Episode #94 of the Data Center Go-to-Market Podcast features an interview with Jake Doyle, Marketing Executive at Lunar Digital.
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
Jake Doyle, Marketing Executive
Lunar Digital
Jake Doyle, Marketing Executive at Lunar Digital, discusses his transition from sales to marketing and emphasizes the effectiveness of personalized video tours for prospects.
He highlights the company's agility in adapting to new roles and content strategies.
Jake notes a significant increase in inbound leads and collaboration with carriers and directors. He stresses the importance of upskilling, networking, and attending industry events.
Jake also mentions the shift towards digital content and video-centric approaches, predicting a future where video will dominate social media platforms. H
He advises young professionals to learn and engage with industry leaders continuously.
In Episode #94 of the Data Center Go-to-Market Podcast, host Joshua Feinberg sits down with Jake Doyle, Marketing Executive at Lunar Digital, to discuss the evolving role of marketing in the data center industry.
Based in Manchester, UK, Jake shares his journey from sales to marketing, his innovative approach to content creation, and his vision for the future of digital prospecting. This episode is packed with actionable insights for professionals looking to elevate their marketing strategies in the data center space.
Jake Doyle’s career at Lunar Digital began shortly after graduating from university. Initially joining the company in a sales role, Jake was responsible for outbound prospecting, cold calling, and LinkedIn outreach. However, his passion for building relationships through digital content led him to propose a transition to marketing. With the support of Lunar Digital’s leadership, Jake quickly moved into his new role, where he has been instrumental in shaping the company’s content strategy.
Jake’s story highlights the value of agility and responsiveness in a small, entrepreneurial team. Unlike larger organizations where role changes can take months, Lunar Digital’s leadership embraced Jake’s vision, allowing him to make an immediate impact. This flexibility has been a key factor in the company’s ability to adapt to the rapidly changing digital marketing landscape.
One of the standout strategies discussed in the episode is Jake’s use of personalized video tours to engage prospects. By creating custom videos highlighting specific features of Lunar Digital’s data centers, Jake has provided a tailored experience for potential clients. These videos address the unique needs of each prospect, showcasing relevant carriers, power capabilities, and sustainability features. The response has been overwhelmingly positive, with many prospects appreciating the personalized touch.
In addition to producing personalized videos, Jake has collaborated with Lunar Digital’s directors and carriers to create thought leadership content. Interviews with the CEO, CTO, and other leaders have provided valuable insights into the company’s investments in data center upgrades, such as improved power and cooling systems. These collaborations enhance Lunar Digital’s brand credibility and position the company as a trusted authority in the industry.
Joshua Feinberg emphasizes the importance of involving subject matter experts in content creation. By rotating responsibilities among team members, companies can ensure a steady stream of fresh, insightful content without overburdening any one individual. This approach also helps build trust with prospects, as they see the expertise and thought leadership within the organization.
The podcast explores the unique challenges and opportunities facing the data center industry. Jake discusses the importance of identifying an ideal client profile (ICP) and tailoring content to address their specific needs. For Lunar Digital, this has involved narrowing their focus to target industries and job functions that align with their strengths.
Joshua and Jake also explore the role of digital content in the self-driven buyer’s journey. With prospects increasingly averse to traditional sales interactions, content has become a critical tool for building relationships and earning trust. By leveraging insights from sales conversations and support tickets, companies can create content that resonates with their audience and addresses their pain points.
Another key theme is the shift towards collaboration and partnerships. Jake shares his experiences working with carriers and other stakeholders to produce joint content. These collaborations expand Lunar Digital’s reach and provide additional value to their audience.
Jake predicts a continued shift towards digital approaches in prospecting, with video content playing an increasingly central role. As attention spans shorten and younger generations take on decision-making roles, companies will need to adapt their strategies to capture attention quickly and effectively.
Joshua and Jake discuss LinkedIn's potential to evolve into a more video-centric platform, similar to YouTube and TikTok. This shift presents both challenges and opportunities for marketers. On one hand, it requires a greater investment in video production and storytelling. On the other hand, it offers a powerful way to engage with prospects and build brand awareness.
The conversation also touches on the importance of repurposing content for different platforms and audiences. Companies can maximize their reach and impact by creating pillar content assets and breaking them into smaller pieces. For example, a single webinar can be transformed into blog posts, social media clips, and infographics, ensuring the content reaches a wide audience in various formats.
This episode of the Data Center Go-to-Market Podcast offers several valuable lessons for marketers in the industry:
Jake Doyle’s journey at Lunar Digital is a testament to the power of innovation, collaboration, and adaptability in marketing. By embracing personalized content, thought leadership, and digital strategies, Jake has helped position Lunar Digital as a forward-thinking player in the data center industry. As the landscape evolves, marketers can draw inspiration from Jake’s approach to stay ahead of the curve and drive meaningful results.
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