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
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