Ep. 169 Joshua Feinberg, CEO at DCSMI | Data Center Go-to-Market Podcast

Episode 169 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI:

Discover how colocation, cloud, and managed hosting providers can reduce total cost of ownership and improve GTM efficiency
Understand why mergers and acquisitions are reshaping small and mid-size colo operators
Reevaluate traditional efficiency metrics like PUE in the context of AI, liquid cooling, and high-density workloads
Analyze how generative AI and self-service research are changing the buyer’s journey
Identify the new skills sales, marketing, and account management teams need to stay relevant
Define ideal client profiles (ICP) and target account lists for data center infrastructure and facility management firms
Segment primary, secondary, and tertiary buyer personas and their distinct goals and challenges
Design educational content and events that build trust instead of pushing product
Implement an “early and often” engagement strategy across dozens of buyer touchpoints
Differentiate a data center commissioning company to avoid price-driven commoditization
Plan a commissioning-focused education calendar around pre-design, design, construction, and turnover
Optimize lead generation for global data center solution providers across diverse regions and cultures
Align internal teams on what a “lead” really means and how to qualify it
Create a memorable hyperscale data center brand in a saturated market using a micro-media approach
Leverage webinars, micro-events, and podcasts to become the go-to resource in your category

Elevate your data center go-to-market strategy with this episode of the Data Center Go-to-Market Podcast. Whether you run colocation, cloud, managed hosting, commissioning, infrastructure management, or global solution provider operations, you’ll learn how to cut total cost of ownership, escape commoditization, and thrive in a world where buyers are more self-directed and sales-allergic than ever. Watch to see how to redefine your ICP, sharpen your buyer personas, build a micro-media engine around your target accounts, and turn educational content and events into your most powerful asset for brand building, lead generation, and long-term revenue growth.

Host:
Joshua Feinberg, CEO
DCSMI

Joshua Feinberg discusses strategies for sales and marketing in the data center industry, focusing on reducing costs and improving efficiency. He emphasizes the importance of integrating colocation, cloud, and managed hosting services under one team.

Feinberg highlights the need for data center infrastructure management companies to understand their ideal client profiles, including geographic, size, and industry considerations. He advises against commoditization by differentiating through educational events and building trust early in the buyer's journey. Feinberg also stresses the significance of continuous professional development and upskilling for sales teams to stay relevant in a rapidly evolving market. Joshua Feinberg discusses strategies for improving lead generation for global data center solutions providers.

He emphasizes the importance of a single point of contact and the need for a cohesive solution. Challenges include localization, cultural differences, and resource allocation across multiple markets. He highlights the need for a strong professional brand, early engagement with prospects, and a deep understanding of buyer personas. For hyperscale data centers, he suggests building a micro media brand to educate and build trust with key stakeholders, leveraging large deal sizes for significant marketing investments.

Outline

Introduction to the Data Center Go-to-Market Podcast

Joshua Feinberg introduces the podcast, welcoming listeners from various roles in the data center industry.
The podcast aims to address sales and marketing challenges faced by data center operators, technology providers, and other related professionals.
Joshua emphasizes the importance of understanding the audience's roles and contributions to the data center ecosystem.
The agenda for the week includes discussions on reducing costs for colocation, cloud, and managed hosting providers, marketing strategies for data center infrastructure management companies, and more.

Reducing Cost of Ownership and Improving Efficiency

Joshua discusses the importance of integrating colocation, cloud, and managed hosting services under one management team.
He highlights the need for efficiency metrics like PUE (Power Usage Effectiveness) and the challenges in measuring true data center efficiency.
The conversation shifts to the financial and capital efficiency of data center operators, emphasizing the role of mergers and acquisitions in consolidating the market.
Joshua explains the impact of AI and high-density workloads on data center efficiency and the necessity of scaling up to meet larger client needs.

The Impact of AI and Self-Driven Buyer Journeys

Joshua delves into the changes in the buyer's journey due to AI and self-service tools, noting that prospects are now more sales-allergic.
He emphasizes the importance of sales professionals being technically proficient and understanding the buyer personas.
The conversation covers the need for continuous professional development and upskilling within sales teams.
Joshua highlights the role of educational events and content in building trust and educating prospects, rather than relying solely on traditional sales methods.

Building a Strong Data Center Brand

Joshua discusses the evolving definition of a brand in the data center industry, emphasizing the importance of being client-centric.
He advises against over-investing in big conferences and suggests focusing on micro events and educational content.
The conversation covers the need for data center operators to differentiate themselves through educational resources and trust-building.
Joshua emphasizes the importance of understanding the buyer personas and their specific goals and challenges to create relevant content and events.

