Episode 133 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI.
- Discover how to create targeted educational content for colocation data center clients
- Develop a comprehensive marketing platform for data center power and cooling infrastructure
- Motivate clients to migrate IT infrastructure and cloud solutions
- Create awareness for data center energy management providers
- Learn professional development techniques for network infrastructure sales specialists
- Generate actionable insights to support sales teams in power management and monitoring
- Identify ideal client profiles across different data center industry segments
- Craft buyer personas that reveal deep customer challenges and goals
- Build trust-based educational resources that differentiate your company
- Navigate the modern buyer's self-driven journey with consultative approaches
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg from DCSMI discusses strategies for data center sales and marketing. He emphasizes understanding buyer personas to educate clients, differentiating between future and existing clients. He highlights the importance of defining ideal client profiles, including geography, company size, and industry. Feinberg also stresses the need for data center providers to evolve their marketing strategies to align with the self-driven buyer's journey, focusing on education and trust-building.
Additionally, he advises on the professional development of sales specialists to better engage with IT professionals and enhance their expertise in network infrastructure and energy management. Joshua Feinberg discusses strategies for data center power management and monitoring providers to generate insights for sales teams. He emphasizes the importance of defining ideal client profiles, including geographic location, company size, and industry.
Feinberg advises segmenting accounts to identify key stakeholders and their goals, challenges, and professional priorities. He suggests gathering insights from external stakeholders through surveys, CRM data, and direct interactions. Feinberg also highlights the value of creating educational resources and events to gather detailed feedback on power management and monitoring challenges. These insights should be updated regularly to remain relevant and impactful for sales, marketing, and product development.
Action Items
- Define whether the educational program is for existing clients or future clients.
- Determine the ideal client profile in terms of geographic location, company size, and industry.
- Identify the primary and secondary buyer personas within the target companies and their specific goals and challenges.
- Align the educational content with the self-driven buyer's journey to build trust and differentiate the company.
Outline
Understanding Client Education in Colocation Data Centers
- Joshua Feinberg emphasizes the importance of understanding buyer personas and their goals to educate clients effectively.
- The discussion focuses on whether the education program is for future clients or existing ones, and the differences in their needs.
- Joshua highlights the need to segment the audience based on company size, geography, and industry to tailor educational content.
- The conversation covers the importance of defining ideal client profiles and understanding their specific needs and challenges.
Building a Marketing Platform for Data Center Power Cooling Infrastructure
- Joshua discusses the challenges of building a marketing platform for data center power cooling infrastructure providers.
- He emphasizes the need to understand the modern buyer's journey and the importance of being seen as teachers and consultants.
- The conversation covers the importance of defining ideal client profiles, target account lists, and buyer personas.
- Joshua highlights the need for personalized and segmented educational content to build trust and differentiate from competitors.
Migrating Clients to IT Infrastructure and Cloud Solutions
- Joshua explains the challenges of motivating clients to migrate to IT infrastructure and cloud solutions.
- He discusses the importance of understanding the buyer's journey and the need to show up as educators and consultants.
- The conversation covers the role of happy clients in educational initiatives and the importance of social proof.
- Joshua emphasizes the need for a cultural shift in the company to position client-facing team members as experts.
Creating Awareness in Data Center Energy Management
- Joshua discusses the importance of creating awareness in data center energy management.
- He emphasizes the need to understand the ideal client profile, including company size, geography, and industry.
- The conversation covers the importance of defining buyer personas and understanding their goals and challenges.
- Joshua highlights the need for educational content and events to build trust and differentiate from competitors.
Professional Development for Data Center Network Infrastructure Sales Specialists
- Joshua discusses the importance of professional development for data center network infrastructure sales specialists.
- He emphasizes the need for sales professionals to have deep technical knowledge and certifications.
- The conversation covers the importance of aligning professional development with buyer personas and industry trends.
- Joshua highlights the need for companies to support their sales professionals in their learning and upskilling efforts.
Insights for Data Center Power Management and Monitoring
- Joshua Feinberg discusses the importance of generating insights for data center power management and monitoring providers.
- Emphasizes the pressure on companies in energy and power management due to grid power limitations.
- Mentions the need to redefine metrics and dashboards for better measurement.
- Highlights the value of insights from specific companies and individuals within those companies.
Defining Ideal Client Profiles
- Joshua Feinberg advises on identifying the ideal client profile at a company level, including geographic location.
- Discusses the importance of understanding regional regulatory environments and grid shortage issues.
- Suggests researching in multiple languages if selling into diverse regions.
- Emphasizes the need to segment companies by size, from small businesses to enterprise-level clients.
Segmenting Accounts and Identifying Stakeholders
- Joshua Feinberg explains the importance of segmenting accounts to identify key stakeholders.
- Suggests understanding the goals, challenges, and leading indicators of each stakeholder.
- Recommends gathering insights from direct external stakeholders rather than relying solely on internal input.
- Advises using various data sources, including surveys, CRM data, and past conversations.
Gathering Actionable Insights
- Joshua Feinberg stresses the importance of gathering insights in the stakeholders' own words.
- Suggests using LinkedIn profiles, Google searches, and other sources to get consensus on stakeholders' goals and challenges.
- Recommends prioritizing efforts based on the biggest economic impact on deals.
- Emphasizes the need to update buyer personas regularly to maintain their relevance.
Leveraging Educational Resources and Events
- Joshua Feinberg discusses the value of creating educational resources like planning guides, special reports, and ebooks.
- Suggests hosting educational events, both in-person and virtual, to engage stakeholders.
- Recommends adding a write-in field to registration forms to gather insights on stakeholders' biggest challenges.
- Highlights the importance of using this input to personalize outreach and improve relevance.
Impact of Insights on Sales and Marketing
- Joshua Feinberg explains how insights can help sales development reps, account executives, and product managers.
- Suggests using input from multiple stakeholders within the same company to identify consensus or discrepancies.
- Recommends iterating on customer insights to stay relevant and valuable.
- Emphasizes the impact of insights on social media, email marketing, website copywriting, and events strategy.
Final Thoughts and Call to Action
- Joshua Feinberg concludes by summarizing the importance of generating insights for data center power management and monitoring providers.
- Encourages listeners to hit the like button, leave comments, and subscribe to the Data Center Sales and Marketing Newsletter.
- Suggests connecting on LinkedIn and customizing invitations to stay relevant.
- Reminds listeners of the value of the Data Center Go-to-Market Podcast and the role of DCSMI in elevating sales, marketing, and go-to-market professionals.
Resources
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