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How Data Centers Segment to Differentiate

When data centers dump all of their leads into the same bucket and provide them with the same message, is not only a huge problem but also a huge missed opportunity. Segmenting leads is highly critical. Failing to segment leaves a huge missed opportunity because it is one of the quickest ways to differentiate from:

Which Marketing and Sales Strategies Work Best for Data Centers

There are a few approaches working well for data centers on their marketing and sales front. These approaches are described below.  

How Data Centers Attract Prospects In Small Markets

First and foremost, let’s quantify—regarding your sales team being able to attract prospects in a small market—what small is.  

To attract the right buyers to data centers, you must have: Part of your due diligence when researching buyer personas is to come up with the addressable market size of your industry.

  • Product/market fit
  • A deep understanding your competition
  • Content creation
  • Distribution.

You want to make sure your content is getting in front of the right buyers for your business.

How Data Centers Can Get the Decision Maker's Attention

The best ways for data centers to attract, approach, and get in front of today’s decision makers are to:

  1. Educate prospects on the problems they are experiencing.
  2. Avoid self-interest; focus on the decision maker’s interests and opportunities
  3. Never allow the highest paid person in their organization (the HIPPO) to advise against content that will add value to their prospect’s sales experience

Differentiating Your Data Center in a Crowded Market

Interestingly, if you look at market research firms or conference organizers, they often look at the five or six biggest data center regions in the U.S. as:

  • Northern Virginia
  • Washington DC
  • Dallas, Texas
  • Northern and Southern
  • California
  • Chicago, Illinois

Every once in awhile, you will see them break away from these most popular data center locations. For instance, lately, we have seen a lot more data center activity in the Pacific Northwest, Utah, and different areas of the midwest.

How Data Centers Generate More Highly-Qualified Leads

For data centers to generate more highly qualified leads and opportunities, they must attract the right strangers as early as possible in the decision-making process. Early discovery grants the opportunity to:

  • Be a guru or teacher
  • Frame how prospects evaluate different alternatives
  • Influence their buyer’s journey as a whole

How Data Center Sales Teams Improve Pipeline Activity

To really improve your pipeline activity and results, you and your data center sales team needs a strong grasp on product/market fit. Product/market fit describes how well products and services at the right price points fill market demand.   

People are doing tons of research upfront before they are ready to engage with your sales team. You want to make sure you learn how the buyer’s journey has changed.

How Data Center Sales Teams Easily Close Better Clients

For data center sales teams to be closing more world-class clients, we should first define what world class clients are.

It is important to be super crisp about the meaning of world-class so it can be used to segment leads between those that are:

  • Qualified
  • Super qualified
  • Marginally qualified, and
  • Not qualified at all

How Best to Enhance Your Data Center Thought Leadership

To position your data center as a world-class communicator, grow your business, and attract world-class clients, do not be a sloppy blogger. Do not only blog once in a blue moon and definitely do not solely put glorified press releases on your blog. The above strategies may have cut it ten years ago,  but they are simply not going to cut it today.

 

 

Why Data Centers Should Use Social Media

Thousands of people and companies use social media daily.

Keeping a healthy competitive presence in the industry means your data center must become more social. There are a few different ways social media can be approached to assist data centers with: