Ep. 157 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

Episode 157 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI.

Identify your most profitable data center clients using internal data and client profiles
Define your ideal client profiles (ICPs) by analyzing industry, company size, geography, and success indicators
Segment and prioritize your target accounts based on past results and future fit
Create and execute targeted educational events to build trust with prospective clients
Develop actionable buyer personas using real research and direct client input
Design a tailored event and content calendar that addresses your prospects' biggest goals and challenges
Implement strategies to engage with decision-making committees, not just single contacts
Leverage multi-channel educational resources (in-person events, webinars, podcasts) to nurture leads
Differentiate your offering in mature, commoditized data center sectors
Align internal subject matter experts to deliver high-value, client-relevant education
Optimize account-based marketing and outreach for multi-stakeholder enterprise sales
Evaluate and refine your primary business model focus in technology, telecommunications, and data center services
Overcome common barriers in energy efficiency consulting and win more data center projects
Apply proven sales enablement and content marketing techniques to move prospects from awareness to action
Build competitive advantage by nurturing long-term, trust-based client relationships through education

Host:

Joshua Feinberg, CEO
DCSMI

Joshua Feinberg discusses the evolving landscape of data center sales and marketing, highlighting a shift where 83% of the buyer's journey now occurs without direct sales involvement.

He emphasizes the importance of defining ideal client profiles, targeting specific industries and company sizes, and leveraging educational events to build trust and differentiate from competitors. Feinberg also stresses the need for data center operators, consultants, and technology providers to adapt to the self-driven buyer's journey by providing valuable content and early engagement. He outlines strategies for multi-tenant datacenter operators, data center consulting firms, telecommunications and technology companies, and energy efficiency consultancies to generate and nurture leads effectively.

Joshua Feinberg discusses strategies for generating leads and clients for data center energy efficiency consulting. He emphasizes identifying ideal clients, understanding their locations, and segmenting by company size. Feinberg highlights the importance of a strong professional brand and leveraging educational resources and events to engage prospects early in the buyer's journey. He suggests building a target account list, understanding buyer personas, and using personalized outreach to nurture leads.

Feinberg also stresses the role of internal and external subject matter experts in hosting focused events to educate and build trust with potential clients, ultimately positioning the consultancy as a trusted advisor.

Action Items

Define the ideal client profile for a multi-tenant data center operator.
Determine the primary focus for a data center telecommunications and technology company.
Identify how a data center simulation and engineering firm can engage with the right decision makers.
Outline how a data center energy efficiency consultancy can generate new leads and clients.

Outline

Data Center Sales and Marketing Challenges

Joshua Feinberg introduces the podcast, focusing on sales and marketing challenges in the data center ecosystem.
The podcast aims to address challenges faced by various roles within the go-to-market team, including account executives, sales development reps, marketing team members, and executives.
Joshua emphasizes the importance of staying updated with educational events and resources through the DCSMI newsletter: Subscribe to the Data Center Sales and Marketing Newsletter
The agenda for the week includes topics on generating qualified leads for multi-tenant data centers, growing data center consulting firms, defining primary focuses for data center technology companies, and engaging with decision-makers in data center simulation and engineering firms.

Generating Qualified Leads for Multi-Tenant Data Centers

Joshua explains the importance of defining the ideal client profile (ICP) to generate qualified leads for multi-tenant data centers.
He discusses the need to identify successful clients based on net promoter score, revenue, and profitability.
The process involves validating the ICP with senior executives and identifying common characteristics among successful clients.
Joshua highlights the importance of proximity to the data center facility and the concept of "server hugging" in attracting clients.
He suggests hosting educational events to build trust and engage with potential clients, emphasizing the need for regular, high-quality content.

Growing a Data Center Consulting and Engineering Firm

Joshua outlines the steps to grow a data center consulting and engineering firm, focusing on defining the business model and ideal client profile.
He emphasizes the importance of understanding past successes and identifying key clients and industries.
The process involves narrowing down the target market geographically, by company size, and by specific industries.
Joshua discusses the importance of creating buyer personas and aligning content and events with the identified goals and challenges of the target audience.
He highlights the need for educational events to build trust and educate potential clients, emphasizing the importance of early and frequent engagement.

Defining the Primary Focus for Data Center Telecommunications and Technology Companies

Joshua explains the importance of defining the primary focus for data center telecommunications and technology companies.
He discusses the need to differentiate between direct and indirect competitors and non-business model competitors.
The process involves understanding the unique advantages and competitive strengths of the company.
Joshua emphasizes the importance of educating and building trust with potential clients early in the buyer's journey.
He highlights the need for a strategic focus that aligns with the company's unique value proposition and competitive differentiation.