Marketing and Selling to Data Center Clients

Joshua explains the importance of understanding the business model and product/market fit for data center infrastructure management companies.
He advises defining an ideal client profile, including geographic, size, and industry considerations.
The conversation covers the need for a target account list and understanding the key stakeholders within these accounts.
Joshua emphasizes the importance of providing value through educational events and content to motivate prospects to spend time with the client-facing team.

Finding the Right Leads in Data Center Infrastructure and Facility Management

Joshua discusses the importance of understanding the ideal client profile and target account list for data center infrastructure and facility management companies.
He advises focusing on the geographic, size, and industry considerations of ideal clients.
The conversation covers the need for a clear understanding of the stakeholders within these accounts and their specific goals and challenges.
Joshua emphasizes the importance of providing value through educational events and content to motivate prospects to spend time with the client-facing team.

Avoiding Commoditization in Data Center Commissioning

Joshua addresses the challenge of commoditization in data center commissioning, particularly in the pre-design, design, construction, and turnover phases.
He advises focusing on the company's strengths and understanding the ideal client profile and target account list.
The conversation covers the importance of being seen as a go-to resource for the full life cycle of commissioning.
Joshua emphasizes the need for educational events and content to differentiate the company and build trust with prospects.

Educational Events and Content Strategy

Joshua explains the importance of providing educational events and content to differentiate the company and build trust with prospects.
He advises creating a calendar of events based on the key goals and challenges of the buyer personas.
The conversation covers the need for a mix of live and on-demand content to reach a broad audience.
Joshua emphasizes the importance of continuous professional development and upskilling within the sales and marketing teams.

The Role of Educational Events in Building Trust

Joshua discusses the role of educational events in building trust and differentiating the company from competitors.
He advises focusing on the key goals and challenges of the buyer personas to create relevant content.
The conversation covers the importance of providing value through educational events and content to motivate prospects to spend time with the client-facing team.
Joshua emphasizes the need for a balanced approach to conferences and educational events to maximize the impact on prospects.

Conclusion and Call to Action

Joshua concludes the podcast by encouraging listeners to share their ideas and challenges in the comments.
He reminds listeners to subscribe to the data center sales and marketing newsletter for updates and resources.
The conversation ends with a reminder of the importance of understanding the buyer personas and providing value through educational events and content.
Joshua emphasizes the need for continuous professional development and upskilling within the sales and marketing teams to stay ahead in the data center industry.

Improving Lead Generation for Global Data Center Solutions Providers

Joshua Feinberg discusses the importance of a single point of contact for clients, emphasizing the need for a cohesive solution.
He highlights the role of solution providers in working with products and services from multiple companies, often providing significant post-sales support.
The challenges of providing services globally are outlined, including the need for resources, staffing, and understanding cultural issues.
Joshua mentions the importance of localization and the unique needs of different markets, using examples like Eaton and Schneider.

Understanding Lead Generation and Team Dynamics

Joshua explains the different definitions of a lead, emphasizing the need for alignment within the team.
He discusses the concept of "sales allergy," where prospects do extensive research before engaging with sales teams.
The importance of sales professionals and marketers being involved early in the buyer's journey is highlighted.
Joshua stresses the need for a strong professional brand and the role of content and events in building trust and educating prospects.

Building a Memorable Brand in a Saturated Market

Joshua addresses the challenges of building a memorable brand in a saturated hyperscale data center market.
He explains the importance of unit economics and the ability to invest aggressively in growth and marketing.
The role of channel partnerships and the need for a micro media brand to educate and build trust with target accounts are discussed.
Joshua emphasizes the importance of understanding different stakeholders and their needs, including community stakeholders and economic stakeholders.

Strategies for Lead Generation and Brand Building

Joshua outlines strategies for lead generation, including the importance of early and often engagement with prospects.
He discusses the need for a proactive go-to-market playbook focused on educating and building trust with prioritized buyer personas.
The importance of aligning the team on the definition of a lead and the need for proper resource allocation is emphasized.
Joshua highlights the role of content and events in educating and building trust, and the need for a targeted approach to lead generation.

Final Thoughts and Call to Action

Joshua concludes by summarizing the key points discussed in the episode.
He encourages listeners to Subscribe to the Data Center Sales and Marketing Newsletter for upcoming educational events and resources.
Joshua invites listeners to leave ideas for future topics or challenges in the comments.
He emphasizes the importance of staying informed and connected in the data center industry to grow presence and impact.

Resources

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