Ep. 166 Joshua Feinberg, CEO at DCSMI | Data Center Go-to-Market Podcast

Episode 166 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI.

Understand how colocation, cloud, and managed IT services companies can enter and de‑risk new geographic markets
Identify how colocation operators can layer on managed services without alienating key channel partners
Segment and prioritize buyer personas for colo operators, including end users and channel partners
Define and operationalize an ideal client profile (ICP) for data center businesses in new regions
Evaluate options for entering a market (build, buy, lease, or sub‑lease capacity from wholesale providers)
Design Account Based Marketing (ABM) programs for modular data center providers and infrastructure vendors
Craft educational event strategies (in‑person and virtual) that drive high‑quality pipeline across segments
Align product, marketing, and sales around clear verticals (e.g., financial services, manufacturing, telecom)
Build a verticalized go‑to‑market playbook for data center management software consultancies
Differentiate consulting firms from the underlying software vendors they implement or resell
Reach and influence decision makers in data center infrastructure deals via multi‑stakeholder education
Transform webinars and events into ongoing lead generation, nurturing, and sales enablement assets
Repurpose educational content into podcasts, blog posts, social clips, and on‑demand assets
Structure group demo webinars to serve buyers who want to learn without entering a full sales cycle
Up‑skill sales professionals so they show up as trusted, technical advisors—not just quota‑carrying reps
Define and refine target marketing for BMS, energy management, and facilities‑focused firms
Use geography and regulation to niche down for energy management and facilities consultancies
Design and host your own events instead of relying solely on third‑party conferences and gatekeepers
Measure and improve event effectiveness with attendee engagement and post‑event feedback loops
Build a repeatable, event‑led GTM engine that grows brand, trust, and revenue across the data center ecosystem

Host:

Joshua Feinberg, CEO
DCSMI

Joshua Feinberg discusses strategies for entering new markets in the data center industry.

For colocation, cloud, and managed IT services companies, he emphasizes the importance of providing managed services and leveraging educational events to build trust and expertise.

Modular data center providers should focus on target accounts, segmentation, and account-based marketing.

Data center management software consultancies need to differentiate themselves through deep expertise and customer insights.

For data center infrastructure sales, he advises targeting specific geographies, company sizes, and industries, and using educational events to engage multiple stakeholders. Building buyer personas and leveraging various content formats are key for lead generation.

Joshua Feinberg discusses strategies for driving alignment and impact in building management systems (BMS) through internal subject matter experts and external consultants. He emphasizes the importance of conference-grade content, including session proposals, marketing plans, and feedback loops to ensure value and engagement.

Feinberg also highlights the benefits of hosting own events for better control and targeting, suggesting niche focus for improved differentiation and precision in target marketing. He advises on leveraging customer insight, database quality, and expert communication to enhance outbound prospecting and overall marketing effectiveness in data center energy management consulting.

Outline

Entering a New Market: Colocation, Cloud, and Managed IT Services

Joshua Feinberg introduces the podcast and its focus on sales and marketing challenges in the data center ecosystem.
Joshua discusses how colocation, cloud, and managed IT services companies can enter new markets.
He explains the convergence of colocation and IT services, and the challenges faced by companies with weak brands or compliance issues.
Joshua highlights the importance of providing managed services as add-on services or custom quotes.
He discusses the role of colocation operators in partnering with IT services firms and the balance between in-house and outsourced services.

Growing Client Base: Modular Data Center Providers

Joshua Feinberg explains the concept of modular data centers and their use cases, including short-term events and disaster recovery.
He outlines the different categories of modular data center providers: price-competitive, amenity-focused, and mid-market.
Joshua emphasizes the importance of aligning go-to-market strategies with target client segments.
He discusses the role of Account Based Marketing (ABM) and Account Based Selling (ABS) in targeting specific client personas.
Joshua suggests hosting educational events in modular data centers to build trust and awareness among potential clients.

Marketing and Selling Data Center Management Software

Joshua Feinberg discusses the challenges faced by data center management software consultancies in building an independent brand.
He emphasizes the importance of deep expertise and customer insights in differentiating from the software vendor.
Joshua suggests creating targeted content and events for specific client segments, such as financial services, manufacturing, and telecommunications.
He recommends using webinars and in-person events to educate and build trust with potential clients.
Joshua advises leveraging podcasts and interview-based content to showcase expertise and address broader business issues.

Reaching Decision Makers: Data Center Infrastructure Sales

Joshua Feinberg outlines the steps for data center infrastructure sales professionals to reach decision makers.
He emphasizes the importance of defining the ideal client profile based on historical success and industry preferences.
Joshua discusses the role of educational events in positioning sales professionals as consultants and trusted advisors.
He suggests using email marketing automation to encourage multiple stakeholders from the same company to attend events.
Joshua highlights the importance of upskilling sales professionals to provide deep consulting expertise and build strong relationships with clients.

Generating Leads: Data Center Building Management Systems

Joshua Feinberg advises getting clear on the geographic regions, company sizes, and business models where the BMS has been most successful.
He emphasizes the need for a well-researched ideal client profile and target account list.
Joshua suggests building buyer personas for each segment, including primary, secondary, and tertiary stakeholders.
He recommends using educational events, webinars, and other content to address the goals and challenges of potential clients.
Joshua advises repurposing content to reach a wider audience and ensure early and frequent engagement with potential clients.

Driving Alignment and Expertise in Data Center Events

Joshua Feinberg emphasizes the importance of aligning formative stages to impact BMS criteria.
Internal subject matter experts should be leveraged for their deep expertise in platforms, facilities, and engineering.
If internal expertise is lacking, consultants, channel partners, and contractors can act as guest speakers.
Bringing in clients or channel partners to moderate panels is recommended for conference-grade content.

Planning and Executing Successful Data Center Sessions

Joshua Feinberg outlines the process of creating a working title and abstract for sessions.
The thought leadership team reviews and approves the topic, ensuring it provides value.
Marketing teams start building landing pages and promotion plans six to eight weeks before the event.
Slides and decks should be reviewed for non-self-promotional and valuable content.

Ensuring Engagement and Feedback in Data Center Events

Joshua Feinberg stresses the importance of filling conference rooms and maintaining engagement.
Surveys should be conducted to evaluate the session's value and gather feedback for improvement.
Both in-person and webinar events should aim to educate and build trust with attendees.
Q&A sessions and demos can generate leads and foster successful forward momentum in deals.

Improving Target Marketing for Data Center Energy Management Consulting Firms

Joshua Feinberg discusses the challenges of differentiation in a crowded market.
Traditional PR strategies, such as media outlets and conference presentations, have been common.
Building a strong company and professional brand is crucial for reducing outbound prospecting.
Modern approaches include self-hosted media and events, reducing reliance on gatekeepers.

Specializing in Niche Markets for Better Targeting

Joshua Feinberg advises focusing on specific geographic regions for deeper expertise.
Specializing in a particular country or city makes it easier to keep up with industry changes.
Tightly niche events, podcasts, and webinars can improve target marketing precision.
Understanding ideal client profiles and targeting specific events can enhance outbound prospecting.

Hosting Own Events for Better Control and Impact

Joshua Feinberg explains the benefits of hosting own events for better control and impact.
Knowing ideal client profiles and target personas helps in scheduling and prioritizing events.
Hosting events allows for more focused and effective education and trust-building.
Controlling invitations ensures that ideal clients are targeted, improving outbound prospecting.

Leveraging Customer Insight and Database Quality

Joshua Feinberg emphasizes the importance of customer insight research.
A high-quality and well-maintained database is crucial for effective outreach.
Experts should communicate passion and best practices effectively.
The overall quality and quantity of efforts and return on investment depend on these factors.

Final Thoughts and Encouragement for Audience

Joshua Feinberg concludes with guidance on improving target marketing for data center consulting firms.
Encourages the audience to leave ideas, topics, or challenges for future shows.
Invites the audience to Subscribe to the Data Center Sales and Marketing Newsletter
Connects with the audience on LinkedIn and thanks them for joining the show.

Resources

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