Episode #93 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI.
- Position your client-facing team as trusted advisors and consultants in the data center ecosystem.
- Create an ideal client profile (ICP) based on geography, company size, and industry specialization.
- Understand the importance of tailoring go-to-market strategies for data center solutions, network design, and implementation services.
- Prevent client churn in fiber transport and colocation through seamless onboarding and customer success initiatives.
- Identify the key stakeholders involved in the buyer's journey and how to build relationships with them.
- Master the art of using social media platforms like LinkedIn and YouTube for lead generation in the data center and IT infrastructure space.
- Gain insights into positioning yourself as a subject matter expert in data center relocation projects.
- Uncover the secrets to creating conference-grade content for webinars that educate and build trust with your audience.
- Analyze the self-propelled buyer's journey and learn how to stay top of mind throughout the decision-making process.
- Apply proven techniques to get more cybersecurity and IT infrastructure clients to engage with your company.
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg from DCSMI discusses strategies for sales and marketing in the data center industry. He emphasizes the importance of providing extreme value to clients, positioning marketers as consultants, and understanding buyer personas. Key topics include acquiring new clients, preventing client churn, and using social media for lead generation. Joshua advises creating ideal client profiles, focusing on geographic location, company size, and industry. He also highlights the significance of conference-grade content in webinars and the need for personalized, educational content to build trust and drive sales.
Action Items
- Analyze existing client base to define ideal client profile based on geography, company size, and industry.
- Evaluate the current product roadmap and client onboarding process to improve competitiveness and reduce churn for fiber transport and colocation services.
- Develop conference-grade educational content and webinar series targeted at key buyer personas to build trust and influence throughout the buyer's journey.
Outline
Empathy and Value in Client-Facing Roles
- Joshua Feinberg emphasizes the importance of providing extreme value to clients to position marketers, sales development reps, and account executives as consultants and trusted advisors.
- The need for laser focus on buyer personas and extensive research to understand their needs and challenges is highlighted.
- Joshua introduces the Data Center Go to Market Podcast, focusing on sales and marketing challenges in the data center ecosystem.
- The agenda for the week includes topics such as acquiring new clients, positioning as a data center relocation expert, preventing client churn, and using social media for lead generation.
Acquiring New Clients for Data Center Solutions
- Joshua discusses the importance of understanding if all clients are similar or if they differ in their needs.
- He suggests setting up different go-to-market strategies for data center solutions, network design, and implementation services.
- The ideal client profile (ICP) should include geographic location, company size, and industry specialization.
- Joshua advises looking at successful clients to identify commonalities and create a coherent team with different sections on the website.
Building Ideal Client Profiles
- Joshua explains the importance of nailing down the geographic location and company size for effective marketing and sales.
- He suggests normalizing company size into head count brackets for practical implementation.
- The ICP should also consider the industry and business model to address specific compliance requirements.
- Understanding the stakeholders involved in the buyer's journey is crucial for building relationships and educating them at different stages.
The Self-Propelled Buyer's Journey
- Joshua highlights the buyer's journey shift, where 83% of the process is over before sales contact.
- The need for client-facing teams to reposition themselves as consultants, teachers, and trusted advisors is emphasized.
- This culture change requires alignment from top-down leadership, especially in larger companies.
- Joshua discusses the importance of staying top of mind throughout the buyer's journey to influence criteria and stay on the shortlist.
Positioning as a Data Center Relocation Expert
- Joshua advises looking at past successful clients to identify commonalities in geographic location, company size, and industry.
- The importance of understanding the company size and the complexity of the relocation project is discussed.
- Building a target account list and identifying key stakeholders involved in the relocation process is crucial.
- Educational content and events should be tailored to the specific needs and challenges of the buyer personas.
Preventing Client Churn in Fiber Transport and Colocation
- Joshua emphasizes the importance of product competitiveness and a seamless onboarding experience.
- Account managers and customer success managers play a crucial role in preventing client churn.
- Simple tactics like good support response time, onboarding email sequences, and self-help videos can reduce churn.
- Regularly reviewing churn analysis to identify gaps and address them is recommended.
Using Social Media for Lead Generation
- Joshua explains the importance of defining what a lead means within the company to avoid disagreements.
- The self-propelled buyer's journey requires providing value and building trust before sales contact.
- Understanding the ideal client profile helps create targeted content and promote it on relevant channels.
- LinkedIn and YouTube are essential channels for data center, telecommunications, and IT infrastructure companies.
Getting More Cyber Security and IT Infrastructure Clients
- Joshua discusses the importance of understanding the language and needs of the buyer personas.
- The price point and company size influence the approach to lead generation and sales enablement.
- Good segmented marketing and personalized messaging are crucial for success.
- Social proof and case studies can significantly influence the decision-making process.
Conference Grade Content for Webinars
- Joshua defines conference-grade content as valuable, educational, and engaging content that passes a rigorous selection process.
- The importance of delivering high-quality slides and maintaining audience engagement is emphasized.
- Webinars should provide significant value to attendees, similar to conference sessions.
- This approach helps build trust and educate prospects, leading to more sign-ups and closed deals.
Resources
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