How Data Centers Find the Right Clients

Are you a data center struggling to find the right clients to step through your front door? Then you’ve come to the right place to learn the steps you need to take to get found by your ideal clients.

Joshua Feinberg, Vice President and Co-Founder of SP Home Run, talks about how there are a lot of things that need to happen before finding the right clients.

Feinberg says, “It’s like if a 5 or 6-year-old went out for their first season of little league and asked, ‘Dad, I want to play in the NY Yankees.' You say that’s awesome, I’m glad you have these goals. Now let’s talk to some of our friends on the high school baseball team, and they can tell us what they did to get to where they are today.”

 Similarly, finding the right clients is a process. You cannot assume you are attracting qualified leads unless you are incorporating the following practices into your master plan.

Develop Goals

When developing a marketing or business plan, be sure you set goals. Your goals should be specific, measurable, attainable, relevant, and timely (SMART).

Do not set goals that are out of your reach. Unrealistic goals can be detrimental to your company’s success and your team, so make sure your goals are attainable for everyone working towards them.

Get Found Early

Feinberg says, “We need to get found early. We need to get that seat at the table as a trusted advisor, our life cycle stages, what we track, our marketing platform and our sales tools need to be much more granular.”

What Feinberg means by getting found early is potential clients are finding data centers early in the buyer’s journey. The buyer’s journey consists of three stages including:

• Awareness
• Consideration
• Decision

To attract clients, you must produce and distribute content relating to each stage of the buyer’s journey. 

Product Market Fit

Product market fit is the degree to which your products or services satisfy the demands of a certain type of buyer. When you have product market fit, you know exactly at what price they buy, what quantities and durations they buy, and it becomes a lot easier to start accelerating revenue growth.

To determine if you have product market fit, think about each of your ideal clients. How are they similar? Are you able to group them by some of those similarities? Can you group them into “buckets” for instance?

Next, choose some of your current clients that fit within the buckets. Could you conduct interviews with those meeting the appropriate specifications to come up with your buyer personas?

Additionally, to understand who the right customers are for your business, you should understand their average lifetime value (LTV). Feinberg gives this example in regards to LTV, “If a client spends $5,000 in a month with you or $60,000 a year and you expect them to stay with you for five years that client has a $300,000 LTV.”

How has your data center found the right clients? Let us know in the Comments below.

If you want to learn more about how to generate qualified leads, watch our webinar recording, Attracting Data Center Clients: Step by Step.