Episode 179 of the Data Center Go-to-Market Podcast features an interview with Robb Shingles, Group Head of Marketing at WB Power Services Ltd (Rehlko Power Systems).
- Discover how Robb transitioned from construction marketing into the data center power and energy space
- Understand how to map complex data center buying journeys using frameworks like RIBA
- Explore ways to reposition your company from a cost center to a growth enabler through outcomes-focused messaging
- Examine why brand storytelling and the human element are underused differentiators in the data center industry
- Identify practical tactics for aligning events, exhibitions, and micro-events with long, multi-touch sales cycles
- Analyze how generative AI is reshaping search behavior and what that means for your content strategy
- Unpack how to use Salesforce (or any CRM) to track and attribute marketing impact from first touch to revenue
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
Robb Shingles, Group Head of Marketing
WB Power Services Ltd (Rehlko Power Systems)
- Learn how to design lunch-and-learns, CPDs, and graduate programs that build long-term trust and pipeline
- Investigate how to balance confidentiality with the need to publish compelling case studies and proof points
- Assess the career advantages of 360-degree marketing roles versus narrow, channel-specific positions
- Clarify how to translate legacy data center knowledge into future-facing, AI- and ESG-aligned positioning
- Evaluate why speed-to-deploy, modular power systems, and sustainability metrics are becoming core GTM pillars
- Anticipate how the role of data center marketing leaders will evolve over the next 2–4 years
Robb Shingles, Group Head of Marketing for WB Power Services and Rehlko Power Systems, discusses the importance of brand storytelling in the data center industry, emphasizing the need to focus on outcomes and solutions rather than just features. He highlights the growth of WB Power Services from £27 million to nearly £200 million in five years, driven by healthcare and data center sectors. Shingles also stresses the significance of understanding customer journeys, leveraging AI for search optimization, and the role of modular power systems in speeding up deployment. He predicts that sustainability, responsible AI, and trust-building through content will be key in the next few years.
Action Items
- Map the decision-making units across RIBA project stages and tie content and touchpoints to each stage to guide early-stage engagement and measure milestone interactions
- Plan and run periodic continuing professional development (CPD) events, lunch-and-learns, and graduate engagement sessions to educate prospects and develop long-term relationships
- Document and publish evidence-based case studies and other public-facing materials that demonstrate competency while addressing confidentiality and technical restriction constraints
- Implement and maintain Salesforce (Sales Cloud and Marketing Cloud) workflows to capture touchpoints from initial inquiry through qualification, opportunity handoff, and long-term attribution to measure ROI
- Execute a content transformation program to rework thought leadership, landing pages, and SEO content for generative AI search optimization and long-tail question-oriented discovery
- Develop and launch marketing messaging for the new in-house modular power system emphasizing speed-to-deploy, reduced commissioning time, logistics simplification, and sustainability credentials
Outline
Brand Storytelling and Human Element in Data Centers
- Robb Shingles emphasizes the importance of brand storytelling in the data center industry, highlighting the need for clear narratives about providers' adaptations and human elements.
- He discusses the lack of focus on outcomes and solutions, missing opportunities to position companies as growth enablers rather than cost centers.
- Robb stresses the significance of talent development, partnerships, and the human element in driving business success.
- He introduces himself as the group head of marketing for WB Power Services, now part of Rehlko Power Systems.
Introduction to WB Power Services and Robb Shingles' Journey
- Joshua Feinberg welcomes Robb Shingles to the podcast and inquires about his journey into marketing in the data center industry.
- Robb provides an overview of WB Power Services, which started in 1983 and grew significantly in the healthcare and data center sectors.
- He shares his background in construction industry marketing, which transitioned well into the data center market.
- Robb describes the growth of WB Power Services, including their acquisition by Rehlko in August 2025, and their expansion into the colocation market.
Transition from Construction to Data Centers
- Robb explains the transition from construction to data centers, leveraging his experience with the Royal Institute of British Architects (RIBA) standards.
- He discusses the importance of understanding the go-to-market strategy and targeting different stages of the customer journey.
- Robb highlights the segmentation of the data center industry into operators, technology companies, facilities, and outsource sales and marketing companies.
- He shares his early exposure to the construction process and how it influenced his approach to data center projects.
Marketing Evolution and Digital Infrastructure
- Robb reflects on his career, starting in marketing pre-web and evolving with the early days of the web, email marketing, and social media.
- He discusses the impact of LinkedIn on B2B technology and the rapid growth of the digital infrastructure space.
- Robb emphasizes the importance of harnessing AI in internal systems, go-to-market strategies, and content optimization.
- He highlights the seismic shifts in marketing due to AI and the need to rethink digital disciplines.
Understanding Customer Journeys and Content Optimization
- Robb talks about the importance of understanding the customer journey from initial awareness to interaction and conversion.
- He discusses the need to focus on outcomes and solutions rather than just features.
- Robb shares his approach to mapping decision-making units across the entire customer journey.
- He emphasizes the importance of having the infrastructure in place to measure and justify ROI in long sales cycles.
Events and Long-Term Engagement
- Robb explains the value of events in building long-term engagement and the importance of measuring both new leads and existing customer interactions.
- He discusses the shift from treating events as individual pieces of activity to seeing them as part of a broader journey.
- Robb highlights the importance of hosting events that provide educational sessions and networking opportunities.
- He shares examples of successful events, including lunch and learns, CPDs, and user groups.
Challenges and Opportunities in Data Center Marketing
- Robb discusses the challenges of documenting work in the data center industry and finding a happy medium between sharing information and maintaining confidentiality.
- He emphasizes the importance of building a professional brand alongside company brand storytelling.
- Robb shares insights on the different norms and restrictions in various regions and company sizes.
- He highlights the need for more people to participate in growing the industry narrative and building professional brands.
Future of Data Center Marketing
- Robb predicts that speed to deploy and sustainability will become core to brand identities in the next two to four years.
- He discusses the importance of clear sustainability strategies and certifications.
- Robb emphasizes the need for responsible AI usage and transparency around AI ethics.
- He highlights the role of content in building trust and engagement with customers and prospects.
Professional Branding and Industry Insights
- Robb shares his thoughts on the importance of professional branding and the challenges of building a professional brand in the data center industry.
- He discusses the different norms and restrictions in various regions and company sizes.
- Robb emphasizes the need for more people to participate in growing the industry narrative and building professional brands.
- He highlights the importance of understanding customer journeys and leveraging resources to develop content.
Final Thoughts and Contact Information
- Robb provides his contact information and encourages listeners to reach out to him on LinkedIn or through the WB Power Services website.
- Joshua Feinberg thanks Robb for his insights and concludes the podcast episode.
- The podcast is sponsored by DCSMI, which aims to elevate the role of sales, marketing, and go-to-market professionals in the data center industry.
Guest Resources
Resources
Do you want to stay up to date about upcoming episodes?