Data center lead generation and business development
Data Center Sales & Marketing Institute (DCSMI)
Elevating the role of sales, marketing, and go-to-market (GTM) professionals in the growth of the data center industry
Welcome to the Data Center Sales and Marketing Newsletter (DCSMI)
This week, you'll learn from guest expert David Rapoport, ASOTO's Chief Business Development Officer. Rapoport discusses the evolving landscape of digital infrastructure and data centers. He highlights the need for adaptability in the face of rapid industry changes, emphasizes the importance of sustainable, decentralized power generation, and discusses the role of AI and digital tools in improving efficiency in the data center industry.?
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Then, Joshua Feinberg explains how to modernize lead generation and sales strategies for the data center industry. He emphasizes the need to adapt to changes in buyer behaviors, position professionals as trusted advisors, tailor messaging to resonate with prospects, build relationships within target accounts, and position the company as the definitive expert industry resource to close larger sales.
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Register for the Upcoming Webinar: Data Center Lead Generation 301
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Data center clients have completely changed how they research and make purchase decisions.
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Gartner found up to 83% of the buyer's journey happens before sales teams meet a prospect. So even in the best of circumstances, you’re only getting a seat at the table for the final 17% of the sales process.
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Has your company kept up with these changes?
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Or are you still using the same sales and marketing playbook from 10+ years ago? (when you had a role in nearly 50% of the sales process)
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The self-guided buyer's journey -- where the buyer is in the driver’s seat -- has frustrated many sales and marketing teams.
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But these challenges also present game-changing opportunities for those who can get found early as trusted advisors.
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To own most of the typical 28 touchpoints between a stranger and a significant data center purchase, sales and marketing teams need to upgrade to this new reality.
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When you attend Data Center Lead Generation 301, you’ll learn how to
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This webinar is especially crucial for sales, marketing, customer
success, product, and channel partnership professionals in the data center industry.
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Upcoming Events
Data Center Transformation: Insights from David Rapoport, ASOTO's Chief Business Development Officer
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In a recent episode of the Data Center Go-to-Market Podcast, host Joshua Feinberg sat down with David Rapoport, the Chief Business Development Officer at ASOTO, to discuss the evolving landscape of digital infrastructure and data centers.
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Career Path to Data Center Business Development Leadership
Rapoport shared his unique career journey, which began in electrical engineering and telecommunications before transitioning into the data center space.
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His advice for those considering a career in this industry?
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"Focus on what you're really passionate about and what you like."
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Adaptability to Rapid Industry Changes
Rapoport emphasized the flexibility of roles within data centers, ranging from sales and marketing to engineering and utility management.
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A key theme that emerged was the need for adaptability in the face of rapid industry changes.
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Rapoport underscored the importance of being open to new opportunities every 3-4 years.
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"It's much more convenient to focus on a project, a task, a goal, rather than on your specific role," he said, highlighting the value of aligning one's work with the organization's broader mission.
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Decentralized, Private Power Generation
Sustainability and power generation emerged as critical challenges for the data center industry.
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Rapoport discussed the limitations of the traditional power grid and the growing trend towards decentralized, private power generation.
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"There is not enough power from the grid," he explained, "so the other possibility is to move from traditional centralized power generation to the decentralized power generation."
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Innovations like heat reuse, hydrogen, and small-scale nuclear power were highlighted as potential solutions to address the industry's energy needs.
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Enhancing Sales and Marketing Productivity
Rapoport also emphasized the role of AI and digital tools in improving efficiency, streamlining tasks, and enhancing productivity.
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As the data center industry continues to evolve, Rapoport's insights offer a valuable roadmap for professionals looking to navigate this dynamic landscape.
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By staying adaptable, embracing new technologies, and prioritizing sustainability, data center leaders can position their organizations for long-term success.
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Featured Resource
This issue of the Data Center Sales and Marketing Newsletter (DCSMI) is sponsored in part by Data Center Lead Generation 101.
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People in the data center industry have completely changed how they research and make purchase decisions.
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Is your lead generation strategy keeping up with these massive changes?
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Proven Strategies to Boost Data Center Lead Generation and Close Larger Sales
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During a recent episode of the Data Center Go-to-Market Podcast, Joshua Feinberg of the Data Center Sales and Marketing Institute (DCSMI) shared a wealth of insights on modernizing lead generation and sales strategies for the data center industry.
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Adapting to Massive Changes in Buyer Behaviors
Feinberg began by highlighting the significant changes in buyer behavior, noting that 83% of a typical buyer's journey now occurs before they even meet with a salesperson.
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This shift towards self-guided research underscores the importance of having a strong online presence and educational content to attract and engage potential customers.
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Positioning Data Center Professionals as Trusted Advisors and Thought Leaders
One of Feinberg's key recommendations was optimizing LinkedIn profiles and company pages to position data center professionals as trusted advisors and thought leaders.
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He emphasized the need to focus on benefits-driven messaging, build a robust network of connections within target accounts, and leverage LinkedIn's features like events and newsletters to expand reach.
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Messaging That Resonates with Your Most Important Prospects and Clients
Feinberg also explained the importance of understanding buyer personas and using their own language to create content that resonates.
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By deeply empathizing with the goals, challenges, and pain points of decision-makers, data center companies can position themselves as valuable resources throughout the buyer's journey, rather than just sales-focused vendors.
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Building Relationships Within Named, Target Accounts
Another crucial strategy Feinberg discussed was leveraging content and events to build relationships within target accounts.
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By encouraging the sharing of educational resources and webinar invitations, data center professionals can organically spread their thought leadership and establish themselves as trusted advisors.
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Positioning Your Company as the Definitive, Expert, Industry Resource
Feinberg also stressed the need for a top-down, company-wide initiative to position the organization as the definitive industry resource.
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This approach, combined with real-time monitoring of website engagement and CRM data, can help identify larger sales opportunities and accelerate the sales cycle.
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Overall, this episode of the Data Center Go-to-Market Podcast provides a comprehensive roadmap for data center sales and marketing teams to modernize their lead generation strategies, connect with decision-makers, and close larger, more profitable deals.
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How You Can Consult With DCSMI
The Data Center Sales & Marketing Institute (DCSMI) offers Data Center Lead Generation Consulting and Go-to-Market Strategy.
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Now, you can consult with DCSMI to increase your data center lead generation, reach the right decision-makers, improve brand awareness, enter new markets, grow your sales pipeline, and scale customer acquisition
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These programs are designed for data center providers -- as well as IT, facilities, real estate, construction, and sales and marketing companies that partner with data center providers.
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