Episode 127 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI.
- Craft a precise ideal client profile for data center businesses
- Build and grow a successful channel partner program
- Educate clients about edge data center latency benefits
- Identify key stakeholders within target accounts and industries
- Develop buyer personas that reveal clients' biggest goals and challenges
- Create educational content that positions your team as trusted advisors
- Master the art of intercepting potential clients early in their buyer's journey
- Market and sell data center services with limited resources
- Build targeted account lists that align with your company's strengths
- Transform your sales approach from transactional to consultative
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg discusses the importance of understanding ideal client and partner profiles in the data center industry. He emphasizes the need for detailed research on client goals, challenges, and industry specializations to create targeted educational resources and events. Feinberg highlights the significance of channel partner programs, noting the necessity of realistic expectations and proper funding. He also stresses the importance of early engagement with clients, particularly in edge data centers and high-power density computing, through personalized educational content and strategic outreach. The goal is to build trust and educate clients effectively, ensuring long-term growth and success.
Outline
Ideal Client and Partner Profiles
- Joshua Feinberg emphasizes the importance of having a specific ideal client profile, including details like location, size, and industry specialization.
- He stresses the need to identify the most important people within channel partner organizations, such as VARs, MSPs, and consultancies.
- Understanding the goals and challenges of these stakeholders is crucial for building educational resources and events that resonate with them.
- Without educating and building trust with these partners, there is a slim chance of success in a channel partner program.
Introduction to the Data Center Go-to-Market Podcast
- Joshua Feinberg introduces the Data Center Go-to-Market Podcast, aimed at addressing sales and marketing challenges in the data center ecosystem.
- The podcast targets various roles within the go-to-market team, including sales, marketing, account management, product, and channel partnerships.
- Joshua encourages listeners to subscribe to the Data Center Sales and Marketing Institute newsletter for updates on educational events and resources.
- The agenda for the week includes topics like marketing with limited resources, growing channel partners, educating clients on edge data center latency benefits, and identifying ideal client profiles.
Marketing with Limited Resources
- Joshua discusses the importance of being precise about ideal client profiles, including geographic location, company size, and industry specializations.
- He advises using CRM systems to identify commonalities among successful clients.
- The goal is to build a target account list and prioritize key stakeholders within these accounts.
- Understanding the biggest goals and challenges of these stakeholders is essential for effective website copywriting and educational content.
Growing Channel Partners
- Joshua explains the importance of achieving product/market fit and channel partner fit before rolling out a channel partner program.
- He emphasizes the need for realistic expectations and proper funding and timelining for channel partner programs.
- Companies should have a separate go-to-market playbook for channel partners, including educational resources and support.
- The long-term success of channel partners can be more stable and profitable than direct sales.
Educating Clients on Edge Data Center Latency Benefits
- Joshua highlights the importance of understanding the geographic location and specific needs of edge data center clients.
- He suggests using a hyper-local playbook for clients within a 30-60 minute drive and a long-distance playbook for clients further away.
- Educational events, webinars, and other resources should be tailored to the specific needs and challenges of these clients.
- The goal is to intercept clients early in their buyer's journey and educate them on the benefits of edge data centers.
Identifying Ideal Client Profiles for Data Center MSPs
- Joshua advises MSPs to look for pattern recognition in their most successful clients, including geographic location, company size, and industry.
- He emphasizes the importance of understanding the biggest goals and challenges of key stakeholders within these clients.
- The target account list should be built based on these insights, and educational resources should be tailored to these specific needs.
- MSPs should aim to show up as teachers, consultants, and trusted advisors to build trust and educate clients.
Generating Transformation Clients for Cloud Migration and Infrastructure Optimization
- Joshua suggests starting with the most successful clients in the past to build an ideal client profile for cloud migration and infrastructure optimization.
- He emphasizes the importance of understanding the geographic location, company size, and industry of these clients.
- The target account list should be built based on these insights, and educational resources should be tailored to the specific needs of these clients.
- MSPs should aim to show up as teachers, consultants, and trusted advisors to build trust and educate clients.
Finding Data Center Customers with High Power Density for Advanced Computing
- Joshua advises looking for operators, hyperscalers, and enterprise IT organizations that need high power density for advanced computing.
- He emphasizes the importance of understanding the geographic location, company size, and industry of these clients.
- The target account list should be built based on these insights, and educational resources should be tailored to the specific needs of these clients.
- MSPs should aim to show up as teachers, consultants, and trusted advisors to build trust and educate clients.
Conclusion and Call to Action
- Joshua encourages listeners to subscribe to the Data Center Sales and Marketing Institute newsletter for updates on educational events and resources.
- He invites listeners to connect with him on LinkedIn and leave comments with ideas for future topics.
- The podcast aims to help elevate the role of sales, marketing, and go-to-market professionals in the growth of the data center industry.
Resources
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