and resources to build trust and educate clients early in the buyer's journey.
- Joshua suggests using a combination of in-person and virtual events to reach clients and provide valuable insights.
- He advises focusing on specific segments within the data center infrastructure market, such as facilities, technology, and energy management.
Gaining Country Traction for Global Data Center Power Management Businesses
- Joshua explains the importance of outbound prospecting and targeted ads to reach specific countries and client segments.
- He suggests using a combination of digital and in-person events to educate and build trust with clients.
- Joshua advises focusing on specific industries and business models where the consultancy has demonstrated success.
- He emphasizes the need for educational resources and events to provide value and position the consultancy as experts.
Growing a Data Center Design, Energy Monitoring, and Infrastructure Management Business
- Joshua discusses the importance of understanding ideal client profiles, including location, company size, and industry fit.
- He emphasizes the need for educational events and resources to build trust and educate clients early in the buyer's journey.
- Joshua suggests focusing on specific segments within the data center market, such as design, energy monitoring, and infrastructure management.
- He advises using a combination of in-person and virtual events to reach clients and provide valuable insights.
Managing Lengthy Sales Cycles for Wholesale Data Centers
- Joshua explains the importance of engaging real estate companies and channel partners to manage lengthy sales cycles.
- He suggests using email marketing and events to position the data center as an expert and build trust with clients.
- Joshua advises focusing on specific industries and business models where the data center has demonstrated success.
- He emphasizes the need for educational resources and events to provide value and position the data center as a trusted advisor.
Managing Lengthy Sales Cycles in Wholesale Data Centers
- Joshua Feinberg emphasizes the importance of building a strong relationship with buyers through manual follow-up, as traditional methods may not be sufficient due to buyers' increased research and risk aversion.
- He highlights the presence of silent decision-makers who may conduct research at unusual times, such as late nights or holidays, making self-driven resources crucial for adding value to their decision-making process.
- Wholesale data centers deal with larger deal sizes and require a more sophisticated and seasoned sales team, which allows for higher unit economics and the ability to invest in more resources.
- Feinberg advises identifying key stakeholders and engaging with them early and often to provide the necessary expertise and support for their research and decision-making needs.
- He encourages listeners to leave comments, questions, or challenges for future episodes of the Data Center Go-to-Market Podcast and to subscribe to the DCSMI newsletter for updates on educational events and resources.
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
- Subscribe to the Data Center Sales and Marketing Newsletter
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