Inbound Revenue

Acceleration

Webinar for

Colocation Data Centers

Jennifer Feinberg

Co-Founder and President

SP Home Run Inc.

Connect With on LinkedIn

Follow @Jen_Feinberg

Joshua Feinberg

Co-Founder and Revenue Growth Strategist

SP Home Run Inc.

Connect With on LinkedIn

Follow @Joshua_Feinberg

Agenda

A. Getting Found Early Enough, in the Right Context, to Matter

B. Creating Scalable, Predictable, Revenue Growth

C. Your Biggest Questions About Growing

Your Colocation Revenue

D. Additional Resources

E. Your Homework / Next Steps

This slide deck gives you an outline of the questions covered in the webinar. To watch the recording for “Inbound Revenue Acceleration Webinar for Colocation Data Centers” visit http://www.sphomerun.com/inbound-revenue-acceleration-webinar-for-colocation-data-centers-recording

Getting Found Early Enough, in the Right Context, to Matter

“Every single deal comes down to price. I never get in early enough to explain our real value. This sucks!”

The 2005 Buyer’s Journey

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Prospects ready to speak with your sales team

Marketing • Trade shows • Print ads • Direct mail • Email spam

Sales • Buyers at the mercy of sales team • Sales controls access to information (asymmetry) • Marketing could be totally unaccountable and it didn’t matter • Seller-centric sales cycle

Cold calls

Today’s Buyer’s Journey

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Prospects ready to speak with your sales team

Marketing • Trade shows • Print ads • Direct mail • Email spam

Sales • Sales needs to get found early as

trusted advisors • Buyer-centric sales cycle • Sales monopoly on info gone

Disruption of Traditional Playbook • Search • Social • Mobile • Cloud

• Sales and marketing alignment is critical • Marketing has massive control over sales’ paychecks

• Personalization is critical • Much more consultative

Buyer’s Journey Within 3 Years

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Prospects ready to speak with your sales team

Marketing • Trade shows • Print ads • Direct mail • Email spam

Sales Challengers • Order takers and

explainers gone • True consultants

dominate sales

Disruption of Traditional Playbook • Search • Social • Mobile • Cloud

• Podcasting • Video • Live Video • Personalization

• Sales and marketing “departments” disappear revenue team

• Marketing owns 70% to 90% of revenue generation

Thought Leaders

Is Your Leadership in Denial?

Moment of Truth

Getting found before that 70% point is critical to competing in today’s colocation data center market

The way to do so helpful, original, remarkable content ◦ True differentiation! (in eyes of buyer personas)

Is your company on board? ◦ Or living in 2005?

Agenda

A. Getting Found Early Enough, in the Right Context, to Matter

B. Creating Scalable, Predictable, Revenue Growth

C. Your Biggest Questions About Growing

Your Colocation Revenue

D. Additional Resources

E. Your Homework / Next Steps

Creating Scalable, Predictable, Revenue Growth

Public Domain Image Courtesy of the United States Food and Drug Administration

“In God we trust; all others must bring data.” -- W. Edwards Deming American engineer, statistician, professor, author, lecturer, and management consultant

(1900-1993)

Strangers Promoters Visitors Leads Clients

Attract Convert Close Delight

Blog Keywords

Social Media

Forms Calls to Action Landing Pages

Email Sidekick Notifications Workflow Automation

Events Social Inbox

Smart Content

How to Create Scalable, Predictable, Revenue Growth

Moment of Truth

Does your website content talk more about your company? ◦ Or the problems that you solve for your clients?

Tip: During the first 70%+ of the buyer’s journey, even the best prospects won’t give a you-know-what* about your services until you’ve established trusted advisor status. ◦ * Trying to keep today’s content PG-13 (insert your own expletive)

Agenda

A. Getting Found Early Enough, in the Right Context, to Matter

B. Creating Scalable, Predictable, Revenue Growth

C. Your Biggest Questions About Growing

Your Colocation Revenue

D. Additional Resources

E. Your Homework / Next Steps

Your Biggest Questions About Growing Your Colocation Revenue

What’s Trending?

• Colo

• Clients • Differentiate • Seen • Small

• Big • New • Small • Website

Strangers

Attract

Blog Keywords

Social Media

How to Create Scalable, Predictable, Revenue Growth

How can we reach the right prospects in our business development programs?

What are the most important website best practices for a data center?

What are the most important social media best practices for a data center?

How can we drive more people to our colocation data center website?

How can we differentiate ourself from our competition and be seen?

Visitors Leads

Convert

Forms Calls to Action Landing Pages

How to Create Scalable, Predictable, Revenue Growth

How should we be generating leads and obtaining new clients for our data center?

How should we go about lead generation and finding new clients?

Leads Clients

Close

Email Sidekick Notifications Workflow Automation

How to Create Scalable, Predictable, Revenue Growth

How can we bring in more sales to our colocation data center?

How can we differentiate our products, which are seen as commodities these days?

How can we accelerate our data center revenue?

Based on our relatively small physical size in comparison to “big box” data centers, many decision makers are unwilling to consider our solutions, even though we possess capabilities and capacities well beyond what the larger companies can provide. [continued]

[continued] How do we get decision makers to buy into the “big fish in a small pond” mentality and attention to detail that our growing roster of completely-satisfied customers currently enjoy?

How can we land bigger data center deals in top markets?

How should we support our direct data center sales team with lead tracking?

Promoters Clients

Delight

Events Social Inbox

Smart Content

How to Create Scalable, Predictable, Revenue Growth

Is colo dead? With everyone thinking cloud, is colo no longer viable?

What are the best strategies for growing revenue in the colo space?

How should we deal with budgetary constraints when trying to grow our data center revenue?

How should we go about channel management when growing a data center?

This slide deck gives you an outline of the questions covered in the webinar. To watch the recording for “Inbound Revenue Acceleration Webinar for Colocation Data Centers” visit http://www.sphomerun.com/inbound-revenue-acceleration-webinar-for-colocation-data-centers-recording

Agenda

A. Getting Found Early Enough, in the Right Context, to Matter

B. Creating Scalable, Predictable, Revenue Growth

C. Your Biggest Questions About Growing

Your Colocation Revenue

D. Additional Resources

E. Your Homework / Next Steps

Additional Resources

Download at http://www.DataCenterLeadGen.com

Download at http://www.InboundDataCenter.com

Additional Resources

Follow at https://twitter.com/datacenter_sphr

Read at http://www.sphomerun.com/blog

Agenda

A. Getting Found Early Enough, in the Right Context, to Matter

B. Creating Scalable, Predictable, Revenue Growth

C. Your Biggest Questions About Growing

Your Colocation Revenue

D. Additional Resources

E. Your Homework / Next Steps

Your Homework / Next Steps

Sign Up at http://www.DataCenterConsultation.com

Growth Doesn't Happen

By Accident.

You Need Goals and a Plan.

Schedule a Complimentary

Data Center Colo Revenue

Acceleration Assessment

Your Homework / Next Steps

Sign Up at http://www.DataCenterConsultation.com

Image Courtesy of Håkan Dahlström

“Skate to where the puck is going,

not where it’s been.” -- Wayne Gretzky

This slide deck gives you an outline of the questions covered in the webinar. To watch the recording for “Inbound Revenue Acceleration Webinar for Colocation Data Centers” visit http://www.sphomerun.com/inbound-revenue-acceleration-webinar-for-colocation-data-centers-recording