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Is Your Data Center Colocation Sales and Marketing Living in the Past?
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The way in which IT professionals research and purchase services has changed more in the past five years than in the previous 25 years
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 3: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/3.jpg)
It’s Not Your Father’s Buyers Journey
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 4: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/4.jpg)
10 years ago, if you were looking for an outsourced IT services partner,
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 5: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/5.jpg)
how did you go about developing your shortlist of credible alternatives?
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 6: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/6.jpg)
Fast forward to today’s colocation buying process
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 7: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/7.jpg)
What’s changed?
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 8: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/8.jpg)
The Empowerment of Buyers and the Revolt Against Interruption Marketing for Data Center Colocation
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 9: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/9.jpg)
Both during the early stages and middle stages of the sales process for colocation,
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 10: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/10.jpg)
the empowered evaluators, and decision-makers won’t be ready for a conversation with your sales team
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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Why? Because they don’t need to.
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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Buyers are much more in control today, doing all of their own research, at their own pace,
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 13: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/13.jpg)
without being influenced by traditional, interruption marketing and sales
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 14: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/14.jpg)
Sales Is Completely Out of the Loop During the First 60% to 90% of the Decision Making Process
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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Information is no longer a scarce commodity
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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What’s scarce now? Their attention
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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How the Modern Buyer’s Journey Works
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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Reading helpful blog posts
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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Devouring insightful white papers
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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Interacting with powerful planning tools
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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Watching educational videos
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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And perhaps attending educational webinars
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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This is how the modern buyer’s journey works
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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And unless your target decision makers -- your ideal buyers -- are technophobes who are repulsed by search engines, social media, and mobile devices,
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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you’d better make sure that your data center colocation firm is getting found by the right ideal buyers, in the right places, in the right context,
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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and most of all, as early as possible in the buyer’s journey
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 27: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/27.jpg)
So now that you know that 75%, on average, of the buyer’s journey is over before potential clients are ready to speak with you and your sales team,
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 28: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/28.jpg)
you begin to appreciate just how different the role of your sales professionals needs to be in these late stages
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 29: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/29.jpg)
Why the Order Taker That’s Living in the Past is On Borrowed Time
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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10 years ago, sales professionals needed to be hyper-aggressive closers
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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Today’s sales professionals need to reposition as trusted advisors, consultants, and industry experts,
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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who know that prospects are incredibly well-educated on the issues at hand
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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So who at your firm controls that first 75% of the buyer’s journey if your sales team isn’t getting a seat at the table early on?
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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Marketing. Seriously, it’s marketing.
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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But it isn’t the marketing team from 10 years ago.
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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It’s about understanding who your ideal buyers are
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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It’s about knowing their goals, plans, and challenges better than you know your own
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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Rebalancing Your Data Center Colocation Sales and Marketing Engine
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 39: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/39.jpg)
If your team for example has 10 sales reps that are largely only involved in conversations with prospects in the final 25% of the sales process,
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 40: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/40.jpg)
how much full-time equivalent headcount does marketing need to keep your competitive in the first 75% of the sales process?
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
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Chances are, if your firm doesn’t yet have an effective Inbound strategy and it lacks sales and marketing alignment,
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 42: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/42.jpg)
there’s an excellent chance that your revenue growth is anywhere from stunted to handcuffed
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 43: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/43.jpg)
The question is: Will your colocation firm show up and have a seat at the table during the first 75% of the buyer’s journey?
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 44: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/44.jpg)
Or will it be as if your firm doesn’t even exist?
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 45: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/45.jpg)
Is your colocation firm keeping up with how its best potential clients navigate the modern buyer’s journey?
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 46: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/46.jpg)
Or is it living in the past?
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 47: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/47.jpg)
Share your take in the Comments box below
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Joshua FeinbergCo-Founder and CMOSP Home Run Inc.
![Page 48: Is Your Data Center Colocation Sales and Marketing Living in the Past? (SlideShare)](https://reader036.vdocument.in/reader036/viewer/2022062503/5a65b7e57f8b9a33648b4b87/html5/thumbnails/48.jpg)
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