Engaging with the Right Decision Makers in Data Center Simulation and Engineering Firms

Joshua discusses the importance of engaging with the right decision makers in data center simulation and engineering firms.
He explains the need to understand the competitive landscape, including direct, indirect, and non-business model competitors.
The process involves defining the ideal client profile and target account list, focusing on specific industries and company sizes.
Joshua emphasizes the importance of educational events and content to build trust and educate potential clients.
He highlights the need for a multi-disciplinary approach to engaging with decision-makers, involving multiple stakeholders within the client organization.

Winning New Data Center Projects for Electrical and Connectivity Solutions Providers

Joshua outlines the steps to win new data center projects for electrical and connectivity solutions providers.
He emphasizes the importance of understanding past successes and identifying key clients and industries.
The process involves defining the ideal client profile and target account list, focusing on specific geographic markets and company sizes.
Joshua discusses the need for a strategic focus that aligns with the company's unique value proposition and competitive differentiation.
He highlights the importance of educational events and content to build trust and educate potential clients, emphasizing the need for early and frequent engagement.

Generating New Leads and Clients for Data Center Energy Efficiency Consultancies

Joshua explains the steps to generate new leads and clients for data center energy efficiency consultancies.
He emphasizes the importance of understanding past successes and identifying key clients and industries.
The process involves defining the ideal client profile and target account list, focusing on specific geographic markets and company sizes.
Joshua discusses the need for a strategic focus that aligns with the company's unique value proposition and competitive differentiation.
He highlights the importance of educational events and content to build trust and educate potential clients, emphasizing the need for early and frequent engagement.

Identifying Ideal Clients for Data Center Energy Efficiency Consultancy

Joshua Feinberg discusses the importance of identifying ideal clients for data center energy efficiency consulting, emphasizing data center operators and end users.
He highlights the need to understand which clients have the most to gain from the services and where they are located.
The conversation touches on the global demand for data center decarbonization and the significance of a strong professional brand.
Joshua explains the shift in the buyer's journey, noting that 80-90% of the decision-making process occurs before a sales meeting.

Leveraging Content and Events for Lead Generation

Joshua emphasizes the role of educational resources and events in re-engaging with prospects early in the buyer's journey.
He discusses the importance of analyzing website data, customer relationship management systems, and financial accounting software to identify successful clients.
The conversation covers building a target account list and understanding the roles of key decision-makers within companies.
Joshua highlights the significance of hosting educational events both virtually and in person to build trust and educate potential clients.

Segmentation and Buyer Personas

Joshua explains the need to segment clients based on company size and the roles of key decision-makers.
He discusses the convergence of Chief Sustainability Officer and Chief Marketing Officer roles in sustainability-minded data center operators.
The conversation covers the importance of understanding clients' goals, struggles, and challenges to inform marketing strategies.
Joshua emphasizes the need to tailor website copywriting, product strategy, and event marketing to address clients' specific needs.

Building Trust and Engagement through Events

Joshua outlines the strategy of hosting educational events to educate and build trust with target clients.
He discusses the importance of providing value in event titles and registration landing pages to motivate attendance.
The conversation covers the role of internal subject matter experts and external clients, consultants, and contractors in event presentations.
Joshua highlights the benefits of focusing events on ideal client profiles and target account lists to maximize engagement and lead generation.

Nurturing Leads and Closing Deals

Joshua explains how educational events help nurture leads and build trust over time.
He discusses the natural progression from attending events to approaching the consultancy for projects or speaking engagements.
The conversation covers the importance of meeting multiple stakeholders within a company to influence decision-making.
Joshua emphasizes the role of account executives in operating as project managers to drive alignment among decision-making committees.

Final Thoughts and Call to Action

Joshua concludes by summarizing the key points discussed in the episode.
He encourages listeners to engage with the content by leaving comments, subscribing to the Data Center Sales and Marketing Newsletter, and Connecting with Joshua Feinberg, CEO at DCSMI, on LinkedIn.
The conversation ends with a reminder of the importance of staying informed about upcoming educational events and resources.

Resources

Do you want to stay up to date about upcoming episodes?

Subscribe to the Data Center Sales and Marketing Newsletter

Data Center Go-to-Market Podcast, Data Center Go-to-Market, Sales, and Marketing Q&A