5 Marketing Tactics to Capture Today’s Data Center Opportunity

February 8, 2018

Marketing Tactics to Capture Today’s Data Center Opportunity

Whether we like it or not, data is the driving force behind the infrastructure of modern business. As organizations experience rapid growth and legacy hardware is rendered obsolete, the need to fully modernize data center infrastructure management solutions is a priority-zero for today’s CIOs, engineers, and IT teams.

But physically storing and preserving hundreds of zettabytes of data is no small feat. From futuristic liquid cooling processors to automated managed server environments, harboring the world’s data literally consumes more energy than many small towns. Preparing for this new era, many are building solutions and selecting vendors that play into a few key trends:

  • Cloud’s significant impact on the way data centers operate. Legacy data center providers must be increasingly agile in their ability to work alongside cheaper, more flexible management solutions that reside in the Cloud

  • Data centers are shifting their models to become more software-defined with Composable Infrastructure make-up. This growing business plays a crucial role for enterprises seeking to convert legacy hardware and systems to software — thus increasing levels of automation and flexibility and enabling more modern IT approaches.

  • Data centers are amping investment into a Hybrid Cloud infrastructure in order to become less of a roadblock to modernized IT practices. Old hardware is being updated and replaced with more modern alternatives.

  • Large scale data workflows emphasize the continued importance of new and updated technology to keep up with Big Data, Analytics and the Internet of Things (IoT).

While riding this industry-wide current, we recommend marketers of data center and network infrastructure solutions leverage five crucial opportunities in their marketing efforts to remain relevant, in-demand, and lead the way:

  1. Eliminate misconceptions: Modernized data centers are bolstering enterprise security, enhancing IT efficiencies, and increasing company productivity. Each provider intimately understands why their hardware is the right option for certain organizations and various workflows. Marketers should own this information, broadcast it in a meaningful way, and eliminate any misconceptions customers might have that would ultimately push them towards another vendor or a pure cloud play.
  2. Reinforce the value of the data center: Data center marketers succeed when they are able to communicate the true business value of upgrading or enhancing hardware to accommodate for future speeds and flexibility. Ultimately, businesses who rely purely upon cloud storage will suffer, so share how the data center exists as a long-term, reliable, and cost-effective back-up. Understanding the breadth of a potential customer’s workload can also help marketers tailor these messages in a more effective way.
  3. Leverage Account Based Marketing (ABM): Whether marketers are looking to reduce churn or help win new business, they must partner with sales to cross-sell solutions to specific accounts or buying groups and upsell the next generation of products to existing customers.
  4. Connect and engage with the decision-makers: As any great sales executive will reveal, closing the deal relies heavily on building relationships. Engage the decision-makers that will influence the vendor selection process and educate them about how a robust data management investment will set their business up for longer-term success. Build content that helps them better understand how their business needs will be supported in a cost-effective, sustainable manner. These conversations could turn into long-term relationships built on a sturdy basis of trust.
  5. Position the Data Center alongside the Cloud, not against the Cloud: We’ve emphasized the idea of using a data center’s competitive advantage over many cloud solutions. But marketers also have the opportunity in many cases to position their organizations alongside robust cloud technology. At the end of the day, customers need both cloud and legacy infrastructure to support their storage operations, so use this to your advantage.

With business leaders flooded with options and information, marketers of data center solutions bear the responsibility to educate customers on the costs and benefits of what their solutions can provide. LinkedIn is a hub for millions of business decision-makers who are in the market for new technology investments and we hope you leverage the platform’s powerful and unique ability to connect and engage with these individuals to generate shared value for your business.  

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