Industries · Telecom and data centers
Everyone sells uptime.
Nobody sounds different.
I spent years inside telecom and data center marketing. Providers compete on the same four claims, buyers reduce the decision to a spreadsheet, and the sales cycle stretches until the incumbent renews by default. Three things usually cause that, and none of them is the network.
Firms in this sector I've worked with
“As a sales leader, you always knew that [Hannah Bink’s] events and campaigns were going to be first class.”
One
Sold on specs
Power, space, cooling, connectivity, tiers, SLAs. Every provider publishes the same table, so the buyer compares the only column that differs, which is price. A spec sheet is not a reason to switch.
Two
Aimed at the wrong seat
Marketing speaks to the engineer who evaluates and not to the executive who signs. Those two people care about different risks. The material that convinces one rarely survives the meeting where the other decides.
Three
Switching feels expensive
Migration risk, contract overlap, and a long procurement path make staying put the safe choice. Unless the plan names those costs and answers them, the incumbent wins by doing nothing.
Where I come from
I have sat on your side of this.
Twenty years in telecom, data centers, and SaaS, much of it inside infrastructure marketing rather than advising it from outside. I know how these buying committees work, how long the cycles run, and how quickly a differentiated story collapses back into a feature table when nobody defends it.
The work is to find the one thing you do that the spreadsheet cannot hold, then make the whole go-to-market carry it. That is harder in infrastructure than anywhere else, and it is the only thing that moves a renewal decision.
Case studies
How a focused trade show program produced a 30% increase in leads
Trade show presence was expensive and hard to measure. A tighter program, with a clear message and follow-up built in before the event, increased leads by 30%.
Read the case studyHow BinkInc Transformed a Digital Infrastructure Firm's Brand and Online Presence
Forty years of expertise sat behind a single poorly designed page. A full brand overhaul, a refined messaging framework, and an SEO-built site produced the firm's first website-generated lead within weeks of launch.
Read the case studyQuestions
What providers ask me.
Do you actually know this sector?
Yes. Much of my twenty years was spent inside telecom and data center marketing rather than consulting to it. I know the buying committees, the cycle length, and where the story usually breaks down.
Our buyers are technical. Does marketing even matter here?
It matters more, because the technical evaluation rarely decides it alone. Someone above the engineer signs, and that person is weighing risk, cost of change, and whether your company will still be a good partner in three years.
Everyone in our category says the same things. Can that change?
That's the work. There is usually one thing you do that a comparison table can't represent, and it's rarely the thing the website leads with.
Our sales cycle is long. How fast could anything move?
Message and materials change in weeks. Pipeline follows the cycle you already have, so expect a quarter or more before it shows in the numbers, and interim signals before that.
Can you work with our existing agency?
Yes. I manage outside specialists and agencies as well as in-house teams. You don't need to change vendors before I start.
Find the thing they can’t compare
Take 30 minutes to talk through why your buyers can't tell you apart. You'll leave with a clearer read on it either way.